Miniso to Continue Its Expansion in Serbia and Bulgaria

Source / August 2, 2018

Miniso, a Japanese based store chain specialized in household and consumer goods, announced that it plans to open dozens of stores in the Serbian market. The company also signed in May 2018 an agreement with SMART RETAIL EOOD to expand the brand in Bulgaria.

Miniso opened its first store in Serbia in May this year within Stadion Shopping Center in Belgrade. Its next opening will take place in Belgrade’s municipality of Zemun. Read more about the first store opening here.

The same month, the chain announced its partnership with SMART RETAIL EOOD, Bulgarian company that operates 20 retail brands, including Orsay, ECCO, Salamander and Diesel.

According to Artashes Vardanian, the representative of SMART RETAIL EOOD, the plan is to open 25 stores in Bulgaria. The first store opening in the Bulgarian market is scheduled to take place by the end of this year.

About Miniso

Established in Japan in 2013, Miniso has opened more than 2,600 stores in less then four years. In 2016, the chain recorded a turnover of nearly 1.5 billion USD. Last year, the company’s sales amounted to 1.8 billion EUR.

At present, Miniso has strategic cooperation agreements in more than 60 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.

The chain offers a wide range of daily life products, household items, health & beauty, fashion accessories, stationary & gifts, seasonal products, bags & accessories, digital products, toys and other items, sold at an affordable price range. Its assortment is mainly aimed at consumers aged between 18 and 35.

Miniso updates its collections every week, and is known as the promoter of “intelligent consumer products”. Its stores are mainly located in department stores and shopping malls in major cities.

The company’s long term growth plan is to expand its retail network to a total of 6,000 locations by 2020.

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