Chinese lifestyle retailer, MINISO is continuing with its European expansion plans, opening a new flagship store in Paris.
The new Champs-Elysées outlet opened on 22 June, attracting huge crowds and even achieving a new MINISO record for single day sales outside of mainland China.
The 8,600 square foot store is the largest for MINISO in Europe and marks a significant step in its expansion – the retailer is aiming to launch more than 1,000 new stores worldwide this year and has an ambitious ‘Super Store’ strategy.
The approach focuses on establishing large format stores in key, high traffic areas, showcasing the brand’s extensive product range across categories including cosmetics, stationery, household, plush and more.
The new Paris store highlights MINISO’s IP collections – which is one of its key strategic product categories – with design elements and zones dedicated to Sanrio, Disney and Barbie among others.
In addition, the store also helped to debut MINISO’s new BT21 collection which reimagines members of K-pop band BTS as plush creatures and teddy bears.
“Europe is a vibrant and diverse market, and we are confident that MINISO’s unique offerings will continue to resonate with customers across the region,” commented Vincent Huang, vice president of MINISO’s overseas business department. “We are committed to providing a joyful and engaging shopping experience for everyone who visits our stores.”
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