In Shops

Japanese fast fashion brand Miniso opens flagship store in Singapore, eyes Europe

Japanese fast fashion brand Miniso has opened its flagship stores in Singapore and Dubai, the company said on Tuesday.

Based in Tokyo, the brand was founded by the chief designer Miyake Jyunya and young Chinese entrepreneur Ye Guofu. The brand sells simple and fashionable commodities with prices between CNY10-29 (USD1.5-4) which are very popular among young people aged at 18 -35 years old. It was introduced by a Chinese consortium in 2013 in Guangzhou and began its expansion across China since then.

"As one of the most developed market economies in Asia, a key services and shipping hub and the fourth global financial center after New York, London and Hong Kong, Singapore is an important destination for Miniso’s first international venture," the company said in a statement. "Singaporean consumers have always been sensitive to changes in fashion, a philosophy built on and shared by Miniso," it added.

After expansion into Singapore and Dubai, the company will turn its attention to Europe and eventually the rest of the world.

"In future, Miniso will continue to actively explore internationally, with the aim of offering a new generation of consumers an alternative to high-level retail through quality products at affordable prices," the company said on Tuesday.

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