Miniso, the global retail brand, has inaugurated its first ‘Miniso Land’ in Malaysia, situated at the Sunway Pyramid mall. This new establishment has become the largest in Southeast Asia operating under the brand name.
The Land of Miniso
Located on the first floor of the mall, the expansive store covers around 1700 square meters. It brings forward a larger format retail concept, primarily focusing on Intellectual Property (IP) collaborations and engaging retail design. The store is home to over 8000 products, with more than 70% of the items crafted with licensed or proprietary IP characters.
Thematic Retail and Interactive Zones
The store features 15 distinct sections, each with a unique theme for retail and interactive purposes. These zones merge product displays with character installations, offering photo opportunities for visitors. The store houses a range of product categories such as mystery toys, stuffed toys, house accessories, drinkware, and a vast collection of beauty and skincare items.
Spotlight on IP Collaborations
The store showcases collaborations with licensed brands such as Sanrio and Monchhichi, while also highlighting Miniso’s in-house IP portfolio, including the YoYo series. The store’s visual appeal is further enhanced with ten large-scale Yo-Yo sculptures, emphasizing the brand’s focus on visual merchandising and social media engagement.
Expansion Strategy
The ‘Miniso Land’ concept is a significant part of the company’s expansion strategy. The brand aims to create themed environments and character-driven merchandising, with IP-related products constituting the majority of their inventory.
This concept was first launched in Shanghai and has since grown to multiple locations across China and international markets such as Thailand, Spain, Indonesia, and Australia.
Questions & Answers
What is the size of the new Miniso Land in Malaysia?
The new Miniso Land in Malaysia covers around 1700 square meters.
What is unique about the Miniso Land concept?
Miniso Land focuses on creating themed environments and character-driven merchandising, with a majority of the products being IP-related.
Where was the first Miniso Land introduced?
The first Miniso Land was introduced in Shanghai.
