MINISO, the popular Chinese variety store chain, has launched a new flagship store in the heart of Paris at 104 Avenue des Champs-Elysées. This new location, spanning an impressive 8,600 square feet across two floors, is now MINISO’s largest store in Europe. The opening marks a significant milestone for the retailer as it continues to expand its global footprint.
The flagship store features dedicated zones highlighting MINISO’s various intellectual property collaborations, including partnerships with Sanrio, Disney, Barbie, and more. These zones offer a diverse array of products, ranging from household goods and cosmetics to stationery, showcasing the brand’s commitment to providing a wide selection of quality items.
This strategic expansion comes on the heels of a strong financial performance in the first quarter of 2024. MINISO reported a 26% year-on-year revenue growth, bringing in $515.7 million. The new Paris store opening aligns with the retailer’s ‘Super Store’ strategy, which focuses on establishing large-format stores in high-traffic areas to maximize visibility and customer engagement.
Located on the prestigious Champs-Elysées, the new store benefits from being in one of the world’s most famous shopping destinations. The avenue is known for hosting high-profile retailers, with Calvin Klein recently opening a flagship store there as well. This area’s retail activity is expected to intensify as Paris prepares to host the Summer 2024 Olympic Games, attracting an influx of international visitors and shoppers.
With the addition of the new Paris flagship, MINISO has expanded its presence to 110 overseas markets outside mainland China, operating a total of 6,630 stores worldwide. This continued growth underscores the brand’s success in appealing to a global audience and its ability to adapt to various international markets.
MINISO’s emphasis on creating large, inviting retail spaces where customers can explore a wide range of products aligns with its goal to enhance the shopping experience. The new flagship store on the Champs-Elysées is designed to offer a unique and immersive shopping environment, encouraging customers to engage with the brand and discover new products.
Overall, MINISO’s new flagship store in Paris represents a significant step in the company’s international expansion strategy. By establishing a strong presence in one of Europe’s most prestigious shopping districts, MINISO continues to build its brand and reach new customers worldwide.