MINISO enters Sweden with its first store at Westfield Mall of Scandinavia – Debuting the latest concept
Westfield Mall of Scandinavia continues to expand and enhance its retail offering and will welcome the global lifestyle brand MINISO at the end of the year, marking the brand’s first store in the Nordics. With its playful assortment, strong design focus, and attractive price point, MINISO has rapidly established itself as one of the world’s most dynamic retail players, with thousands of stores across more than 100 countries.
Founded in 2013, MINISO offers a broad and ever-evolving range of products across categories including trendy toys, beauty, accessories, home décor and tech - always with a focus on combining functionality, design, and affordability. The brand’s philosophy centers on creating a fun and accessible lifestyle, where the principle of “life is for fun” is reflected in both its products and in-store experience.
The addition of MINISO represents a further step in the ongoing development of Westfield Mall of Scandinavia as a leading experience-driven destination. Through collaborations with 180+ iconic brands and characters, MINISO has become renowned for its highly sought-after IP collections that merge retail, pop culture, and collectability. From globally beloved franchises such as Hello Kitty and Friends, Disney, Harry Potter and One Piece, to today’s most talked-about IPs including Mofusand, Chiikawa and K-pop’s Demon Hunters. This creates a dynamic and inspiring store environment that appeals to a broad audience, particularly younger generations.
“We are very pleased to welcome MINISO to Westfield Mall of Scandinavia. Their concept, combining design, playfulness, and strong global collaborations, brings something new to our retail mix and further strengthens our position as a destination where shopping meets experience,” says Sofia Rundström, General Manager at Westfield Mall of Scandinavia.
"Entering Sweden marks an important chapter in MINISO's global journey. We are proud to debut our latest concept, MINISO FRIENDS, at Westfield Mall of Scandinavia - a store experience where over 80% of our offering is IP-driven, brought to life through immersive, scenario-based environments that invite customers to step into the worlds they love. Swedish consumers have a genuine appreciation for fun, design, and quality, and we believe MINISO FRIENDS speaks directly to that spirit. We look forward to making this our home - and becoming part of everyday life in Sweden.” says Marina Li, Regional Manager of Europe at MINISO.
MINISO will open in Westfield Mall of Scandinavia’s ‘Lifestyle Avenue’, an area with a clear focus on experience-driven retail, located near brands such as LEGO®. The addition further enhances the area’s attractiveness and contributes to a diverse and inspiring visitor experience for the center’s guests.
For further information, please contact:
Sofia Rundström
General Manager Westfield Mall of Scandinavia
+46766367601
sofia.rundstrom@urw.com
About Unibail-Rodamco-Westfield
Unibail-Rodamco-Westfield (URW) operates vibrant retail-anchored destinations in many of the world’s best cities and urban areas. This powerful network attracts over 900 million customer visits annually, supports the growth of major retailers, and makes a significant social and economic contribution to local communities.
This network includes 66 owned shopping centres in the US and Europe that represent around 88% of the Group’s €49 Bn asset portfolio – with 41 centres operating under the iconic Westfield brand. URW also has partners who operate Westfield-branded destinations in fast-growing new markets.
Through its ‘A Platform for Growth’ business plan, URW is generating organic growth, leveraging the power of the Westfield brand, and unlocking capital light growth opportunities to generate compelling shareholder returns. This is supported by the Group’s ‘Better Places’ sustainability roadmap, which has established URW as a leader in the real estate industry and one of the 100 most sustainable companies in the world.
URW’s shares are listed on Euronext Paris (Ticker: URW). The Group is rated BBB+ by Standard & Poor’s and Baa2 by Moody’s.
For more information, please visit www.urw.com.
