MINISO Unveils Australia's First and Largest MINISO LAND Flagship at Sydney Chatswood

Rhea-AI Summary

MINISO (MNSO) opened Australia's first and largest MINISO LAND flagship on November 22, 2025 at Westfield Chatswood in northern Sydney.

The 800-square-meter store features over 7,000 SKUs with more than 70% IP collaborations, immersive themed zones (including Disney's Zootopia 2 and Sanrio), a 4-meter YoYo installation, outdoor LED displays, and high-traffic placement at the mall's main entrance. The launch event attracted over 500 fans and included mascot performances, limited-edition gifts, and a product parade.

MINISO LAND, first launched in Shanghai in 2024, supports the company’s "Super IP + Super Store" strategy and expands MINISO's Australian footprint across NSW, VIC, SA, QLD, and WA with plans for nationwide distribution and further store openings.

Positive

• Flagship opened on November 22, 2025 at Westfield Chatswood
• Store size 800 square meters (Australia's largest MINISO store)
• 7,000 SKUs stocked with >70% IP collaborations
• Prime mall placement at Westfield Chatswood main entrance
• Launch drew >500 fans and high local engagement

Negative

• None.

Key Figures

Store size: over 800 square meters Product range: over 7,000 SKUs IP product mix: over 70% IP collaborations +2 more

5 metrics

Store size over 800 square meters MINISO LAND Sydney flagship floor area

Product range over 7,000 SKUs Number of items offered at Sydney MINISO LAND

IP product mix over 70% IP collaborations Share of IP-collaboration products at Sydney MINISO LAND

YoYo installation height 4-meter-tall Height of MINISO's YoYo IP installation at opening event

Opening attendees over five hundred fans Fans joining Sydney MINISO LAND opening celebration

Market Reality Check

Price: $18.89 Vol: Volume 339,665 vs 20-day ...

low vol

$18.89 Last Close

Volume Volume 339,665 vs 20-day average 749,661 suggests muted pre-news activity. low

Technical Price 19.56 trading below 200-day MA at 20.07, indicating a weaker pre-news trend.

Peers on Argus

Sector peers showed mixed action; notable mover RH appeared in momentum scan wit...

1 Up

Sector peers showed mixed action; notable mover RH appeared in momentum scan with a 12.14% up move, while MNSO’s price change of 0.05% was marginal, pointing to a stock-specific, low‑reaction setup before this store-opening news.

Historical Context

5 past events · Latest: Nov 20 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Nov 20	Earnings results	Positive	-4.8%	Strong revenue growth but profit declined, stock fell post‑release.
Nov 18	Award recognition	Positive	+0.1%	MINISO LAND won Best New Store Concept, supporting IP strategy.
Nov 10	Earnings date notice	Neutral	+5.0%	Announcement of upcoming September quarter results and conference call.
Sep 30	Design award	Positive	+0.2%	Shanghai MINISO LAND won MUSE Platinum with strong commercial metrics.
Aug 21	Earnings results	Positive	+6.4%	June quarter revenue and store network grew strongly, with dividend declared.

Pattern Detected

MNSO’s shares have mostly moved in line with generally positive corporate updates, but the latest earnings release saw a negative reaction despite strong growth metrics.

Recent Company History

Over recent months, MINISO reported strong financial growth, including June quarter revenue of RMB4,966.1M and continued global store expansion. Its “Super IP + Super Store” MINISO LAND concept earned major design and retail awards, with the Shanghai flagship reaching 100 million yuan revenue in nine months. The September quarter showed robust revenue but a decline in reported profit, which preceded a -4.81% move. Today’s Australian flagship news extends this global IP-focused rollout.

Market Pulse Summary

This announcement highlights MINISO’s continued execution of its “Super IP + Super Store” strategy, ...

Analysis

This announcement highlights MINISO’s continued execution of its “Super IP + Super Store” strategy, bringing Australia’s first MINISO LAND to a high‑traffic Sydney mall. The flagship spans over 800 square meters and offers over 7,000 SKUs, with more than 70% as IP collaborations, reinforcing its trendy toy and experiential focus. In context of recent revenue growth and design awards, investors may watch how international MINISO LAND locations contribute to traffic, sales mix, and brand strength.

Key Terms

skus, ip

2 terms

skus technical

"MINISO LAND Sydney features over 7,000 SKUs, with over 70%..."

SKUs, or stock keeping units, are unique codes used to identify individual products in a company's inventory. They help businesses track how many items they have, sell, or need to restock, similar to how a library assigns specific numbers to books for easy organization. For investors, SKUs provide insight into a company's product lineup and sales performance, which can influence financial health and growth prospects.

ip technical

"over 70% of the products being IP collaborations."

Intellectual property (IP) is the set of legal rights that protect a company’s ideas, inventions, brand names and secret methods—think of it as the recipes, blueprints and logos a business owns. For investors, IP matters because these rights can create exclusive advantages, produce licensing income, and increase a company’s value by preventing competitors from copying key products or brands. Strong, enforceable IP often signals a more defensible and potentially profitable business.

AI-generated analysis. Not financial advice.

SYDNEY, Nov. 27, 2025 /PRNewswire/ -- On November 22, 2025, global lifestyle brand MINISO officially opened Australia's first MINISO LAND at Westfield Chatswood, Northern Sydney's largest shopping center. The opening marks Australia's largest and most premium store, a key milestone in strategic upgrade and expansion. It delivers an interactive shopping experience with flagship design and IP-themed elements for local consumers.

The Sydney MINISO LAND has quickly become a new landmark in Australian retail, thanks to its prime location and innovative space design. Located at the main entrance of Westfield Chatswood—the largest shopping center in northern Sydney—the store benefits from excellent transport links and attracts customers from across the city and surrounding areas.

Spanning over 800 square meters, the store features a warm, natural wood design that creates a comfortable and inviting atmosphere. Inside, customers are greeted by multiple key product zones and immersive themed zones, including dedicated areas for the newly launched Disney's Zootopia 2-inspired collection and popular Sanrio collections, complemented by high-standard window displays and outdoor LED screens for a rich sensory experience.

MINISO LAND Sydney features over 7,000 SKUs, with over 70% of the products being IP collaborations. The selection includes vinyl plush toys, blind boxes, accessories, cushions, and innovative lifestyle products, meeting both the needs of collectors and those seeking daily emotional comfort. Notably, several new products—including MINISO's new collection inspired by Disney's "Zootopia 2,", Sanrio Fox Island vinyl plush, and Nommi vinyl plush—are making their debut in Australia at MINISO LAND Sydney, bringing local consumers a unique and exciting trendy toy experience. Through immersive IP experiences and a differentiated product layout, MINISO is further strengthening its position in the trendy toy and IP retail market.

 

To celebrate the grand opening, the store hosted a vibrant ribbon-cutting ceremony, a parade of giant MINISO hero products, energetic mascot performances, and themed activities, creating a joyful atmosphere and making the store a new city landmark for fans. Adding to the excitement, a 4-meter-tall YoYo installation—MINISO's proprietary IP—was unveiled at the event, becoming a major photo hotspot for visitors. Over five hundred fans joined the party, with limited edition gifts, T-shirts, and stickers drawing large crowds eager to queue and check in.

MINISO LAND was first launched in Shanghai in 2024, breaking MINISO's global single-store sales record in its opening month and continuing to perform strongly. Centered on the "Super IP + Super Store" strategy, it integrates rich IP content and immersive space design to create a highly interactive and experiential retail scene for trendy toys. To date, MINISO LAND has established major cities such as Beijing, Guangzhou, Chengdu, and overseas, continuously driving global retail innovation. 

IP-driven retail and immersive experiences are becoming key growth drivers in the industry, and MINISO is actively advancing its global strategy in line with these trends. The opening of the Australian flagship marks an important milestone for MINISO's brand expansion and IP strategy, further enhancing its influence in Australia and worldwide. Currently, MINISO's footprint covers major Australian states including New South Wales (NSW), Victoria (VIC), South Australia (SA), Queensland (QLD), and Western Australia (WA). Looking ahead, MINISO plans nationwide distribution, continuous restocking, and further new store launches to reach more key cities and consumer groups. MINISO remains committed to bringing consumers in Australia richer IP products, higher-quality immersive experiences, and more social shopping spaces.

About MINISO

MINISO Group is a global lifestyle brand offering a variety of design-led lifestyle products. The Company serves consumers primarily through its large network of MINISO stores, and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO's wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand "MINISO" as a globally recognized retail brand.

FAQ

When did MINISO (MNSO) open the Australia MINISO LAND flagship in Sydney?

MINISO opened the Australia MINISO LAND flagship at Westfield Chatswood on November 22, 2025.

How large is the MINISO LAND Sydney store and where is it located?

The Sydney MINISO LAND spans 800 square meters and is located at the main entrance of Westfield Chatswood in northern Sydney.

How many products and what share are IP collaborations at MINISO LAND Sydney (MNSO)?

MINISO LAND Sydney features over 7,000 SKUs, with more than 70% of products being IP collaborations.

Which IP collections debuted at MINISO LAND Sydney and are exclusive in Australia?

New arrivals debuting in Australia include MINISO's Disney Zootopia 2-inspired collection, Sanrio Fox Island vinyl plush, and Nommi vinyl plush.

What special attractions and consumer turnout occurred at the MINISO LAND Sydney opening?

The opening included a ribbon-cutting, mascot performances, a 4-meter YoYo installation, and attracted over 500 fans with limited-edition giveaways.

What is MINISO's expansion plan in Australia after the Chatswood flagship (MNSO)?

MINISO plans nationwide distribution, continuous restocking, and further new store launches across key Australian cities and states.