On October 17, Miniso officially opened its first U.S. Miniso Land store at Easton Town Center in Columbus, Ohio, introducing a new immersive retail experience built around globally known intellectual properties (IPs) to the market. The launch marks a new chapter in its evolution from traditional retail to an IP-driven experience destination.
Located at Easton Town Center, one of the Midwest’s premier lifestyle shopping destinations, the approximately 15,000-square-foot store is among Miniso’s largest locations in the United States and introduces a new IP theme park-style destination designed for shopping, exploration and social interaction.
Miniso Land Columbus features dedicated product zones spanning toys and collectibles, home essentials, beauty, food and beverages and lifestyle categories, alongside immersive themed IP worlds that invite customers to explore, interact and engage. The store combines warm wood textures, themed storefronts, signature character displays and immersive visual storytelling,. At the entrance of the store is a dedicated Yoyo-themed zone and signature Yoyo sculpture, celebrating Miniso’s proprietary IP through exclusive merchandise and interactive displays.
The store is designed around a vast collection of over 5,500 SKUs in a layout that allows visitors to seamlessly move between dedicated IP worlds and category zones while discovering new items and experiences. Highlights in store include a Hello Kitty and Friends collection zone with more than 100 products and a Disney collection zone with over 130 products featuring beloved characters such as Stitch, Winnie the Pooh, Mickey Mouse and Toy Story. Consumers can also discover a range of fan-favorite collaborations featuring One Piece, Chiikawa, Snoopy and Mofusand.
Since the opening of the first Miniso Land in Shanghai in 2024, the format has rapidly expanded to more than 100 locations across China and multiple overseas markets, becoming a key component of Miniso’s multi-tier store format matrix. The opening of the first Miniso Land in the U.S. marks another milestone in bringing this globally successful retail concept to consumers worldwide. With over 400 U.S. stores to date, the brand is entering a new stage of growth focused not only on scale, but also on quality, experience and deeper consumer engagement.
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