Miniso has painted Oxford Street pink with its new London flagship. The 3,000-square-foot store touts a new design concept and elevated shopping experience, and is the lifestyle brand’s largest location in the UK.

The imaginative store design reflects Miniso’s broader transition toward becoming a lifestyle brand that aims to evoke a fun and dream-like shopping experience. With a goal of creating a “joyful” environment for shoppers, the store is bursting with pink and vibrant lighting. The store also incorporates various elements of British cities; for example, there is a designated “photo op” in the store designed to resemble a London Underground train carriage.

The store offers a wide selection of Miniso’s best-selling categories, including Sanrio Blind Boxes, plus toys, homeware and accessories, as well as beauty and fragrances, which are a new addition to the store’s assortment.

“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,” said Saad Usman, Chief Operating Officer at MINISO UK in a statement. “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.”



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