Editor’s note: This story has been updated to reflect shifts in MINISO’s strategic goals and store opening plans.
Lifestyle retailer MINISO has set its sights on brick-and-mortar growth and is accelerating its plans during the holiday season. The company revealed its plans to open 10 new retail outlets in the U.S. and three additional ones in Canada by the end of the year. The new openings will bring the total number of MINISO stores to more than 100 by the end of 2021.
The new stores are located across the U.S., in California, Maryland, New Jersey, New York, Delaware, Massachusetts, Pennsylvania, Texas and Virginia. As of November 9, MINISO plans to open another 13 stores in North America between November and December. Although the retailer had a relatively established U.S. presence on the West Coast, it is accelerating its focus in the eastern U.S. going into 2022.
After first entering the U.S. in April 2017, MINISO has forged a unique place in the market. With a focus on its new “10 N’ Under” concept, the retailer aims to provide a diverse range of product categories, including plush toys, home décor and organizers, beauty and wellness, fashion accessories and electronics, all for $10 or less. MINISO also reaps the benefits of original licensing collaborations with Marvel, Mickey Mouse & Friends, Sanrio, We Bear Bares and Coca-Cola. The power of nostalgic characters, coupled with a diverse assortment and affordable prices, has made MINISO stores go-to destinations among Gen Z consumers, who are currently gravitating towards 90s and early Y2K culture.
“Despite the pandemic, MINISO has maintained a strong performance and has exciting plans to open in new markets across North America,” said Andrew Xie, General Manager of MINISO North America in a statement. “There are really no other $10 stores that offer the quality that MINISO is known for coupled with a fun shopping experience. Our expansion comes at a perfect time for holiday shopping. We stand by our promise that a better life has nothing to do with the price.”