Miniso has opened the doors to its smallest ever concept store in the UK.
The Chinese giant, which has around 5,791 stores in over 100 countries, is gearing up for a rapid expansion across the UK with several new stores set to open later this year to cater to its strong cult following.
The smaller concept, dubbed Mini Miniso, is 40sqm and is located on Shaftesbury Avenue in London’s Chinatown.
It sells a curated edit of the retailer’s best sellers, including its plushies and Tiktok favourite Blind Boxes.
The new store marks the retailer’s second standalone high street location and its 22nd opening in the UK.
Saad Usman, chief operating officer at Miniso UK, 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 on Friday, and bring the Miniso joy to Chinatown London.”
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