#Switzerland #Bern #MINISO #IP-driven #Westside Mall

MINISO Launches Its First Store in Switzerland

On May 20, 2026, the global lifestyle brand MINISO made its exciting entry into the Swiss market by opening its inaugural store at Westside Mall in Bern. This significant milestone marks a new chapter in MINISO's ongoing expansion across Europe, bringing its distinctive IP-driven retail experience to Swiss consumers for the very first time.

As a prominent player in the global retail landscape, MINISO is acclaimed for integrating beloved licensed intellectual properties (IPs) with a diverse range of products and immersive retail environments. The Bern store, which spans roughly 2,700 square feet, showcases over 1,000 SKUs across various categories, such as IP collectibles, plush toys, home essentials, accessories, and beauty products.

An Engaging Shopping Experience

MINISO's Bern location is strategically placed within Westside Mall, a well-known shopping destination frequented by young consumers, families, and visitors from nearby cities like Fribourg, Biel/Bienne, and Lausanne. With this store opening, MINISO not only enters Switzerland's mainstream retail sector but also offers a dynamic shopping environment aimed at engaging consumers through IP-themed zones that enhance their shopping experience.

The store features multiple character-inspired displays and interactive visual installations designed to create an immersive atmosphere. Visitors can explore a wide range of products, including vinyl plush collectibles, blind boxes, character keychains, drinkware, and bags, all catering to different consumer needs ranging from collecting to everyday use.

Celebrating Global Collaborations

MINISO's commitment to licensing has resulted in partnerships with over 180 renowned IPs. At the Bern store, fans are welcomed with a standout collection inspired by Star Wars, alongside dedicated sections that celebrate iconic brands like Disney, Stitch, Sanrio, and Harry Potter. These offerings solidify MINISO's position as a go-to destination for fans of globally recognized entertainment franchises.

In addition to international collaborations, MINISO is excited to introduce its proprietary IPs, such as the YOYO Tilted Head Collection and the YOYO Cupid Ring Series. YOYO, with its signature tilted-head design, has recently become a hit across various markets, generating notable consumer interest and engagement on social media platforms. To further enhance the store's interactive atmosphere, a dedicated YOYO-themed zone, complete with an exclusive YOYO photobooth, offers patrons a unique and engaging shopping experience.

Celebratory Activities and Festive Atmosphere

To commemorate its debut in Switzerland, MINISO has organized an array of festive activities at the store, including a character parade featuring PENPEN, live DJ performances, and exclusive promotions on opening day. These events aim to create a lively environment and attract local consumers to experience what MINISO has to offer.

With the opening of this Bern location, MINISO continues to strengthen its presence across Europe. Previously, as of December 31, 2025, the brand has successfully launched 246 stores throughout various European countries, including the UK, France, Spain, and Germany, in prominent locations like London's Oxford Street and Paris' Champs-Élysées.

Looking ahead, MINISO is determined to extend its footprint not only in Switzerland but across Europe. The brand plans to diversify its offerings with a stronger portfolio of well-known IPs, original content, and innovative retail ideas. By doing so, MINISO intends to deliver a more engaging and vibrant shopping experience for local consumers.