MINISO Opens Global Flagship Store in Times Square, New York

by Katie Lee

New York City — Lifestyle retailer MINISO officially opened its new global flagship store in New York’s Times Square on May 19, 2023. The opening of the new flagship comes during the brand’s 10th anniversary year, and shortly after the announcement of a new global expansion strategy. With over 70 stores in the U.S., the American market has emerged as MINISO’s top-performing overseas market for two consecutive quarters.

Located on the first floor of 5 Times Square, the new flagship has a bright and clean look, with the eye being drawn to MINISO’s licensed collections, from Sanrio to We Bare Bears. Besides licensed collections, the 10 dedicated product zones also include blind box collectibles, toys, plushies, fragrances, accessories, makeup tools, snacks, electronics as well as gifts and stationery.

“We’re delighted to be opening our new flagship store here in Times Square,” says Jack Ye, founder and CEO of MINISO. “Establishing a presence in one of the world’s most recognizable commercial and culture destinations allows us to effectively reach new audiences on a daily basis, introducing our fun, quality products to the hundreds of thousands of New Yorkers and tourists who pass through these streets every single day.”

The new store’s window displays feature characters such as Mickey Mouse and Toy Story, alongside other famous licensed characters. On opening day, the store generated nearly $80,000 in sales, setting a new single-day sales record among all stores globally.

Tom Harris, president of Times Square Alliance, attended the ceremony. “I would like to congratulate MINISO on opening a flagship at Times Square,” he says. “Times Square is known for its vibrant and alive atmosphere. MINISO brings its wide variety of lifestyle products and adds to the dynamic environment here. Its arrival reflects the inclusiveness and diversity of Times Square.”

Looking ahead, MINISO will maintain a steadfast focus on product innovation and store operations, delivering a treasure-hunt shopping experience for customers with an array of captivating licensed collection zones within its stores. The brand has also set a goal to surpass 100 stores in the U.S. by the end of 2023. Since its founding in 2013, MINISO has won fans across 106 markets with more than 5,514 stores to date, attracting over 1 billion customers globally.




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