MINISO has been named number one on the National Retail Federation (NRF)’s 2026 Hot 25 Retailers list – crowning the brand as the fastest-growing retailer in the United States. Driven by its operational excellence and IP-led growth strategy, MINISO has built strong momentum in the U.S. market and remains well-positioned to continue growing its footprint across the country.
Published by the NRF and compiled by Kantar, the annual Hot 25 Retailers ranking recognizes the fastest-growing retailers in the U.S. based on year-over-year domestic sales growth. MINISO recorded 52.6% growth in the U.S. market, securing the top position on this year’s list.
Aside from the popular broad assortment of lifestyle products, this remarkable growth has been driven not only by continued store expansion, but also by significant improvements in store quality and operating efficiency, marking a new phase of high-quality and sustainable growth in the U.S. market. By the end of 2025, MINISO operated 351 stores across the country, covering most major metropolitan markets, including 76 new stores opened during the year. New stores achieved record-high daily sales, while existing stores continued to demonstrate strong resilience, supported by simultaneous growth in both traffic and average transaction value. Operational efficiency also continued to improve through cluster-based store expansion, optimized workforce management and refined customer relationship management, with total U.S. membership growing by more than 150% year-over-year in 2025 and member sales surpassing 50% of total sales for the first time.
Another key driver behind MINSO’s strong performance in the U.S. is its global IP strategy. Consumers are increasingly making purchasing decisions based on emotional connections with the characters and brands they love, making IP a powerful driver of engagement and consumption. As MINISO continues to build a leading global IP operating platform, it has developed an extensive portfolio of collaborations with over 180 world-renowned IPs, including Disney, Sanrio and Chiikawa, while successfully incubating a range of proprietary IPs such as YOYO, DUNDUN and PENPEN. Earlier this year, MINISO introduced YOYO to the U.S. market through a dedicated YOYO Exhibition in New York. This was the brand’s largest exhibition in the market to date and it generated significant buzz across social media and offline channels. Together, these IP-driven products and experiences have helped to facilitate greater consumer engagement and more robust business growth in the U.S.
Building on the success of its IP strategy, MINISO is now bringing its most successful IP-led retail concepts to the U.S. market. Through large-format stores such as MINISO LAND and MINISO FRIENDS, the company is extending IP from products into immersive real-world experiences. In the second half of 2026, MINISO will debut its first U.S. MINISO LAND in Columbus and its first MINISO FRIENDS store in New Jersey as part of its continued nationwide expansion.
As one of MINISO’s most important strategic and growth markets globally, the U.S. will remain a key focus for future investment. Through an expanding portfolio of IP-driven products and immersive retail experiences, MINISO aims to bring more joyful moments to consumers across the country.