Continuing its mission to launch more than 1,000 new stores worldwide this year, Chinese retailer MINISO has opened the doors of its latest flagship location in Paris. 

This new two-floor superstore is nestled in Paris’s iconic Champs-Elysées shopping district and takes up 8,600 square feet, making it the retailer’s largest store in Europe. It features several of MINISO’s licensing collections, including dedicated zones for branded Sanrio, Disney and Barbie products. And to help draw in shoppers, the store will also debut MINISO’s new BT21 collection, which reimagines the members of the K-pop band BTS as plush creatures and teddy bears. 

Located next to the iconic Arc de Triomphe, the Champs-Elysées shopping district is home to a wide range of luxury boutiques and flagship stores, including Louis Vuitton, Ferrari, Sephora and Nike. And it attracts more than 1.7 million tourists on average each year, which is what appealed to MINISO’s VP and GM of overseas markets, Vincent Huang. 

The retail chain had a strong Q1, particularly with its overseas business. MINISO’s 2,000-plus international stores (200 of which are located in Europe) generated US$169.2 million in quarterly revenue, with sales up 52.6% compared to Q1 2023.