On December 20, 2024, the global lifestyle brand MINISO unveiled its largest store in Spain, marking the launch of its first-ever MINISO LAND store in Europe. Located on Madrid’s bustling Gran Via, this new flagship offers an immersive and playful shopping experience, introducing the brand’s unique “IP theme park-style” concept to European consumers for the first time.
MINISO LAND is a scenario-based, IP co-branded store that brings together some of the world’s most popular intellectual properties (IPs) in an engaging, interactive environment. Featuring themed zones across two floors, the store showcases beloved collaborations with well-known brands, including Harry Potter, Sanrio, Snoopy, and Disney. With over 6,000 products on display, around 70% of which are part of these IP collaborations, the store provides a one-of-a-kind shopping experience for fans of these global franchises.
In addition to its impressive array of IP collections, the 1,100 square-metre store houses a diverse selection of MINISO’s products, ranging from plush toys and blind boxes to fragrances, cosmetics, and stationery. The store’s layout and design create an exciting and social media-friendly shopping environment, with eye-catching features like a 20-meter glass façade inspired by Sanrio characters, a blind box zone, and themed experiences such as a large claw machine area and a Penpen penguin bathroom. A designated photo spot, offering a stunning view of Callao Street, further enhances the store’s appeal to visitors looking to capture the moment.
In the lead-up to the grand opening, MINISO’s popular Penpen mascots brought excitement to the streets of Madrid. The mascots toured the city, spreading cheer at landmarks such as Cibeles Palace, Puerta del Sol, and Preciados, offering a fun preview of the store’s opening festivities.
“We are thrilled to bring the MINISO LAND format to Spain and open our largest store in the heart of Madrid’s Gran Via,” said Vincent Huang, General Manager of MINISO Overseas Distributor Markets and Vice President. “Our IP collaborations are a cornerstone of our strategy, and this flagship store offers the perfect platform to showcase these exciting collections. We aim to put experience-driven retail at the forefront, while embracing MINISO’s ‘life is for fun’ philosophy.”
The opening of the Gran Via store represents the latest milestone in MINISO’s rapid global expansion. The brand’s MINISO LAND format, which first launched in Shanghai in October, has already proven a success, breaking sales records and generating significant buzz. MINISO plans to expand this immersive retail concept globally, offering a fun and dynamic shopping experience that resonates with fans and consumers alike.
MINISO’s presence in Europe continues to grow, with 260 stores across the continent. In Spain, the brand also has locations in Barcelona, Malaga, and Fuencarral, with further plans for expansion in the coming year. As of September 2024, MINISO operates approximately 7,200 stores worldwide, reinforcing its ambition to become a leading global retail brand.
