Miniso’s global brick-and-mortar takeover continues. Over just the last three weeks, the Chinese lifestyle retailer opened its 200th store in the U.S., unveiled its largest global flagship store in Indonesia and brought its highly successful Sanrio-themed store format to Australia.
Miniso’s 200th U.S. Door Opens in Santa Monica
At the end of August, Miniso unveiled its latest U.S. store at the 3rd Street Promenade in Santa Monica, Calif. — a cultural landmark on the West Coast.
Spanning more than 3,700 square feet, the store has dedicated zones featuring the brand’s range of collaborations with popular IPs, including characters from Disney, Sanrio’s Hello Kitty, the Minions, Care Bears and more. These curated spaces are outfitted to reflect the distinct branding and aesthetics of the IP, helping strengthen the emotional connection shoppers have with key characters. In addition to the IP zones, the Santa Monica store features an exclusive Disney Stamp blind box series.
Miniso’s expansion in the U.S. is “central to the brand’s strategy to enhance its influence and maintain its position as a leading global lifestyle brand,” according to a company press release. In 2024 alone, the brand opened new locations in key American markets, including Times Square and Tangram in New York and the American Dream Mall in New Jersey.
New Global Flagship is Miniso’s ‘Dream Castle Amusement Park’
Central Park Mall in Jakarta, Indonesia is the new home to Miniso’s largest global flagship to date. The store is more than 32,000 square feet and is designed to emulate a “Dream Castle Amusement Park,” combining entertainment and retail.
Featuring eight product categories and three themed IP zones, the store applies Miniso’s “Super IP + Super Store” model, which merges globally recognized brands with an immersive retail environment. The store garnered record attendance and sales (about $166,000) for a single Miniso store on its opening day.
Miniso initially entered the Indonesia market in 2017 and has grown its presence to more than 300 stores across the country.
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Miniso Brings Beloved Sanrio Store Concept to Australia
The brand’s most recent venture brings one of Miniso’s IP collection concept shops down under. A Sanrio-themed store opened its doors in Sydney on Sept. 7, 2024 — the first store of its kind in the country. The other Sanrio-themed location is in Margo City, Indonesia, which opened October 2023.
Sanrio IP products and characters including Kuromi, Melody, Cinnamoroll and Hello Kitty make up more than 70% of the store’s offerings, which takes up more than 3,000 square feet. The remainder of the store’s 2,500+ SKUs include other IP from Disney, Loopy and BT21.
The new concept shop is located on George Street in Sydney, which has bustling traffic from locals and tourists alike due to its proximity to key attractions like Sydney Town Hall and the Queen Victoria Building. The power of the store’s location and theming was reaffirmed in early sales results: the company reported the space garnered the highest volume of sales per square meter among all Miniso stores on opening weekend.
