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2mo ago

Miniso Reenters Argentina With First Store in Buenos Aires and $50 Million Rollout

A $50 million plan for 100 stores signals a funded return to build a national footprint.

Multitud y acampe por la apertura de Miniso en Buenos Aires.
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Overview

  • The Buenos Aires shop, which opened Thursday on Florida 643, drew lines that stretched as far as five blocks.
  • Miniso said it will invest $50 million to open 100 stores in five years and expects to create 800 to 1,000 direct jobs.
  • The local build-out is run by Mini Hub, with a larger flagship set for DOT Baires Shopping and sites eyed in Mendoza, Córdoba and Rosario.
  • The launch leaned on giveaways, vouchers, a branded bus and in‑store games, and #MinisoArgentina trended as influencers documented the opening.
  • The China-based chain, founded in 2013 with a Japanese-inspired look, operates about 7,700 stores in 112 countries, with Mexico as a key regional base and Grupo Sanborns holding a stake in its Latin America vehicle.