Miniso opens pop-up store in Times Square, NYC as it eyes up US expansion push

Chinese lifestyle retailer Miniso has opened a new pop-up store in Times Square, New York City. Marking the retailer’s second retail location within the iconic New York shopping district, the new pop-up will be open for a year.

Located at 1540 Broadway, the new store builds on the success of Miniso’s first global flagship store by Times Square, offering an array of the brand’s IP plushies, toys and lifestyle products. The store, which officially opened its doors on March 23, features a bright storefront with Disney’s Lilo & Stitch character Angel and a soft, warm and inviting interior that aims to reflect the brand’s joyful ethos.

"We're thrilled to be opening this new pop-up in Times Square," said Tyrone Li, general manager for Miniso US, in a statement. "Our flagship store here has been a massive hit, breaking numerous brand records and proving a popular addition for Miniso joy-seekers. This new pop-up is a playful and innovative reimagining of our 'Joy Philosophy' that highlights our outstanding range of IP products and is sure to add even more energy to this buzzing location."

The pop-up store is already said to have achieved record-breaking sales figures following its soft opening in early March. It set a new US record for sales per square foot for Miniso and ranked in the top three US stores in terms of sales performance. Part of Miniso's wider goal to become a global lifestyle brand, the opening sees the retailer accelerating its expansion both in the US and globally.

Miniso aims to expand its US retail footprint to several other prime locations in key US cities over the year. The retailer previously celebrated the opening of its 100th US store in December 2023 and now operates 120 stores across 20 states.