Brand Profile


We’re here to help today’s youth discover affordable little joys

MINISO is a Japanese-inspired lifestyle product retailer, offering high quality household goods, cosmetics and food at affordable prices.

Founder and CEO Ye Guofu gained inspiration for MINISO while on vacation with his family in Japan in 2013. He came across a number of specialty stores in Japan which stocked good quality, well designed, and inexpensive products that were mostly manufactured in China.  Leveraging his knowledge and experience in product development, supply chain, and channel resources gained from running fashion chain brands, Mr. Ye launched MINISO with its headquarters in Guangzhou, China, a brand which caters to young people around the world.

Following 7 years rapid growth, MINISO has now opened more than 4,200 stores in over 80 countries and regions, including the US, UK, Canada, Australia, Spain, UAE, India, and Mexico.

 

A retailer delivering fun, high-quality new goods

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: guides our decisions from design to materials

·         Joy: the response our customers experience while in our stores

·         Lighthearted: the relaxed and happy feeling when encountering the large variety of goods available

 

And in 2020, MINISO launched a new slogan, “Life is for fun, MINISO.” MINISO aims to become a brand that is even better in tune with today’s youth, more clearly understanding their attitudes and behaviors in order to bring them the most enjoyable shopping experience possible. It is their voices we hear when we create “back to basics” 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, We Bare Bears and Beijing’s Palace Museum, 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 (MDA), 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 and practicality – winning the brand a series of international design accolades such as the iF, Red Dot and A’ Design awards.

We believe these core elements of our business will continue to be our winning retail formula in years to come.



MINISO(Name Story)

The establishment of MINISO is the creation of a brand new lifestyle. It does not deliberately emphasize the so-called fashion or personality, but offers good and unique products to consumers. At the same time, MINISO would not consider that popular brands should raise their value. On the contrary, it stands on consumers’ points of view when developing products, which is - back to the essence, and returning to the nature, making its products more fashionable, more reliable with lower prices. MINISO enriches our lives with a wide range of products at reasonable prices, thus it becomes a new and fashionable lifestyle.

MINISO(Logo)

The design of MINISO's Logo is about the image of a shopping bag, which is simple but fashionable. While showing the industrial features perfectly, it also emphasizes the concept of consumption, which is of strong identification and memorable.

MINISO(Logo)

The combination of Logo name and graphic portfolio is an expression of "smile services" to consumers and advocates the "happiness is the best" life attitude. The essence of life is the pursuit of happiness. Let's face life happily and enjoy what we have in life!