Debut Mini-Miniso Concept Launches At Chinatown London

Shaftesbury Capital has announced that MINISO, the globally recognised lifestyle retailer, has launched its debut MINI MINISO concept at Chinatown London, its first in Central London. 

MINI MINISO has been custom designed for the Chinatown London unit, a 400 sq ft store at 78 Shaftesbury Avenue, with a bespoke fit-out and a more dedicated ‘fan-favourite’ product offer. It provides a treasure trove of the retailer’s best-selling items, from Blind Boxes to Mini Plushies, accessories, and collections from lines such as Sanrio characters, all following the MINISO mantra of high-quality items at great value and affordable prices.

Founded in China, MINISO now operates more than 5,700 shops in over 100 countries. The Chinatown London store delivers a unique shopping experience to the West End as a debut concept, showcasing the destination’s pull for brands based on ESEA trends.

Andrew Price, Executive Director at Shaftesbury Capital commented: “We’re delighted to welcome MINISO to Chinatown London, introducing a new retail concept as part of their growth within the UK market. Chinatown proves time and time again to be location of choice for best-in-class operators, those that truly reflect what is either on trend or traditional across the ESEA region. MINI MINISO is a fantastic and fun addition, adding a completely unique retail environment to Chinatown London.”

Saad Usman, Chief Operating Officer at MINISO, added: “The Shaftesbury Avenue store represents quite a few milestones for us – our first MINI MINISO and the first time we have looked at dedicating a store to a more curated edit of our fans’ favourite items. So you could say we’re pretty excited to be open, bringing the MINISO joy to London’s Chinatown.” 

The signing of MINISO adds to a growing retail offer at Chinatown London, joining the likes of world-renowned gaming tech store Razer and leading collectibles brand House of Spells, tailored to showcase shopping trends from across the ESEA region alongside its hugely diverse and authentic dining options.