Chinese lifestyle brand Miniso has unveiled its inaugural ‘Blind Box’ concept store in the UK, introducing an immersive shopping experience inspired by the TikTok trend of unboxing mystery collectible characters and toys that come in identical packaging.
This unique 430-square-foot store, situated on London’s Shaftesbury Avenue, offers an engaging space where customers can explore 50 different blind boxes filled with collectible items from well-known brands such as Sanrio, Disney Pixar, Tokidoki, We Bare Bears, Minions, and Winnie the Pooh.
In addition to these intriguing blind box collections, the concept store also provides a curated selection of Miniso’s popular original products, which includes plush toys and accessories. This strategic move aligns with Miniso’s global expansion strategy, and the brand aims to create a devoted fan base for these blind box products.
Miniso, a Chinese giant in the lifestyle and consumer goods sector, currently operates approximately 5,791 stores worldwide, with a growing presence in the UK. There are around 20 Miniso stores in the UK, located in various cities, including London, Belfast, Cambridge, Cardiff, and Manchester.
Saad Usman, the Chief Operating Officer of Miniso UK, expressed the brand’s enthusiasm for opening its first ‘Blind Box’ store in London. He highlighted that blind boxes are perfect products that effortlessly blend pop culture and trendy content. The brand is confident that these items will help create a dedicated fan base, and individuals of all ages will discover something truly special at the ‘Blind Box’ store. The introduction of this store marks a significant milestone for Miniso’s continued expansion in the UK, offering a novel and immersive retail experience to shoppers in London and beyond.
