MINISO to make UK outlet debut at London Designer Outlet

MINISO is set to open its first UK outlet store at Wembley Park’s London Designer Outlet (LDO).

The lifestyle brand has taken a two-year lease for a 1,341 sq ft store, located adjacent to retailers such as Levi’s, Nike, Boss, and Kurt Geiger.

MINISO at London Designer Outlet will offer a range of toys, technology, and stationery from brands such as Hello Kitty and Friends, Disney, BT21, and Minions.

Founded in 2013, MINISO has rapidly expanded its portfolio of stores across the UK with more than 30 now open. The brand’s first UK outlet store will look to capture the attention of LDO’s customer base, which is younger than the sector average.

The signing comes during a busy period of leasing activity at LDO, with the shopping destination recently welcoming both French Connection and Rituals. The two brands will occupy 1,919 sq ft and 2,434 sq ft respectively, further diversifying LDO’s mix of international retailers.

Matt Slade, retail director at 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 arrival of brands such as MINISO is part of our ongoing strategy of keeping LDO fresh and exciting, ensuring it remains London’s go-to outlet destination drawing in shoppers from across the capital and beyond.”

LDO is managed by specialist outlet operator Multi-Realm.