MADRID, Dec. 24,
2024 /PRNewswire/ -- On December 20, the global lifestyle
brand MINISO launched its largest store in Spain, which is also the first MINISO LAND
store in Europe. This new flagship
store in Madrid brings the brand's
IP collaborations to life in an immersive and playful setting,
offering MINISO's new "IP theme park-style" shopping experience to
Europe for the first time.
MINISO LAND is a scenario-based IP co-branded collection store
that brings the world's favorite IPs to life in exciting new ways.
From MINISO's new Harry Potter
collection to popular collaborations with Sanrio, Snoopy, and
Disney, the store's design creates a unique and unforgettable way
to shop and play in a scenario-based environment. The store has
individual IP zones across two floors including Stitch and
Harry Potter, with more than 6,000
different products to explore, of which roughly 70% are IP
collaboration products.
Besides the brand's amazing IP collections, the 1100m2 store is home to MINISO's
diverse range of products, from blind boxes and plushies, to
fragrances, cosmetics, stationary and more.
The new flagship store brings MINISO's Joy Philosophy to Gran
Via – one of the world's busiest commercial thoroughfares – just in
time for the holiday season. From the street, the store stands out
with an eye-catching 20-meter Sanrio-inspired glass exterior
façade. Inside the store, shoppers can explore a blind box zone,
cosmetic and fragrance areas, a large claw machine experience area,
a white Penpen penguin bathroom, a Penpen Madrid tree-hugging
design, and a special Callao street view photo spot – highlights
that are perfectly curated for capturing and sharing on social
media.
In the build up to the store's grand opening, MINISO's beloved
Penpen mascots toured the city, bringing joy to the capital's
famous landmarks from Cibeles Palace and Callao Square to
Preciados, Puerta Del Sol and
more.
"We're thrilled to open a new MINISO flagship store in the heart
of Madrid's vibrant Gran Via
commercial district, and to bring our MINISO LAND store format to
Spain for the first time," said
Vincent Huang, General Manager of
MINISO Overseas distributor markets and Vice President. "IP
collaborations are a key strategic category for MINISO. This
high-level store format perfectly showcases our highly popular IP
collections, especially beloved by Spanish consumers, putting
interest-driven consumption and experience-driven retail at the
heart of the in-store experience, while embodying MINISO's 'life is
for fun' attitude."
The expansion of MINISO's MINISO LAND store format is rooted in
its ambition to become the world's leading IP design retail group.
The first MINISO LAND opened in Shanghai,
China, in October, creating a huge buzz and breaking the
brand's sales record. The exciting format showcases the brand's IP
products while making shopping an event to be enjoyed and
shared.
The opening of this store on Madrid's Gran Via is the latest opening as
MINISO pursues rapid expansion across Europe and globally. As of the end of
September 2024, MINISO has
approximately 7,200 stores globally, of which 260 are in
Europe. In Spain, the brand currently has stores in
Madrid in Fuencarral, in
Barcelona at Westfield La
Maquinista and in Malaga at Plaza Mayor. In the coming year, MINISO
will continue to bring its memorable and exciting in-store
experiences and joyful products to more of the world's iconic
locations.
About MINISO
MINISO Group is a global value retailer offering a variety of
trendy lifestyle products featuring IP design. The Company serves
consumers primarily through its large network of MINISO stores, and
promotes a relaxing, treasure-hunting and engaging shopping
experience full of delightful surprises that appeals to all
demographics. Aesthetically pleasing design, quality and
affordability are at the core of every product in MINISO's wide
product portfolio, and the Company continually and frequently rolls
out products with these qualities. Since the opening of its first
store in China in 2013, the Company has built its
flagship brand "MINISO" as a globally recognized retail brand and
established a massive store network worldwide.
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