First Look: Miniso opens Amsterdam flagship
Miniso is continuing to expand its footprint in Europe.
The China-based value retailer opened a new flagship store in Amsterdam, the Netherlands, on Aug. 9. Located on Nieuwendijk Street, one of Amsterdam’s oldest and busiest pedestrian shopping streets and just steps from Dam Square and Amsterdam Central Station, Miniso’s three-story, approximately 10,700-sq.-ft. flagship features a number of upgraded design elements. The new location marks Miniso’s fourth in the Netherlands.
[READ MORE: Miniso brings first 'Miniso Land' store to Europe]
A large Stitch figure makes a statement at the front of the store. Multiple immersive IP-themed zones, including Sanrio, Disney, Harry Potter, BT21, Care Bear, Minecraft and the newly launched One Piece collection, occupy over 90% of the store space, creating a unique retail destination for local consumers and tourists alike.
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Image courtesy of Miniso. -
Image courtesy of Miniso. -
Image courtesy of Miniso. -
Image courtesy of Miniso.
Miniso’s newest European store features approximately 4,000 SKUs spanning plush toys, blind boxes, mini collectibles and lifestyle accessories. The company says the flagship is tailored for trend-savvy shoppers, especially Gen Z and young adults, looking for the latest in “creative, fun and highly engaging products.”
To celebrate the opening of the new flagship, Miniso launched a series of immersive activities in the city. Highlights included a lively dance performance and a parade at Dam Square, Miniso's mascot Penpen engaging with customers, and a ribbon-cutting ceremony held at the flagship store’s main entrance. Miniso also invited shoppers to a Fluffy Carnival where they could receive stamps in their exclusive Miniso Plush Icon Passport and redeem for plush icon mini suitcases in return for purchasing vinyl plush products.
As of Dec. 31, 2024, Miniso operated more than 7,780 stores worldwide, with a majority of them located in China. The brand opened 1,219 net new stores last year.
