Miniso hits milestone with new Santa Monica store
Less than nine months after opening its 100th U.S. store, Miniso has reached its next milestone.
The China-based value lifestyle retailer opened its 200th U.S. store on Aug. 24 with its latest location at the open-air 3rd Street Promenade shopping district in Santa Monica, Calif. The 3,700-sq.-ft. store is the latest in Miniso’s American expansion, which has been largely fueled by openings at prominent locations. The company entered the U.S. in 2017.
The new store’s limited-time storefront design, featuring Disney’s Stitch in a beach scenery, creates an attractive atmosphere for customers. Inside, the store features dedicated zones showcasing Miniso’s many collaborations with globally popular IPs, including beloved characters from Disney, Sanrio’s Kuromi and Hello Kitty, to Minions, BT21, Care Bears and more.
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Image courtesy of Miniso. -
Image courtesy of Miniso. -
Image courtesy of Miniso.
As part of the store opening celebration, Miniso offered special rewards and giveaways, including limited-edition Santa Monica-themed shopping bags.
[READ MORE: Third Miniso store coming to NYC's Broadway]
“Miniso’s strategic use of popular global IPs continues to drive its success in the U.S. market,” said the company. “By tapping into the cultural significance of celebrated characters, Miniso can create meaningful connections with consumers, engaging them in ongoing dialogues fueled by the ever-growing popularity of these IPs. This strategy not only attracts loyal fans but also introduces the brand to new audiences, broadening its appeal and reach.”
The 200th store adds to Miniso’s global footprint. In late June, Miniso opened its new Paris flagship store on the Avenue des Champs-Elysées, and in April, the company opened a new store at American Dream in East Rutherford, N.J.
Miniso says that its goal is to become a “global super brand”, and it plans to achieve this by opening between 900 and 1,100 new stores globally in 2024, with over 50% of the new stores to be located overseas (outside of mainland China).
Miniso operates in 110 overseas markets, with approximately 6,630 stores worldwide. The brand has stores in 20 U.S. states.
