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China’s Miniso reveals Australia retail strategy with mass store openings

Miniso Australia

China’s Miniso is bent on mass retail expansion across Australia, unveiling plans for 100 more new stores to arrive ‘down under’ by year-end 2020.

SEE ALSO : MINISO is expanding in Singapore

The Japanese-inspired lifestyle retailer told local media that it plans to open approximately 10 stores in Australia each month, with the short-term goal of 68 new store openings in the next 15 months, it said.

Miniso also revealed a new licensing partnership with Marvel, which will see it retail several hundred different items inspired by the blockbuster film franchise, with the new Australian stores set to showcase the new products.

“Australia is a key country in the world for the rapid expansion of Miniso and our distribution of Marvel products, which feature more than 600 different
SKUs,” Miniso Australia vice president, Richard Li, told local media.

“Our chain of stores opened in Australia include outlets in some of the country’s top shopping centres, including Chadstone in Melbourne and Westfield Parramatta [Sydney], with a further 68 openings planned over the next 15 months,” Richard continued.

Founded in 2013, Miniso has previously inked distribution deals with several global brands including Hello Kitty, We Bare Bears, Pink Panther, Pantone, and Sesame Street.

The Marvel deal will be distributed across Miniso stores in 123 countries, with stores fitted out to feature the Marvel merchandise.

That includes the 32 stores currently operating in Australia.

“Miniso and Marvel are very popular to young Australians and we have already recorded strong sales success across the country, with expectations that we will continue to grow through the expansion of our range with Marvel,” Li added.

SEE ALSO : MINISO goes global

With some 3,800 stores worldwide, Miniso continues expand. Last month, Miniso said it has signed cooperation agreements with partners from six new consumer markets including the UK, France, Maldives, Reunion Island, Aruba, and Curacao.