Global lifestyle brand MINISO is continuing its expansion in the US with the opening of its 200th store. The new outlet is in Santa Monica, California.  

Located on the 3rd Street Promenade, the new store underscores MINISO's expansion and commitment to enhancing its brand influence across the country. 

The Santa Monica store spans more than 3,700ft² and features a limited-time storefront design including Disney's Stitch in a bespoke beach style. 

The store’s interior has dedicated zones that showcase MINISO's collaborations with globally popular intellectual properties (IPs) including characters from Disney, Sanrio's Kuromi and Hello Kitty, Minions, BT21 and the Care Bears.  

The curated IP zones provide an immersive environment that seeks to create an emotional bond between the brand and its consumers. 

MINISO's strategic use of global IPs has been pivotal in its success within the US market.  

By leveraging the cultural significance of these characters, MINISO fosters meaningful connections with consumers.

The Santa Monica store's grand opening also marked the debut of the exclusive Disney Stamp blind box series.  

This North American presence expansion is a core element of MINISO's strategy to maintain its status as a global lifestyle brand. 

In 2024 alone, MINISO has opened new stores in prime US locations such as Times Square and Tangram in New York, and the American Dream Mall in New Jersey.  

In June 2024, MINISO opened a new flagship store in Paris, France, at 104 Avenue des Champs-Elysées.