On September 27, global lifestyle brand MINISO unveiled its first intellectual property (IP) collection store in the Limbecker Platz shopping centre in Essen, Germany. This opening marks a significant milestone in MINISO’s ongoing expansion strategy across Europe, with plans to further extend its presence in key German cities.
The new store features an extensive selection of products, catering to diverse customer needs. Shoppers can explore a wide range of offerings, including toys, cosmetics, fragrances, home essentials, and snacks, with IP-related products comprising approximately 70% of the store’s inventory. Notable collaborations include beloved brands such as Sanrio and Disney, enhancing the store’s appeal to fans of popular culture.
The interior design of the store reflects the whimsical nature of the IPs it represents, creating an engaging shopping atmosphere that invites customers to immerse themselves in a vibrant retail experience.
Located in one of Germany’s largest and most modern shopping centres, Limbecker Platz is a bustling hub known for its distinctive exterior and its extensive selection of fashion, leisure, and entertainment options. The centre also provides convenient access via subway, making it a popular destination for shoppers.
To celebrate the grand opening, MINISO showcased an eye-catching installation of the iconic Disney character Mickey Mouse, encouraging visitors to take photos and engage with the brand. The brand’s mascot, Penpen, made several appearances throughout the day, interacting with shoppers, posing for pictures, and distributing gifts to spread joy. A festive atmosphere was created by a series of live performances, featuring a DJ and dancers, enhancing the celebratory experience for guests.
Promotional activities added to the excitement of the launch, with special offers such as gift bags and discounts available to customers throughout the day.
The opening of the Essen store is part of MINISO’s strategic push to expand its footprint in Germany. Future store openings are planned for prestigious shopping destinations including Centro Oberhausen, Main-Taunus-Zentrum, and Ruhr Park Bochum. This expansion aims to introduce more high-quality, affordable products and sought-after IP collaborations to a wider audience, strengthening MINISO’s presence in the German market.
As of June 2024, MINISO has established over 240 stores across Europe, with locations in the UK, France, Italy, Spain, and the Netherlands. The brand has made a name for itself in iconic locations worldwide, including Champs-Élysées in Paris, Oxford Street in London, and Times Square in New York, appealing particularly to young consumers.
With a global footprint of over 6,800 stores in more than 100 markets, MINISO is committed to its mission of “Life is for fun” and aims to become the world’s leading IP design retail group. The company continues to focus on affordability, product innovation, and globalisation, with a strong emphasis on IP design. MINISO has collaborated with nearly 100 IPs worldwide, reaffirming its dedication to delivering creative, high-quality products to consumers globally.
