Miniso Japanese lifestyle brand whose products range from Sh155.20 - Sh3,104 opens first store in Kenya

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Miniso sells merchandise such as homeware, bags and electronics.

play Miniso store in Singapore (Branding in Asia)

Miniso, a Japanese lifestyle and fashion brand that sells merchandise such as homeware, bags and electronics at low prices, will soon be in the next mall near you.

Miniso opened its first variety store in Nairobi at the Village Market on December 22 while another one is planned at the Thika Road Mall (TRM) as part of its ambitious global expansion plan.

According to a local business daily, the company hopes to occupy the space vacated by Woolworths at TRM and will open to the public on January 15.

play The Village Market (The Place of the Wind)


Partnering with local franchisees is also on its cards and the company is looking for companies to become its local franchisees to help open more stores later in the year.

Unlike other brands in the market, Miniso products are favorably priced and range between Sh155.20 ($1.5) and Sh3,104 ($30).

Miniso was co-founded by Japanese designer Miyake Junya and Chinese entrepreneur Ye Guofu.

Initially it concentrated into the Chinese market and other Asian countries, but over the last two years it has expanded its horizons to Africa as well.

play Miniso Boutique Shop (


Between 2016 and 2017, the company opened stores in the Americas (Canada and the US) and the Middle East.

The firm which has 2,600 stores across the world even set up shop in Pyongyang, North Korea. 

In Africa, Miniso says it has a presence in Nigeria, Egypt, South Africa, Morocco and Madagascar.

In 2017, Miniso’s local turnover stood at $1.2 billion while sales from external markets came in at $737 million.

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