Marie Kondo Wants You to Buy More Stuff

The woman who started the year telling you to throw out all your stuff now wants you to buy more stuff.

Marie Kondo, the organizing expert who rose to fame early this year with the Netflix series, Tidying Up With Marie Kondo, has just launched a new shop on her website to sell books, decor, home goods and other lifestyle products presumably designed to spark joy.

The new online shop opened Monday, complete with a note from Kondo reminding fans skeptical of the brand’s pro-consumerism foray into e-commerce that “the goal of tidying is to make room for meaningful objects, people and experiences” — especially the ones that you can now purchase on her website.

The collection features around 150 items ranging from $10 to $300, including kitchenware and utensils, candles and oil diffusers, as well as storage and organizational devices and cleaning supplies designed to help you live the “tidying up” lifestyle.

Meanwhile, the irony of a brand built on telling people to throw out their unnecessary shit trying to sell you a $75 tuning fork isn’t lost on Kondo.

“That’s something we carefully considered, of course,” she told Fortune. “For me, the emphasis is not on trying to throw out as much as possible but to choose what sparks joy for you. The ultimate goal with my method is for people to really hone their sensitivity to what sparks joy for them so they can make a considered, cautious purchase.”

Or maybe the ultimate goal all along was to get us to throw out all our old stuff so she could sell us new stuff. Marie Kondo played the long game with us this year.

The new collection launched Monday, and add new items are expected to be released monthly.

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