Miniso

MINISO is a lifestyle retail brand founded in 2013 by entrepreneur Guofu Ye in a small garage in Guangzhou. The company sells affordable, design-led consumer products through a global chain of stores, and is publicly listed on both the New York Stock Exchange and the Hong Kong Stock Exchange. The assortment spans more than 24,000 SKUs across over 10 categories, including plush toys, blind boxes, beauty products, home goods, stationery, electronics and lifestyle accessories. Alongside this core range, MINISO produces exclusive collections developed through collaborations with franchises such as Harry Potter, Sanrio characters, Peanuts, BT21 and Loopy, which appeal particularly to younger consumers. The retailer operates more than 8,500 stores across 112 markets and serves billions of customers. Its stated brand philosophy, "Life is for Fun", informs an emphasis on creativity, affordability and fun in both products and store experiences, and a commitment to goods that are aesthetically pleasing, practical and affordable. MINISO sits at the intersection of retail and consumer goods, with activity spanning toys and collectibles, beauty and cosmetics, home goods, stationery, and electronics and accessories. Headquartered in China with a global footprint, the company's founding aim was to make quality, well-designed products accessible to everyone.