Miniso Oxford Street: 'Absolutely gorgeous' - the West End's pink new destination store

A Chinese retail giant has opened its biggest UK store yet with a pink addition to Oxford Street.

The new Miniso shop, opposite Tottenham Court Road station, spans 2,700 sq ft and sells products including Sanrio Blind Boxes, plushies, homeware and accessories.

Opening last Friday (November 10), it also stocks products exclusive to the branch, including nail polishes and perfumes.

Lifestyle influencer Jessy Tuohy, who has a quarter of a million followers on her @jessysdreamhouse Instagram account, was at an exclusive preview of the new store.

“It’s absolutely gorgeous," she told LondonWorld. “It’s one of the main places to go shopping for Londoners, and I think they needed something like this, especially on this part of Oxford Street.

“It’s important for the store to be in a good location, an easily accessible location.”

Saad Usman, chief operating officer at Miniso UK, said: “It doesn’t get much bigger than Oxford Street, and the street’s global reputation as a premier shopping destination resonates seamlessly with Miniso’s commitment to delivering top-quality, affordable products to everyone.

“It’s bright pink, and full to the brim with all of our most popular Miniso products such as the highly popular Sanrio Blind Box collectibles and accessories, adorable plushies, aesthetic homeware and cute accessories.

“Everything we do at Miniso centres around the belief that ‘life is for fun’ and we try to bring that joy to all of the places we open our stores."

He added: “Globally, the founder of Miniso would like each of the markets to focus on opening stores in premier shopping districts, the UK is the first market to follow this vision.”

Miniso has more than 4,200 stores in more than 80 countries, since first opening in China in 2013.

In London, locations include stores based in Wandsworth and at Westfield in White City.