Miniso the Japanese Ikea which continues its unstoppable expansion in Spain

Have they opened a Uniqlo store in the city? ” This is one of the most heard phrases when passing in front of Miniso . And no wonder. The typography, colors and even the name of the stores are extremely similar to those of the giant Uniqlo. To the point of confusing the establishments on the outside.

Both chains have a common denominator: their aesthetics and design. But, their differences place them in very different points for the consumer. If you have not yet had the opportunity to visit a Miniso store in Spain , or if you have already done so and consider yourself a #MinisoLover , keep reading.

What is the origin of Miniso?
Miniso was born in 2013 in the city of Guanhzou, China . It was founded by Chinese businessman, Ye Guo Fu, and Japanese designer, Junya Miyake.

The meaning of the name is 'Mini Market'. In Spanish, 'small supermarket '. This name summarizes its sales and production philosophy. The chain of stores sells a wide variety of products of small size and acceptable quality at very affordable prices in small establishments.

What can I buy at Miniso and what are their best-selling products?
On its shelves: household items, kitchen utensils, cosmetics, stationery, electronics, toys, textiles... A little bit of everything in a catalog of more than 5,000 products in constant renewal and for all types of consumers. Thanks to its R&D department and the search for new trends around the world, every week Miniso boasts of including new products in its stores.

It is not surprising that some of its star products , such as the LED lamp, the Telegram Number Data radio or the 'multi-layer food' tray, have been awarded on several occasions for their design at the IF Design Awards by a jury of experts from the International Forum Design and at the Red Dot Design Awards and the A Design Awards , the most important design awards worldwide.

Reality? In its aisles you will find a multitude of children's toys, stuffed animals, cups, craft utensils, storage items and other products in a wide range of colors with which you can perfectly decorate a children's room or a birthday party. But that is not all. At Miniso, you will also find those items that are not on the shopping list and are usually needed, such as kitchen, makeup or technology accessories.



Miniso store expansion Spain

Chinese origin, Japanese style
While it is true that Miniso's origin is Chinese, the aesthetics have always been oriented towards Japanese culture . Simple, practical and aesthetically beautiful products define it. Chief designer and co-founder Junya Miyake has stated on several occasions that “ creating simple products does not mean that you do not have to invest in design and quality . ” In fact, quite the opposite.

All their products are manufactured to the order of an impeccable Japanese style and, as their designers affirm, “ for all tastes .” Design, simplicity and quality are the three pillars that support the brand.

Miniso's ethics promote intelligent consumption , which is based on: comparing prices looking for the best offer, saving as much as possible, buying only what is necessary and taking care of things. This is not only a benefit for the pocket. With their products you will increase the space and organization of your home . Furthermore, this type of ideology focuses on preserving nature's resources and protecting the environment. All of them relevant aspects in oriental culture.

Miniso store expansion Spain

A « suicidal » sales technique
Miniso does not have an online store in Spain.  It only sells in our country through physical stores. That they do not have e-commerce, only an informative website, is not a coincidence. The company follows the example of other leaders in fast fashion such as Primark , which also do not have the possibility of purchasing online in the Spanish market.

This technique, which can be called " suicidal ", has been a dilemma that has been accentuated by the pandemic for those brands that did not have e-commerce . Making online shipments would mean ending your quality-price system and your entire structure would be destabilized. The closure of the stores meant great losses for multinationals that put weight on the excellent  shopping experience , such as Imaginarium or HyM.

However, the Chinese company has passed this test with flying colors thanks to the production of essential goods in the time of Covid, such as disinfectant gels and masks, among others.

Miniso store expansion Spain

A summer in expansion
Since the firm made the leap out of the Chinese market, its growth has been unstoppable. Going on to open 4,200 stores in more than 80 countries. It landed in Spain in 2019 in the La Gavia shopping center in Madrid .