Chinese lifestyle retailer Miniso is continuing to expand its physical presence in the UK, opening its first Newcastle store in the Eldon Square city centre shopping mall. 

It becomes the brand’s second location in the Northeast, following the Gateshead unit that opened in 2022, with the new store, opposite John Lewis on the Upper Floor, opening on 2 August.

Spanning 1,700 sq ft, it will be the retailer’s 29th in the UK, after an impressive expansion by the retailer across the UK over the last two years.

Its Newcastle opening will feature an appearance from mascot PenPen with the first 350 customers making a minimum purchase of £5 receiving a complimentary goody bag valued at over £25.

The new store will be decked out in Miniso’s trademark bright pink, “designed to bring joy to everyone”. It will have designated shopping areas for each of its main product ranges, from Sanrio Blind Boxes, plushies, homewares, beauty products and a food and drink area. 

Hello Kitty will also play an important part of the new store’s opening period featuring the brand new Hello Kitty & Friends Back to School Collection, along with the new BT21 range of plushies, key rings, and tumblers.

Cormac Hamilton, General Manager of Eldon Square, said: “The new addition of Miniso aligns perfectly with [our] strategy of curating an exciting tenant mix that resonates with our diverse customer base.”