Miniso targets European markets for expansion

Miniso remains poised to expand its presence and consolidate its brand in the European retail landscape.

Miniso has embarked on an expansion strategy across Europe, beginning with a strategic foothold in the UK. Recent store openings in London’s prime locations, including Bluewater Shopping Centre and Oxford Street, highlight Miniso’s commitment to penetrating key UK markets.

Innovative retail concepts 

In September 2023, Miniso introduced its first global blind-box themed store in London’s Chinatown, aiming to enhance customer engagement through unique retail experiences. This concept expanded with subsequent flagship openings in Camden Town and Westfield Stratford City in early 2024, further solidifying Miniso’s presence in the UK.

Expansion beyond the UK

Beyond the UK, Miniso has extended its footprint across Europe. Spain welcomed its own blind-box themed store, while Paris, France, witnessed the opening of two new locations. The brand has also entered diverse markets such as Iceland, Malta, Greece, and Latvia, reflecting its broadening European reach.

Global scale and growth 

As of March 2024, Miniso operates over 6,600 stores worldwide, with more than 200 located in Europe alone. The brand’s robust financial performance underscores its success in the region, with a notable 67% year-on-year increase in Gross Merchandise Volume (GMV) in 2023. This growth trend continued into 2024, with an impressive 80% year-on-year rise in sales during the first quarter.

Future outlook 

Vincent Huang, vice president of Miniso’s overseas business department, emphasized Europe’s importance as a vibrant and diverse market. With a commitment to providing joyful and engaging shopping experiences.

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