Globally recognised lifestyle retailer, MINISO, has officially opened its brand new store on Shaftesbury Avenue in the heart of Chinatown: the UK’s first-ever MINI MINISO, the smallest and most enchanting to date.
MINISO’s debut Central London location celebrated its grand opening at the end of September, in remarkable style. Dedicated fans began lining up as early as 8:30 a.m., wrapping around two blocks of Chinatown eager to get their hands on the renowned figurine collections.
The uniquely curated MINI MINISO, the brand’s tiniest and most delightful store yet, showcased an array of MINISO’s top-selling products, prominently featuring the TikTok sensation Blind Boxes, alongside a vast collection of affordable lifestyle products, plushies, and accessories.
Boasting something for everyone and enhancing the shopper experience, the curated store, is the new hub for brand-new collections from much-loved lines like Sanrio.
Though snug at just 40 square metres, MINI MINISO’s significance is vast. This opening not only marks the 22nd store in the UK but also the brand’s 2nd high street stand-alone location. The grand opening was an affair to remember with a thrilling drummer performance, MINISO’s beloved mascot PenPen making a special appearance, and the first lucky 200 shoppers receiving goody bags valued over £25.
Saad Usman, Chief Operating Officer at MINISO UK, said:
“The Shaftesbury Avenue store represents quite a few milestones for us, our first MINI MINISO and the first time we have looked at dedicating a store to a more curated edit of our fans’ favourite items. So you could say we’re pretty excited to open the doors on Friday and bring the MINISO joy to Chinatown London.”
The new opening is the retailer’s first store in central London and follows the successful opening of its other London stores in Westfield White City, Ealing Broadway Shopping Centre, Brent Cross and Wandsworth. MINISO has around 5,791 stores in over 100 countries, including a number of famous retail destinations such as Times Square in New York.
To find out more about MINISO and shop the collection favourites, head to https://minisoshop.co.uk.
