Tokmanni surprises with Miny, its lifestyle brand – Shop-in-shop departments will be complemented by Miny stores
Tokmanni Press release 15 June 2022 at 1:20 p.m.
Tokmanni launched the Miny lifestyle brand and its shop-in-shop department concept in February 2022. Miny shop-in-shop departments are available in ten Tokmanni stores. Now Tokmanni is planning to open dedicated Miny stores.
After surprising its customers with its Miny lifestyle brand in early 2022, Tokmanni is making another interesting move: it will open dedicated Miny stores. The Miny stores will sell products related to beauty, wellness and interior decoration and many other interesting products. The first Miny stores will be opened at the Lippulaiva urban centre in Espoo and the Forum Jyväskylä shopping centre in Jyväskylä in early autumn. In addition, new Miny shop-in-shop departments will be opened in selected Tokmanni stores during 2022.
Tokmanni believes that the expansion of Miny into dedicated stores will attract a great deal of attention among its customers, employees, partners and other stakeholders.
“We are extremely enthusiastic about Miny’s expansion. Miny and its products have aroused immense interest. It’s our great pleasure to also make our lifestyle brand available in dedicated locations outside our Tokmanni stores, first in Espoo and Jyväskylä,” says Timo Heimo, Vice President, Sales and Supply Chain at Tokmanni.
The Miny stores to be opened in the Lippulaiva urban centre in Espoo and the Forum Jyväskylä shopping centre in Jyväskylä will be around 200 square metres each. In Espoo, the Miny store will be located on the second floor of the urban centre. In Jyväskylä, the store will be on the third floor of the shopping centre.
The recruitment of staff for the Miny stores will begin in the summer.
“The Miny stores will have a selection of more than 1,000 different products. Their brand image will be closely in line with the shop-in-shop departments,” Heimo explains.
The Miny stores will be consistent with the brand image of the Miny shop-in-shop departments, which can already be found in ten Tokmanni stores. The Miny shop-in-shop department pictured here was opened in May at the Tokmanni store in Porttipuisto in Vantaa, in the immediate vicinity of the Kehä III ring road and the Lahti motorway.
More Miny stores and shop-in-shop departments are being planned
Tokmanni announced in the spring that the company had received requests for Miny products from across Finland.
“That is really the case. Miny was created for our customers, and we take their wishes into account as far as possible in terms of store facilities and other considerations. For example, we opened three shop-in-shop departments in Turku during the spring, largely based on customers’ wishes,” says Heimo.
Tokmanni is planning to open more Miny stores and shop-in-shop departments. Miny products are currently available in the Tokmanni online store and ten Tokmanni stores* in Helsinki, Hyvinkää, Masku, Turku and Vantaa.
“We are looking for suitable locations for Miny stores in different parts of Finland. We are also planning to open Miny shop-in-shop departments in many Tokmanni stores before the end of the year. More information will be provided later,” says Heimo.
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. Miny ECO products are available in the Tokmanni online store and the Miny shop-in-shop departments in selected Tokmanni stores. They will also be available in the dedicated Miny stores to be opened later.
Plenty of interesting new products coming in the autumn
New products will be added to the selection of around 1,000 Miny products this autumn, says Anu Nevalainen, Category Manager at Tokmanni. She is in charge of the development of the Miny product selection.
“According to Miny’s slogan, ‘Kaikkea kivaa, mutta ei mitään kallista’, which can be freely translated as ‘Big on fun, small in price’, Miny offers plenty of surprising and interesting things to buy. For example, Miny beauty and hair products and jewellery have been delightfully popular, and their selection will be expanded.”
The dedicated Miny stores are designed to be more extensive than the shop-in-shop departments. This will be reflected in their product selections.
“The Miny stores will feature product categories that cannot be offered at the shop-in-shop departments because of space considerations. For example, soft toys, bathroom supplies and underwear products will only be available at the Miny stores and in the Tokmanni online store,” says Nevalainen.
“More products related to exercise, such as gym gloves, drinking bottles and sports socks, will be added to the selections of our Miny stores and online store. In addition, kitchen and cooking products, such as oven cloths and mitts, plates, bowls and individual pieces of cutlery, will become available,” she adds.
The Miny stores will have a selection of more than 1,000 different products. In the autumn, the Miny product selections will grow, for example, with soft toys shown in the picture.
New products will also be added to the selections of the shop-in-shop departments in selected Tokmanni stores in the autumn.
“Jewellery, accessories, collapsible storage baskets and thermos flasks, in particular, have been consistently highly popular. In response to our customers’ wishes, we will make these available in new, wonderful autumn colours.”
The Miny ECO product range, which includes products made from recycled and bio-based materials, will also grow.
“Many interesting new products will be added to the Miny ECO selection in the autumn, such as socks made from recycled fibre and jewellery made from recycled metal,” says Nevalainen.
Tokmanni is continuously looking for new products for its Miny selection. For example, jewellery made from recycled metal will be added to the Miny ECO selection in the autumn.
Miny combines elements of surprise and interest with delightful colours and excellent value for money.
The Miny collapsible storage baskets have been highly popular. In the autumn, the baskets will be available in new, wonderful autumn colors.
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 have been added during the spring and early summer. The selection includes beauty, wellness and interior decoration products, for example.
- * Miny products are available in the Tokmanni online store and in shop-in-shop departments in the following Tokmanni stores:
- Dedicated Miny stores will be opened at the Lippulaiva urban centre in Espoo and the Forum Jyväskylä shopping centre in Jyväskylä in early autumn 2022.
- 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 40 562 2282
maarit.mikkonen(at)tokmanni.fi
Product enquiries and print-quality images:
Tokmanni Customer Service
www.tokmanni.fi/asiakaspalvelu
asiakaspalvelu@tokmanni.fi
Tel. +358 20 33 1415
(Weekdays from 9 am to 6 pm. The call charge from a landline or mobile phone is 8.4 cents/min [incl. VAT 24%].)
Calls to a corporate number beginning with +358 20 7 from a landline or a mobile phone are EUR 0.0835 per minute + EUR 0.1669 per minute (incl. VAT 24%). Calls from outside Finland are subject to an international call charge.
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.
