Miniso brings first 'Miniso Land' store to Europe
China-based value retailer Miniso has opened its newest store in Spain's capital city — with a twist.
The retailer has opened its newest and largest store in Spain, which is also the first Miniso Land in Europe. The new flagship store in Madrid brings the brand's intellectual property (IP) collaborations to life in an “immersive and playful setting,” with scenario-based IP co-branded collections throughout the store. The new location marks Miniso’s fourth store in Spain.
The new Miniso Land in Madrid features the brand’s new Harry Potter collection, as well as popular collaborations with Sanrio, Snoopy and Disney. The 11,840-sq.-ft. location has individual IP zones across two floors including Stitch and Harry Potter, with more than 6,000 different products to explore, of which roughly 70% are IP collaboration products.
From the street, the store stands out with a 65-foot Sanrio-inspired glass exterior façade. Inside the store, shoppers can explore a blind box zone, cosmetic and fragrance areas, a large claw machine experience area, a white Penpen [Miniso’s mascot] penguin bathroom, a Penpen Madrid tree-hugging design, and a special Callao street view photo spot.
[READ MORE: Miniso opens new IP store in Germany]
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Image courtesy of Miniso. -
Image courtesy of Miniso. -
Image courtesy of Miniso.
"We're thrilled to open a new Miniso flagship store in the heart of Madrid's vibrant Gran Via commercial district, and to bring our Miniso Land store format to Spain for the first time," said Vincent Huang, general manager of Miniso overseas distributor markets and VP. "IP collaborations are a key strategic category for Miniso. This high-level store format perfectly showcases our highly popular IP collections, especially beloved by Spanish consumers, putting interest-driven consumption and experience-driven retail at the heart of the in-store experience, while embodying Miniso’s 'life is for fun' attitude."
The new Madrid location comes months after the brand opened new stores in Essen and Paris. In addition to growing its footprint in Europe, Miniso has also continued to expand in the United States. After opening its first U.S. store in 2017, the brand opened its 200th store in Santa Monica, Calif. in late August, less than nine months after opening its 100th store.
As of the end of September 2024, Miniso has approximately 7,200 stores globally, with 260 in Europe.
