#Netherlands #Amsterdam #MINISO #Retail Innovation

MINISO's European Expansion: Amsterdam Flagship Store

On August 9, 2025, global lifestyle brand MINISO marked a significant milestone by inaugurating its first flagship store in Amsterdam, Netherlands. This opening not only underscores MINISO's strategy to extend its footprint in Europe but also reflects its refreshed brand vision and revamped retail space.

A Prime Location in Amsterdam

The new flagship store is strategically situated on Nieuwendijk Street, one of Amsterdam's historic and bustling shopping lanes, and is just a stone's throw from Dam Square and Amsterdam Central Station. The store spans approximately 1,000 square meters and features three levels, all designed with eye-catching aesthetics. An impressive Stitch-themed figure greets visitors at the entrance, immediately drawing in both tourists and locals alike.

Immersive Shopping Experience

Customers can immerse themselves in a uniquely engaging shopping atmosphere as they explore various IP-themed zones within the store. Popular franchises such as Sanrio, Disney, Harry Potter, BT21, Care Bear, Minecraft, and the newly introduced One Piece collection dominate over 90% of the retail space. This approach not only attracts a diverse demographic, particularly younger shoppers but also positions MINISO as a compelling destination for entertainment and retail.

The flagship store boasts approximately 4,000 different products, featuring a mix of plush toys, blind boxes, mini collectibles, and lifestyle accessories. Trend-savvy shoppers are sure to appreciate the curated selection of MINISO’s popular collectible toy lines, including vinyl plush toys that resonate with Gen Z and young adults due to their fun design and cultural relevance.

Celebrating the Grand Opening

To celebrate this grand opening, MINISO organized a colorful array of interactive festivities throughout Amsterdam. Highlights from the event included a vibrant dance performance, a lively parade at Dam Square, and the charismatic engagement of PENPEN with customers. The ribbon-cutting ceremony at the flagship store's entrance was another key moment, generating excitement and establishing the location as a must-visit city landmark.

Additionally, an engaging Fluffy Carnival invited shoppers to partake in an interactive experience, allowing them to earn stamps in their exclusive MINISO Plush Icon Passport. These stamps could be redeemed for adorable plush icon mini suitcases upon purchasing vinyl plush products.

Continued Expansion Across the Netherlands

The establishment of the Amsterdam flagship is part of MINISO's broader expansion strategy within the Netherlands, which already includes branches in city hotspots such as Rotterdam, Utrecht, and Almere. As the trend for collectible toys and anime culture continues to gain momentum among younger audiences, MINISO is strategically positioned to cater to these demands by offering stylish, fun, and functional products in the Dutch market.

This flagship store opening is a pivotal moment for MINISO as it gears up to introduce even more high-quality products and innovative store concepts across Europe. With its focus on creating an enjoyable shopping environment brimming with surprises, MINISO Group reaffirms its commitment to delivering aesthetically pleasing designs, quality, and affordability across its product lineup.

About MINISO

Founded in 2013, MINISO Group has rapidly built its brand recognition as a global lifestyle authority, delivering a diverse array of design-oriented products. The brand’s focus is not just on serving customers but also creating a delightful shopping experience characterized by discovery and engagement.