Miniso Singapore plans 20 more stores
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Miniso Singapore plans to open 20 more stores by the end of this year, taking its network in the city to 46.
In an interview with The New Paper, Miniso Singapore director Alex Zhang said locals were responding well to its eclectic offer of homewares, electronics, bags and household items.
And he is confident the brick-and-mortar model will continue to serve the brand well, despite growing volumes being sold online.
“From what we observed, Singaporeans still enjoy the experience of shopping in malls. People here still love seeing the designs and products in person before buying them.”
Miniso Singapore opened its first store in December 2015 and now has 26 operating across the city. The brand was founded in China, opening its first Japanese store in 2013. Despite its Chinese base – it has 1000 stores trading in the mainland already – it tries to position itself as a Japanese brand, a sort of discount version of Muji. That strategy has attracted criticism in the past.
Miniso has also opened stores in Hong Kong, Australia, Vietnam, Russia and Turkey.
Questions & Answers
Q.What is Miniso Singapore's current store count before these new openings?
What is Miniso Singapore's current store count before these new openings?
Miniso Singapore currently operates 26 stores across the city. This figure is prior to the planned expansion which aims to increase their network significantly by the end of the year.
Q.What products does Miniso Singapore offer its customers?
What products does Miniso Singapore offer its customers?
Miniso Singapore provides an eclectic range of products, including homewares, electronics, bags, and various household items. This diverse offering is reportedly appealing to local customers.
Q.Why is Miniso Singapore confident in its physical store strategy despite online sales growth?
Why is Miniso Singapore confident in its physical store strategy despite online sales growth?
Miniso Singapore believes local shoppers still value the experience of visiting malls. They enjoy seeing product designs in person before making a purchase, supporting the ongoing importance of brick-and-mortar stores.
Q.Where was the Miniso brand originally founded?
Where was the Miniso brand originally founded?
The Miniso brand was originally founded in China. It later opened its first Japanese store in 2013, despite its Chinese origins, and operates 1000 stores in mainland China.