10 stores a month; Chinese retailer Miniso targets 100 Aussie outlets

By Nick Hall | 05 Sep 2019 View comments

Fast-growing retail franchise, Miniso is continuing its aggressive expansion Down Under, revealing plans to open 100 Australian outlets by 2020.

The Chinese-born retailer already has 32 stores across Australia, adding to its already impressive global portfolio of close to 4000 outlets in over 100 countries. However, Richard Li, vice president of Miniso Australia said the region was destined to grow substantially.

“Our chain of stores opened in Australia include outlets in some of the country’s top shopping centres, including Chadstone in Melbourne and Westfield Parramatta, with a further 68 openings planned over the next 15 months,” he said.

According to Li, the aggressive expansion would see up to 10 new stores opening every month.

While it may seem like an optimistic target, the Chinese retail powerhouse has the proven foundations to back up the claim. At present, Miniso opens up to 100 new stores a month across 80 countries, and posted a turnover result worth $USD2.5bn in 2018.

Miniso growth strategy

The latest Miniso Australian expansion comes after a series of consumer-focused initiatives brought the Japan-based designer brand into the mainstream eye.

Since launching in Australia in 2016, Miniso has built a loyal customer base among a predominantly Asian clientele.

Products are cost-effective and sustainable, targeted towards consumers aged 18 to 35, however it’s been a series of rolling partnerships that has allowed Miniso to break the cultural barrier.

In August, the retail franchise unveiled an exclusive partnership with Marvel, distributing high-quality, authentic merchandise at all Australian locations.

Li said the partnership, along with others formed with Hello Kitty, Pink Panther and Sesame Street have proven critical to the brand’s ongoing growth in Australia.

“Australia is a key country in the world for the rapid expansion of Miniso and our distribution of Marvel products, which feature more than 600 different SKU’s,” he said.

“Miniso and Marvel are very popular to young Australians and we have already recorded strong sales success across the country, with expectations that we will continue to grow through the expansion of our range with Marvel.”

The newly announced Miniso growth plan kicked off at the Melbourne Franchising Expo last week, with the brand showcasing a wide range of exclusive products and merchandise.

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