Miniso expands U.S. store operations

Marianne Wilson
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Shoppers wait in line at the opening of Miniso’s store at the Stonebriar Centre.

A value global retailer is growing its U.S. store footprint.

China-based Miniso has opened four new mall stores in time for the holiday season, with two in Texas (including Stonebriar Centre, Frisco) and two in Florida (including Dolphin Mall, Miami-Dade County). The retailer specializes in what it calls “design-led lifestyle products,” with most items priced at $10 and under.

Miniso’s new store openings mark the retailer’s latest move in its push southwards as it expands its U.S. operations. The company entered the U.S. market in 2017, in Pasadena, Calif., and has since maintained a significant presence along the West Coast.

Since 2021, Miniso has grown its presence along the East Coast and in the Southern states. Earlier this year, the company opened a nearly 8,000-sq.-ft. flagship in New York City’s SoHo neighborhood. It features more than 3,000 products, including more than 100 kinds of the brand’s signature plush toys as well as a wide selection of licensed products. The majority (95%) of the items are priced at $10 and under.

As of Nov. 30, Miniso operated 74 stores across the country. 

Miniso’s product assortment includes plush toys, home décor, skincare products, everyday household items, fashion accessories and electronics. It also features licensed collections, including We Bare Bears, Sanrio and more. The company is also focused on a $10 and under price concept.

“The U.S. market is one of our most significant overseas markets,” said Bella Tu, general manager of Miniso overseas operations. Our expansion in the south of the country is guided by our goal to bring our fun and affordable products to as many customers as possible, across the United States.”

Miniso’s Dolphin Mall store, as well as the Stonebriar store, feature chairs shaped like the iconic “winking face” of the brand’s logo.

The chair is a popular photo spot for customers, garnering numerous social media shares and interactions.

As of December 18, 2021, Miniso had approximately 5,000 retail outlets in 100 markets worldwide.