Miniso UK: Central London gets first ‘mini’ store opens - see inside with first pictures

The Chinese retailer Miniso has opened its first central London in Shaftesbury Avenue.

The Chinatown store, described by the company as the “UK’s very first Mini Miniso”, welcomed customers on Friday (September 29).

Its provision is focussed on the brand’s best-selling products, including the Blind Boxes which have been a hit on TikTok. The boxes contain a surprise item and are often given as gifts.

Other merchandise on sale includes characters from the Sanrio brand.

Saad Usman, chief operating officer at Miniso UK, said: “The Shaftesbury Avenue store represents quite a few milestones for us, our first Mini Miniso and the first time we have looked at dedicating a store to a more curated edit of our fans’ favourite items. So you could say we’re pretty excited to open the doors on Friday, and bring the Miniso joy to Chinatown London.”

The new store is just 40 square metres and is the 22nd store opening in the UK.Other London outlets are in Westfield White City, Ealing Broadway Shopping Centre, Brent Cross and Wandsworth.

Miniso has in the region of 5,800 stores in more than 100 countries, including a number of famous retail destinations such as Times Square in New York.