Miniso to open its first UK ‘Blind Box’ store

Chinese lifestyle brand Miniso will open its first UK “Blind Box” store on Shaftesbury Avenue, London on September 29.

The new store will offer customers more than 50 blind boxes, capitalizing on the blooming blind box craze. According to Miniso, the new store “represents an exciting new shopping experience”, bringing Miniso’s characteristic sense of choice to the heart of downtown London.

The new 40sqm store will house Miniso’s co-branded blind box collections with some of the IP owners. Shoppers will find Sanrio, Disney Pixar, Tokidoki, We Bare Bears, Minions, and Winnie the Pooh blind boxes. Miniso’s original products, including plush toys and accessories, will also be available at the store.

“Our first blind box store marks a major milestone for Miniso,” said Saad Usman, COO of Miniso UK.

“The unknown element of blind boxes adds mystery and excitement to the shopping experience, and we’re delighted to bring this special store to London. Blind boxes are now a major part of our global strategy, and this new store marks the latest development as we move forward with our global expansion.”

Launching Miniso’s first “Blind Box” store is the latest step in the brand’s ongoing global expansion plan as it strives to become a global lifestyle super-brand. The company has around 5800 outlets worldwide, with more than 20 of them located in the UK, including London, Manchester, Nottingham, Belfast, and others.