The Miniso company has opened its first Miniso Friends concept store in Malaysia, supporting the retailer’s plan to grow its IP-led retail and experiential formats across Southeast Asia.
The store is located at LaLaport BBCC, covering about 14,000sq ft and is one of the brand’s larger outlets in the market.
The concept focuses on intellectual property (IP). Around 62 per cent of its 6,500 products are linked to licensed and in-house characters. This product mix supports Miniso’s strategy to attract more visitors and increase sales through character storytelling and brand collaborations. The store features popular franchises such as Stitch, as well as Miniso’s own IP, YoYo.
Miniso says the store is designed to boost customer engagement. It includes large installations and interactive photo zones to improve the shopping experience. The concept targets younger shoppers, especially Gen Z, who prefer immersive and shareable retail spaces.
The launch follows the opening of Miniso’s first Miniso Land concept in Malaysia earlier this month.
