Miniso is ditching its signature pink branding as it prepares to open its first blue store inside Bluewater Shopping Centre in Kent.
The 2,000 sq ft store will feature the lifestyle retailer’s best-selling blind boxes and plushies, as well as its homewares and accessories ranges.
The retailer has switched its pink aesthetic for “enchanting baby blue hues” inspired by the popular Sanrio Cinnamoroll character.
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The new store marks the retailer’s 27th opening in the UK and joins its other shopping centre locations in Westfield Stratford City, Westfield White City, Ealing Broadway Shopping Centre and Brent Cross.
Miniso UK chief operating officer Saad Usman said: “At Miniso, unveiling the first-ever blue store at Bluewater Shopping Centre marks an exciting new chapter for us. This is our third store opening of 2024, with more to come as we expand our presence across the UK.
“As the very first Miniso store in Kent, we’re thrilled to bring the blue to Bluewater and spread Miniso’s joy to more premier shopping centre destinations. We can’t wait for customers to immerse themselves in this vibrant new space.”
Last week, the retailer reported a 29% surge in first quarter profits to £81.2m thanks to its ongoing global store expansion.
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