Value Retailer Miniso Reaches 200 US Locations

Miniso just hit a major milestone in its U.S. expansion. The China-based value lifestyle retailer opened its 200th store at 3rd Street Promenade in Santa Monica, California.

The company entered the U.S. market in 2017, and showed rapid growth this year – the 100th U.S. store was opened less than nine months ago in Orlando, Florida. Now, with locations in 20 states, Miniso is on the way to becoming a household name.

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The new 3,700 square feet Santa Monica store has a storefront featuring a playful design with Disney's Stitch character. Inside, shoppers can explore dedicated zones to Miniso's collaborations with popular brands like Disney, Hello Kitty, Minions, and more.

As a part of Miniso's strategy to create meaningful connections with consumers through the power of beloved characters and brands, customers were treated with special rewards and giveaways, including limited-edition Santa Monica-themed shopping bags.

"Miniso's strategic use of popular global IPs continues to drive its success in the U.S. market," the company said in a statement. "This strategy not only attracts loyal fans but also introduces the brand to new audiences."

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The 200th U.S. store is just one piece of Miniso's global expansion plan. In June, the retailer made a big impact with a new flagship in Paris' chic Champs-Elysées shopping district. And earlier this year, it opened its first U.S. IP Collection store at the American Dream Mall in New Jersey.

With over 6,630 stores worldwide across 110 markets, Miniso is set to become a "global super brand." The company plans to open 900 to 1,100 new stores in 2024, with more than half of those outside mainland China.