Global lifestyle brand MINISO has opened its largest store in Spain and the first MINISO LAND store in Europe on Madrid’s iconic Gran Via. Officially launched on 20th December 2024, the new flagship store brings MINISO’s unique “IP theme park-style” shopping experience to European shoppers for the first time.

Spanning 1,100m² across two floors, the store features individual zones dedicated to MINISO’s popular IP collaborations, including Harry Potter, Sanrio, Snoopy, and Disney. With over 6,000 products available, approximately 70% are part of the brand’s signature IP collections. Shoppers can explore themed areas such as Stitch and Harry Potter, as well as MINISO’s wider product offering, including blind boxes, plush toys, fragrances, cosmetics, and stationery.

The flagship store’s exterior stands out on Gran Via with a striking 20-metre glass façade inspired by Sanrio. Inside, highlights include a blind box zone, a cosmetics and fragrance area, a large claw machine experience, and a white Penpen penguin bathroom. The store also features a Penpen Madrid-themed tree-hugging display and a Callao street view photo spot, curated for shoppers to capture shareable moments for social media.

Vincent Huang, General Manager of MINISO Overseas distributor markets and Vice President, commented:
“We’re thrilled to be opening a new MINISO flagship store in the heart of Madrid’s vibrant Gran Via commercial district, and to be bringing our MINISO LAND store format to Spain for the first time. IP collaborations are a key strategic category for MINISO. This high-level store format perfectly showcases our highly popular IP collections, especially beloved by Spanish consumers, putting interest-driven consumption and experience-driven retail at the heart of the in-store experience, while embodying MINISO’s ‘life is for fun’ attitude.”

MINISO LAND is a scenario-based store concept designed to bring the brand’s IP collaborations to life, creating an engaging and playful shopping experience. The format debuted in Shanghai, China, in October, where it broke the brand’s sales record and generated significant buzz.

The opening of the Madrid flagship store highlights MINISO’s ongoing global expansion efforts. By the end of September 2024, MINISO operated approximately 7,200 stores worldwide, including 260 across Europe. In Spain, the brand already has locations in Madrid’s Fuencarral, Barcelona’s Westfield La Maquinista, and Malaga’s Plaza Mayor.

Looking ahead, MINISO plans to continue its expansion into iconic global locations, bringing its playful and memorable shopping experiences to more customers around the world.

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