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.