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March 25, 2024

Miniso Opens Times Square Pop Up as Part of Expansion Effort

Posted In: Retail Articles

Miniso has opened a new pop-up in New York City’s Times Square located next to the Disney Store, a temporary operation that the China-based company plans to keep open for a full year. 

In a separate but related announcement, CBL Properties stated that it has executed multiple deals with the retailer to expand that company’s presence to a dozen new markets in the United States. The first wave of store openings started in November 2023 at Valley View Mall in Roanoke, VA, and Hanes Mall in Winston-Salem, NC.

In May 2023, Miniso opened its first Times Square global flagship store. The new pop-up focuses on plush and licensed products, including those from Sanrio, such as Hello Kitty, Snoopy, Winnie the Pooh and Minions. An eye-catching storefront features Disney’s Lilo & Stitch favorite Angel and a pink plush train carriage interior. The store establishes a soft and warm atmosphere meant to manifest Miniso’s theme of bringing joy to shoppers.

Although open for only three weeks, Miniso noted, the pop-up has set the highest sales per square-foot record among all the U.S. stores, with overall sales performance ranking in the top three. 

“We’re thrilled to be opening this new pop-up in Times Square,” said Tyrone Li, Miniso U.S. general manager. “Our flagship store here has been a massive hit, breaking numerous brand records and proving a popular addition for Miniso joy seekers. This new pop-up is a playful and innovative reimagining of our ‘joy philosophy’ that highlights our outstanding range of IP products and is sure to add even more energy to this buzzing location.” 

As part of its ongoing strategy to become a global lifestyle super brand, Miniso is pursuing rapid expansion in the U.S., opening its 100th store in December 2023 and now operating 120 retail locations across more than 20 states, according to the company. 

Growth with CBL, in addition to the aforementioned operations in Roanoke and Winston-Salem, has been ongoing with a new store debuting during January in Myrtle Beach, SC. Through the rest of 2024, Miniso openings executed with CBL will occur in Nashville, TN, Chattanooga, TN, St. Louis, Huntsville, AL, Waco, TX, Lexington, KY, Greensburg, PA, Overland Park, KS, and Bismarck, ND.

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