MINISO is a Japanese-inspired lifestyle product retailer, offering high-quality household goods, cosmetics and food at affordable prices. Founded by CEO Guofu Ye, MINISO has opened more than 4,200 stores in over 80 countries and regions since 2013, including the U.S., the U.K., Canada, Australia, Spain, UAE, India, and Mexico.

We have a saying at MINISO that “a better life has nothing to do with the price” and that is the mission that drives us to deliver well-made and highly-designed goods for value- and quality-conscious consumers worldwide.

From our product development to the feeling we want our customers to have, MINISO is based on three core principles:

  • Affordable high quality: the guidance on our decisions from design to materials
  • Joy: the response our customers experience while in our stores
  • Lightheartedness: the relaxed and happy feeling when encountering a wide variety of goods available

MINISO aims to become a brand that is even better in tune with today’s youth, more clearly understanding their attitudes and behaviours in order to bring them the most enjoyable shopping experience. It is their voices we hear when we create “back to origin” designs that mimic nature or select new brand partnerships.

MINISO has collaborated with world-famous brands including Coca-Cola, Marvel, Hello Kitty, Sesame Street, Mickey and Minnie, Pink Panther and We Bare Bears, releasing playful crossover products that have been hugely popular with our shoppers.

We believe we have one of the most flexible retail business models – from our franchise operation structure to our world-class supply chain sourcing materials and manufacturing – that allows us to bring new and trendy products to shelves frequently.

To keep that product pipeline full and in a continued commitment to original design, we have established the MINISO Design Academy and teamed up with some of the best designers from Finland, Denmark, Norway, Spain and South Korea to create high-quality products that skillfully blend creativity.

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