In a highly anticipated event, global pop-culture retailer Miniso officially opened its first Scottish store on Edinburgh's bustling Princes Street at noon on March 21, 2025. The store, located at 88 Princes Street, greeted eager shoppers with a vibrant atmosphere and an array of products that appealed to both young and mature consumers.
Hundreds queued outside well before the store’s opening, with some arriving as early as 5 am. By 9 am, substantial lines had already formed, attributed to the brand’s reputation for offering a diverse range of items, including toys, beauty products, household goods, and a host of collectibles from popular franchises such as Hello Kitty, Pokémon, and Harry Potter. The first 400 customers who spent £5 received a goody bag worth £25, further enticing shoppers to join the line.
The excitement was palpable as Ali, an enthusiastic supporter of the brand, arrived at 6 am to accompany his wife, a long-time fan of Miniso. As the clock struck noon, the doors opened, and a wave of eager customers rushed in, ready to explore the colorful world of Miniso.
Miniso was founded in 2015 by CEO Ye Guofu and has rapidly become a global sensation, with over 6,000 stores worldwide. With this new Edinburgh location, the brand aims to introduce its unique shopping experience to Scottish customers who have long awaited its arrival.
Upon entering the store, customers are immediately enveloped in a lively setting filled with an array of colorful merchandise. From plush toys to trendy beauty products, the shop is a sensory delight. Featured items include everything from cute lip glosses to collectible figures, making it a whimsical playground for shoppers of all ages. The brand is famed for offering products that don’t break the bank, promising affordability without compromising quality.
Saad Usman, the chief operating officer of Miniso UK, expressed his enthusiasm during the launch event, stating, “Scotland has been on our wishlist for a long time - we’ve had so many requests from Scottish fans asking us to bring Miniso here, so we’re thrilled to finally open our doors in Edinburgh. As a brand that champions joy and affordability, we can't wait to introduce even more people to the world of Miniso.”
As queues snaked around the street, shoppers shared their excitement with local media. Some who had traveled from different parts of Scotland expressed their delight at having the convenience of a physical store, especially after previously shopping online. A mother and daughter duo, who arrived at 8:30 am, raved about the unique finds and affordability of the products.
Notably, the store also aims to capture an adult audience. Customers noted that there were plenty of appealing products for grown-ups, with one regular visitor exclaiming, “Yes absolutely, I'm an adult and I love the stationary. They have very cute options, so we'll buy some of that today!” This sentiment captures the spirit of Miniso, which caters to a wide demographic. The accessibility of their beloved products was clearly a driving factor in the long queues.
To further enhance the celebratory atmosphere, the store featured live entertainment and the presence of Scotland’s national piper, Louise Marshall, who welcomed the long line of customers with spirited tunes as they awaited entry.
In addition to plush toys and collectibles, the new Miniso store stocks a variety of items that range from beauty and homeware products to tech gadgets and snacks. Shoppers can expect to find popular items including face masks, Cute stationery, and even novelty kitchenware, all reflective of the brand’s playful and trendy identity.
The shopping experience is designed to evoke nostalgia while providing current trends that appeal to younger customers, with brightly colored displays and an array of superhero merchandise and childhood favorites. This strategy not only enhances customer engagement but also connects with multi-generational shoppers.
As the day progressed, media reports highlighted the scale of the event, with Edinburgh Travel News jokingly noting that shoppers should “pack snacks” if they planned on joining the queues, emphasizing the enthusiasm surrounding the store's opening.
As the grand opening reached its peak, the buzz was undeniably contagious. The atmosphere was electric as hundreds of customers took to social media to document their experiences and share their purchases. Many expressed a mix of child-like wonder and mature adult satisfaction at finding both nostalgic items and practical goods under one roof.
Amid all the excitement, many were left pondering what Miniso's future in Edinburgh might hold. There are murmurs of another store potentially opening in Glasgow, and customers are hopeful for continued expansions across Scotland.
The positive reception of the opening further solidifies Miniso's place within the UK retail market, affirming their capacity to adapt and thrive in various locations. With their commitment to offering joy, affordability, and a unique shopping experience, it seems this Edinburgh store is just the beginning of Miniso's expanding adventure in Scotland.
