Shoppers at Auckland’s Sylvia Park Shopping Mall were greeted by the beating of traditional Japanese ‘Wadaiko’ drums yesterday – which heralded the eagerly-awaited opening of MINISO’s first retail store in New Zealand.
MINISO is a Japan-based designer brand co-founded in 2003 by Chinese entrepreneur Ye Guofu and Japanese designer Miyake Junya – who is also the brand’s chief designer.
MINISO is a unique, design-led retail brand marketing a wide range of innovative home necessities, health and beauty products, fashion accessories, office supplies, stationery gifts, and seasonal products – drawing on the talents of talented designers from all over the world, including Japan, Korea, Germany, China, Taiwan and Norway.
MINISO delivers on ambitious growth plans for every market it enters. Across the Tasman the first Australian store opened just over two years ago, and by the end of 2018 there will be 29 MINISO stores across that market.
Worldwide there are more than 3500 stores, and by the end of 2019 that figure is expected to grow to 4000-plus.
By 2020 MINISO plans to be the world’s largest retail brand. Other Japanese brands are watching closely to see how the retailer performs across markets – particularly in New Zealand, where there are strong opportunities to develop trade between the two countries.
The Sylvia Park retail store is expected to be quickly followed by other openings across New Zealand, as shoppers become more familiar with MINISO’s emphasis on stylish design, innovation and constantly-refreshed quality products at competitive prices.
The brand is especially popular with female shoppers aged 18 to 30 years old – however the wide range of goods appeals to all ages.
Sticking to its life philosophy around “simplicity, nature and good quality”, MINISO has a strategy of regularly updating products, so every time consumers re-visit the store there is always something new. It sets the trend of what it calls “personalised intelligent consumption in the frontier market of household consumption”.
At the Red Dot Awards, held in Essen Germany in July this year, the brand came away with four prizes[i].
To learn more about the MINISO retail experience and products go to the New Zealand website
https://miniso-nz.com/en-au/ or visit: https://www.miniso-au.com/en-au/
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