On 26 July, global lifestyle brand MINISO opened its new flagship store in Melbourne’s Swanston Street central business and cultural district, debuting a new One Piece collaboration and vinyl plush series in the Australian market.
The new location is the second MINISO flagship store to open in Melbourne this July, underscoring the company’s confidence in the Australian market and its long-term commitment to bringing joy and inspiration to local consumers with high-quality, interest-driven products and experiences.
Located at 185-189 Swanston Street, MINISO’s new flagship store occupies a high-visibility street-front location in one of Melbourne’s busiest retail corridors. Spanning over 400sq m, the store offers a curated selection of trendy collectibles, plush toys and accessories across a bright, minimalist interior that creates a welcoming space blending everyday convenience with a sense of discovery.
The opening of the Swanston Street store also sees MINISO’s highly anticipated new One Piece Collection arrive in Australia. In the wake of its huge success in Hong Kong, Indonesia and Singapore, the launch of the collection in Australia saw fans line up for the chance to receive one of one hundred limited-edition gift packs in return for sharing user generated content online.
As the first MINISO location in Australia to offer the One Piece-themed products, the Swanston Street flagship store also includes several limited-edition items like the Luffy Gear 5 figurine, themed plush pillows and Egghead Island figurines. Following the Swanston Street launch, the collection will roll out to other major MINISO stores across Australia one week later. MINISO’s new collaboration with the popular manga series is the latest in a series of high profile IP collaborations designed to expand MINISO’s global reach by bringing officially licensed products to new markets and giving fans more ways to experience their favorite franchises and characters.
