Miniso has launched a flagship store in Malaysia, at the Shah Alam mall in Selangor.

The 685sqm store focuses on a family-friendly shopping experience but also targets young, tech-savvy customers, according to the company.

The flagship is one of the Miniso 3.0 generation shops, which differ from earlier Miniso stores in part due to a comprehensive toy section that takes up 20 per cent of the floor space. It sells a range of licensed products from world-renowned brands as well as Miniso’s original Mini Family collection.

The decor and display in this section are designed to be trendy and modern, with a plushie wall, blind box wall, and a play area for building bricks.

“The dedicated toy section allows every Miniso customer to experience the immense fun and joy brought about by our toys, while enjoying the treasure hunt shopping experience in our store,” said Vincent Huang, VP of the international business department at Miniso. 

“The flagship store truly speaks our belief – ‘Life is for fun’.”

In response to the growing demand for fragrances among Southeast Asian consumers, the flagship store includes a fragrance feature wall displaying a variety of Miniso’s scented products, including perfumes and home aromas.

“Malaysia is a melting pot of ethnicities, religions and cultures. These inspire Miniso to reflect diversity in our products and stores,” Huang added.