Miniso opens its first China flagship

Chinese discount variety retailer Miniso has launched its first flagship store in China, after 10 years of running its operation in the domestic market.

The store is on Chunxi Road, one of Sichuan’s bustling shopping streets, and has a retail space of 1000sqm with almost 7000 stock-keeping units.

The flagship store sells home items, including products made through licensing arrangements with Disney, Marvel, and the NBA brands.

With the new launch in Chengdu, Miniso is focusing on the regional consumption potential with larger space and more creative products.

“Chengdu is a fashionable and vibrant city that has always been at the forefront of trendy consumption,” Ye Guofu, chairman and CEO of Miniso, told local sources.

“Miniso’s first national flagship store debuted in Chengdu, a trendy brand and city. The collision is also the beginning of Miniso’s global brand strategy upgrade to creating a mainstream business district in a high-potential city and a landmark of IP fashion consumption in a top shopping mall.”

Miniso also debuted its first ‘fragrance museum’ on the third floor, jointly created by the brand and fragrance company Firmenich.

Miniso is a fast-growing company in both the Chinese and international markets. As of the end of last September, the company had 5300 stores in 105 markets.

However, the brand has been criticised for promoting itself as a Japanese-style brand. Last year, Miniso apologised and said that it would implement changes in its stores to address this, becoming the latest retailer to respond to a surge in patriotism among Chinese buyers.