China-based Miniso to open flagship in Times Square

A global discount retailer is setting up shop in the Big Apple as it continues to grow its U.S. footprint.

China-based Miniso will open a flagship in Times Square on May 19. The 5,400-sq.-ft. store, on the first floor of 5 Times Square, will offer nearly 2,000 items.

Miniso opened its first U.S. stores in 2017, in California. But since 2021, the company has focused on expanding its presence along the East Coast and in the Southern states. In November 2022, Miniso opened four new mall stores in time for the holiday season, with two in Texas and two in Florida.

The Times Square outpost will have an upgraded, sleek look, with nine dedicated product zones, including licensed collections, “blind box” collectibles, toys, plushies, fragrances, accessories, makeup tools, stationary and snacks. The mix will include an emphasis on licensed products from international brands such as Sanrio, parent company of Hello Kitty. Miniso said it plans to bring more brand collaborations to the U.S. market, including Peanuts, Barbie and Mario Bros.

The retailer said that the opening of the Times Square store marks one of its biggest milestones since its founding in 2013. Earlier this year, Miniso announced its new global strategy, with plans to expand into four new markets: Angola, Trinidad, Tobago, and Panama.

“The opening of the Times Square store is a crucial step towards our transformation and upgrade,” said Jack Ye, founder and CEO, Miniso. “By making a

physical presence in one of the busiest pedestrian areas, Miniso appeals to New Yorkers and visitors from around the world, and responds to consumer demands for attractive, fun, useful and affordable products.”

Miniso has entered 105 markets with more than 5,400 stores to date, attracting over 1 billion customers worldwide.

“Miniso has grown to be one of the most globalized Chinese brands,” said Vincent Huang, VP of Miniso’s overseas operations in remarks at the company’s Global Partners Summit in March. “As we move into the next decade, we remain committed to doing our utmost to create an outstanding brand for consumers all over the world.”

I would like to invite our partners to join the journey with Miniso and be part of an exciting future."