Marvel x Miniso expands across Australia

Chinese homewares chain Miniso has launched its Marvel x Miniso collection in several stores in Australia and plans to expand the range over the coming weeks.

The collection first landed in Miniso’s The Galeries store in Sydney on July 25, followed by openings in Chadstone Parramatta and Elizabeth Street in Melbourne in early August, with more stores to be added.

The retailer claims to be the only official retailer and supplier of Marvel worldwide.

“The first Marvel store in Sydney has been an instant success with customers and investors flocking to the unveiling,” a Miniso spokesperson said.

Marvel store in Sydney has been an instant success with customers and investors flocking to the unveiling,” a Miniso spokesperson said.

“Marvel is now the largest growing movie franchise with many more exciting movies and characters about to be unleashed onto the big screen. Miniso as a partner will be able to unveil these characters and icons in some 4000 stores worldwide.

“We are so excited to be able to bring to Australia this amazing new store for all the Marvel and Miniso fans.”

Australia is not the first country to get the Marvel treatment. The Marvel x Miniso collection, including Captain America, Spider-Man, and Iron Man-themed goods, has also appeared in stores across Indonesia, China, Hong Kong and Singapore.

Miniso founder and global chief executive Ye Guofo called Marvel the world’s top IP, and said good products should serve a broader market, rather than a niche.

“This is the reason why Miniso would cooperate with Marvel,” Ye said in a statement.

“We will continue to follow the principle of high quality and affordable price, and bring authentic peripheral products with first-class quality and affordable price to Marvel fans around the world.”

Ada Dou, executive vice president of Miniso’s commodity center, said the partnership would provide access to new markets for both Marvel and Miniso.

“With this cooperation, Marvel can open up the female market, while Miniso can attract more male consumers through its series of products at the same time,” Ada said.

According to Miniso, the brand attracted turnover of RMB 17 billion ($3.6 billion) in 2018 and has previously partnered with Hello Kitty, Adventure Time, We Bare Bears, Pink Panther, and Sesame Street.