The store is now MINISO’s largest in Europe. Credit: MINISO.

Chinese variety store chain and retailer MINISO has opened a new flagship store in Paris, France, at 104 Avenue des Champs-Elysées.

The 8,600ft² store is spread across two floors with a focus on highlighting the retailer’s intellectual property collaborations. Zones are dedicated to Sanrio, Disney, Barbie and others, across product ranges including household goods, cosmetics and stationery.

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The store is now MINISO’s largest in Europe, opening on the back of a strong financial performance in the first quarter of 2024 with 26% year-on-year revenue growth to $515.7m.

The opening is also in alignment with the retailer’s ‘Super Store’ strategy, centred on establishing large-format stores in high-traffic areas.

The Champs-Elysées is already an established area for high-profile retailers and Calvin Klein has recently opened a flagship store there. This focus has been heightened as Paris prepares to host the Summer 2024 Olympic Games.

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With the addition of its new Paris flagship, MINISO is now present in 110 overseas markets outside mainland China and has 6,630 stores worldwide.

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MINISO vice-president and general manager of overseas distributor markets Vincent Huang commented: “Following our launches in Times Square and on Oxford Street, this Parisian location further solidifies our commitment to the ‘Super Store’ strategy and its role in elevating the customer experience and propelling our global brand recognition.”

MINISO’s long-term vision is to become a global super-brand and it plans to establish between 900 and 1,100 new stores globally by 2024, more than 50% of which will be overseas.