Miniso Unveils First Miniso Friends Concept Store in Indonesia
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Miniso has opened its first Miniso Friends store in Indonesia, introducing its expanded, IP-centric retail concept to the Greater Jakarta area. The new outlet is situated at Summarecon Mall Bekasi and occupies approximately 1500 square meters across two levels.
The ground floor of the store features collectibles, including blind boxes, plush toys, and various licensed products. The lower level provides a broader selection of lifestyle, home goods, and everyday items. According to Miniso, roughly 60 percent of the merchandise consists of exclusive, first-launch, or limited-edition IP products. Initial offerings include items from One Piece 3.0, Persona, and the Sanrio Racing blind box series, alongside products featuring Sanrio, Disney, Harry Potter, and Spider-Man.
Interactive Retail Experience
This new store format integrates retail with interactive elements, allowing Miniso more space to present its growing portfolio of licensed and collectible goods. The opening coincides with a YoYo-themed exhibition, titled ‘YoYo’s Holiday Fun Starts at Miniso’, held in the mall’s central atrium until August 23. This event marks the character’s debut in Indonesia.
Regional Expansion Strategy
The launch in Indonesia follows Miniso’s strategy of expanding its larger-format stores across Asia. Last month, the retailer opened its first Miniso Land store in Macau, which represents a more premium format, as it continues to grow its IP-driven retail network throughout the region.
Questions & Answers
Q.What kind of products are available on the ground floor of the new Miniso Friends store?
What kind of products are available on the ground floor of the new Miniso Friends store?
The ground floor of the store offers collectibles such as blind boxes and plush toys. It also features a variety of licensed products, catering to fans of popular intellectual properties. This section focuses on exclusive and limited-edition items.
Q.What percentage of the merchandise in the new store features exclusive or limited-edition IP products?
What percentage of the merchandise in the new store features exclusive or limited-edition IP products?
Roughly 60 percent of the merchandise available in the new Miniso Friends concept store consists of exclusive, first-launch, or limited-edition IP products. This highlights the store's focus on licensed and collectible goods for customers.
Q.What is the purpose of the YoYo-themed exhibition at Summarecon Mall Bekasi?
What is the purpose of the YoYo-themed exhibition at Summarecon Mall Bekasi?
The YoYo-themed exhibition, titled ‘YoYo’s Holiday Fun Starts at Miniso’, coincides with the store opening and introduces the character YoYo to Indonesia for the first time. It adds an interactive element to the mall's central atrium.
Q.How does this new store fit into Miniso’s wider expansion strategy in Asia?
How does this new store fit into Miniso’s wider expansion strategy in Asia?
This Indonesian launch aligns with Miniso’s strategy of expanding its larger-format stores across Asia. It follows the opening of a more premium Miniso Land store in Macau last month, growing their IP-driven retail network.