MINISO is accelerating its European expansion with new flagship and collectible toy stores in key cities, including Milan, Düsseldorf, Amsterdam, Warsaw, and multiple locations across Germany, the United Kingdom, and other European markets.
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Concept and experiential strategy
- The Milan collectible toy store and Düsseldorf Flinger Straße flagship are designed as high-density IP playgrounds, where character zones, photo spots, and blind-box walls encourage longer visits and social sharing.
- The scenario-based MINISO LAND format, which recently won the MAPIC Awards 2025 “Best New Store Concept,” is now the blueprint: it blends themed environments, gamified merchandising, and interactive displays to deliver a fan-community feel instead of traditional rack-and-shelf retail.
Key new store openings
- At the start of December 2025, global lifestyle retailer MINISO opened Italy’s first collectible toy store in Milan, marking a major milestone for the brand’s entry into the local toy and lifestyle segment.
- In Germany, the Düsseldorf Flinger store has become a local landmark, setting a benchmark for scale and experience in the market.
Expansion in Germany
- Since debuting its first IP Collection Store in Essen in 2024, MINISO has maintained rapid expansion in Germany, combining strong store performance with upgraded visual identities.
- The brand now operates in major cities such as Munich, Hannover, and Düsseldorf, with prime locations including Alexanderplatz in Berlin and Flinger Straße in Düsseldorf, plus leading shopping centers in Hannover.
- The Düsseldorf Flinger Store spans over 530 square meters and offers approximately 3,000 SKUs across toys, blind boxes, and creative lifestyle products, making it MINISO’s largest Germany location.
Growth in the United Kingdom
- MINISO’s growth in the United Kingdom was described as remarkable in 2025, with more than 50 stores welcoming customers nationwide.
- The brand covers London’s core shopping districts—Oxford Street, Camden High Street, Bond Street, and Shaftesbury Avenue—and operates flagship locations in Manchester and other major cities.
- MINISO has expanded into regional hubs such as Liverpool, Luton, Telford, Bromley, Milton Keynes, and Brighton, further strengthening its UK presence.
- In March 2025, the brand entered Scotland for the first time with Edinburgh, followed by opening the northernmost UK store in Stirling in December 2025, each launch drawing long lines and strong social buzz.
Broader European footprint
- Beyond Germany and the UK, MINISO opened a flagship store in Amsterdam in the Netherlands, and launched Poland’s first collectible toy store in Warsaw.
- In December 2025, MINISO opened its first Polish flagship at Złote Tarasy in Warsaw, aiming to become a must-visit spot for young shoppers.
- Additional stores opened in France, Portugal, Spain, Latvia, North Macedonia, and Greece in the fourth quarter, enriching the brand’s regional presence and consumer touchpoints.
Strategy and brand positioning
- Europe remains central to MINISO’s global strategy as it accelerates expansion, deepens IP collaborations, and advances immersive retail experiences across more European cities such as Paris, Athens, Porto, and Skopje.
- MINISO Group positions itself as a global lifestyle brand focused on design-led products, offering a relaxing, treasure-hunt style shopping experience through its large network of MINISO stores.
- Since opening its first store in China in 2013, the company has built “MINISO” into a globally recognized retail brand centered on aesthetically pleasing design, quality, and affordability, continuously rolling out new products with these attributes.
Why it matters for the brand
- MINISO frames Europe as a core growth engine and plans more stores in Paris, Athens, Porto, Skopje, and other cities, tying store design tightly to pop-culture IP and “treasure-hunt” merchandising to drive footfall and social buzz.
The group positions its global network of more than 6,800 stores in over 100 markets as the backbone for its mission of “Life is for fun,” pairing affordability with licensed IP collaborations to build brand stickiness with young consumers.
