Miniso opens flagship store in central London

The retail space is located in a prestigious location on Oxford Street.

Chinese retailer Miniso has opened its new flagship store in London. The retail space is located in a prestigious location on Oxford Street.

The store has become the largest in the Miniso chain in the UK, with approximately 3,000 square feet of space. The store features surprise toys, plush toys, homeware and more.

The flagship format also includes special photo zones designed in the form of the London Underground and unusual window displays. The new outlet exclusively features Miniso’s cosmetics and perfume collections.

“The vibrant, fantastical design that we’ve brought to our new Miniso Oxford Street flagship is certain to bring smiles to the faces of shoppers in London,” says Saad Usman, Chief Operating Officer at Miniso U.K. “We believe that by combining a more joyful shopping experience with our signature fun, affordable, and useful products, we can create unique and lasting memories for our customers.”

“At Miniso, we’re always looking for new ways to innovate and connect with our consumers, and these new stores bear witness to our unwavering commitment to bringing joy and inspiration to all,” says Vincent Huang, Vice President of Miniso’s International Operations. “The special themed stores are just the beginning. In the future, we will continue to prioritize store and product innovation, ensuring our consumers have fun, unforgettable experiences when they step into Miniso’s shopping wonderland.”

Earlier, it was revealed that Miniso has started opening new stores in partnership with third-party brands. For example, Pixar Food Collection stores and a Sanrio store have opened recently.