Miniso is opening its debut outlet store in London in time for Black Friday

Miniso is set to open a 1,341 sq ft store at London Designer Outlet (LDO), located at Wembley Park, later this week ahead of the peak Christmas trading period.

The global retailer has signed a two-year lease to occupy the premises and will neighbour designer brands including Levi’s, Boss, Nike and Kurt Geiger among others.

Quintain, the developer of Wembley Park, retail director Matt Slade told Mapic News that Miniso had “pulled out all the stops” in order to have the store open to customers in time for this year’s Black Friday (November 29).

The store opening at LDO will see a range of Miniso’s offering available at outlet prices for the first time, including a range of popular brands such as Hello Kitty, Disney and Minions.

Miniso said the outlet store will offer customers an “enhanced sense of fun shopping experience” and capture the spending of LDO’s “younger than sector average customer base”.

Miniso UK chief operating officer Saad Usman said: “We’re thrilled to open our first UK outlet store at London Designer Outlet, a major milestone in our UK expansion.

“Wembley Park is the perfect place to bring our ‘Life is for fun’ spirit to life, and we can’t wait to welcome shoppers to explore our trendy and affordable Hello Kitty and Friends, Disney, Minions and BT21 collections. With the holiday season approaching, it’s the ideal destination for stylish, unique gifts that are sure to impress.”

Slade added: “LDO is the perfect location for Miniso to open its first UK outlet store as they are able to tap into London’s diverse catchment of shoppers whilst taking advantage of the sense of discovery that outlet retail offers.

“Miniso’s cross-generational and playful appeal also complements our shopper base, and we believe their globally recognised products, which will be available at outlet prices for the first time, will see customers young and old flock to their new store in the run-up to the busy Christmas period.

“The arrival of brands such as Miniso is part of our ongoing strategy of keeping LDO fresh and exciting, ensuring it remains London’s go-to outlet destination drawing in shoppers from across the capital and beyond.”