MINISO is accelerating its European expansion with new flagship and collectible toy stores in key cities, including Milan, Düsseldorf, Amsterdam, Warsaw , and multiple locations across Germany , the United Kingdom , and other European markets.
Concept and experiential strategy The Milan collectible toy store and Düsseldorf Flinger Straße flagship are designed as high-density IP playgrounds, where character zones, photo spots, and blind-box walls encourage longer visits and social sharing. The scenario-based
MINISO LAND format, which recently won the MAPIC Awards 2025 “Best New Store Concept,” is now the blueprint: it blends themed environments, gamified merchandising, and interactive displays to deliver a fan-community feel instead of traditional rack-and-shelf retail.
Key new store openings At the start of December 2025 , global lifestyle retailer MINISO opened Italy’s first collectible toy store in Milan, marking a major milestone for the brand’s entry into the local toy and lifestyle segment.
In Germany, the Düsseldorf Flinger store has become a local landmark, setting a benchmark for scale and experience in the market.
Expansion in Germany Since debuting its first IP Collection Store in Essen in 2024, MINISO has maintained rapid expansion in Germany, combining strong store performance with upgraded visual identities…
