Chinese lifestyle brand Miniso has opened its first ‘scenario-based’ IP collection, Miniso Land, in China.
The store, located on Shanghai Nanjing Road, spans roughly 2000sqm across three floors and has an “IP theme park-style” retail concept. It offers several of its exclusive IPs, including Harry Potter, Sanrio, Disney, and Chiikawa.
“As the highest-level store format of Miniso, the Miniso Land Global Flagship Store not only embodies the brand’s vision, but also marks the milestone of Miniso’s global channel upgrade,” said Jeff Kou, VP and chief growth officer of Miniso.
Miniso is strengthening its brand by investing more in IP collections, which is its primary strategy at the moment.
The Chinese retailer has established a presence in more than 111 countries and territories, with 2753 locations outside of China. Miniso also introduced another store format, Miniso Friends, last month. The new themed stores will boast from 600 to 800sqm with a focus on Gen Z customers, offering plush toys, blind boxes, pets and ACG.
