Lifestyle retailer Miniso opened six stores across the United States under its $10 N’ Under format on November 27 in time for Black Friday.
The stores, in Delaware, Virginia, New Jersey, Texas and New York, feature a range of products, with 95% priced at or below $10, Miniso announced. The SoHo store in New York is a pop-up meant to ready New Yorkers for the company’s 2022 Flushing flagship opening across the East River in Queens. The 3,825 square foot SoHo pop-up store includes an array of toys and home décor. To mark the opening, Miniso hosted in-store appearances by more than 10 local influencers and other promotions, the company stated
“In this round of new store openings, our concentration along the East Coast allows consumers in this part of the country to check out our wide range of products,” said Miniso North America general manager Andrew Xie. “At the same time, we will use this opportunity to gain a better understanding of local consumers’ behaviors and preferences so that we can tailor our stores to the needs of East Coasters.”
Since entering the U.S. market in 2017 with an initial focus on the West, Miniso has made the country a priority by extending its reach and accelerating localization, it noted. By the end of the year, Miniso expects to have 53 U.S. stores.
