Miniso Land Debuts in Madrid

Miniso (Guangzhou, China) has opened a new flagship store in Madrid, its largest in Spain and the first Miniso Land store in Europe. The 11,800-square-foot space brings the brand’s IP collaborations – including its new Harry Potter collection and those with Sanrio, Snoopy and Disney – to life in an immersive and playful environment, the company says.

“We’re thrilled to be opening a new Miniso flagship store in the heart of Madrid’s high-profile Gran Via commercial district, and to be bringing our Miniso Land store format to Spain for the first time,” said Vincent Huang, VP and General Manager of Miniso Overseas Distributor Markets. “IP collaborations are a key strategic category for Miniso. This high-level store format perfectly showcases our highly popular IP collections, especially beloved by Spanish consumers, putting interest-driven consumption and experience-driven retail at the heart of the in-store experience, while embodying Miniso’s ‘life is for fun’ attitude.”

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. It also offers the brand’s “blind boxes,” plushies, fragrances, cosmetics, stationary and more.

From the street, the store stands out with a 65-foot-tall Sanrio-inspired glass exterior façade. Inside, 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 Callao street-view photo spot – highlights that are curated for capturing and sharing on social media.

The opening of this store on Madrid’s Gran Via is the latest opening as Miniso pursues rapid expansion across Europe and globally. As of the end of September 2024, the company had about 7200 stores globally, including 260 in Europe. In Spain, the brand has stores in Madrid in Fuencarral, in Barcelona at Westfield La Maquinista and in Malaga at Plaza Mayor. In the coming year, Miniso said it will continue to open stores, but it did not disclose any specific locales at this time.