Success Stories

Miniso Establishes Canadian Headquarters in Richmond, B.C.

Miniso Establishes Canadian Headquarters in Richmond, B.C.


Miniso is a high-quality, low-cost retailer and variety store chain specializing in household and consumer goods including cosmetics, stationery, toys and kitchenware. The chain has grown rapidly since its establishment in 2013 and now has over 3,000 stores in six continents. North America is one of Miniso’s targeted markets, so the company decided to establish its regional headquarters in British Columbia due to its market size, mature port and logistics facilities, and significant Chinese community.

The retailer has since launched 13 stores in cities across the province with plans to bring that number to 20 by the end of 2018. The new head office and subsequent stores have created more than 110 local job opportunities over the last 18 months.

Miniso is different from traditional discount stores in that they are targeting a younger market of consumers. Their clientele are typically between the ages of 18 and 34. Popular items include Plushies –soft, cute, pillows available in a variety of animal shapes such as ducks, bears and cats. Cosmetic products like their Rose Hydrating Toner are selling well, as are items like headphones and water bottles. Miniso carries a selection of sleek, minimalist designs of glass wrapped in silicon as well as funky, patterned stainless steel bottles.

Trade and Invest BC’s Guangzhou office supported Miniso’s expansion into British Columbia from the outset by sharing market intelligence on the local business environment. They introduced Miniso’s executives to B.C. business and industry associations, law firms and customs clearance companies that could provide appropriate support for their entry into the B.C. market. The Guangzhou trade representative also provided support with obtaining visas and establishing connections with local government.

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