MINISO Unveils 200th Store in Santa Monica

Global lifestyle brand, MINISO, has marked the grand opening of its 200th store in the U.S. on Aug. 24 at the 3rd Street Promenade in Santa Monica. This milestone underscores MINISO’s rapid growth in the U.S. market and highlights its commitment to expanding its footprint and enhancing its brand influence across the country. 

The Santa Monica store, encompassing more than 3,700 square feet, marks the latest chapter in MINISO’s U.S. expansion. This year alone, MINISO has opened numerous new stores in key locations across the country, including Times Square and Tangram in New York, and at 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 new store’s limited-time storefront design, featuring Disney’s Stitch in a bespoke beach style, aims to attract diverse customers. Inside, the store features dedicated zones showcasing a wide range of MINISO’s collaborations with globally popular IPs, including characters from Disney, Sanrio’s Kuromi and Hello Kitty, to Minions, BT21, Care Bears and more.  

MINISO’s strategic use of popular global IPs continues to drive its success in the U.S. market. By tapping into the cultural significance of celebrated characters, MINISO aims to create meaningful connections with consumers, engaging them in ongoing dialogs fueled by the growing popularity of these IPs. This strategy attracts loyal fans and introduces the brand to new audiences, broadening its appeal and reach. 

In addition to the IP zones, the grand opening in Santa Monica also featured the debut of the exclusive Disney Stamp blind box series.  

As part of the store opening celebration, MINISO offered rewards and giveaways, including limited-edition Santa Monica-themed shopping bags. These initiatives are part of the brand’s broader strategy to engage with its consumers on a deeper level. 

With 200 stores now established across North America, including prominent locations in more than 20 U.S. states and key spots, MINISO continues to make strides in the U.S. market.