The 19,000 sq ft store will bring MINISO’s immersive, character-led retail concept to London, strengthening the Chinese retailer’s UK presence and global expansion strategy.
Chinese lifestyle retailer MINISO is set to bring its MINISO LAND concept to London’s Oxford Street, securing a long-term lease at 363 Oxford Street for its first UK flagship under the format. Spanning approximately 19,000 sq ft, the store will occupy the site currently leased by music retailer HMV, marking a significant move in MINISO’s strategy to expand beyond conventional value retail into immersive, experience-led destinations.
The flagship is expected to showcase MINISO’s licensed character merchandise, collectible toys, plush products and lifestyle ranges in themed retail environments. The format builds on the retailer’s growing focus on intellectual property (IP)-driven shopping experiences, designed to attract consumers through product discovery, exclusive merchandise and character-led displays.
HMV is expected to vacate the Oxford Street premises in March 2027. The retailer has cited rising occupancy costs and proposed rent increases among the reasons for leaving the location, which it reoccupied in late 2023 after a four-year absence. MINISO has not yet confirmed an opening date for the new store or disclosed the financial terms of the lease.
The Oxford Street deal follows MINISO’s development of large-format stores in prominent international shopping destinations, including Times Square in New York and the Champs-Élysées in Paris. The company has built its global business around affordable lifestyle merchandise, frequent product launches and collaborations with popular entertainment and character brands.
Founded in 2013 by entrepreneur Ye Guofu, MINISO has expanded across Asia, Europe, North America and other international markets. Its product portfolio spans toys, plush collectibles, stationery, beauty accessories, homeware and everyday consumer goods. The company has increasingly used licensed characters and proprietary intellectual property to differentiate its stores and encourage repeat visits.
UK Expansion and Franchise Strategy
MINISO entered the UK in 2019 and has since expanded its presence across high streets and shopping centres. The Oxford Street flagship would give the retailer a prominent platform in one of Britain’s most recognised shopping districts while introducing a more immersive version of its established retail proposition.
Franchise partnerships are an important part of MINISO’s international expansion model. Depending on the market and agreement, the company works with retail partners who invest in and operate stores, while MINISO provides support covering store design, product selection, training, inventory management and operating standards.
The company’s retail-partner model also incorporates management and consultation fees and sales-based royalties, with terms varying by contract. Under arrangements described in its regulatory disclosures, MINISO generally retains ownership of merchandise until it is sold to consumers. This structure allows the retailer to expand through local partners while maintaining control over key aspects of merchandising and the customer experience.
MINISO has also promoted franchise opportunities in the UK, although its UK franchise website has indicated that new applications are paused because of the volume of enquiries. The company has not disclosed whether the Oxford Street MINISO LAND store will be directly operated or run by a franchise partner.
Oxford Street’s Shift Towards Experiential Retail
MINISO’s planned arrival reflects a broader shift in prime retail locations towards stores that offer more than product transactions. As retailers compete for footfall, immersive environments, licensed merchandise and interactive shopping experiences are becoming increasingly important tools for attracting consumers.
Sam Foyle, Co-Head of Global Retail at Savills, which acted for the landlord, said demand for Oxford Street retail space remained strong, with pedestrianisation plans contributing to the area’s momentum. He described MINISO LAND as an example of brands creating experience-led destinations and highlighted the shopping district’s continued appeal to international retailers.
