MINISO, the global lifestyle brand known for its fun, affordable, design-led products, is setting a new record for single-day sales with the grand opening of its brand-new flagship store in Paris on Saturday, June 22nd.
MINISO’s Paris Debut
The prime location, situated at 104 Avenue des Champs-Elysées, places the China-based brand right in the heart of the city’s most iconic shopping district, nestled among the world’s most famous luxury brands and just steps away from the Arc de Triomphe.
The new flagship, which sprawls across two floors and over 8,600 square feet, particularly highlights MINISO’s IP collaboration collections – one of the brand’s key strategic product categories – with design elements and store zones dedicated to Sanrio, Disney, Barbie and others.
On top of that, the store will also be the first in France to debut the new BT21 IP collection, the IP created by the global supergroup BTS.
MINISO’s Grand Opening on Champs-Elysées Sets New Sales Record
Remarkably, the grand opening generated significant buzz in the city, with the store setting a new record for single-day sales outside of mainland China.
The new opening comes on the back of strong financial performance for the brand in the March quarter of 2024. Notably, the brand’s total global revenue grew 26% YoY to US$515.7 million, while revenue generated from overseas markets surged by 52.6% YoY to US$169.2 million. This impressive performance reflects the relevance and resilience of the brand’s business model and the universal appeal of its products.
Vincent Huang, General Manager of MINISO Overseas Distributor Markets and Vice President, said, “The new flagship store in Paris is another exciting step forward for MINISO. Following the successful launch of Super Stores in Times Square and Oxford Street, this prestigious Parisian location further solidifies our commitment to the ‘Super Store’ strategy and its role in elevating the customer experience and propelling our global brand recognition.”
MINISO’s ‘Super Store’ Concept
The Paris flagship, which is MINISO’s largest store in Europe, marks a significant milestone for MINISO’s ongoing global expansion, aligning perfectly with the brand’s ambitious ‘Super Store’ strategy.
MINISO’s ‘Super Store’ strategy focuses on establishing large-format stores in key, high-traffic areas. These Super Stores offer customers a truly immersive MINISO experience, showcasing the brand’s extensive product range across categories like household goods, cosmetics, stationery, and more.
This strategic approach goes beyond simply offering a broader product selection. In addition, these larger stores create a more engaging and interactive shopping environment, fostering a sense of discovery and excitement for customers.
This emphasis on experience, combined with the brand’s dedication to high-quality products at affordable prices, is a key driver of the brand’s success in international markets.
MINISO Offers Unique Shopping Experience
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Since opening its first store in China in 2013, the brand has built its flagship brand, ‘MINISO,’ as a globally recognised retail brand and has established a massive store network worldwide.
Renowned for its aesthetically pleasing design, high quality, and affordability, the brand offers a relaxing and engaging shopping experience that feels like a treasure hunt. The unique shopping experience is filled with delightful surprises that captivate shoppers of all demographics.
A New Era of Global Expansion
With the addition of the Paris flagship, MINISO now boasts a presence in 110 overseas markets outside mainland China, with 6,630 stores worldwide.
The brand’s long-term vision is to become a global super brand, and it plans to achieve this by establishing 900 – 1,100 new stores globally in 2024, with over 50% of the new stores to be located overseas. This strategic expansion will solidify MINISO’s position as a leading lifestyle destination for consumers around the world.
