Founded by CEO Ye Guofu, MINISO has opened more than 4,200 stores in over 80 countries and regions since 2013, including the US, UK, Canada, Australia, Spain, UAE, India, and Mexico. A retailer delivering fun, high-quality new goods
We have a saying at MINISO that “a better life has nothing to do with the price” – and that is the mission that drives us to deliver well-made and highly-designed goo
ds for value- and quality-conscious consumers worldwide. From our product development to the feeling we want our customers to have, MINISO is based on three core principles:
- Affordable high quality: guides our decisions from design to materials
- Joy: the response our customers experience while in our stores
- Lighthearted: the relaxed and happy feeling when encountering the large variety of goods available
And in 2020, MINISO launched a new slogan, “Life is for fun, MINISO.” MINISO aims to become a brand that is even better in tune with today’s youth, more clearly understanding their attitudes and behaviors in order to bring them the most enjoyable shopping experience possible. It is their voices we hear when we create “back to basics” designs that mimic nature or select new brand partnerships. MINISO has collaborated with world-famous brands including Coca Cola, Marvel, Hello Kitty, Sesame Street, Mickey and Minnie, Pink Panther, We Bare Bears and Beijing’s Palace Museum, releasing playful crossover products that have been hugely popular with our shoppers. We believe we have one of the most flexible retail business models – from our franchise operation structure to our world-class supply chain sourcing materials and manufacturing – that allows us to bring new and trendy products to shelves frequently. To keep that product pipeline full and in a continued commitment to original design, we have established the MINISO Design Academy (MDA), and teamed up with some of the best designers from Finland, Denmark, Norway, Spain and South Korea to create high-quality products that skillfully blend creativity and practicality – winning the brand a series of international design accolades such as the iF, Red Dot and A’ Design awards. We believe these core elements of our business will continue to be our winning retail formula in years to come.
