Miniso opens New York 10 N’ Under flagship

Chinese discount retailer, Miniso, has set foot in Soho, New York’s most expensive borough, with a 10 N’ Under flagship store as part of its North America expansion.

Spanning 7974 sqft, the flagship is located at 490 Broadway within a heritage-listed building, offering 3000 products, most of which cost less than US$10. The product range includes over 100 types of Miniso’s signature plush toys, along with licensed products from Disney and Marvel.

Inspired by the NYC skyline, the store’s interior design is designed by GH+A Design Studio, which has also previously worked with Canada Goose, Aeropostale, and Mercedes-Benz.

“New York City is critical to our expansion plans in North America,” said Andrew Xie, general manager of Miniso North America. “The flagship store gives us the opportunity to bring well-designed, functional, and fun products to New Yorkers—all under $10 n’—in historic, trendy SoHo neighborhoods.”

“Our success with the Soho pop-up store last year proved that there is a market for us here,” he said.

Currently, Miniso has over 100 stores in North America that operate under the 10 n’ Under concept and 5000 outlets worldwide. The retailer said it was eyeing higher growth this year.

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