ROME, Dec. 29 (Xinhua) -- Chinese lifestyle retailer MINISO is stepping up its expansion in Europe, focusing on standardized operations and localized product strategies to navigate the region's high costs and complex regulatory environment, top company official said.
Chen Cong, chief executive officer of MINISO Italy, told Xinhua that Europe has become one of the priorities for the company's overseas growth. Since 2024, the company has expanded in core markets including Italy, France and Germany, opening directly operated flagship stores designed to serve as operational benchmarks.
MINISO now operates over 300 stores across Europe. Chen said the company has pursued broad geographic coverage, with stores located in major cities, transport hubs, shopping centres and historic districts.
Rather than relying on low prices to gain scale, MINISO has shifted toward a system-driven retail model. The company uses self-developed IT systems to standardize inventory management and compliance. Key support functions such as legal, finance and marketing are coordinated at headquarters level, reducing reliance on costly local resources.
Industry observers said this approach has helped maintain operational discipline as the company expands its directly operated store network, allowing efficiency gains to emerge over time.
At the consumer level, MINISO has sought to deepen local engagement through IP-driven merchandise adapted to regional tastes. In MINISO's stores in Italy, products featuring globally recognized characters are particularly popular among younger shoppers, especially during holiday seasons.
The company said its "global localization" strategy aims to balance brand consistency with market-specific adaptations. Similar approaches have been applied elsewhere, including customized fragrances in the Middle East and larger household items in North America.
Looking ahead, Chen said MINISO plans to open larger, experience-focused flagship stores in major European cities, citing continued room for offline expansion across the region. (Contributed by Gao Jingyan)
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