Global lifestyle brand MINISO opens its first flagship store in Poland, marking a key step in the brand’s European expansion.
The flagship store officially opened on 19 December at Złote Tarasy shopping center in Warsaw.
From Concept Store to Flagship
Earlier this summer, MINISO launched a smaller, IP-driven Collectible Toy Store concept in Poland.
IP, or intellectual property, refers to licensed characters and brands such as Disney and Sanrio, which form the core of character-based merchandise and collectibles.
The newly opened flagship store in Złote Tarasy represents MINISO’s full-format retail concept, bringing together lifestyle products and IP-led collections in a single location.
Flagship Store Design and Experience
Spanning more than 1,000 square metres, the Warsaw flagship has been designed as an immersive retail space targeting Gen Z and young consumers.
A carnival-inspired ceiling and themed in-store displays create a lively environment aimed at increasing engagement and dwell time.
More than 60% of the store’s assortment consists of IP products. The flagship features dedicated zones highlighting Disney characters such as Stitch, Winnie the Pooh and Mickey & Friends, alongside Sanrio, Chiikawa and BT21. The store also marked the in-store debut of MINISO’s Zootopia-themed collection.
In addition to collectible toys, the assortment includes beauty and fragrance products, home essentials, vinyl plush toys, blind boxes and gift items.
Among the highlighted collections is the Hello Kitty Pop Star vinyl plush series, reinforcing MINISO’s positioning as a destination for gifts and impulse purchases.
Opening Day Activities
To mark the opening, MINISO hosted a series of in-store activations, including the Polish debut of the Gift Bear & Friends mascot, as well as dance and DJ performances.
Several hundred visitors attended the opening day, creating strong initial footfall and positioning the store as a new retail attraction in the city.
Expansion Plans in Poland
The Warsaw flagship further expands MINISO’s footprint in Poland, underscoring the brand’s growing momentum in Europe.
Additional store openings are planned in other Polish cities, with a focus on prime retail locations and experience-led formats.
MINISO at a Glance
MINISO opened its first store in China in 2013 and has since developed the MINISO brand into a globally recognised retail concept.
- Global Markets: 112
- Global Stores: 7,700
- Registered Members: 100 million
- In-store Customers: 1 billion
More information at: miniso.com
