MINISO, the global lifestyle brand known for its trendy lifestyle products, is rapidly expanding its presence in Europe with a strategic expansion strategy. The brand has recently opened stores in prime locations across the UK and other key European markets, offering a unique blend of design, quality, and affordability to a wider audience.
In the UK, MINISO has opened stores in London’s Chinatown, Oxford Street, Camden Town, Westfield Stratford City, and the Bluewater Shopping Centre in Kent. The brand has also made significant strides in other European markets, with store openings in Spain, France, Italy, Iceland, Malta, Greece, and Latvia, showcasing its global appeal and commitment to bringing joy and value to customers across the region.
MINISO’s growth in Europe is backed by impressive financial performance, with the brand’s Gross Merchandise Volume (GMV) in the European market increasing by 67% year-on-year in 2023. Sales in the European market continued to see strong growth in the first quarter of 2024, with a year-on-year increase of over 80%, highlighting robust consumer demand and the brand’s ability to resonate with diverse preferences.
Vincent Huang, Vice President of MINISO’s Overseas Business Department, emphasized the brand’s commitment to providing a joyful and engaging shopping experience for customers across Europe. With over 6,600 stores globally, including more than 200 in Europe as of March 2024, MINISO aims to open more high-quality stores in key European markets, leading global consumption trends with IP innovation and continuing its global expansion strategy.
MINISO’s unique store concepts, such as blind box-themed stores, flagship stores, and differentiated store experiences, are reshaping consumers’ perceptions of the brand and spreading the philosophy of joy to global audiences. The brand’s success in Europe underscores its ongoing efforts to drive brand growth and market expansion both in Europe and internationally.
As MINISO continues to target key global commercial areas and advance the construction of overseas stores, the brand remains dedicated to providing quality products and exceptional shopping experiences to customers worldwide. With a focus on bringing joy and value to consumers, MINISO is poised to make a lasting impact on the European market and beyond.
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