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Miniso Opens “Blind Box” Store in London

Locale taps growing trend of selling packages containing mystery items

Published

7 months ago

October 5, 2023

VMSD Staff

Miniso Opens “Blind Box” Store in London — Photography: Courtesy of Miniso

Photography: Courtesy of Miniso

Chinese retailer Miniso (Guangzhou) has opened its first “blind box” store in the U.K., on central London’s Shaftesbury Avenue. This shopping destination offers more than 50 different “blind boxes” filled with mystery toys and collectibles.

More specifically, the new 435-square-foot store sells such packages from Disney Pixar, Minions, Sanrio, Tokidoki, We Bare Bears, Winnie the Pooh and others. The store also stocks Miniso’s plush toys and accessories.

“London is the fashion hub of both Europe and the world. It is our honor to open Miniso’s first ‘blind box’ store here,” said Saad Usman, COO of Miniso U.K. “… Blind boxes have become an integral part of our global strategy, and this new store represents Miniso’s latest milestone as we continue our U.K. expansion.”

Overall, the brand has nearly 5800 stores around the world, including 20 in the U.K. The company also continues to grow its U.S. footprint, where it plans to have 100-plus stores in 28 states by the end of this year.

VMSD Staff

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