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Top 3 Campaign in Beauty & Cosmetics · October 2026
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Top 3 Campaign
Beauty & Cosmetics · October 2026

Miniso Land comes to Oxford Street

PR Campaign
Monday 19th October, 2026

Miniso is bringing its first UK Miniso Land to Oxford Street, turning a 19,000-square-foot shop into a theme-park-style retail destination. The hook is a mix of themed environments, character collaborations, interactive experiences and photo spots designed to make shopping feel like an outing.

Why it worked: It tied a first-in-market flagship to Oxford Street’s pedestrianisation rebound, using a theme-park retail format and hard lease details for credibility.

The lesson: Consider pitching a first-of-its-kind launch anchored to a citywide policy shift, backed by concrete site stats and a visual, experiential payoff.

Miniso
6 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
costar.com News | Miniso Land makes UK debut on London’s Oxford Street Monday 19th October, 2026
costar.com Costar Monday 19th October, 2026
retailgazette.co.uk Miniso to launch first Miniso Land UK store on Oxford Street - Retail Gazette Monday 19th October, 2026
propertyweek.com Fast-growing Chinese retailer MINISO to take HMV's Oxford Street store | Property Week Monday 19th October, 2026
blooloop.com Miniso brings Miniso Land retail and entertainment concept to UK Tuesday 20th October, 2026
malls.com Miniso Land opened in part of Amazon’s old store in Ohio. Thursday 22nd October, 2026
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