Chinese discount retailer, Miniso, has set foot in New York’s most expensive borough Soho with a 10 N’ Under flagship store as part of its North America expansion.
Spanning 7974sqft, the flagship is located at 490 Broadway within a heritage-listed building, offering 3000 products, a majority of which with prices less than US$10. The product range includes more than 100 kinds of Miniso’s signature plush toys, together with licensed products from Disney and Marvel.
Inspired by the NYC skyline, the store’s interior design is designed by the GH+A Design Studio, which also worked with Canada Goose, Aeropostale and Mercedes-Benz before.
“New York City is vital to our expansion plans in North America,” said Andrew Xie, general manager at Miniso North America. “The flagship store gives us a chance to bring well designed, functional, and fun products to New Yorkers – all for $10 N’ Under – in the historic, trendy SoHo neighbourhood.”
“Our success with the SoHo pop-up store last year proved there is a market for us here,” he added.
Currently, Miniso has more than 100 stores in North America operated under the 10 N’ Under concept and 5000 outlets across the world. The retailer said it is eyeing greater growth this year.