Global lifestyle brand MINISO is rapidly advancing its expansion strategy in Europe, with a focus on establishing a robust presence in key markets. Recently, the company has inaugurated several stores in prime UK locations, including London’s Chinatown and Oxford Street, as part of a broader effort to reach a wider audience across Europe.
Since 2023, MINISO has been strategically opening stores in the UK, including the world’s first blind-box-themed store in London’s Chinatown in September 2023, followed by its flagship store on Oxford Street in November 2023. The brand’s growth in the UK continued with new stores in Camden Town and Westfield Stratford City in early 2024, and most recently, a store at the Bluewater Shopping Centre in Kent.
Beyond the UK, MINISO has introduced its first blind-box-themed store in Spain and opened two new stores in Paris, France. The brand’s European footprint now also includes Iceland, Greece, Malta, and Latvia.
MINISO has reported significant growth since 2022, witnessing a 67% year-on-year increase in gross merchandise volume in the European market in 2023. This positive trend continued into the first quarter of 2024, with sales in Europe growing by more than 80% year-on-year, indicating rising consumer demand for MINISO’s products.
With plans to open more stores in Europe, MINISO’s global presence now spans 110 overseas markets, with more than 6,600 stores worldwide, including over 200 in Europe as of the end of March 2024. The brand’s strategy includes targeting key global commercial areas, advancing the construction of overseas stores, and focusing on global consumption trends and intellectual property innovation.
Vincent Huang, Vice-President of MINISO’s Overseas Business Department, stated, “Europe is a vibrant and diverse market, and we are confident that MINISO’s unique offerings will continue to resonate with customers across the region. We are committed to providing a joyful and engaging shopping experience for everyone who visits our stores.”
In May 2024, MINISO confirmed plans to open 600 overseas stores during the year, underscoring its commitment to global expansion and strengthening its market presence.
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