MINISO, a leading lifestyle product retailer, has opened 364 brick-and-mortar stores globally in the last 12 months, an average pace of one per day – bucking pandemic retail trends.
The latest was the mid-May new store opening in the cultural hub and university city of Lille, France. It is the country’s third MINISO location, and the 10th opening in Europe this month alone– indicative of both the retailer’s accelerated global expansion and its buildout into smaller cities.
Fueled by a boom in toy sales and e-commerce in its home market of China, MINISO is looking to replicate and localize these successes overseas.
MINISO store expansion strategy: think smaller contributing to its total of 4,587 stores in China and across 94 overseas markets.
“We will continue to make efforts in overseas markets, not only to further develop new markets and existing markets, but also to further localize,” said Vincent Huang, MINISO’s Vice President of International Business.
MINISO recently opened stores in Iceland, Malta, New Caledonia, the Canary Islands and new emerging markets like Vietnam and Laos. The retailer has also further enhanced its presence in existing key markets across Southeast Asia, Europe, the USand Mexico.
