Retailer MINISO is set to open its first UK ‘blind box’ store on Shaftesbury Avenue, London, on 29 September 2023 with more than 50 different blind boxes for shoppers to choose from.

The new 40m₂ store is MINISO’s first in central London and will bring co-branded blind box collections with well-known IP owners, including Sanrio characters, Disney Pixar, Winnie the Pooh and more collections.

The store will also sell a curated edit of MINISO’s popular original products, including plush toys and accessories.

Activities at the store’s launch will include a meet and greet with MINISO’s mascot PenPen, a live drummer performance and goody bags.

MINISO CEO Saad Usman commented: “The unknown element of blind boxes adds mystery and excitement to the shopping experience and we’re delighted to be bringing this special store to London. Blind boxes are now a major part of our global strategy.”

The opening of MINISO’s ‘blind box’ store marks the latest development in the brand’s continuing worldwide expansion strategy, as it aims to become a global lifestyle brand.

In total, the Guangzhou-based brand has around 5,800 stores around the world, of which more than 20 are located in the UK, including London, Manchester and Nottingham.

In 2022, MINISO decided to stop styling itself as a Japanese brand amid backlash from Chinese customers.

The retailer reported a 4.5% rise in revenue for the first quarter of FY23.