Last weekend, on May 3, Miniso unveiled its first IP Collection Store in the U.S. at the American Dream Mall in East Rutherford, New Jersey.
The grand opening, which was attended by The Toy Book and its sister publication, The Pop Insider, featured a swimming pool-themed photo op in the mall’s atrium, with a 16-foot-tall inflatable PenPen penguin, a ball pit, games, giveaways, a DJ, mascots, discounts and more. The new Miniso location at the American Mall features toys from a variety of IP, including original Miniso brands.
The 4,000-square-foot store features an all-pink interior, with zones dedicated to popular collaborations, including Disney, Snoopy, Barbie, Minions, Care Bears, and Miniso’s original Mini Family.
“This store is just the beginning,” says Tyrone Li, US General Manager for Miniso. “We look forward to bringing more innovative and engaging shopping experiences to our customers here in the U.S.”
Global Expansion
Miniso, a leading lifestyle retailer, aims to open between 550 and 650 new stores worldwide by the end of 2024 ¹. This expansion is part of the company’s strategy to become the world’s leading IP design retail group, with North America playing a pivotal role in achieving this goal ¹.
US Expansion
In the US, Miniso plans to open stores in Ohio, Tennessee, Colorado, and Utah, among other locations ¹. The company has already expanded to 10 new states last year and currently operates over 6,400 locations globally ¹.
Sales Success
Miniso’s expansion is driven by recent sales success in the US and abroad. The company saw a 40% jump in its global IP product sales last year, and its North American revenue spiked 128% ¹.
New Store Openings
Beyond its recent New Jersey store opening, Miniso has been unveiling other stores in the US and other markets. The company opened its 100th location in Orlando, Florida, last December, and a pop-up shop in New York City’s Time Square in March ¹. The retailer also announced another store opening in Hanoi, Vietnam, featuring plush toys, memory foam neck pillows, headbands, and other merchandise ¹.
Strategic Partnerships
Miniso has partnered with mall operator CBL Properties to open stores in new markets, including Roanoke, Virginia, and Winston-Salem, North Carolina ². The company has also secured prime retail spaces in key shopping destinations, such as the Fashion Show in Nevada and Northridge Fashion Center in California ³.
Brand Upgrade
Miniso has introduced new concepts, such as “Super Store,” “Super IP,” and “Super Product,” to enhance its brand offerings ³. The company has also rolled out products featuring popular IPs like Barbie, Snoopy, Disney 100, and Sanrio ³.
Conclusion
Miniso’s aggressive expansion plans and strategic partnerships demonstrate its commitment to becoming a leading global retailer. With its focus on IP design and unique shopping experiences, Miniso is poised to continue its growth momentum and bring joy to consumers worldwide.
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