MINISO Claims Europe With Massive Flagship Openings in Milan and Warsaw

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.

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…