MINISO Unveils MINISO LAND Retail Concept

Lifestyle brand, MINISO, has announced that it will open a new flagship store in Madrid on Dec. 20. The store will be its largest in Spain and the first MINISO LAND store in Europe. Bringing MINISO’s new IP theme park-style shopping experience to Europe for the first time, the new store will bring the brand’s IP collaborations to life in an immersive and playful environment.

MINISO LAND is a scenario-based IP co-branded collection store that brings IPs to life in exciting new ways. From MINISO’s new Harry Potter collection to 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 IP collections, the 1100m2 store is home to MINISO’s diverse range of products, from blind boxes and plushies, to fragrances, cosmetics, stationery and more.

In this month’s issue of License Global, we sat down with Saad Usman, chief operating officer, MINISO UK, about MINISO’s growth and how it focuses on consumer needs.

The new flagship store will bring 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.

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In the build-up to the store’s grand opening, MINISO’s Penpen mascots toured the Spanish capital’s famous landmarks, from Cibeles Palace and Callao Square to Preciados, Puerta Del Sol.

On Dec. 20, to celebrate the store’s grand opening, MINISO has lined up activities and promotions to create a party atmosphere in-store. The first 300 visitors will receive a special goody bag, while there will be savings and offers throughout the opening weekend. The opening day is set to include a ribbon cutting ceremony, IP character dance performances, a live DJ and more.

“We’re thrilled to be opening a new MINISO flagship store in the heart of Madrid's vibrant Gran Via commercial district and to be bringing our MINISO LAND store format to Spain for the first time,” says Vincent Huang, general manager, vice president, overseas distributor markets, MINISO. “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 opening of this store on Madrid’s Gran Via is the latest opening as MINISO expands across Europe and globally.