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Miniso UK has reported record sales growth, with total revenue projected to reach £42m by the end of 2025 – up from £26.1m in 2023 – as the retailer continues an aggressive store expansion programme across the country.
The company said revenue had risen 243% since 2023, driven by a 63% increase in high street sales and a 500% year-on-year rise in online revenue and orders. The surge follows the relaunch of its UK website, featuring expanded product ranges and simpler navigation.
Miniso opened 15 stores across the UK in 2024 and more than 20 this year, including new flagship sites in Edinburgh, Liverpool One, Birmingham Bullring and Glasgow Braehead. Its 50th UK store opened in Milton Keynes on 29 October.
It has also 10 new sites confirmed for 2026, with more in the pipeline. The company said the ongoing expansion would create about 300 permanent jobs next year, on top of nearly 200 new roles added in 2025.
Miniso’s top-selling lines include ‘blind boxes’ – sealed mystery packages sold at a rate of one every three minutes – alongside plush toys and collectibles from Sanrio and Disney.
Chief operating officer Saad Usman said the figures demonstrated the strength of the brand’s approach to affordable, design-led pop culture and collectibles.
He said: “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 and £20, we provide affordable but aspirational items and accessories, with customers returning time and again.”
He added that the retailer’s store openings had created a positive impact on local shopping areas: “When a Miniso opens in an area, we improve footfall and sales for the whole nearby retail estate and lift everyone in the process.”
Founded in Guangzhou, China, in 2013 by Jack Ye, Miniso now operates around 8,000 stores in 112 countries. The company said its UK arm’s local buying structure enables faster stock turnaround and full-range collections that appeal to collectors seeking complete sets.
