Lifestyle brand Miniso recently celebrated the reopening of its Singapore storefront. The renovated store, located in VivoCity Mall, is the brand’s first IP (intellectual property) Collection Store in Singapore. The store features various products, including characters from Sanrio, Disney, and more.
The refurbishment of the VivoCity location follows Miniso’s ongoing store renovations around the world as the brand strives to become a global lifestyle super brand. During the reopening, the VivoCity store’s sales broke the store’s historical record.
The store features eight IP zones highlighting Miniso’s collaborations with IP owners like Peanuts, Care Bears, and more. The Barbie IP zone made its debut in Singapore on the reopening day. The new interior design includes a pink color scheme and an organized layout. It is divided into zones according to the brand’s categories such as toys, plush, fragrances, and makeup accessories.
“The exciting visual design is sure to make a big impression on consumers, while the new format delivers a curated experience, making it easier and more enjoyable for shoppers to find old favorites and discover new surprises,” says Bella Tu, General Manager of Miniso Overseas Operations.
To celebrate the store and highlight Miniso’s approach to mystery shopping, Miniso set up a large blind box Christmas tree at the entrance. Shoppers had the opportunity to take photos with blind box favorites like Toy Story’s Lotso Bear, Disney’s Stitch, and more. It was the first of its kind from Miniso at any location.
The first 100 visitors wearing pink clothes or accessories received goody bags worth $30, while some shoppers who shared their photos on social media also won gifts. The reopening included limited-time flash sales and prize drawers as well.
