MINISO A Famous Japanese Fashion Brand Expanding Rapidly in Pakistan.

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MINISO is a fashion retail designer brand lies in the industry of variety store. It’s a Japanese brand lunched back in 2011 in Tokyo by a Chinese entrepreneur Mr. Ye Guofu and a Japanese designer Mr. Miyake Junya. Quality and competitive pricing took it to the height of reputation. In last 5 years MINISO opened more than 3500 stores in more than 79 countries. In 2018 their revenues were USD 2.5 billion. It’s headquartered is in Guangzhou (China).

There are a lot of rumors about brand’s opening and identification but originally MINISO started its operations in Pakistan on September 2017 by opening a flagship store in Amanah mall Lahore. Pakistani cricket superstar Shahid Afridi was a chief guest in opening ceremony. After that second outlet of MINISO was opened in Islamabad. It’s not a Chinese brand. Their products are officially designed in japan and manufactured in china to maintain the low cost.


MINISO deals in kitchen products, house hold products, fashion products, cosmetics and beauty products, toys and electronics products etc. Their hot selling category includes cosmetics and electronics. In emerging countries like Pakistan MINISO is expanding aggressively. Now catering 8 big cities of Pakistan which includes Islamabad, Rawalpindi, Lahore, Karachi, Faisalabad, Sialkot, Peshawar and Multan with more than 38 outlets. Their leading store in terms of revenues is in F-7 Markaz Safa Mall Islamabad.


The competitive advantage of MINISO are Quality, affordable pricing and all under one roof. There are a lot of other local and international brands start following the same concept in Pakistan like Ximi Vogue, OD2D and One Dollar Shop but still the quality of MINISO is its competitive advantage. MINISO is adding a lot of different products on regular basis to get customer’s attention whenever a customer visit again. Recently they have introduced some big Pink Panther in toy’s category to get attention of kids. They are offering discounts at the end of season and on special occasions as well.    Their stores are designed very well internally. Every section looks different from others and having a smooth way for customers to enjoy a good shopping experience.





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