MINISO will open its first UK ‘blind box’ store on Shaftesbury Avenue in London on September 29, 2023, with over 50 surprise boxes for shoppers to choose from.
The new 40m² store is MINISO’s first in central London and will feature blind box collections created in collaboration with well-known characters from Sanrio, Disney Pixar, Winnie the Pooh, We Bare Bears, Minions and more.
The store will also sell a selection of popular original MIINISO products, including plush toys and accessories.
Meet and greet with MIniSO mascot PenPen at the store opening, live performance with drummer and goody bags.
MINISO CEO Saad Usman commented: “The unknown element of surprise boxes adds mystery and excitement to the shopping experience and we are delighted to bring this special store to London. Surprise boxes are now a key part of our global strategy.”
The opening of the Miniso blind box store marks the latest development in the brand’s ongoing global expansion strategy, which aims to become a global lifestyle brand.
Jane Austen is a writer and contributor covering culture, literature, lifestyle, and society. Her work focuses on thoughtful storytelling, social trends, and the issues shaping everyday life, delivering engaging and accessible content for readers across the United Kingdom.
