Miniso grew its European footprint in 2025 — here's where
A China-based value retailer is accelerating its expansion across all of Europe.
Miniso has opened a host of new stores across the continent in recent months – including in Germany, the U.K. and more. The brand says that the European openings are “central” to its global expansion strategy, and that it is exploring new markets to continue its growth.
Since debuting its first IP Collection Store in Essen in 2024, Miniso maintained rapid expansion in Germany throughout 2025, as the brand now operates in major cities such as Munich, Hannover and Düsseldorf. Spanning over 5,700 sq. ft., the recently-opened Düsseldorf Flinger Store, currently Miniso’s largest location in Germany, offers approximately 3,000 SKUs across categories including toys, blind boxes, and creative lifestyle products.
[READ MORE: First Look: Miniso debuts largest Canadian store yet]
In the U.K., Miniso now operates more than 50 stores nationwide. The brand covers London's core shopping districts, including Oxford Street, Camden High Street, Bond Street, and Shaftesbury Avenue, alongside flagship locations in Manchester and other major cities. Miniso has also expanded into regional hubs including Liverpool, Luton, Telford, Bromley, Milton Keynes and Brighton.
Notably, Miniso entered Scotland for the first time in March with a location in Edinburgh, followed by the opening of the northernmost U.K. store in Stirling in December.
Additional recent European openings for Miniso include the following:
- At the start of December, Miniso opened Italy's first collectible toy store in Milan.
- Recently, Miniso opened a flagship store in Amsterdam in the Netherlands and launched Poland's first collectible toy store in Warsaw. The brand will soon celebrate the grand opening of its first Polish flagship store at Złote Tarasy, a premier retail destination in Warsaw.
- In the fourth quarter, additional stores opened in France, Portugal, Spain, Latvia, North Macedonia, and Greece, further enhancing the brand's presence across the region.
“Miniso is exploring opportunities for more new stores across Europe, from Paris and Athens to Porto (Portugal) and Skopje (Macedonia), reinforcing Miniso's commitment to offering richer product selections and more creative spaces,” said the brand.
As of June 30, 2025, Miniso operated more than 7,900 stores worldwide.
