Chinese discount merchandise chain Miniso has signed cooperation agreements with partners from six new countries and regions – the UK, France, Maldives, Reunion Island, Aruba and Curacao.

Miniso now operates in more than 90 countries and regions, taking it closer to its target of opening “10,000 stores in 100 countries with 100 billion sales volume” by 2022.

Miniso has been moving into the European market since last year, opening physical stores in Spain, Germany and Ireland.

In overseas markets, Miniso has adopted a differentiation strategy with its products, setting up an international commodity department to develop diversified international products ranging from food to kitchen supplies, travel supplies, perfume, dolls, toys and makeup lines. 

The firm also set up a “Europe pavilion” in the exhibition area at its recently held Miniso 2020 Global Spring and Summer New Product Ordering Fair. Nearly 1000 SKUs more in line with European consumption habits and design aesthetics have been developed by the commodity centre team for the European market over the past six months.

Miniso says it aims to simultaneously promote the upgrading of branding, products and stores across all its markets.