European Debut: MINISO Unveils Its Innovative 'MINISO LAND' - A Pioneering IP-scenerio Retail Concept
MINISO (NYSE: MNSO) launched its largest store in Spain on December 20, marking the first MINISO LAND store in Europe. Located in Madrid's Gran Via, this 1100m² flagship store introduces an innovative 'IP theme park-style' shopping concept, featuring collaborations with major brands like Harry Potter, Sanrio, Snoopy, and Disney.
The two-floor store showcases over 6,000 different products, with approximately 70% being IP collaboration items. The location features distinctive zones including a blind box area, cosmetics section, claw machine experience area, and themed spaces. The store's exterior boasts a 20-meter Sanrio-inspired glass façade.
This opening is part of MINISO's European expansion strategy. As of September 2024, MINISO operates approximately 7,200 stores globally, including 260 in Europe, with plans for further expansion.
MINISO (NYSE: MNSO) ha inaugurato il suo negozio più grande in Spagna il 20 dicembre, segnando la prima apertura dello MINISO LAND in Europa. Situato nella Gran Via di Madrid, questo flagship store di 1100m² introduce un innovativo concetto di shopping in stile 'parco a tema IP', con collaborazioni con marchi importanti come Harry Potter, Sanrio, Snoopy e Disney.
Il negozio su due piani espone oltre 6.000 prodotti diversi, di cui circa il 70% sono articoli in collaborazione con marchi IP. La location presenta zone distintive, tra cui un'area blind box, una sezione cosmetici, un'area con macchina spara-peluches e spazi a tema. L'esterno del negozio vanta una facciata in vetro ispirata a Sanrio di 20 metri.
Questa apertura fa parte della strategia di espansione europea di MINISO. A partire da settembre 2024, MINISO gestisce circa 7.200 negozi a livello globale, di cui 260 in Europa, con piani per ulteriori espansioni.
MINISO (NYSE: MNSO) inauguró su tienda más grande en España el 20 de diciembre, marcando la primera tienda MINISO LAND en Europa. Ubicada en la Gran Vía de Madrid, esta tienda insignia de 1100m² introduce un innovador concepto de compras estilo 'parque temático IP', con colaboraciones con grandes marcas como Harry Potter, Sanrio, Snoopy y Disney.
La tienda de dos pisos exhibe más de 6,000 productos diferentes, con aproximadamente el 70% siendo artículos de colaboración IP. La ubicación cuenta con zonas distintivas, incluidas un área de cajas misteriosas, una sección de cosméticos, un área de máquinas de garras y espacios temáticos. El exterior de la tienda cuenta con una fachada de vidrio inspirada en Sanrio de 20 metros.
Esta apertura es parte de la estrategia de expansión europea de MINISO. A partir de septiembre de 2024, MINISO opera aproximadamente 7,200 tiendas en todo el mundo, incluidas 260 en Europa, con planes de expansión adicional.
MINISO (NYSE: MNSO)는 12월 20일 스페인에 가장 큰 매장을 열며 유럽 최초의 MINISO LAND 매장을 선보였습니다. 마드리드의 그란 비아에 위치한 이 1100m² 규모의 플래그십 스토어는 'IP 테마파크 스타일'의 혁신적인 쇼핑 개념을 도입하며, 해리포터, 산리오, 스누피, 디즈니와 같은 주요 브랜드와의 협력을 특징으로 합니다.
두 개 층으로 구성된 이 매장에는 6,000종 이상의 다양한 제품이 전시되어 있으며, 약 70%가 IP 협력 아이템입니다. 매장 내부에는 블라인드 박스 구역, 화장품 섹션, 클로 머신 체험 구역 및 테마 공간을 포함한 독특한 구역이 있습니다. 매장 외관은 산리오에서 영감을 받은 20미터 유리 파사드를 자랑합니다.
이번 오픈은 MINISO의 유럽 확장 전략의 일환입니다. 2024년 9월 기준으로 MINISO는 전 세계에 약 7,200개의 매장을 운영하고 있으며, 그 중 유럽에는 260개 매장이 있으며, 추가 확장을 계획하고 있습니다.
MINISO (NYSE: MNSO) a ouvert son plus grand magasin en Espagne le 20 décembre, marquant la première boutique MINISO LAND en Europe. Situé sur la Gran Via à Madrid, ce magasin phare de 1100m² introduit un concept de shopping innovant de style 'parc à thème IP', avec des collaborations avec de grandes marques telles que Harry Potter, Sanrio, Snoopy et Disney.
Le magasin sur deux étages présente plus de 6 000 produits différents, dont environ 70 % sont des articles de collaboration IP. L'emplacement dispose de zones distinctives, y compris un espace de boîte mystère, une section cosmétique, un espace d'expérience de machine à griffes et des espaces thématiques. L'extérieur du magasin affiche une façade en verre de 20 mètres inspirée de Sanrio.
Cette ouverture fait partie de la stratégie d'expansion européenne de MINISO. En septembre 2024, MINISO exploite environ 7 200 magasins à l'échelle mondiale, dont 260 en Europe, avec des projets d'expansion supplémentaire.
MINISO (NYSE: MNSO) hat am 20. Dezember seinen größten Laden in Spanien eröffnet und damit den ersten MINISO LAND Laden in Europa eingeweiht. Der Flagship-Store in der Gran Via in Madrid erstreckt sich über 1100m² und führt ein innovatives Einkaufs Konzept im Stil eines 'IP Themenparks' ein, das Kooperationen mit großen Marken wie Harry Potter, Sanrio, Snoopy und Disney bietet.
Der zweigeschossige Laden präsentiert über 6.000 verschiedene Produkte, wobei etwa 70% IP-Kooperationsartikel sind. Der Standort bietet markante Bereiche, darunter einen Blind-Box-Bereich, eine Kosmetiksektion, einen Bereich mit Greifmaschinen und thematische Räume. Die Außenfassade des Ladens zeichnet sich durch eine 20 Meter hohe Glasfassade im Sanrio-Stil aus.
Diese Eröffnung ist Teil der europäischen Expansionsstrategie von MINISO. Stand September 2024 betreibt MINISO weltweit etwa 7.200 Geschäfte, darunter 260 in Europa und plant eine weitere Expansion.
- Launch of largest store in Spain, expanding European presence
- Strategic IP collaborations with major brands (Harry Potter, Disney, etc.)
- Extensive product range with 6,000 different items
- Strong global presence with 7,200 stores worldwide
- None.
Insights
The launch of MINISO's first European MINISO LAND in Madrid represents a strategic expansion of their high-margin IP collaboration business model. The 1,100m² flagship store, with 70% IP-based products among its 6,000-item inventory, signals a shift toward premium retail locations and experiential shopping. While the initial capital investment for such a large-format store is substantial, the focus on IP collaborations with major brands like Disney and Harry Potter typically yields higher profit margins compared to standard merchandise.
The expansion aligns with MINISO's global growth trajectory, having reached approximately 7,200 stores worldwide, with 260 in Europe. This controlled expansion in premium locations suggests a focus on quality over quantity, potentially leading to stronger per-store economics. The timing of the launch during the holiday season is strategically positioned to maximize initial sales performance and brand visibility.
The MINISO LAND concept represents an evolution in retail strategy, moving beyond traditional value-oriented offerings to create an experiential retail destination. The location on Gran Via, one of the world's busiest commercial thoroughfares, commands premium rent but offers high foot traffic and brand visibility. The store's focus on social media-friendly design elements and interactive features like the claw machine area and photo spots demonstrates an understanding of modern retail trends where experience drives foot traffic.
The success of the Shanghai MINISO LAND store, which broke sales records, provides a proof of concept for this format. However, European consumer behavior and price sensitivity differ from Asian markets, making this expansion a critical test of the concept's global adaptability. The mix of 70% IP products indicates a strategic pivot toward higher-margin merchandise while maintaining the brand's accessibility.
MINISO LAND is a scenario-based IP co-branded collection store that brings the world's favorite IPs to life in exciting new ways. From MINISO's new Harry Potter collection to popular 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
Besides the brand's amazing IP collections, the 1100m2 store is home to MINISO's diverse range of products, from blind boxes and plushies, to fragrances, cosmetics, stationary and more.
The new flagship store brings 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.
In the build up to the store's grand opening, MINISO's beloved Penpen mascots toured the city, bringing joy to the capital's famous landmarks from Cibeles Palace and Callao Square to Preciados, Puerta Del Sol and more.
"We're thrilled to open a new MINISO flagship store in the heart of
The expansion of MINISO's MINISO LAND store format is rooted in its ambition to become the world's leading IP design retail group. The first MINISO LAND opened in
The opening of this store on
About MINISO
MINISO Group is a global value retailer offering a variety of trendy lifestyle products featuring IP design. 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 appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO's wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand "MINISO" as a globally recognized retail brand and established a massive store network worldwide.
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