International fast-fashion brand Miniso, which entered India in 2017, is focussing on expansion in tier-2 markets besides metros, as it aims to open 800 stores by 2020.

Young Liu, Chief Business Development Officer, Miniso India, said: “Our aim is to have 800 stores by 2020 in India. We believe the brand has a huge potential not just in metros but also in tier-2 and even tier-3 cities. That is one of the key focus of our expansion.”

He added: “It is challenging to get the right malls at the right location in tier-2 and tier-3 cities. But we believe India is a very big market and we offer a unique proposition for the Indian consumers. It has already become one of the major markets for us.” The company, which describes itself as the “Japan-based designer brand”, currently has 69 stores in the country. It offers household and consumer goods such as beauty products, stationery, kitchenware, digital and fashion accessories, and toys, among others.

Besides company-owned stores, Miniso is also taking the franchise route for expansion. Out of its existing 69 stores, besides 25 company-owned stores, 44 are franchise stores.

The retailer has also been steadily expanding its product range. “Currently we have about ten categories. We will leverage on our strategic alliance with Marvel to introduce the Marvel-themed collection next year. We will also look at expanding into the kitchen electronics and home linen segments,” said Liu.

Miniso currently imports its products from China, South Korea and Thailand but it is open to local sourcing and purchases in the future, he added.

“We have a long-term plan for India. In fact, based on consumer feedback and the performance of Miniso, we could look at bringing Mini Home and our premium brand Nome to India in the future,” Liu added.

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