MINISO launched its largest store in Spain, also the first MINISO LAND store in Europe. Credit: MINISO Group/PRNewswire.

Chinese lifestyle retailer MINISO has expanded its retail presence with the launch of its largest store in Spain.

This new flagship store in Madrid’s Gran Via not only serves as the first MINISO LAND store in Europe but also brings a unique “IP theme park-style” shopping experience to the continent.

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The new outlet spans two floors, covering 1100m2, and features individual IP zones with a diverse range of products.

Approximately 70% of the over 6,000 products available are part of IP collaborations, including the brand’s new Harry Potter collection and partnerships with Sanrio, Snoopy, and Disney.

The store features a 20m Sanrio-inspired glass exterior façade.

Inside, it features various themed areas, such as a blind box zone, cosmetic and fragrance sections, and interactive experiences like a large claw machine.

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The MINISO LAND concept was first inaugurated in Shanghai, China, in October 2024.

With the opening of the Madrid venue, MINISO continues its expansion across Europe and globally.

As of the end of September 2024, the brand had nearly 7,200 stores worldwide, with 260 in Europe.

MINISO Overseas distributor markets general manager and vice-president Vincent Huang said: “We’re thrilled to open a new MINISO flagship store in the heart of Madrid’s vibrant Gran Via commercial district, and to bring our MINISO LAND store format to Spain for the first time.

“IP collaborations are a key strategic category for MINISO. This high-level store format perfectly showcases our highly popular IP collections, especially beloved by Spanish consumers, putting interest-driven consumption and experience-driven retail at the heart of the in-store experience, while embodying MINISO’s ‘life is for fun’ attitude.”