Miniso is opening its first Miniso Land store in the UK at 363 Oxford Street, London.
The variety store chain has secured a long-term lease with Savills, acting on behalf of a private landlord, at the circa 19,000 sq ft unit.
The retailer will launch a new flagship at the location, “bringing its IP collaborations and proprietary characters to life” via themed environments and an immersive “IP theme park-style” shopping experience.
The new store will join Miniso’s global flagship network, which includes locations in New York’s Times Square and Paris’s Champs-Élysées, alongside over 8,300 stores worldwide.
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Miniso Group said: “London is an important part of Miniso’s international growth, and bringing Miniso Land to Oxford Street marks an exciting next step.
“The flagship reflects our long-term commitment to the UK and our ambition to connect people with the characters and stories they love and bring joy to everyday life.”
Savills co-head of global retail Sam Foyle added: “We’re seeing continued interest from brands for space on Oxford Street.
“Pedestrianisation plans have really fuelled momentum over the past year and, as the street enters a more mature stage of recovery, we expect this appetite to continue.
“Oxford Street is a microcosm of the UK high street, where brands are increasingly focused on creating memorable, experience-led destinations.”
He continued: “Miniso Land is a great example of that trend, bringing an innovative flagship concept to one of the world’s most recognisable retail locations.
“Its decision to open at 363 Oxford Street is a strong vote of confidence in London and reinforces Oxford Street’s appeal as a destination for ambitious global brands.”
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