Chinese homewares franchise Miniso has unveiled an exclusive partnership with Marvel. The Miniso x Marvel collection is expected to roll out to all the brand’s Australian outlets over the coming weeks.
Launching first at the chain’s The Galeries store in Sydney on July 25, the Miniso x Marvel collection was followed by openings in Chadstone Parramatta and Elizabeth Street in Melbourne in early August.
The retailer claims to be the only official retailer and supplier of Marvel worldwide. A spokesperson for the chain said the Miniso x Marvel collection was likely to boost sales for both company and franchise-owned stores.
“We are so excited to be able to bring to Australia this amazing new store for all the Marvel and Miniso fans,” the spokesperson said.
“The first Marvel store in Sydney has been an instant success with customers and investors flocking to the unveiling.”
Miniso x Marvel collection worldwide
Australia is not the first country to get the Marvel treatment. The Marvel x Miniso collection, including Captain America, Spider Man, and Iron Man-themed goods, has also appeared in stores across Indonesia, China, Hong Kong and Singapore.
“Marvel is now the largest growing movie franchise with many more exciting movies and characters about to be unleashed onto the big screen,” the spokesperson said.
“Miniso as a partner will be able to unveil these characters and icons in some 4000 stores worldwide”
Miniso founder and global chief executive Ye Guofo called Marvel the world’s top IP, and said good products should serve a broader market, rather than a niche.
“This is the reason why Miniso would cooperate with Marvel,” Ye said in a statement.
“[We] will continue to follow the principle of high quality and affordable price, and bring authentic peripheral products with first-class quality and affordable price to Marvel fans around the world.”
New markets
Ada Dou, executive vice president of Miniso’s commodity centre, said the partnership would provide access to new markets for both Marvel and Miniso.
“With this cooperation, Marvel can open up the female market, while Miniso can attract more male consumers through its series of products at the same time,” Ada said.
According to Miniso, the brand attracted turnover of RMB 17bn ($3.6bn) in 2018 and has previously partnered with Hello Kitty, Adventure Time, We Bare Bears, Pink Panther, and Sesame Street.