Chinese discount variety retailer Miniso has launched its first brick-and-mortar store in the UK, marking the brand’s largest retail space in the region. 

The new flagship, located at 100 Oxford Street in London, spans more than 3000sqft and provides a diverse range of products including Sanrio Blind Boxes, soft toys, homeware and accessories. Miniso’s new beauty and exclusive fragrance line, which includes everything from perfumes to makeup items, is also available at the new location.  

The new Oxford Street flagship store boasts an all-pink window display and integrates diverse elements of British cities, such as a photo location simulating a London Underground train carriage.

“The vibrant, fantastical design that we’ve brought to our new Miniso Oxford Street flagship is certain to bring smiles to the faces of shoppers in London,” said Saad Usman, COO at Miniso UK. 

“We believe that by combining a more joyful shopping experience with our signature fun, affordable and useful products, we can create unique and lasting memories for our customers.”

Miniso is also accelerating its global expansion plans by adding three more stores in Hong Kong last month, including the biggest store at TKO Plaza.