At the start of December, global lifestyle retailer MINISO opened Italy’s first collectible toy store in Milan, while its Düsseldorf Flinger store set a local benchmark for scale and experience in Germany. These consecutive flagship launches underscore MINISO’s determination to accelerate its European expansion and bring innovative, accessible shopping experiences to local consumers.
These new openings signal MINISO’s strategic investment over the holiday period and its commitment to offering European shoppers more diverse and engaging choices. As flagship and upgraded stores land across key cities, the brand’s European layout is being strengthened, with notable momentum in leading markets.
Rapid Expansion in Germany
Since debuting its first IP Collection Store in Essen in 2024, MINISO has maintained rapid expansion in Germany throughout the year, coupling strong store performance with prime locations and upgraded visual identities. The brand now operates in major cities such as Munich, Hannover, and Düsseldorf, and its stores benefit from prime urban district locations, including Alexanderplatz in Berlin, Flinger Straße in Düsseldorf, and leading shopping centers in Hannover. This robust growth is exemplified by the Düsseldorf flagship, which has emerged as a local landmark. Spanning over 530 square meters, the Düsseldorf Flinger Store is the largest MINISO store in Germany, offering approximately 3,000 SKUs across categories including toys, blind boxes, and creative lifestyle products.
Robust Growth in UK
MINISO’s growth in the United Kingdom has been remarkable throughout 2025, with the nationwide store count surpassing 50. The brand covers London’s core shopping districts—Oxford Street, Camden High Street, Bond Street, and Ealing Broadway—alongside flagship locations in Manchester and other major cities, and it has expanded into regional hubs including Liverpool, Luton Airport, Telford, Bromley, Milton Keynes, and Brighton. Notably, the brand entered Scotland for the first time in March with Edinburgh, followed by the opening of the northernmost UK store in Glasgow in November. Each unveiling drew enthusiastic crowds, long lines, and strong social media buzz, highlighting MINISO’s appeal among younger consumers and laying a solid foundation for continued expansion. In December, MINISO continued to expand its presence in Scotland—most notably in Livingston and Glasgow—and introduced fresh retail experiences to local shoppers.
Expanding Across Europe
Beyond Germany and the UK, MINISO opened a flagship store in Amsterdam in the Netherlands and launched Poland’s first blind box‑themed store in Warsaw, further diversifying its European portfolio. In December, MINISO will celebrate the grand opening of its first Polish flagship store at Złote Tarasy, a premier retail destination in Warsaw. The new store is set to become a must-visit spot for young shoppers, enhancing the local shopping experience and reinforcing the brand’s commitment to innovation and continued expansion across Europe. In the fourth quarter, additional stores opened in France, Portugal, Spain, Latvia, North Macedonia, and Greece, enriching the brand’s presence and touchpoints across the region.
Looking ahead, Europe remains central to MINISO’s global strategy. The brand will continue to accelerate its expansion, deepen IP collaborations, and advance immersive retail experiences. Upcoming store plans are underway in Paris, Athens, Berlin, Porto, and Skopje, reinforcing MINISO’s commitment to offering richer product selections and more creative spaces—and delivering a high‑quality, joyful lifestyle to consumers worldwide.