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Miniso Opens First IP Collection Store

Concept debuts at American Dream Mall in New Jersey




Miniso’s IP Collection Store at New Jersey’s American Dream Mall. Photo: Courtesy of Miniso

Chinese retailer Miniso (Guangzhou) has opened its first IP Collection Store, a 4000-square-foot locale in the American Dream Mall in New Jersey. The new store joins several of the brand’s stores in the New York region, including a recent Times Square pop-up in March and its flagship store opened a year ago in the same area.

Echoing MINISO’s “Life is for Fun” slogan, the new store’s layout is designed to spark interaction, the retailer said in a news release, inviting shoppers to engage with IP characters and products in dedicated zones. Until May 9, Miniso’s collaboration with the mall in East Rutherford includes a 16-feet-tall PenPen from Mini Family, alongside a ball pool area.

“Our vision is to become the world’s leading IP design retail group, and North America is pivotal in achieving this goal,” said Bella Tu, General Manager of Miniso Overseas Directly Operated Markets and VP. “The American Dream store is a key part of our strategy to enhance our global footprint and bring unique, joy-filled shopping experiences to more consumers.”

Following a global brand upgrade in 2023, Miniso has pursued IP collaborations worldwide that include nearly 100 renowned global licensers, such as Barbie, Disney, Minions, Snoopy and Care Bears. The brand also focuses on its own original design IPs, with unique collections such as the MINI Family and Dundun Chicken.

In 2023, Miniso expanded into more than 10 new states in the U.S., bringing its total to more than 100 stores across 27 states, as part of its global network of over 6400 stores. By the end of 2024, the brand aims to continue expansion in existing cities and add more inland states, including Ohio, Tennessee, Colorado and Utah. Globally, Miniso aims to add between 550 and 650 stores worldwide by the end of this year.




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