MINISO unveiled its innovative 'MINISO LAND'
MINISO launched its largest store in Spain, which is also the first MINISO LAND store in Europe. This new flagship store in Madrid brings the brand's IP collaborations to life in an immersive and playful setting, offering MINISO's new "IP theme park-style" shopping experience to Europe for the first time.
Scenario-based IP co-branded collection store
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 70% are IP collaboration products.
Ambitious plans
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 Shanghai, China, in October, creating a huge buzz and breaking the brand's sales record. The exciting format showcases the brand's IP products while making shopping an event to be enjoyed and shared.