The lifestyle retailer MINISO is reinforcing its “$10 N’ Under” presence on US east coast with new openings.

This year’s Black Friday bargains have just gone up a notch – lifestyle retailer MINISO is opening 6 more US stores under its “$10 N’ Under” concept on 27 November, four of which will be situated along the country’s East Coast. Residents in Delaware, Virginia, New Jersey, New York, and Texas will be able to enjoy a wide range of affordable quality products where 95 per cent of items are priced at or below $10.

One of the upcoming outlets will be situated in New York City’s famously arty neighborhood SoHo, in the form of a 3,825sq ft pop-up store. An array of toys and home décor that make your heart melt in MINISO New York City. To mark the grand opening, MINISO will host in-store appearances by more than 10 local influencers at its 579 Broadway space. Customers will be given free goodie bags and stand a chance to win $300 in credit through a raffle draw. The pop-up store will also give New Yorkers a taste of what is to come when MINISO’s flagship store opens in Flushing next year.

MINISO’s “$10 N’ Under” concept originated in response to consumer demand for affordability and quality. “In this round of new store openings, our concentration along the east coast allows consumers in this part of the country to check out our wide range of products,” said MINISO North America General Manager Andrew Xie. “At the same time, we will use this opportunity to gain a better understanding of local consumers’ behaviors and preferences so that we can tailor our stores to the needs of East Coasters.”

Since entering the US market in 2017, MINISO has made the country a priority by extending its reach and accelerating localisation. By the end of the year, MINISO expects to have 53 stores across the US.