Lifestyle brand Miniso opened its largest European store June 22 in Paris on the Champs-Élysée. 

The new store is nestled among the luxury shops of the famed shopping street, and its opening broke Miniso’s single-day sales record outside of mainland China. 

Covering two floors and 8,600 feet, this large format is part of Miniso’s new “Super Store” strategy, aimed at providing customers with an immersive retail experience. Miniso’s licensed products are heavily showcased across the Paris flagship, with IPs such as Sanrio, Disney, and Barbie receiving specially-designed store elements and sections. 

“The new flagship store in Paris is another exciting step forward for Miniso,” says Vincent Huang, General Manager of Miniso Overseas Distributor Markets and Vice President. “Following the successful launch of Super Stores in Times Square and Oxford Street, this prestigious Parisian location further solidifies our commitment to the ‘Super Store’ strategy and its role in elevating the customer experience and propelling our global brand recognition.”

The Paris-based opening comes as Miniso continues to grow, with the company reporting that its total global revenue swelled 26% year-over-year to $515.7 million in March 2024. 

To learn more about the Paris flagship location or to learn about the lifestyle brand, visit the Miniso website.