Meet Miniso, the new Japanese discount retailer with plans to open up to 250 stores in Australia by 2020.
Miniso is described as the Japanese version of Target or Kmart and already operates 1400 stores across Japan, China, Korea, Hong Kong, Singapore, Thailand and Vietnam.
It's products are designed in Japan, made in China, and focus on "good products for better life". Their website includes the following philosophy - "With the unprecedented prosperity of world economy, luxury brands from western countries are blindly chased by consumers, while low-quality counterfeits are all over the market, which results in people’s two extreme consumption patterns. As a reflection and criticism of this situation, MINISO was born!"
Miniso's headquarters is actually in Guangzhou and it has been criticised for being a Chinese retailer that markets itself as Japanese although there is no doubt it has carved a niche for itself in the competitive retail world.
Miniso has three stores in Sydney with plans for another 10 stores in Melbourne and Sydney by the end of the year. In Melbourne they will expand into strips like Swanson St Chapel St and Bridge Rd as well as shopping centres.