MINISO Expands in the U.S. and Canada with Numerous Store Openings

Pasadena, Calif. — MINISO, the joyful lifestyle brand of affordable, quality products, plans new stores in the U.S. and Canada — doubling its retail locations and adding a flagship store in Flushing, N.Y. With 53 locations in the U.S. and 55 in Canada by the end of 2021, MINISO is the only major chain focused on the $10 price point in North America. This is the first time the brand has opened stores on the U.S. East Coast.

Within all of their retail stores, Miniso will be introducing a new concept “10 N’ Under” with the tagline “WITHIN TEN BEYOND TREND” bringing attention to its high-quality, affordable products. This new branding will position MINISO as the #1 $10 store in North America.

The rapidly expanding retailer is known for a variety of product categories, including plush toys, home décor and organizers, beauty and wellness, fashion accessories and electronics. The brand has found a fan following amongst the Generation Z crowd.

MINISO first arrived in the U.S. in April 2017, on the West Coast.

“Despite the pandemic, MINISO has maintained a strong performance and has exciting plans to open in new markets across North America,” says Andrew Xie, CEO of MINISO North America. “The East Coast is now enjoying the MINISO retail experience previously only on the West Coast. There are really no other $10 stores that offer the quality that MINISO is known for coupled with a fun shopping experience. Our expansion comes at a perfect time for holiday shopping. We stand by our promise that a better life has nothing to do with the price.”

Founded in 2013, MINISO is a popular lifestyle product retailer that has expanded rapidly around the world amounting to 4,500+ stores in 90+ countries. The company focuses on the price and quality-conscious Generation Z as its target market. For more information, visit






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