The Chinese chain Miniso arrives in Argentina and joins the list of foreign brands that arrive in the country

This Wednesday, it announced its local expansion plan with an investment of US$ 50 million and the opening of 100 stores in the next five years, with the creation of between 800 and 1,000 direct jobs.

Founded in 2013 in the Chinese city of Guangzhou, Miniso is present in 112 countries with 7,700 stores and specializes in the sale of personal and home products. It has been listed on the New York Stock Exchange since October 2020 and on the Hong Kong Stock Exchange since July 2022, with global sales of US$2.45 billion in 2025 and more than 1 billion customers and 100 million registered members of its membership club.

Yes ok There was already a brand business in Argentina which operated on the pedestrian Lavalle 868, a few meters from Avenida 9 de Julio, until after the pandemic, when it closed, the company highlighted that it was not official.

Now, The first location is scheduled to open in downtown Buenos Aires. at the end of April, in Florida. The idea is to make a mix of businesses to the street in high-traffic pedestrian areas and shopping malls with different business sizes, between 200 and 600 square meters. In addition, it plans to install itself in airports and other spaces with high public circulation.

So, Miniso will also disembark at the DOT Baires. That branch will be its first in a shopping center. From IRSADOT operator, anticipated Clarion which will be located on the first floor, to the right of the main entrance. It will have 500 square meters and It will be the brand’s flagship store in the country. The work has already begun.

In this regard, Miniso indicated that there will be three or four flagship stores with a differential aesthetic and larger surfaces. It is a format that already exists in large capitals.such as on Gran Vía in Madrid, on the Champs-Élysées in Paris, in Times Square in New York and in Masairyik in Mexico City.

“Includes the opening of a model store with a concept inspired by the brand’s latest image, the first of its kind in Latin Americawith thematic areas by category, more than 5,000 different products and a strong presence of international license collections,” they anticipated.

The same will happen at Unicenterwhich is in the hands of the Chilean group Cencosud. Asked about it, from the holding They clarified that the contract has not yet been signed and they ruled out giving more information about it. But on the third floor of the shopping mall, The space it will occupy is already being preparedwhere a sign anticipates your arrival.

According to the brand, In the first year, the openings will be concentrated in the City and Greater Buenos Aires. From the second, you will advance with a progressive expansion towards the Interiorprioritizing the main shopping malls.

The arrival takes place in alliance with a national operatorthe same one that brought the shoe brand Balm and the one with sandals Birkenstockwhich Juliana Awada uses. From Miniso, they explained to this medium that they had been working on the arrival for a year.

In turn, is framed in the Mini Hub regional growth plana conglomerate in charge of the brand’s operations in Mexico, Colombia, Chile, Peru, Brazil, Spain, Portugal and Israel, and which manages more than 500 stores and employs more than 6,000 people.

The brand seeks to create a category in the Argentine marketsince it understands that there is no equivalent model. “The proposal is distinguished by renew your offer monthly with new productsin addition to maintaining continuous lines that customers look for on a regular basis. Another differential will be the possibility of accessing in the same place official licensed articles such as Harry Potter, Disney, Barbie, Sanrio (Hello Kitty, Kawaii), Marvel, Pokémon, BT21 y Peanutsamong others”, they advanced.