Miniso opens largest store in Europe

(Source: Supplied)

Chinese retailer Miniso has launched a flagship store in Paris, the brand’s largest location in Europe. 

Located at 104 on the renowned Avenue des Champs-Elysees, lined with heritage buildings, the new Miniso store features a bright pink facade from which it will sell its cheap fare in the midst of some of the world’s most luxurious heritage brands. 

The two-storey store spans more than 8600sqft and offers Miniso’s IP collaboration collections and will be the first in France to debut the new BT21 IP collection. 

According to the brand, the flagship location is consistent with the company’s ambitious “Super Store” strategy, which focuses on opening large-format stores in high-traffic areas. 

“Following the successful launch of Super Stores in Times Square and Oxford Street, this prestigious Parisian location further solidifies our commitment to the ‘Super Store’ strategy and its role in elevating the customer experience and propelling our global brand recognition,” said Vincent Huang, GM of Miniso overseas distributor markets and VP.

Miniso has 6630 outlets worldwide.

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