A Focus on U.K. Retail and Brand LicensingA Focus on U.K. Retail and Brand Licensing

MINISO is a global retailer offering a diverse range of affordable pop culture and lifestyle products, including household goods, cosmetics, toys and snacks. Founded in 2013 by Chinese entrepreneur, Ye Guofu, the brand has since evolved, embracing the key value that “Life is for Fun.”

“What sets us apart is that we don’t just have a few Hello Kitty or Kuromi items – we offer entire collections,” says Saad Usman, chief operating officer, MINISO UK. “From food and drink to beauty, homeware, toys, plushies and stationery, we’ve got everything you need in one place.”

As of this year, MINISO Global has established over 7,000 stores in more than 110 countries, including the U.K., where the retailer has opened multiple stores, in locations such as the Bluewater Shopping Centre, Westfield Stratford City, Camden, Oxford Street and Shaftesbury Avenue in London in the past couple years alone, with plans to expand further.

Saad Usman, MINISO UK

MINISO in Brand Licensing

MINISO Global first tried licensing in 2016 and is now known for stocking products from a huge range of brands and IP, including Sanrio’s Hello Kitty, Minions, Barbie, Care Bears, Disney, Snoopy, Pokémon, “One Piece” and many more.

“We stand out by offering affordable products that deliver great value, quality and a sense of fun, variety and newness,” says Usman. “Our trendy items appeal to customers of all ages, particularly Gen Z, students and millennials. With so many global stores, our buying power and production strength have let us offer amazing quality at great prices. A perfect example is our exciting new Harry Potter collection that launched in October.”

Related:MINISO Releases Harry Potter Collection

The MINISO Harry Potter range includes plush, scarves and accessories, tumblers and much more, all created with the consumer in mind.

“MINISO has always been ahead of the game, like when we started offering Sanrio products long before the hype around Hello Kitty’s 50th anniversary this year,” says Usman. “People are drawn to the brands they love, and that pulls them in to explore our wide range of products. By staying true to quality and authenticity, we build trust, which keeps our customers coming back.

“Our customers love the thrill of surprise when they shop, especially with collectible items like blind boxes. You can also see this trend in our best-selling surprise bags and branded character surprise bags; it’s all about the fun of discovering something unexpected.”

This summer, MINISO kicked off its BT21 collaboration, with a collection in partnership with K-pop band, BTS, and Line Friends. The retailer uses these launches to drive traffic into its stores, including themed fan events aimed at engaging the consumer with special promotions, events and giveaways.

Related:License Global’s 2024 Holiday Gift Guide

“We hosted a huge event at our super flagship store in Camden, London, complete with K-pop dancers and fun giveaways. In October, we celebrated the launch of our Harry Potter collection at our Oxford Street and Manchester Trafford stores where we invited everyone to dress up as witches and wizards for a chance to win exclusive prizes and join in on some competitions. Plus, we’ve had Sanrio launches happening throughout the year, which were such a hit last year that we sold out.”

Hello Kitty cushions, MINISO

Affordable Consumables

With the consumer front and center, MINISO aims to appeal to shoppers that are becoming increasingly savvy and price-conscious, with its ethos of selling affordable consumables.

“We make a point to keep our prices low and regularly review them, adjusting for any savings in material, freight and duty costs,” says Usman. “In May 2023, when things were at their toughest, we went against the trend and lowered our prices by an average of 15-20% across all categories.”

Building on the October Harry Potter collection launch, MINISO dropped its Hello Kitty and Friends Christmas range in November, ahead of the festive season and aims to continue to go from strength to strength in 2025.

Disney’s “Lilo & Stitch” plush, MINISO

This story was taken from the December 2024 issue of License Global. Read the full issue here …