A busy year of UK expansion for Chinese lifestyle retailer Miniso continues with the opening of its first UK outlet store at London Designer Outlet (LDO), taking its tally to 30 country-wide stores.

The retailer has agreed a two-year lease for a 1,341 sq ft store at the premium outlet shopping destination at the heart of west London’s Wembley Park, opening just ahead of the key Christmas trading period.

Aiming to capture the attention of LDO’s “younger than sector average customer base”, and sitting adjacent to major brands including Levi’s, Nike, Boss, and Kurt Geiger, Miniso’s extensive range of beauty, toys, tech, and stationery will feature high-profile brands including Hello Kitty and Friends, Disney, BT21 and Minions.

Backed by its claimed 5.5 million visitors a year, Matt Slade, Retail director at LDO owner Quintain, said: “LDO is the perfect location for Miniso to open its first UK outlet store as they are able to tap into London’s diverse catchment of shoppers whilst taking advantage of the sense of discovery that outlet retail offers. 

“Miniso’s cross-generational and playful appeal also complements our shopper base, and we believe their globally recognised products, which will be available at outlet prices for the first time, will see customers young and old flock to their new store in the run up to the busy Christmas period.”

The signing comes during a busy period of leasing activity at LDO after most recently attracting brands such as French Connection and Rituals to Wembley. They will occupy 1,919 sq ft and 2,434 sq ft stores respectively “further diversifying LDO’s mix of leading international retailers”.