MINISO Opens MINI MINISO store on Shaftesbury Avenue, London

MINISO has announced the opening of a new store on Shaftesbury Avenue in the heart of Chinatown, London. MINISO’s first Central London spot, and the first MINI MINISO anywhere, is opening its doors on Friday, Sept.29.

The MINI MINISO will stock a curated edit of MINISO’s best-selling products, with a focus on TikTok-favorite, Blind Boxes, and a selection of lifestyle products, plushies and accessories.

The store will also stock new collections from top-selling MINISO lines, like Sanrio characters, adding more variety to shoppers’ experience.

“The Shaftesbury Avenue store represents quite a few milestones for us, our first MINI MINISO and the first time we have looked at dedicating a store to a more curated edit of our fans’ favorite items,” says Saad Usman, chief operating officer, MINISO UK. “So, you could say we’re pretty excited to open the doors and bring the MINISO joy to Chinatown, London.”

The new opening is the retailer’s first store in central London. It follows the successful opening of its other London stores in Westfield White City, Ealing Broadway Shopping Centre, Brent Cross and Wandsworth. MINISO has around 5,791 stores in over 100 countries, including retail destinations like Times Square in New York.