Dive Brief:
- Following record sales at its new Paris store opening, Miniso has opened its 200th U.S. location, in Santa Monica, California, the lifestyle brand announced Wednesday. The company now has stores in 20 U.S. states, according to a company press release.
- The Santa Monica location has more than 3,700 square feet of space and features products made in collaboration with Disney franchises, Hello Kitty, Minions, Care Bears and other brands, the retailer said.
- Miniso’s store milestone in the U.S. comes after a year of expansion in the country, including new locations in New York City’s Times Square and the American Dream Mall in New Jersey, “reinforcing its strategic focus on building a strong and widespread presence in the world's largest consumer market,” the company said.
Dive Insight:
Miniso’s rapid global expansion continues apace. Just last December, the company was opening its 100th U.S. location in Orlando, Florida, a milestone it reached after the China-based retailer made its U.S. debut in 2017.
In March, Miniso launched a pop-up shop in New York City’s Times Square, a move it made after opening its flagship Times Square flagship store last May. Two months later, the company opened its first U.S. IP Collection store in New Jersey at the American Dream Mall. At that time, the company said it wanted to open more stores in Colorado, Utah, Ohio and Tennessee. The latest opening in Santa Monica marks the brand’s “dedication to expanding its presence in the United States,” the company said, and the retailer’s growth in North America is “central” to its global expansion strategy.
“Minso’s strategic use of popular global IPs continues to drive its success in the U.S. market,” the company said in a statement. “By tapping into the cultural significance of celebrated characters, Miniso can create meaningful connections with consumers, engaging them in ongoing dialogues fueled by the ever-growing popularity of these IPs. This strategy not only attracts loyal fans but also introduces the brand to new audiences, broadening its appeal and reach.”
Alongside its U.S. expansion, Miniso is also pursuing a broad global expansion. In June, the company opened a Paris location within the city’s Champs-Elysées shopping district. The company said its opening day sales reached a single-day sales record beyond mainland China, but it did not disclose the exact sales figure. The company, which had 6,630 global stores already earlier this year, said it aims to open between 900 and 1,100 new stores globally in 2024, more than half of which will be outside of its home country of China.
