Miniso to open Sanrio IP collection flagship store in New Jersey

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Miniso to open Sanrio IP collection: Miniso, a global lifestyle brand, is planning to expand its intellectual property (IP) partnerships in the United States market by opening a flagship store at the American Dream Mall in New Jersey in May.

The first Miniso store in the US inspired by Sanrio intellectual property, and it was co-created with Sanrio, the world-famous creators of Hello Kitty, My Melody, and Gudetama, among many others. Following the 2023 North American launch of IP collaborations including Snoopy, Barbie, and Care Bears, Miniso plans to further establish itself as the leading IP design retail organization globally.

As stated by Miniso’s VP and general manager of their abroad directly run markets, Bella Tu, “Our vision is to become the world’s leading IP design retail group, and North America has a vital part to play in achieving this.” Strategic intellectual property cooperation, new store activities, and strong support from local consumers were the reasons behind the considerable development accomplished in the North American market, as Tu underlined.

In 2024, Miniso plans to open a number of stores in strategic areas, including the American Dream Mall in New Jersey, Santa Monica, Coronado, Miami Beach, and Burlington, as well as its flagship store. To further disseminate Miniso’s Joy Philosophy to a wider audience, the company intends to open 550-650 additional stores globally by the end of the year, using the expansion in North America as a springboard.

Miniso had a strong 2023, with global sales of $1.9 billion, a significant increase of 39.4 percent from the previous year, mostly due to sales in North America. This strategy shift follows the brand’s strong performance in that year.

Specifically in the North American market, Miniso opened 172 outlets, which resulted in a GMV of $178 million and a remarkable yearly growth rate of 120%. In addition, the North American market surpassed the brand’s performance in every global region except China, with total revenue soaring to $160 million.

Miniso is making a greater push to increase its footprint in North America, penetrating strategic business areas of big cities. Reflecting the company’s dedication to expansion and innovation in the region, the number of stores has now increased from 100 in December to 120. This milestone shows how far the brand has come in the US.

Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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