MINISO unveils Europe’s first ‘MINISO LAND’ flagship store in Madrid

The global lifestyle retailer MINISO has marked a significant milestone with the launch of its largest store in Spain and the first-ever MINISO LAND in Europe. Located on Madrid‘s bustling Gran Vía, this flagship store introduces a retail experience through its IP theme park-style shopping concept, seamlessly blending immersive design with consumer-driven innovation. Opened on December 20, the store’s debut aligns perfectly with the holiday season, offering a vibrant and engaging space for shoppers of all demographics.

A New Era of IP-Driven Retail

MINISO LAND brings to life an unprecedented concept that merges retail with entertainment. This scenario-based retail format highlights the brand’s global collaborations with beloved intellectual properties (IPs), ranging from Harry Potter and Sanrio to Disney and Snoopy. The Madrid flagship showcases more than 6,000 unique products, with approximately 70% stemming from these high-profile IP partnerships.

Spanning two levels across 1,100 square metres, the store features thematic zones dedicated to iconic characters like Stitch and Harry Potter, inviting shoppers to immerse themselves in a visually captivating environment. From blind boxes and plush toys to cosmetics, fragrances, and stationery, the diverse product range reflects MINISO’s commitment to quality, affordability, and aesthetic appeal.

Enhancing Customer Experience

MINISO’s Joy Philosophy—a concept that champions fun, creativity, and relaxation—is evident throughout the store. Its Sanrio-themed 20-metre glass façade immediately catches the eye, while interior attractions such as a blind box zone, claw machine area, and Penpen penguin-inspired designs create a lively and shareable atmosphere. The store also includes photo-worthy installations like a tree-hugging Penpen and a Callao street-view spot, tailored for social media enthusiasts.

Ahead of the launch, MINISO’s Penpen mascots toured Madrid’s landmarks, including Puerta del Sol and Cibeles Palace, building excitement and connecting with the local community. This strategic marketing approach underscores the brand’s focus on experience-driven retail, a growing trend in the global retail industry.

MINISO’s Vision for Global Expansion

The Madrid flagship reflects MINISO’s ambition to become the world’s leading IP design retail group. The company has rapidly expanded its store network since its inception in China in 2013. Today, MINISO operates approximately 7,200 stores globally, including 260 across Europe.

Vincent Huang, General Manager of MINISO Overseas Distributor Markets and Vice President, emphasized the significance of this expansion. He stated that IP collaborations represent a strategic focus for MINISO, with the Madrid flagship embodying the brand’s mission to combine interest-driven consumption with joyful experiences.

The opening follows the success of the first MINISO LAND store in Shanghai, China, which launched in October 2024 and set sales records for the brand. The Madrid store is a continuation of this momentum, showcasing how retailtainment—the fusion of retail and entertainment—can drive consumer engagement and sales in a competitive market.

The Future of MINISO in Europe

The Gran Vía store is part of MINISO’s broader strategy to strengthen its presence in Europe and globally. In Spain alone, MINISO operates additional stores in Barcelona‘s Westfield La Maquinista, Madrid’s Fuencarral, and Málaga’s Plaza Mayor. The company plans further expansion, aiming to bring its innovative MINISO LAND concept to more iconic locations worldwide.

This strategic growth aligns with evolving consumer preferences for experiential shopping. As shoppers increasingly seek memorable and interactive retail experiences, MINISO’s IP-driven model positions the brand as a trailblazer in the lifestyle retail sector.