Mini Sou

MINISO Enters the Serbian Market

By Retail SEE Group / May 16, 2018

MINISO, a Japanese based variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware, entered the Serbian market on May 13th by opening its first store within Stadion Shopping Center in Belgrade.

The store is located on the first floor of the mall and consists of 173 sqm. Its assortment is divided into eleven product categories, including daily life products, household items, health & beauty, fashion accessories, stationary & gifts, seasonal products, bags & accessories, digital products, toys and others. The products are sold at an affordable price range and its main target group are consumers aged between 18 to 35

MINISO was co founded in 2013 by Japanese designer Mr. Miyake Junya and Chinese young entrepreneur Mr. Ye Guofu in Tokyo, Japan, with the former serving as chief designer. MINISO, actively explores the international market and has opened over 1000 stores in less than three years, with business turnover standing at USD 750 million in 2015 and nearly USD 1.5 billion in 2016. At present, MINISO has reached strategic cooperation agreements with more than 50 countries and regions including the United States, Canada, Russia, Singapore, the United Arab Emirates, Korea, Malaysia, Hong Kong (China) and Macau (China), with an average monthly growth rate of 80 - 100 stores.


Stadion Shopping Center, located in a highly populated residential area Voždovac, opened in spring 2013.

The mall is a 50 million EUR worth investment, expanding over 75.000 sqm and has a retail area of 30.000 sqm. It is Europe’s fourth largest facility of its kind, with a football stadium on its roof capable of holding 5.000 spectators.

Among the tenants are famous world and domestic brands, including: H&M, Koton, CCC, Tom Tailor, Deichmann, New Yorker, Takko Fashion, Caprisa, McDonalds, LC Waikiki, C&A, Parfois, JYSK, Calzedonia, DexyCo and many others.

Roda mega-market is its main supermarket anchor spreading across 4.000 sqm and offering more than 20.000 food and non food items. The center also features a food court, the largest inner playground for children in Belgrade – DreamLand, a PC game area, a 5D Cinema and a medical center – Stadion Medica.

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