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Analysis: Here’s what’s behind Miniso’s digital-focussed future

Chinese discount variety store business Minoso claims to be the world’s largest retailer of “lifestyle products”, offering high quality household goods, cosmetics and food at affordable prices. It is interesting to see how some of the mystery surrounding its financial performance and strategy has lifted following its IPO on the New York Stock Exchange last year. Miniso has undergone explosive growth, opening more than 4,500 stores in over 80 countries over the last eight years. This has cr