Miniso expands internationally, opens 100th store since mid-October

By

Jennifer Braun

Published
Nov 26, 2020

Chinese brand Miniso opened its 100th store location this month since going public in mid-October, as it continues to aggressively open stores across Europe amid the Covid-19 pandemic. 

The value-priced Chinese retailer opened its latest location in Madrid, which is the retailer's fourth store opening in Spain this month alone. Spain is one of Miniso's most rapidly expanding markets, operating 16 stores across major cities such as Barcelona, Sevilla, Malaga, Granada. Prior to Madrid, it opened a location in the Canary Islands.

Amid the flurry of other European openings, more are still planned to come before the end of the year.

"We aim to open even more new stores across Europe in the near future," said Vincent Huang, international business vice president, Miniso.

"We look forward to welcoming customers in London, Hungary, Iceland and Italy soon, pending the course of the pandemic.”

In fact, Miniso's business partner, Michiel Witteveen, the CEO of the Mirage Retail Group, is expected to open a new store soon, which would be the third location in the Netherlands, adding to their existing footprint in Eindhoven and Utrecht. Mirage Retail Group owns more than 800 stores from various successful brands such as Blokker, Big Bazar and Intertoys. 

The company’s business in China is equally thriving. Most recently, ahead of China's Golden Week, a weeklong holiday, the company opened 54 stores in a single day. 

Miniso also directly operates a number of stores across Asia, Africa and the United States. It opened more than 20 stores across these regions since October. Notable openings include the opening of its 39th store in Los Angeles, and one in the iconic Pacific Mall in New Delhi, India. Moreover, the company also plans to open a new store in a top tourist destination in Indonesia before Christmas.

The Asian retailer offers high quality fashion at low prices, along with a variety of household and consumer goods that include cosmetics, stationery, toys and kitchenware. Some 80 percent of products are priced lower than 10 euros (US$12).

Since opening its first store in Guangzhou in 2013, Miniso has opened more than 4,200 stores in over 80 countries and regions in just 7 years.