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Miniso Continues U.S. Expansion

Chinese lifestyle brand and global retailer Miniso opened its first intellectual property (IP)-inspired collection store in the U.S. on May 3 in New Jersey’s American Dream Mall. 

The 4,000-square-foot store was co-designed with Sanrio, the creator and owner of over 400 properties (characters and their associated brands), including Hello Kitty, Monkichi and My Melody.

Miniso American Dream Mall New Jersey

The store layout was designed to echo Miniso’s "Life is for Fun" slogan and “spark interaction” by engaging shoppers with beloved characters and products in dedicated zones, according to a media release. 

[Also Read: Miniso Opens First 'Blind Box' Toy Store in London]

Through May 9, Miniso is featuring a 16-foot inflatable PenPen character from the brand’s Mini Family and a ball pool area right outside the store. (The Mini Family is one of Miniso’s own original IP collections). The creative installation is meant to draw attention to the store and offer fun, interactive elements.

miniso american dream mall new jersey

Miniso has expanded its physical footprint in North America over the past year, including in New York’s Time Square area. The brand opened its flagship store in May 2023, and more recently launched its second pop-up shop in March, which featured a Stitch-themed storefront design that, according to Miniso, “set a new record for the highest sales per square foot among U.S. stores.”

The New Jersey location bolsters Miniso’s advancements in the New York metropolitan area and in the U.S.

In 2023 alone, Miniso entered more than 10 states, bringing its total U.S. store count to over 100 across 27 states. It has a global network of more than 6,400 stores. 

By the end of 2024, Miniso plans to expand further in the U.S., including in existing cities and in more “inland states,” such as Ohio, Tennessee, Colorado and Utah. Globally, the brand will add 550-650 new stores.

Additionally, Miniso’s focus is on understanding its core shopper base, which leans Gen Z and younger, and their consumption trends and demands to provide products that “foster emotional connections and differentiation,” per the release. Notably, IP co-branded collections have particularly garnered interest and popularity.

Miniso has pursued global IP collaborations since ushering in its brand upgrade in 2023. Miniso developed a slew of unique proprietary products and “store aesthetics” through collaborations with nearly 100 global licensors, such as Barbie, Disney, Minions, Snoopy and Care Bears in the U.S. The brand also focuses on its own original design IPs, such as its Mini Family and Dundun Chicken collections.

The brand upgrade and IP strategy contributed to a more than 40% boost in IP product sales globally last year, per the release. In North America/U.S., IP products also contributed to growth, increasing Miniso’s revenue in the region 128%. 

"Our vision is to become the world's leading IP design retail group, and North America is pivotal in achieving this goal," Bella Tu, general manager of Miniso overseas directly operated markets and vice president, said in the release. "The American Dream store is a key part of our strategy to enhance our global footprint and bring unique, joy-filled shopping experiences to more consumers."

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