Miniso Group is celebrating its 10th anniversary as it continues to expand its U.S. footprint.
The China-based discount retailer has opened a 5,400-sq.-ft. flagship on the first floor of 5 Times Square. The store houses nearly 2,500 items, including licensed products from brands such as Sanrio, parent company of Hello Kitty. Miniso said it plans to bring more brand collaborations to the U.S. market, including Peanuts, Barbie and Mario Bros.
The store is divided into dedicated zones that, in addition to licensed collections, include blind box collectibles, toys, plushies, fragrances, accessories, makeup tools, snacks, electronics as well as gifts & stationery.
With more than 70 stores and a dedicated local team, the U.S. market has been Miniso’s top-performing overseas market for two consecutive quarters, the company said. The brand is looking to surpass 100 U.S. stores by the end of 2023. (As of March 31st, Miniso has 5,514 stores worldwide, increasing by 401 stores year-over-year and 74 stores quarter-over- quarter.)
“We’re delighted to be opening our new flagship store here in Times Square,” said Jack Ye, founder and CEO of Minisom, which is headquartered in Guangzhou. “Establishing a presence in one of the world’s most recognizable commercial and culture destinations allows us to effectively reach new audiences on a daily basis, introducing our fun, quality products to the hundreds of thousands of New Yorkers and tourists who pass through these streets every single day.”
Miniso opened its first U.S. stores in 2017, in California. Since 2021, the company has focused on expanding its presence along the East Coast and in the Southern states. In November 2022, Miniso opened four new mall stores in time for the holiday season, with two in Texas and two in Florida.
Miniso's North American sales grew 100% in the March quarter from the year-ago period and the 10-year-old retailer expects the U.S. to eventually outpace China to become its biggest market.