Observed Signal · Jun 23, 2026 · Store Expansion · Source: Modern Retail · Impact: 2/5 · Sentiment: Positive
Miniso Expands U.S. Footprint, Centers Stores on Owned IP
China-based retailer Miniso is shifting its U.S. strategy toward larger, experiential stores built around owned intellectual property (IP). Since 2020 the company has partnered with more than 180 global IPs and reported revenue growth of 26.2% from 2024 to 2025 to about $3.1 million. Miniso launched its owned character YOYO in 2025 and opened a YOYO art exhibition with 50 life-sized figures in Grand Central Terminal on June 20. The company plans larger 5,000–7,000 sq ft stores (and has opened a 12,500 sq ft store in Fremont, CA), plus 15,000 sq ft Miniso Land flagship concepts in Columbus, OH and Las Vegas. Miniso will lean into owned IP, experiential concepts, expanded categories (apparel, beauty, F&B) and loyalty activations as it scales in open-air and lifestyle centers in the U.S.
Significant for retail and experiential marketing strategies — signals a shift toward owned IP, licensing and larger-format retail concepts that may create new merchandising, licensing and loyalty opportunities, but not a major industry-wide change.
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Key Takeaways & Evidence Grounding
- Miniso reported revenue up 26.2% from 2024 to 2025 to about $3.1 million, per financial filings.
- Since 2020 Miniso has built strategic partnerships with more than 180 global IPs and added 465 new stores outside China last year.
- Miniso launched owned IP character YOYO in 2025 and opened a YOYO art exhibition with 50 life-sized figures in Grand Central Terminal on June 20, 2026.
- The company plans larger 5,000–7,000 sq ft U.S. stores near Walmart, Target and Ulta, has opened a 12,500 sq ft store in Fremont, CA, and plans 15,000 sq ft Miniso Land stores in Columbus, OH and on Las Vegas Boulevard.
- Miniso is integrating YOYO into merchandising, licensing collaborations (including a Disney 'Toy Story 5' partnership) and loyalty activations; it will test the L.A. Girl beauty brand in 30–50 stores.
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