MINISO Opens in Hammersmith Broadway Shopping Centre

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Store combines playful design and affordable products

Chinese-Japanese-inspired retailer is known for its cheerful aesthetic

December 1, 2025

Quirky lifestyle brand retailer MINOSO has opened a branch in the Hammersmith Broadway Shopping Centre.

The launch marks another milestone in MINISO’s rapid UK expansion, with the local outlet joining a growing list of London locations including Oxford Street and Chinatown. Located opposite Accessorize near the main tube entrance, the new store offers a curated selection of quirky blind boxes, cute stationery, beauty essentials, plush toys, and lifestyle accessories — all designed to spark joy and encourage exploration.

Founded in 2013, MINISO is a Chinese-Japanese-inspired retailer known for its cheerful aesthetic and collaborations with global brands like Sanrio, Disney, Pokémon, and Hello Kitty. The company has built a reputation for delivering high-quality, design-led products at accessible prices, targeting younger consumers and the young-at-heart. Since entering the UK market, MINISO has focused on high-footfall retail hubs, aiming to create what it calls “happy places” for everyday discovery.

The Hammersmith store launch was celebrated with a limited giveaway of £25 goody bags for early customers who spent £5 or more, featuring a mix of fan-favourite items and seasonal surprises. The opening weekend drew enthusiastic crowds, with many visitors sharing their finds on social media under hashtags like #minisouk and #shoplocal.

MINISO UK said in a statement, “We’re thrilled to bring our world of fun, inspiration and affordable design to Hammersmith. Whether you’re after a blind box collectible, a new notebook, or a plushie to brighten your desk, we’ve packed all the fun under one roof.”

The brand’s expansion is part of a broader European growth strategy, with new stores opening in Spain, France, and Italy. In the UK, MINISO continues to target urban centres and shopping districts with strong community engagement and transport links — making Hammersmith Broadway a natural fit.

For local shoppers, the store offers a playful alternative to traditional high street retail, with rotating seasonal collections, surprise boxes, and themed collaborations that encourage repeat visits. The retailer’s emphasis on affordability and design also aligns with growing demand for budget-friendly lifestyle goods.

 

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