Miniso

Miniso is a Chinese retail chain with a wide range of affordable, design-led everyday goods — homeware, stationery, beauty and personal care, accessories, electronics gadgets, plush and collectible toys. Its signature hook is a broad pipeline of licensed collaborations with well-known characters and movie brands, plus blind-box collectibles where the buyer doesn't know what they'll get in advance. All this is wrapped in a bright, photogenic, frequently refreshed store that turns younger, trend-driven shoppers from passers-by into a destination visit.

As the operator you get a complete turnkey retail system. HQ supplies the brand, the centrally designed and centrally sourced product assortment and supply chain, store-design and fit-out templates, site-selection and lease guidance, pre-opening and ongoing owner/manager training, a management enterprise system, merchandising playbooks, and continuous marketing, logistics and operations support. You secure and fit out the location to spec, fund inventory and build-out, hire and run the in-store team, execute merchandising and local marketing, and manage day-to-day P&L and customer experience. The application process goes step by step: application, brand discovery day, site selection, contract signing, build-out and preparation, opening, and ongoing support.