Miny, Tokmanni’s new lifestyle brand, is “highly requested across Finland” – Tokmanni is responding to its customers’ wishes by making Miny more widely available, now in southwestern Finland

Tokmanni     Press release     26 April 2022 at 5:25 p.m.

“Big on fun, small in price. We are Miny.” Miny, a lifestyle brand launched by Tokmanni in February, has proved popular. During the spring, Miny shop-in-shop departments will be added to five Tokmanni stores in three locations. Miny products have already been available in five Tokmanni stores and the Tokmanni online store.

Plenty of positive feedback. There has been a large number of customer requests for making Miny available in new locations. Inspired by the extensive interest in Miny, a lifestyle brand launched in February, Tokmanni will make Miny products available in five additional stores during the spring: the Kivikukkaro, Länsikeskus and Skanssi stores in Turku, the Porttipuisto store in Vantaa and the Masku store. The first of these Tokmanni stores to sell Miny products was the Länsikeskus store, which opened its Miny shop-in-shop department on Tuesday 26 April. After the spring openings, various beauty, wellness and home decoration products, as well as other Miny products, will be available in ten Tokmanni stores*, in addition to the online store.

Tokmanni’s investment in Miny, which supplements its other offering in impressive shop-in-shop departments, is proving highly successful.

“We have received a delightfully large amount of positive feedback on Miny, which we launched in February. It’s already clear that our lifestyle brand is attracting a great deal of attention among our customers, even beyond young people, who are the core target group for Miny,” says Timo Heimo, Vice President, Sales and Supply Chain at Tokmanni. 

“We have received requests for Miny products from across Finland. It’s great that we can now also introduce our lifestyle brand in southwestern Finland: in our Masku store in May and in three stores in Turku during April and May. In May, the availability of Miny products will also improve in Vantaa, when Miny becomes available in the Tokmanni store in Porttipuisto, near the junction of the Lahti motorway and the Kehä III ring road. In Vantaa, Miny products are already available in our Tikkurila store,” Heimo adds.

With this added availability, Miny products will be available in the Tokmanni online store and ten Tokmanni stores in Helsinki, Vantaa, Turku, Masku and Hyvinkää.*

“We are currently planning to further expand Miny’s availability. That said, it’s good to keep in mind that purchases made in our online store can be delivered to any of our nearly 200 stores,” Heimo points out.
 

The Miny ECO product range includes products containing recycled and bio-based materials. The product range is easy to recognise, thanks to the ECO label on its packaging and in its shop-in-shop departments.

The spring will bring plenty of new products to supplement current favourites

In February, Tokmanni launched an extensive selection of around 1,000 beauty, wellness, home decoration and other products under the Miny brand and its delightful colour scheme.

“Miny products have been very well received among our customers. Several favourites can already be identified, such as handy storage boxes and baskets, colourful drinking cups with straws and cat-themed thermos flasks,” says Anu Nevalainen, Category Manager at Tokmanni. She is in charge of the development of the Miny product selection.

More than 100 new Miny products will be introduced during the spring and summer.

“Entirely new product categories include shaped candles, which are very popular, and dried flowers, for example. Additions to be made to the Miny selection during the spring also include decorative cushions and other home decoration products, phone accessories and makeup bags, as well as storage baskets and boxes, to name just a few examples. At the beginning of the summer, travel-sized hair styling tools will also be available,” Nevalainen adds.

“I also believe that the sunglasses, sun hats and sandals, as well as the lunch boxes and cups suitable for picnics and other uses, will become our customers’ favourites during the spring and summer.”

The Miny product selection will continue to feature the Miny ECO product range, in which special attention has been paid to bio-based and recycled materials, among other aspects.

“Customers’ current Miny ECO favourites include red cedar balls and canvas bags made from recycled polyester. We are continuously looking for interesting new products for both the Miny selection and the Miny ECO range. Miny’s collapsible storage baskets are very popular, and collapsible baskets containing recycled plastic will now be added to the Miny ECO range. The baskets have Global Recycled Standard certification, and half of the plastic used in their manufacture is recycled. These baskets will become available in delightful colours in May,” says Nevalainen.

Tokmanni is continuously looking for new products. Collapsible storage baskets, for example, will soon be added to the Miny ECO product range.

Miny combines elements of surprise and interest with delightful colours and excellent value for money.

Miny in brief

• Miny is a lifestyle brand launched by Tokmanni in February 2022.
• At the time of its launch, the selection included around 1,000 products, and more than 100 new products will be added during the spring. The selection includes beauty, wellness and interior products, for example.
• * Miny products are available in the Tokmanni online store and in shop-in-shop departments in the following Tokmanni stores:
  • Helsinki Arabia, Helsinki Citycenter, Helsinki Itis
  • Hyvinkää
  • Masku (during May)
  • Turku Kivikukkaro (during May), Turku Länsikeskus (26 April), Turku Skanssi (during May)
  • Vantaa Tikkurila and Vantaa Porttipuisto (during May).
• The core target group includes, in particular, young and youthful people and other people interested in fashion and aesthetics.
   

According to its slogan, Miny will offer plenty of surprising and interesting things to buy. “Kaikkea kivaa, mutta ei mitään kallista. Me olemme Miny.” can be freely translated as “Big on fun, small in price. We are Miny”.


Familiarise yourself with Miny’s delightful range of products at the shop-in-shop departments in Tokmanni stores and in the Tokmanni online store, as well as on Facebook, Instagram and TikTok, where you can find the lifestyle brand under “weareminy”.


TOKMANNI


For further information, please contact:


Timo Heimo
Vice President, Sales and Supply Chain

Tel. +358 20 728 6051
timo.heimo(at)tokmanni.fi


Anu Nevalainen
Category Manager

Tel. +358 20 728 5488
anu.nevalainen(at)tokmanni.fi


Maarit Mikkonen
Head of IR and Communications

Tel. +358 040 562 2282
maarit.mikkonen(at)tokmanni.fi


Product enquiries and print-quality images:  

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www.tokmanni.fi/asiakaspalvelu
asiakaspalvelu@tokmanni.fi
Tel. +358 20 331415
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Tokmanni is Finland’s leading variety discount retailer. Some 4,100 Tokmanni employees make customers’ everyday life and special occasions easier by offering a versatile and up-to-date assortment of Finnish and international brand-name products and other high-quality products at prices that are always affordable. With around 200 stores around Finland and an online store, Tokmanni is always close to its customers. In 2021, Tokmanni’s revenue was EUR 1,142 million, and its comparable EBIT amounted to EUR 106 million. Tokmanni’s shares are listed on Nasdaq Helsinki.