First Look: MINISO Opens Global Flagship Store in Times Square

Liz Dominguez
Managing Editor
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As part of retailer MINISO’s global transformation strategy, and in celebration of the brand’s 10th-year anniversary, the company has opened a flagship store in Times Square. 

The new store had its launch day on May 19, opening its doors to a floodgate of consumers who lined up to find pop-culture collections from several intellectual property owners like Sanrio to We Bare Bears.

Opening day included giveaways and raffle draws with prizes like products from Hello Kitty's parent company Sanrio and store vouchers. The store generated nearly $80,000 in sales over the course of the day — a new single-day sales record among all MINISO stores globally.

"We're delighted to be opening our new flagship store here at Times Square," said Jack Ye, founder and CEO of MINISO, at the event. "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 retailer is undergoing a global strategy to transform into a “lifestyle super brand that brings joy to customers across the world.” The flagship store expands MINISO’s presence in the U.S. market, which currently features over 70 stores.

The company is looking to continue offering a “treasure-hunt shopping experience” for its consumers, and hopes to surpass 100 stores across the U.S. by the end of the year. Currently, the retailer has more than 5,514 stores and 1 billion customers worldwide.