On April 29th, leading lifestyle product retailer MINISO will open a new store at Euroma 2, which is in the Castellaccion district of Rome, a busy upscale residential area, built in 2008 and once the largest shopping center in the Italian capital. This store will be the third store the brand opens in the country just this month, with 5 more to follow, including a flagship store in Rome this year, underlining the importance of Europe in the brand’s rapid growth overseas.

The other two new stores already opened are located in Via Tuscolana, Rome (opened Apr. 8th) and Via Etnea, Catania, Sicily (opened Apr. 15th)


Reviewing MINISO’s first trial sales in Italy, Mr. Zeng, CEO of MINISO Italy, said, “The average sales of a single store in a single day can reach about 6,000 Euros, and the bestselling categories are household goods, toys, electronic appliances and stationery.”

Mr. Zeng, is satisfied with the overall sales performance especially at a time when many retailers are closing their stores. He believes MINISO products meet local consumers’ demand for quality goods at low prices, making the brand more popular than ever in the current economic downturn.

Despite the country still struggling from the pandemic, MINISO showed no slowdown on expansion in Italy, and its confidence in the local market. A flagship store will be opened this year at Porta di Roma Shopping Mall, one of the largest shopping malls in Rome. According to Mr. Zeng, this highly anticipated flagship store is expected to attract a significant amount of new customers to the recently quiet shopping area.

MINISO HQ overseas Vice President, Vincent Huang, said, “Europe is important in our global footprint, and Italy is one of the most important European markets. We have found that the average sales per store in the Italian market recently can reach 6,000 Euros, comparable to the sales figures during Black Friday. We’re motivated to see how MINISO has been so well-received here and will further expand in Italy and other countries in the region.”

Despite the pandemic, MINISO has continued its expansion in Europe and entered multiple new markets in the past few months, opening its first stores in France, Malta, and Iceland. In addition to new market entries, MINISO also added more stores to its existing markets such as the Netherlands, Spain, and Portugal.