Global lifestyle brand Miniso announced on Monday an aggressive European expansion strategy, marking its territory in key markets with new stores and innovative retail experiences.

Notably, Miniso has strategically planted its flag in the UK with recent openings in some of London’s most coveted locations. Most recently, it opened its doors at the Bluewater Shopping Centre in Kent, bringing its retail concept to London’s outskirts.

In September, Miniso introduced its first global blind-box themed store in Chinatown. The expansion continued with the launch of their flagship store on Oxford Street in November 2023, followed by additional stores in Camden Town and Westfield Stratford City in early 2024.

Beyond the UK, Spain recently welcomed its own blind-box themed store, while Paris, France, saw the opening of two new locations. Likewise, Miniso’s reach now extends to a diverse array of European countries including Iceland, Malta, Greece, and Latvia.

As of March 2024, Miniso operates over 6,600 stores worldwide, including more than 200 in Europe. Looking ahead, Miniso plans to continue its expansion across Europe.

“Europe is a vibrant and diverse market, and we are confident that Miniso’s unique offerings will continue to resonate with customers across the region, “said Vincent Huang, vice president of Miniso’s overseas business department. “We are committed to providing a joyful and engaging shopping experience for everyone who visits our stores.”

Over the past two years, the brand has experienced significant financial growth in the European market. In 2023, Miniso’s Gross Merchandise Volume (GMV) in Europe surged by 67% year-on-year. This upward trend has continued into 2024, with an 80% year-on-year increase in sales during the first quarter.