MINISO UK Ealing Store & 2026 Expansion Drives Collectibles Growth

Key Points

• MINISO has expanded significantly since opening its first UK store in Ealing in 2019.
• The retailer defies high street closures, opening over 20 new stores in 2025 and planning at least 10 more in 2026.
• MINISO has become the top destination for collectibles and pop culture brands among Gen Alpha and Gen Z shoppers.
• Sales growth includes a 63% increase in high street sales and a 500% rise in eCommerce revenue year-on-year.
• New website improvements have boosted online shopping ease and product range.
• The brand’s best-selling items include blind boxes, vinyl plush pendants, and popular Sanrio and Disney collectibles.
• Expansion includes larger new stores averaging 1,780 sq ft and smaller ‘MINI MINISO’ concept stores focused on bestsellers.
• MINISO has created nearly 200 jobs in 2025 and plans 300 more in 2026.
• The company is also growing its food and beverage product range and travel retail presence at UK transport hubs.

How Has MINISO Defied the Trend of High Street Closures?

As reported by Saad Usman, Chief Operating Officer of MINISO UK, the brand has successfully avoided the common trend of retail closures seen across the high street. Since opening its first store in Ealing, west London, in 2019, MINISO has established itself as a popular destination for collectibles and pop culture merchandise.

Usman told Retail Gazette,

“MINISO isn’t just a retailer, we started as a lifestyle movement and have shifted to being a pop culture and collectibles destination. With our average sale between £16 to £20, we provide affordable but aspirational items and accessories with customers being more of a community and visiting stores time and time again.”

This community engagement and affordability have helped MINISO maintain strong footfall in physical stores even as many other retailers struggle.

What Are MINISO’s Sales Figures and Online Growth?

According to the latest figures released on 3 November 2025, MINISO’s high street sales have increased by 63 percent over the past year. Even more striking is the growth in its eCommerce channel, which has seen a 500 percent year-on-year rise in revenue and order volume.

The significant boost in online sales is attributed to the launch of a new version of minisoshop.co.uk. This updated website features clearer navigation designed to align with customer journeys, an expanded product range, and an overall simpler shopping experience.

What Are The Most Popular Products Driving MINISO’s Success?

The blind boxes are MINISO’s standout product, contributing to the retailer’s cult status among younger generations. These boxes contain a mystery mix of collectibles, tapping into the popular social media ‘unboxing’ trend. Sales average nearly 15,000 blind boxes per week.

Usman shared with CityAM,

“Our blind boxes are a huge success, followed by vinyl plush pendants, and beloved Sanrio collectibles including Cinnamoroll, Kuromi and Hello Kitty, as well as Disney’s Lilo & Stitch collection.”

Looking forward, MINISO plans to launch its biggest release of the year in late November: the Disney Zootropolis range, which has even earned a mention in the film, confirming its cultural relevance and appeal.

How Is MINISO Expanding Its Store Footprint in the UK?

Retail Week reports that after opening 15 new stores in 2024, MINISO is on track to open over 20 more across 2025, including flagship stores in Edinburgh, Liverpool ONE, Birmingham Bullring, and Glasgow Braehead.

Furthermore, the average size of new stores is increasing, bucking the trend of shrinking retail space. The 2024 average was 1,600 sq ft, rising to 1,780 sq ft in 2025, with the Kingston store recently opening at 2,710 sq ft.

MINISO is also innovating with smaller format stores called ‘MINI MINISO,’ focused mainly on best-selling products and blind boxes. The first of these opened on Shaftesbury Avenue, London, with additional locations planned for Oxford Street West and Brighton North Street.

What New Job Opportunities Is MINISO Creating?

MINISO’s rapid growth has resulted in significant job creation. So far in 2025, the company has created nearly 200 new jobs. The plan for 2026 is to add another 300 permanent roles across its expanding store network and operations.

How Is MINISO Expanding Beyond Traditional Retail?

MINISO is exploring new retail channels, including ‘MINISO-Go’ travel stores in key UK transport hubs such as Paddington station, Victoria station, Birmingham Grand Central, Stansted Airport, and Belfast International Airport. The first ‘on platform’ store launched recently at Glasgow Central station, increasing consumer touchpoints and impulse purchase opportunities.

Additionally, MINISO is pioneering food and beverage products in the UK market, creating new offerings that align with its ‘Life is For Fun’ ethos.

What Does MINISO’s Future Look Like According to Its Leadership?

Saad Usman concluded in an interview with The Grocer,

“We can feel a shift. Only a couple of years ago we weren’t among the retail brands that suppliers had at the top of their lists to meet at industry fairs and events. Fast forward to now and prospective suppliers are queuing up to talk to our buying team and we are inundated with requests from customers to come to their town.”