ESSEN, Germany, Sept. 29, 2024 /PRNewswire/ -- On September 27, global lifestyle brand MINISO
celebrated the grand opening of its first IP collection store in
Limbecker Platz shopping center in Essen
Germany.
The store boasts an extensive range of products, showcasing a
diverse selection for customers, including toys, cosmetics,
fragrances, home essentials, and snacks, featuring a significant
collection of popular IPs (intellectual property) zones such as
Sanrio, Disney, with IP-related products accounting for around 70%
of the store's offerings. The store's interior design also
incorporates beloved IP elements to create a whimsical and engaging
shopping environment.
Limbecker Platz is one of Germany's largest and most modern downtown
shopping centers. Known for its distinctive exterior design, the
mall is a hub for fashion, leisure, and entertainment, offering
easy access via subway. As part of the ongoing expansion in
Germany, MINISO plans to open more
stores in key locations across the country, bringing its affordable
and trendy products to a wider audience.
To celebrate the grand opening, the store featured an
eye-catching installation of iconic Disney character Mickey Mouse, inviting customers to take photos
and engage with the brand. As MINISO's brand mascot Penpen made
appearances at the store and throughout Essen's main streets and the shopping center,
interacting with consumers, posing for photos, and handing out
gifts to spread joy and excitement. The brand also hosted a full
day of entertainment, including performances by a DJ and dancers,
energizing the atmosphere and enhancing the festive experience for
shoppers. To further engage customers, the opening day featured
promotions such as gift bags and discounts.
The launch of the Essen store
is part of MINISO's broader strategy to expand its presence in
Germany, with plans to open
additional stores in other cities in the near future, encompassing
prestigious shopping malls such as Centro
Oberhausen, Main-Taunus-Zentrum and Ruhr Park Bochum. The
brand aims to introduce more high-quality, affordable products and
sought-after IP collaborations, further enhancing its influence in
the German market.
This new store opening marks a significant milestone in MINISO's
ongoing expansion of the European market. As of June 2024, the brand has established over 240
stores across Europe, with
locations in the UK, France,
Italy, Spain, and the
Netherlands. MINISO has also made its mark in iconic
locations worldwide, including Champs-Élysées in Paris, Oxford Street in London, and Times Square in New York, steadily building brand recognition
among young consumers globally.
With over 6,800 stores across more than 100 markets globally,
MINISO continues to make strides toward its mission of "Life is for
fun" and its vision to become the world's leading IP design retail
group. To achieve this, the company remains focused on
affordability, globalization, and product innovation, with a
particular emphasis on IP design. MINISO has already partnered with
nearly 100 IPs worldwide, reinforcing its commitment to bringing
creative, high-quality products to consumers around the globe.
About MINISO
MINISO Group is a global value retailer offering a variety of
trendy lifestyle products featuring IP design. The Company serves
consumers primarily through its large network of MINISO stores, and
promotes a relaxing, treasure-hunting and engaging shopping
experience full of delightful surprises that appeals to all
demographics. Aesthetically pleasing design, quality and
affordability are at the core of every product in MINISO's wide
product portfolio, and the Company continually and frequently rolls
out products with these qualities. Since the opening of its first
store in China in 2013, the
Company has built its flagship brand "MINISO" as a globally
recognized retail brand and established a massive store network
worldwide.
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