Miniso to open Oxford Street flagship in London

The company has leased the 3,200-square-foot space for five years.

Chinese lifestyle brand Miniso will open its flagship store on Oxford Street in London, pursuing a strategy to grow in the UK market. The company has leased the 3,200-square-foot space for five years.

As of the third quarter of 2023, Miniso has around 5,800 stores under management with locations in 80 countries. To strengthen its position in the UK, the retailer has planned several more important openings before the end of the year.

In September, Miniso announced the opening its smallest store in the UK. The unusual format opened on Shaftesbury Avenue in London’s Chinatown.

Miniso UK Chief Operating Officer Saad Usma said: “Opening MINISO’s doors on Oxford Street is not only a landmark moment as MINISO’s biggest store to date in the UK, but it also becomes our 23rd store nationwide.

“This new store, nestled in the heart of London’s most famous shopping street, signifies our continued growth and commitment to bringing joy to everyone.”

Miniso is a Chinese retail brand recognized internationally for its affordable and stylish consumer products. The company was founded in 2013 by Japanese designer Miyake Junya and Chinese entrepreneur Ye Guofu.

Miniso’s product range includes various items such as household goods, cosmetics, accessories, stationery, electronics, and more. The brand is known for its minimalist and clean aesthetic, often compared to Japanese design principles.