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  • Tokmanni to open its first Miny store in Jyväskylä and its second in Espoo – Launched in early 2022, the Miny lifestyle brand delights people in different parts of Finland
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Tokmanni to open its first Miny store in Jyväskylä and its second in Espoo – Launched in early 2022, the Miny lifestyle brand delights people in different parts of Finland

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Tokmanni     Press release     15 September 2022 at 10:15 a.m.

“Big on fun, small in price. We are Miny.” Tokmanni launched the Miny lifestyle brand and its shop-in-shop department concept in February 2022. Currently available online and in several Tokmanni stores, Miny will become available in dedicated stores and a growing number of Tokmanni stores.

Tokmanni will open its first dedicated stores for its Miny lifestyle brand, which was introduced in early 2022. The Miny store in the Forum Jyväskylä shopping centre in Jyväskylä city centre will open on Tuesday 4 October 2022 at 10 am, and the Miny store in the Lippulaiva shopping centre in the Greater Espoonlahti area in Espoo will open on Thursday 6 October 2022 at 10 am. According to Miny’s slogan, “Kaikkea kivaa, mutta ei mitään kallista. Me olemme Miny.”, which can be freely translated as “Big on fun, small in price. We are Miny.”, the stores will offer plenty of surprising and interesting things to buy. Later this year, more Miny store openings and shop-in-shop department openings will be celebrated.

The Miny stores on the third floor of the Forum Jyväskylä shopping centre in Jyväskylä and on the second floor of the Lippulaiva shopping centre in Espoo each have an area of around 200 square metres. Their selections will include a comprehensive range of products related to beauty, wellbeing and interior decoration, as well as many other products with an excellent price-to-quality ratio. All in all, the stores will have a selection of more than 1,000 products such as cushions, storage boxes, soft toys and kitchen accessories. The selection will also include products from the Miny ECO range that contain recycled materials and biomaterials.

Miny products have already been available in Tokmanni’s online store and in ten Tokmanni stores in Helsinki, Hyvinkää, Masku, Turku and Vantaa*. In addition, Miny shop-in-shop departments have just opened in the Tokmanni stores in Ikaalinen and Tornio, which are currently being renovated.

“Miny has attracted a delightful amount of positive attention since its launch in February. We are very pleased to announce that we will open the first dedicated stores for the lifestyle brand. We strongly believe that customers will also be interested in Miny outside Tokmanni stores,” says Timo Heimo, Vice President, Sales and Supply Chain at Tokmanni.

The general appearance of the new stores is consistent with the pastel colours and youthful and laid-back atmosphere of the Miny shop-in-shop departments in selected Tokmanni stores.

The Miny stores enable Tokmanni to offer a wider selection than that of the shop-in-shop departments.

“The Miny stores will also feature many products for which we don’t have sufficient space in our Tokmanni stores. Products available only online and in the dedicated Miny stores will include soft toys and underwear,” Heimo explains.

The customer service in the new Miny stores in the Forum Jyväskylä shopping centre and the Lippulaiva shopping centre will be provided by a team of sales professionals of the Tokmanni stores nearby. In the Lippulaiva shopping centre, the stores are located on the second floor. In the Forum Jyväskylä, Tokmanni serves its customers on the first floor, while Miny is located on the third floor.

In the Forum Jyväskylä shopping centre, the Miny store will be open from 10 am to 8 pm on weekdays, from 10 am to 6 pm on Saturdays and from 12 noon to 6 pm on Sundays. The store’s address is Kauppakatu 20–22 (3rd floor), 40100 Jyväskylä.

The Miny store in the Lippulaiva shopping centre will be open from 10 am to 8 pm on weekdays, from 10 am to 7 pm on Saturdays and from 11 am to 6 pm on Sundays. The store’s address is Espoonlahdenkatu 4 (2nd floor), 02350 Espoo.

The Miny ECO product range is an integral part of Tokmanni’s Miny lifestyle brand. Easily recognisable by its ECO label, the product range includes products containing recycled and bio-based materials, for example.

More dedicated Miny stores and shop-in-shop departments in Tokmanni stores

Tokmanni believes Miny will continue to attract a great deal of interest.

“We are paying special attention to ensuring that the Miny offering responds to the wishes of young and youthful customers and others interested in fashion and aesthetics. With increasing interest, we are aiming to open more dedicated Miny stores and shop-in-shop departments in Tokmanni stores,” says Heimo.

In selecting the locations, social media and the wishes of Tokmanni’s customers will be monitored particularly closely.

“We are continuously looking for suitable business locations in different parts of Finland. In accordance with customers’ wishes, a new Miny store will be opened at least in the Jumbo-Flamingo shopping and entertainment centre in Vantaa during the autumn. In addition, shop-in-shop departments will be opened in the Tokmanni stores in the Karisma shopping centre in Lahti and in Riihimäki, for example, before the end of the year.”

The Miny stores will be consistent with the brand image of the Miny shop-in-shop departments, which can be found in selected 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.

Miny in brief

According to its slogan, Miny offers 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.”


You can learn more about Miny at the store in the Forum Jyväskylä shopping centre in Jyväskylä (from 4 October 2022), at the store in the Lippulaiva shopping centre in Espoo (from 6 October 2022), in selected Tokmanni stores, in the Tokmanni online store and on Facebook, Instagram and TikTok, where the lifestyle brand can be found 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


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 331415
(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.

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