Miniso to open Sanrio IP collection flagship store in New Jersey

Global lifestyle brand Miniso is set to open a new IP collection flagship store at the American Dream Mall, in New Jersey, in May, as part of a strategic move to expand its IP collaborations within the U.S. market. 

Co-designed in collaboration with Sanrio, home to characters including Hello Kitty, My Melody, Kuromi, Aggretsuko, Gudetama, and more, this flagship marks Miniso’s first Sanrio IP-inspired store in the United States. In 2023, Miniso introduced a series of IP collaborations in North America, including Snoopy, Barbie, and Care Bears.

“Our vision is to become the world’s leading IP design retail group and North America has a vital part to play in achieving this,” said Bella Tu, general manager of Miniso overseas directly operated markets and vice president. 

“We’ve made huge strides in this market thanks to our strategic IP collaborations, innovative store initiatives, and the amazing support we’ve received from local consumers. In the remainder of 2024, we are looking forward to opening our American Dream Mall New Jersey flagship, as well as stores in more key locations such as Santa Monica, Coronado, Miami Beach, and Burlington. We believe North American growth can act as a catalyst for our continued global expansion, with our aim to add 550-650 new stores worldwide by year-end to bring Miniso’s Joy Philosophy to even more consumers.”

The move follows a strong performance in 2023, where Miniso recorded a total global revenue of $1.9 billion for the year, marking a year-on-year growth of 39.4%, lead by North American sales. 

In the North American market, Miniso established 172 stores across the region, achieving a Gross Merchandise Volume (GMV) of $178 million and an annual growth rate of 120%. Moreover, the total revenue from North America surged to $160 million, witnessing an annual growth rate of 128%, surpassing the brand’s performance in all other global markets, excluding China.

Miniso has also accelerated its store expansion efforts in North America, venturing into key business districts in major cities. In December, the brand celebrated the inauguration of its 100th store in the US, which has since rose to 120.