Why Are the Best-Selling Knives Online and In-Store So Different?

So far, we've talked about all sorts of things to consider when choosing a kitchen knife.

What you'll use it for, its shape, size, steel, and price.

We've covered quite a bit, but when we look at the knives people actually choose, something rather interesting comes up.

At Miura Knives, we have

knives that sell exceptionally well online and
knives that sell exceptionally well in our physical stores.

You might think that a good knife would sell equally well anywhere.

But in reality, the results can be surprisingly different.

Representing our online sales is the

Kagekiyo Aogami #1 Stainless Clad Damascus.

Meanwhile, representing our in-store sales is the

Miura SG2 Arare with an Ebony and Turquoise Octagonal Handle.

ONLINE

Kagekiyo Aogami #1
Stainless Clad Damascus

IN STORE

Miura SG2 Arare
Ebony & Turquoise Octagonal Handle

These two knives are completely different.

• Different steels.
• Different finishes.
• Different manufacturers.
• Different price ranges.
• Different size lineups.

Almost everything about them is different.

So why do customers choose such different knives online and in person, even though they're shopping at the same Miura Knives?

That's what I'd like to explore by looking at these two knives.

I'll be honest.

Among our staff, we sometimes refer to certain knives that sell exceptionally well online as

"knives that practically sell themselves."

Of course, that doesn't mean they literally sell without us doing anything.

We still have to create product listings, take photographs, and manage inventory.

If we really didn't have to do anything, that would certainly make our lives easier.

What we mean by "selling themselves" is this:

That's the kind of product we're talking about.

And I think the Kagekiyo Aogami #1 Stainless Clad Damascus is a perfect example.

Kagekiyo itself is already a well-known name in overseas Japanese knife communities.

Then there are the blacksmith, the sharpener, the brand, the steel, the finish, and the handle.

Whichever aspect you look at, there are recognizable and appealing qualities for people who know a thing or two about Japanese knives.

Of course, whether we should take every opinion and reputation circulating online at face value is another matter entirely.

Still, when you look at the specifications on paper,

it's a remarkably difficult knife to find fault with.

At least, that's how I see it.

• Excellent cutting performance.
• Good edge retention.
• Aogami #1 steel.
• Stainless cladding that helps reduce the maintenance burden to some extent.
• An attractive, eye-catching finish.
• Highly regarded craftspeople behind its production.

In other words, it's a knife with excellent all-around qualities.

Of course, there are more expensive knives out there, such as honyaki knives.

If we focus on one particular characteristic, there are certainly knives I would consider superior to the Kagekiyo.

And when we start talking about rarity or artistic and craftsmanship value, there's an entirely different world beyond it.

But when it comes to

the overall qualities of a single kitchen knife,

I don't think the Kagekiyo is easily beaten.

And importantly, those strengths are very easy to recognize online.

So what about the Arare?

The Miura SG2 Arare with an Ebony and Turquoise Octagonal Handle.

If we simply compare the specifications on paper, I don't think it necessarily loses out to the Kagekiyo.

• SG2 steel.
• Stainless steel, making it more resistant to rust.
• A distinctive hammered Arare finish.
• An octagonal handle made with ebony and turquoise.
• A wide range of sizes.

The manufacturer behind it is also a well-known name among Japanese knife enthusiasts.

The blade geometry and sharpening are designed with cutting performance very much in mind.

And when we consider the price as well, it's a series that we rate very highly ourselves.

That's why we actively recommend it to customers in our stores.

And yet, online, it doesn't perform nearly as strongly as the Kagekiyo.

Why is that?

To put it rather directly,

I think it's because nothing about it appears particularly exceptional.

That doesn't mean its performance is poor.

Quite the opposite.

When you look at each individual aspect, it's actually very good.

But each of those qualities, considered on its own, simply doesn't carry the same weight online as the qualities associated with the Kagekiyo.

I suspect that's a major part of the difference.

And this is where things get interesting.

With the Kagekiyo, the information presented on the product page is compelling in its own right.

With the Arare, on the other hand, we can see for ourselves that it's an excellent knife, yet its qualities don't seem to come across in quite the same way.

In other words,

That's what this seems to tell us.

So what makes the difference?

The more I think about it, the less it seems to be simply a matter of brand recognition.

When we look at kitchen knives online, do we really interpret the information presented to us in the same way?

That's something I'd like to explore a little further next time.