MINISO to debut new format in London Chinatown

27th September 2023 | Jack Oliver

MINISO is set to open its small-format store in the UK for the first time in London’s Chinatown later this month.

The 440 sq ft ‘Mini MINISO’ on Shaftesbury Avenue will offer a range of the brand’s best-selling products as well as new collections from top-selling lines.

Opening on 29 September, the new store will be the retailer’s 22nd in the UK, and its smallest to date. It will also be MINISO first in Central London, joining its others in the capital in Westfield White City, Ealing Broadway Shopping Centre, Brent Cross, and Wandsworth.

Saad Usman, chief operating officer at MINISO UK, said: “The Shaftesbury Avenue store represents quite a few milestones for us, our first Mini MINISO and the first time we have looked at dedicating a store to a more curated edit of our fans’ favourite items”.


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