Variety retailer Miniso relocated to a “bigger and better” store in London’s Brent Cross Shopping Centre back in May.
The business insists that the new space offers an “enhanced shopping experience” that is designed to “better serve” its “local community and growing fanbase”.
The new site features a “more spacious and playful environment” according to the brand, which enables shoppers to explore Miniso’s “ever-evolving product ranges in a vibrant new setting”.
“More representative of the Miniso experience”
Explaining why the chain replaced its previous store in the shopping centre, Miniso chief operating officer Saad Usman says that it was presented with “a great opportunity to move into a larger space and rethink what Miniso at Brent Cross could look like and took it”.
“We saw it as a chance to create something bigger, brighter and much more reflective of where the brand is heading,” he says.
“People want more from retail today than just shopping. They want to discover things, be surprised and have a bit of fun while they’re doing it, and that’s exactly what we’ve tried to create here.”
“Miniso works best when people take their time exploring, and this new space gives us much more opportunity to create those moments of discovery,” he explains.
“It’s bright, playful and packed with personality.”
Usman also notes that the new shop location has a different store format from its previous site.
“The previous store performed well, but the new space allows us to bring much more of the Miniso brand to life,” he says.
“We’ve got clearer zones, stronger visual merchandising and more room for some of our biggest collections to really shine.”
Additionally, he highlights that the new site allows it to incorporate its “newer design features and fixtures” which include “blind box displays, beauty fixtures and plush cake stands”.
An “enjoyable” space to spend time in
With the tagline “life is for fun,” Miniso’s website describes itself as “a haven where every shopping trip is an adventure, and every product tells a story of joy and laughter”.
Echoing this, Saad claims that the biggest difference between the company’s former and new Brent Cross site is “how enjoyable the space is to spend time in”.
“There’s more room to browse, better visibility across the ranges and a much stronger sense of flow throughout the store,” he says.
“We’ve also created bigger moments around some of our most-loved collections, so fans can really immerse themselves in the things they’re passionate about.
“We want people to enjoy the experience, not just make a purchase and leave.”
Miniso first entered the UK market in 2019, with its debut shop in Ealing Broadway.
Since then, it has grown to trade from more than 60 physical stores across the UK, according to its website.
In terms of its future UK expansion plans, Saad insists that the region “continues to be a really important market for us” and that it is “excited about the opportunities ahead”.
“We’re focused on opening stores in locations where we know people are looking for something different from traditional retail, like Merry Hill and Cribbs.
“Places where we can create destinations that people genuinely want to visit, not just stores they need to shop in.”
Regarding new store formats, the exec also notes that it is “always looking at ways to evolve the experience”.
“One area we’re particularly excited about is creating more reasons for people to visit beyond the products themselves. Whether that’s events, exclusive launches, fan experiences, creator activity or bigger moments around some of our licensed brands.”
Ultimately, he points out: “The future of retail is about giving people experiences they can’t get online, and that’s something we’re actively exploring.
“The Brent Cross store gives us a great platform to learn from as we continue to evolve.
“We’re working on some really exciting new formats in the background and hope to share more on this later in the year.”
Of course, Miniso is far from the only variety retailer chain operating in the UK, with some of its competitors including Flying Tiger, Kenji and Sostrene Grene.
The competition is not to be sniffed at. Flying Tiger saw UK sales rise 22 per cent to £70.1 million in 2024, according to Companies House.
In September, Sostrene Grene also hailed a record increase in its international sales to £314 million for its 2024/25 financial year. Although it did not specify its UK sales figure, the brand insisted that its results were aided by “particularly high performance in the UK,” where revenues rose 130 per cent year-on-year.
By comparison, in November it was reported that Miniso UK pulled in record sales growth, with revenues forecast to hit £42 million by the end of 2025.
Regardless of its competitors, Saad insists that Miniso “brings together something quite unique”.
Explaining how, he says: “We combine globally loved brands and characters that our customers can relate to, at affordable prices, and consistently ensure that new product is going through our doors every week.
“There’s always something new landing in stores, which means every visit feels different.”
He adds: “What really makes Miniso special though is the relationship people have with the brand.
“Our fans don’t just come to buy things. They come to see what’s new, discover the latest collections and enjoy the experience.
“That’s why people keep coming back. There’s always something new to find.”
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