MINISO Group Holding ( MNSO ) shares saw a rise on Tuesday following the grand opening of its “largest store” in Spain, marking a significant milestone for the brand.

Located in Madrid’s iconic Gran Via, this flagship store is also the first MINISO LAND store in Europe, introducing the brand’s innovative “IP theme park-style” shopping experience to the continent. This exciting concept allows customers to immerse themselves in MINISO’s popular IP collaborations, making shopping a fun and engaging event.

The new MINISO LAND store format, which first debuted in Shanghai, has generated tremendous buzz, breaking sales records in China.

The Madrid store, covering 1,100 square meters, is divided into themed zones, including Harry Potter, Stitch, and other popular IP collaborations. With more than 6,000 products, 70% of them are co-branded items featuring beloved characters from franchises such as Sanrio, Snoopy, and Disney.

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The store’s playful design also includes a blind box zone, cosmetic and fragrance areas, and unique photo spots, such as the Penpen Madrid tree-hugging design, perfect for sharing on social media.

This opening comes as MINISO ( MNSO ) continues its rapid expansion, with around 7,200 stores globally, including 260 in Europe. The Madrid flagship is the latest step in the brand’s strategy to bring its joyful and immersive shopping experience to more iconic locations worldwide.

“We’re thrilled to open a new MINISO ( MNSO ) flagship store in the heart of Madrid’s vibrant Gran Via commercial district, and to bring our MINISO LAND store format to Spain for the first time,” said Vincent Huang, General Manager of MINISO Overseas distributor markets and Vice President.

Price Action: MNSO shares are trading higher by 3.15% to $24.90 at last check Tuesday.

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