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MINISO Expands Global Reach with the Opening of the First US IP Collection Store in New Jersey, Aligning with Global IP Strategy

NEW YORK, May 7, 2024 /PRNewswire/ — Global lifestyle brand MINISO is pleased to announce the grand opening of its first IP Collection Store 3rd of Maywith an approximately 4,000 square foot store located in the iconic American Dream Mall in New Jersey. Building on the success of several historic stores in New YorkIncluding a recent pop-up in Times Square in March and the flagship store opened in the same area a year ago, this new store accelerates MINISO’s progress in New York metropolitan area. It also marks an important milestone in MINISO’s rapid expansion across the US, further enriching the landscape of more than 100 stores dedicated to delivering innovative and joyful shopping experiences to local consumers.

MINISO's IP Collection Store at the New Jersey American Dream Mall (PRNewsfoto/MINISO)

Following MINISO’s ‘Life is for Fun’ slogan, the new store layout for the IP collection encourages interaction and invites shoppers to interact with beloved IP characters and products in dedicated zones. Until The 9th of MayMINISO’s collaboration with the core New Jersey shopping center features a 5-meter high PenPen from MINI Family, next to a playful ball pool that evokes summer delights. This creative towering installation not only celebrates the opening of MINISO’s store, but also enriches the shopping experience with fun interactive elements, exemplifying MINISO’s commitment to consumer enjoyment and rapid growth in the United States.

The inflatable Penpen from MINISO's MINI Family Collection welcomes people to the Atrium of American Dream Mall (PRNewsfoto/MINISO)

With its core customer base being the younger generation, MINISO consistently focuses on understanding their consumption trends and demand to deliver products that promote emotional connections and differentiation. In particular, IP co-branded collections have gained significant interest and popularity.

Following the global brand upgrade in 2023, MINISO has strategically pursued IP collaborations worldwide and positioned itself as the world’s leading IP design retail group. That same year in May, MINISO successfully launched its first global flagship store in Times Square, quickly becoming a beloved destination for locals and tourists alike. In March 2024the brand unveiled its second pop-up store in Times Square, featuring a striking Stitch-themed storefront design that set a new record for the highest sales per square foot of any U.S. store.

Furthermore, through close collaborations with nearly 100 renowned global licensors, such as Barbie, Disney, Minions, Snoopy and Care Bears in the US, the brand has successfully developed a plethora of unique proprietary IP products and innovative store aesthetics, providing consumers with an immersive experience is offered. shopping experience. The brand also focuses on its own original design IPs, with unique collections such as the popular MINI Family and Dundun Chicken.

Thanks to the success of the global brand upgrade and IP strategy, the contribution to IP product sales worldwide exceeded 40% by 2023. While in North America/US, IP products also contributed to rapid growth in the region, driving MINISO’s North American revenue growth to an astonishing 128% annual rate.

“Our vision is to become the leading IP design retail group in the world North America is critical to achieving this goal,” the spokesperson said Bella Tu, General Manager of MINISO Overseas Direct Operated Markets and Vice President. “The American Dream store is an important part of our strategy to expand our global footprint and offer more consumers unique, enjoyable shopping experiences.”

Shoppers explore MINISO products at the IP Collection Store on grand opening day (PRNewsfoto/MINISO)

In 2023 alone, MINISO expanded into more than 10 new states in the US, bringing its total to more than 100 stores in 27 states, as part of its global network of more than 6,400 stores. By the end of 2024, MINISO plans to expand its footprint to more states across the country, with plans to continue expansion in existing cities and add more inland states, including Ohio, Tennessee, ColoradoAnd Utah. Globally, MINISO aims to add between 550 and 650 new stores worldwide by the end of 2024, reaffirming its commitment to global growth and bringing joy to consumers.

About MINISO

MINISO Group is a global lifestyle brand offering a variety of design-oriented lifestyle products. The company serves consumers primarily through its large network of MINISO stores and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeal to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO’s broad product portfolio, and the company continuously and regularly releases products with these qualities. Since opening its first store in China in 2013, the company has built its flagship brand “MINISO” into a globally recognized retail brand and built a vast retail network worldwide.

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SOURCE MINISO