MINISO is set to captivate hearts in London’s vibrant Camden with the grand opening of its largest UK store to date. The new flagship store, strategically positioned on Camden High Street, will welcome the public on Wednesday, February 14th at noon, marking a significant milestone in MINISO’s expansion across the United Kingdom.

The Camden store sprawls over 4,110 square feet, establishing itself as MINISO’s premier retail space in the UK. This launch not only represents the brand’s 26th store in the country but also its fourth standalone high-street outlet, showcasing MINISO’s commitment to broadening its footprint within the UK’s dynamic retail landscape.

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The United Kingdom has recently experienced a surge in the “cute culture,” with the Kawaii trend — characterized by its adorable characters and sweet designs — becoming an integral part of consumers’ lifestyles. MINISO stands at the forefront of this movement, celebrated for its engaging range of products such as Blind Boxes and plush toys, with the latter selling at an astonishing rate of 30 per hour last year.

In a first for MINISO, the Camden location will introduce dedicated zones for its key product ranges, including Sanrio, beauty, snacks, and Blind Box collectables. Additionally, the store will offer an array of stylish homewares, charming accessories, and a newly launched beauty + self-care line, featuring essentials such as nail polishes, face masks, perfumes, and makeup products.

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Saad Usman, Chief Operating Officer at MINISO UK, shared his enthusiasm for the new opening, stating, “The unveiling of our Camden store is a significant moment in MINISO’s journey, embodying our philosophy that ‘Life is for Fun.’ This store transcends the conventional retail experience, offering a vibrant centre of joy, creativity, and all things cute. With its wide selection and delightful surprises, the Camden store perfectly captures MINISO’s unique essence.”

The store’s opening day promises an atmosphere of excitement, complete with a live DJ and an opportunity for shoppers to meet MINISO’s beloved mascot, PenPen. Additionally, the first 400 guests participating in the grand opening festivities will be gifted a complimentary goody bag valued at over £25 with any purchase.

This latest venture in Camden marks MINISO’s ninth store in London, following successful launches in other key locations such as Oxford Street, Shaftesbury Avenue, and Westfield White City.

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