Lifestyle product retailer MINISO has officially opened its latest store on the ground floor of Westfield Doncaster in Melbourne.
The store is about 4,000 square feet and combines a blue-themed modern design with immersive zones for MINISO’s IP collections.
With nearly 3,000 SKUs spanning plush toys, lifestyle products, cups, accessories, and stationery, more than 60 per cent are IP-branded merchandise from well-known franchises like Disney, Sanrio, Harry Potter, BT21, Loopy, One Piece, and Barbie, highlighting MINISO’s IP-led and design-driven strategy.
As part of the grand opening, MINISO invited special guests, namely TV presenter Brodie Harper, AFL star Luke Breust, and Jo Gilbert from the Hawthorn Football Club.
The store opening coincides with MINISO’s Australian launch of its Disney Stitch collection, which is now available at both the Doncaster store and the George Street flagship in Sydney.
The Disney Stitch collection, one of MINISO’s major IP collaboration, features around 200 new products across popular categories, including blind boxes, vinyl plush toys, and accessories.
Designed for fans of collectible and design-led merchandise, the range includes a vinyl plush blind box series that taps into the growing collectible companion trend.
MINISO held themed launch events at its George Street and Westfield Doncaster stores with limited-edition items, Stitch decorations, cosplay appearances, and giveaways. The events attracted a mix of longtime fans and new customers, providing access to the full Disney Stitch collection.
The Disney Stitch collection is expected to expand to more MINISO stores in major cities over the coming weeks, extending the experience to a broader audience.
The brand plans to strengthen its presence in Australia through new global IP partnerships, improving store experiences, and offering products that suit local tastes.