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Miniso opened its first U.S. Miniso Land store on Oct. 17 at Easton Town Center in Columbus, Ohio. The approximately 15,000-square-foot location carries more than 5,500 products, with IP-based merchandise making up over 60% of its assortment.
Miniso opened its first U.S. Miniso Land at Easton Town Center in Columbus, Ohio, on Oct. 17, bringing the retailer’s large-format, entertainment-themed concept to the U.S. The approximately 15,000-square-foot store offers more than 5,500 products across licensed character merchandise and everyday categories, making it a substantial addition to Miniso’s American retail footprint.
The location is divided into zones for toys and collectibles, home essentials, beauty, food and beverages, and lifestyle products. Miniso says the assortment includes more than 5,500 stock-keeping units, with IP-based merchandise accounting for more than 60% of the products. The store combines merchandise with themed storefronts, character displays and visual features intended to encourage visitors to explore the space.
Shoppers can browse more than 30 licensed and proprietary IP collections. The Hello Kitty and Friends area has more than 100 products, while the Disney zone has over 130 items inspired by Stitch, Winnie the Pooh, Mickey Mouse and Toy Story. Other collections named in the report include One Piece, Chiikawa, Snoopy and Mofusand.
The store also gives space to Miniso’s own character, Yoyo. Its dedicated entrance area includes exclusive merchandise, interactive displays and a Yoyo sculpture. For the opening, Miniso held promotions, mascot meet-and-greets and other activities aimed at fans. The source report identifies Oct. 17 as the opening date but does not specify the year.
A Larger Format for U.S. Shoppers
The opening brings a format built around character-led shopping and themed environments to Miniso’s U.S. network. Rather than focusing only on a conventional assortment of household and lifestyle goods, the Columbus store combines those categories with dedicated spaces for popular entertainment properties and Miniso’s proprietary character. That mix may appeal to shoppers seeking collectibles and licensed products alongside everyday items.
The location is among Miniso’s largest U.S. stores, according to the source report, and signals that the company is using larger locations to present its IP collections in more visible, experiential settings. Miniso said it plans to continue expanding its U.S. presence through larger stores and immersive retail experiences. The report does not provide sales targets or explain how the new format is expected to perform, so its commercial impact remains to be seen.
For Easton Town Center, the store adds a destination offering a broad range of branded merchandise and opening events. For Miniso, it is a test of how its international large-store concept translates to a U.S. shopping center, where shoppers can encounter the format in person rather than through smaller retail locations.
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From Shanghai to Columbus
Miniso Land debuted in Shanghai in 2024 and has since expanded to more than 100 locations across China and international markets, according to the source report. The concept is part of the company’s “Super IP + Super Store” strategy, which brings licensed and proprietary characters into themed retail environments.
The Columbus opening extends that approach into a U.S. market where Miniso already operates more than 400 stores nationwide, according to the report. Miniso describes the U.S. as a key market and says it intends to build on its existing network with larger-format locations. The Easton store is the first U.S. site specifically identified as Miniso Land; the source material does not say whether additional U.S. locations have been confirmed.
Expansion Plans Still Unspecified
The source report does not name the year of the Oct. 17 opening, provide store-level sales or attendance figures, or state how the Columbus location has performed since opening. It also does not give a timetable or locations for any further U.S. Miniso Land stores. Miniso’s stated intention to expand through larger stores is a company plan, not confirmation that a particular site or opening date has been set.
The product totals and share of IP merchandise are figures reported for the store’s assortment; the source does not say whether those figures are fixed or how frequently the selection will change. It is also unclear how much of the store’s space is devoted to each product category or character collection.
More U.S. Store Developments
Miniso says it plans to keep expanding its U.S. footprint with larger stores and immersive retail experiences. The company has not announced a schedule or named further Miniso Land locations in the source material. Any specific next opening, investment figure or expansion milestone will require a separate company announcement or confirmation.
For now, the Columbus location is the first U.S. example of the format. Further developments to watch include whether Miniso announces additional Miniso Land stores and whether it publishes information about customer response or the performance of the new concept.
Key Questions
Where is the first U.S. Miniso Land store?
It is at Easton Town Center in Columbus, Ohio.
When did the store open?
The source report says the store officially opened on Oct. 17, but it does not specify the year.
What can shoppers find there?
The store carries more than 5,500 products across categories including toys and collectibles, home essentials, beauty, food and beverages, and lifestyle goods. Its collections include Hello Kitty and Friends, Disney, One Piece, Chiikawa, Snoopy and Mofusand.
How much of the assortment is character merchandise?
According to the source report, more than 60% of the assortment is IP-based merchandise, including licensed and proprietary collections.
Are more U.S. Miniso Land stores confirmed?
Miniso says it plans to expand its U.S. presence with larger stores and immersive experiences, but the source report does not identify another Miniso Land location or provide a schedule.
Source: rss
