MINISO, the global lifestyle brand known for its stylish and affordable products, is making significant inroads across Europe as part of its ambitious expansion strategy. The brand has been rapidly establishing itself in key European markets, including the United Kingdom, Spain, France, and Italy, with a series of high-profile store openings that are bringing its unique blend of design, quality, and affordability to a broader audience.
Expanding Presence in the UK and Beyond
MINISO’s expansion in the UK has been particularly noteworthy. Since 2023, the brand has strategically opened stores in prime locations across London, solidifying its presence in one of Europe’s most dynamic retail markets. Notable among these is the brand’s first-ever blind-box themed store, which opened in London’s Chinatown in September 2023. This was followed by the launch of a flagship store on the iconic Oxford Street in November 2023, further underlining MINISO’s commitment to becoming a key player in the UK retail landscape. Early 2024 saw the opening of additional stores in Camden Town and Westfield Stratford City, with the latest addition being the Bluewater Shopping Centre in Kent, just outside London.
Beyond the UK, MINISO has been making strides in other European markets. The brand recently introduced its first blind-box themed store in Spain, while Paris welcomed two new MINISO stores, showcasing the brand’s appeal in the French capital. The expansion doesn’t stop there, with MINISO now present in Iceland, Malta, Greece, and Latvia. Each of these new stores reflects MINISO’s ambition to spread joy through its unique products and shopping experience, tailored to the preferences of local consumers.
Strong Financial Performance and Market Growth
MINISO’s aggressive expansion in Europe has been matched by strong financial performance. In 2023, the brand’s Gross Merchandise Volume (GMV) in the European market saw a remarkable 67% increase year-on-year. This momentum has carried into 2024, with the first quarter seeing sales growth of over 80% compared to the same period the previous year. These figures underscore the robust demand for MINISO’s products across Europe and highlight the brand’s ability to resonate with a diverse range of consumers while adapting to local market dynamics.
“Europe is a vibrant and diverse market, and we are confident that MINISO’s unique offerings will continue to resonate with customers across the region,” said Vincent Huang, Vice President of MINISO’s Overseas Business Department. “We are committed to providing a joyful and engaging shopping experience for everyone who visits our stores.”
Europe as a Strategic Growth Driver
MINISO’s success in Europe is a key element of its broader global strategy. With over 200 stores across Europe as of March 2024, the brand is continuously expanding its footprint, with plans to open more high-quality stores in key markets. MINISO’s entry into 110 overseas markets worldwide, with a total of more than 6,600 stores, demonstrates its determination to lead global consumption trends through innovation and a commitment to globalisation.
As MINISO continues to expand, its efforts in Europe are helping to drive the brand’s growth on a global scale. From the UK’s bustling retail hubs to other major European cities, MINISO is refreshing consumers’ perceptions of the brand through innovative store formats and a focus on bringing joy to shoppers worldwide. Looking ahead, MINISO is poised to further strengthen its position in Europe, contributing to its overarching goal of becoming a leading global lifestyle brand.