MINISO sets foot in New York’s most expensive borough with a flagship store

Lifestyle retailer MINISO has officially welcomed customers at the prime location in SoHo, New York City, bringing its signature vibrant, fun, and quality products to residents of the Big Apple.

The brand’s 7,974 square foot $10 N’ Under store is situated at 490 Broadway within a heritage-listed building which once housed a high-end homeware emporium that counted the country’s First Lady Mary Todd Lincoln among its clientele. Packed with more than 3,000 products designed to bring joy to every shopper, 95% of the items are priced at $10 and under. Over 100 kinds of MINISO’s iconic plush toys are now available instore, as well as a wide selection of licensed products from Disney, Marvel, and MINISO’s very own MINI Family collections 

With a youthful interior inspired by the famous New York City skyline, the award-winning GH+A Design Studio, that worked with Canada Goose, Aéropostale and Mercedes-Benz before, has led the design of the space. The store was set for a week-long soft opening from 18 to 25 February before a grand opening on 26 February.

Shoppers can find a plethora of fun-filled interactive experiences such as the claw machine and selfie-zone scattered across the store’s six unique shopping areas: yummy, cute & fun, connected, essentials, fresh, and gorgeous.

MINISO has also designated the 22 of every month as ‘MINISO Plushie Day’. To top off the fun-filled experience, the MINISO #22 MINI Bus will be spreading the joy and love during its visit to 11 countries beginning 22 February. Shoppers are encouraged to make a wish instore before hopping onboard the #22 MINI Bus to partake in the #Love2gether campaign.

“New York City is vital to our expansion plans in North America. The flagship store gives us a chance to bring well designed, functional, and fun products to New Yorkers – all for $10 N’ Under – in the historic, trendy SoHo neighborhood. Our success with the SoHo pop-up store last year proved there is a market for us here,” said Andrew Xie, MINISO North America general manager. 

More than 100 MINISO stores in North America now operate under the 10 N’ Under concept since the strategic move was announced in October 2021. Globally, MINISO has over 5,000 outlets and sets for greater growth in 2022.