Chinese lifestyle retailer Miniso has opened the doors to its first UK Mini Miniso concept store in central London.
The store is located on Shaftesbury Avenue in the heart of Chinatown and is the smallest Mini Miniso yet, spanning just 40 sq m.
It is selling a curated edit of Miniso’s bestselling products, a selection of affordable lifestyle products, toys and accessories, and will focus on the “blind boxes” that are popular on TikTok.
The new store marks the 22nd store opening in the UK and the second high street standalone location. It is the retailer’s first store in central London and follows other openings in Westfield White City, Ealing Broadway Shopping Centre, Brent Cross and Wandsworth.
In line with the launch of the new store, a range of activities are available including a meet and greet with Miniso’s mascot PenPen, a live drummer performance and goody bags worth over £25 with purchases for the first 200 customers at the opening.
Miniso UK chief operating officer Saad Usman said: “The Shaftesbury Avenue store represents quite a few milestones for us, our first Mini Miniso and the first time we have looked at dedicating a store to a more curated edit of our fans’ favourite items.
“So you could say we’re pretty excited to open the doors and bring the Miniso joy to Chinatown London.”
Miniso has nearly 6,000 stores in over 100 countries, including a number of iconic retail destinations such as Times Square in New York.
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