Recently, global retailer Miniso is set to open its first UK outlet store at London Designer Outlet (LDO) in Wembley Park, west London. The store, spanning 1,341 square feet, will operate under a two-year lease and is strategically timed to launch just before the key Christmas trading season.
Positioned among prominent brands such as Levi’s, Nike, Boss, and Kurt Geiger, Miniso aims to attract LDO’s younger-than-average customer demographic. The store will offer a diverse range of beauty, toys, tech, and stationery products, including collaborations with high-profile franchises such as Hello Kitty and Friends, Disney, BT21, and Minions.
LDO, a premium shopping destination known for its annual 5.5 million visitors. Matt Slade, Retail Director at LDO owner Quintain, remarked: “LDO is the perfect location for Miniso to open its first UK outlet store as they are able to tap into London’s diverse catchment of shoppers whilst taking advantage of the sense of discovery that outlet retail offers. Miniso’s cross-generational and playful appeal also complements our shopper base, and we believe their globally recognised products, which will be available at outlet prices for the first time, will see customers young and old flock to their new store in the run-up to the busy Christmas period.”
The shop is said to be Miniso’s 30th in the UK. Miniso’s latest financial report shows that in the first half of 2024, the group generated 5.027 billion yuan ($711.9 million) in revenue in China, a year-on-year increase of 17.2%. Meanwhile, overseas revenue recorded 2.732 billion yuan ($386.9 million), with a year-on-year growth rate of 42.6%. As of the end of the second quarter this year, the group had a total of over 7,000 stores worldwide (including Miniso and TOP TOY). As of the end of June, Miniso’s overseas store count reached 2,753, a year-on-year increase of 26%.
