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Miniso Opens Paris Flagship

Two-level Super Store debuts on Champs-Elysées

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A striking pink archway marks the entrance to Miniso’s Paris flagship.

Chinese retailer Miniso (Guangzhou, China) has taken the wraps off a new flagship store in Paris. Situated at 104 Avenue des Champs-Elysées, the locale is one of the brand’s so-called Super Stores, offering a wide selection of merchandise over two floors.

With 8600 square feet, the store’s focus is on Miniso’s IP collaboration collections with design elements and store zones dedicated to plushies and related items from Sanrio, Disney, Barbie and others. The store will also be the first in France to debut the brand’s latest BT21 IP collection.

“The new flagship store in Paris is another exciting step forward for Miniso,” said Vincent Huang, VP and General Manager of Overseas Distributor Markets. “Following the successful launch of Super Stores in Times Square and Oxford Street, this prestigious Parisian location further solidifies our commitment to the ‘Super Store’ strategy and its role in elevating the customer experience and propelling our global brand recognition.”

The store, Miniso’s largest in Europe, achieved a brand record for single-day sales on its June 22 debut. (However, the brand did not disclose a dollar figure.)

With the addition of the Paris flagship, Miniso now has a presence in 110 overseas (outside mainland China) markets, with 6630 stores worldwide. The brand’s long-term vision is to become a global super brand, and it plans to help achieve that by establishing 900–1100 new stores globally in 2024, with over half of the new stores to be located outside its home country.

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