Miniso Celebrates Grand Opening of 200th U.S. Store in Santa Monica

Miniso's Milestone in the U.S. Market

On Saturday, August 24, 2024, lifestyle brand Miniso marked the grand opening of its 200th store in the United States at the Third Street Promenade shopping complex in Santa Monica, California. This milestone underscores Miniso's rapid growth in the U.S. market and highlights its commitment to expanding its footprint and enhancing brand influence across the country.

Key Details of the Grand Opening

Location and Size

The new store, located at the iconic Third Street Promenade in Santa Monica, California, spans over 3,700 square feet, providing ample space for a wide range of products and immersive brand experiences.

Product Offerings

The store features a diverse array of products, including items from collaborations with globally popular IPs (Intellectual Properties) such as Disney franchises, Sanrio's Kuromi and Hello Kitty, Minions, Care Bears, and BT21. These curated IP zones create a unique and immersive environment that strengthens the emotional connection between the brand and its consumers.

Exclusive Product Launch

The grand opening featured the debut of the exclusive Disney Stamp blind box series. This new product line reflects Miniso's commitment to offering well-designed and diverse products that cater to evolving consumer tastes.

Store Design and Atmosphere

The store's limited-time storefront design, featuring Disney's Stitch in a bespoke beach style, creates a vibrant and engaging atmosphere to attract a diverse range of customers. Inside the store, dedicated zones showcase a wide range of products, making it an exciting destination for shoppers.

Consumer Engagement

As part of the store opening celebration, Miniso offered special 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, turning each store visit into an opportunity for discovery and delight.

Brand Strategy and Expansion

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 can create meaningful connections with consumers, engaging them in ongoing dialogues fueled by the ever-growing popularity of these IPs. This strategy not only attracts loyal fans but also introduces the brand to new audiences, broadening its appeal and reach.

Global Expansion

With 200 stores now established across North America, including prominent locations in over 20 U.S. states and key spots, Miniso continues to make significant strides in the U.S. market. This ongoing expansion is central to the brand's strategy to enhance its influence and maintain its position as a leading global lifestyle brand.

Recent Milestones

Miniso has experienced rapid growth in the U.S., with notable openings including Times Square and Tangram in New York, and the American Dream Mall in New Jersey. These locations reinforce its strategic focus on building a strong and widespread presence in the world's largest consumer market.

Global Presence

Miniso is not only expanding in the U.S. but also globally. In June 2024, the company opened a Paris location within the city’s Champs-Elysées shopping district, achieving single-day sales beyond mainland China. The company aims to open between 900 and 1,100 new stores globally in 2024, with more than half of these openings occurring outside of China.

Miniso's grand opening of its 200th U.S. store in Santa Monica marks a significant milestone in its ongoing expansion strategy, emphasizing its commitment to engaging consumers through innovative products and strategic collaborations with popular IPs.