Miniso opens new IP store in Germany
China-based value retailer Miniso is continuing to expand its footprint in Europe.
The retailer, known for its selection of toys, cosmetics, fragrances, home essentials, snacks and more, opened its first intellectual property (IP) collection store in Essen, Germany on Sept. 27. Located within the Limbecker Platz shopping center, visitors can find product collections featuring IP such as Sanrio and Disney characters. IP products will make up for about 70% of the store’s offerings.
With the opening of the new Essen store, Miniso says it plans to open more stores across the country, including at well-known German shopping malls such as Centro Oberhausen, Main-Taunus-Zentrum and Ruhr Park Bochum.
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Image courtesy of Miniso. -
Image courtesy of Miniso. -
Image courtesy of Miniso.
The new Essen location comes months after the brand opened a new Paris store on the Avenue des Champs-Elysées, a major tourism and shopping destination. As of June 2024, Miniso operated over 240 stores across Europe, with locations in the U.K., France, Italy, Spain and the Netherlands.
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.
[READ MORE: Miniso hits milestone with new Santa Monica store]
Since opening its first store in China in 2013, Miniso now operates more than 6,800 stores across more than 100 markets globally.
