Miniso, the Chinese-founded lifestyle retailer known for its affordable design-led products and playful collaborations, is preparing a significant milestone in its Canadian expansion. The company has confirmed that it will launch the country’s first Miniso Land concept store this November at West Edmonton Mall.
At 12,000 square feet, the new flagship will be the largest Miniso in Canada by a wide margin, occupying the prominent space formerly home to Urban Outfitters. Overlooking the Ice Palace on Level One of Phase Two, the store will mark the Canadian debut of a format that the company has described as “a retail theme park,” blending immersive design, intellectual property (IP)-driven merchandising, and a constantly refreshed environment.
“We’re very excited to bring Miniso Land to Canada for the first time,” said Khalid Aberhouch, CEO of Miniso Canada, in an interview. “This is going to be the biggest store in the country, at least twice the size of our largest existing location, and ten times bigger than a regular Miniso. The experience for customers will be something truly special.”
The lease deal was arranged by Tony Savchuk and Afsar Khurshed of Colliers, representing Miniso, with Triple Five as landlord for West Edmonton Mall.
A Landmark Concept for Canada
While the store signage will simply read Miniso, Aberhouch confirmed that the format is officially considered a Miniso Land location. The concept has already made waves in China, Singapore, and Europe, where large-scale immersive stores feature carnival-style interiors, oversized IP displays, and themed product zones tied to global entertainment franchises.
“This is the first one in Canada, but it won’t be the last,” Aberhouch explained. “We’ve been trying this model in several countries and the customer response has been fantastic. We’re confident that the Edmonton store will be the beginning of something bigger here.”
The 12,000 square foot West Edmonton Mall store aligns closely with the brand’s global criteria for Miniso Land, which typically start at 10,000 square feet.
Expanded Product Selection and IP Partnerships
Unlike the brand’s typical 1,200–2,500 square foot shops, which stock a carefully curated selection of top-selling items, Miniso Land will showcase an extensive range of products—particularly IP merchandise.
“These kinds of stores let us expand into a much greater variety of IP blind boxes and licensed collections,” said Aberhouch. “We’ve signed contracts with really big players like Disney. Customers will find choices here that they simply can’t see in a regular store.”
He noted that multiple themed zones will define the store layout, each dedicated to a particular franchise or character world. “For example, you’ll see one section for Disney, another for One Piece, and another for Rio. Each will have its own decor and atmosphere. Customers will be able to walk from one world to another in the same store.”
Beyond global IPs, Miniso also wanted to root the Edmonton flagship in a strong Canadian identity. “We wanted to showcase a strong ‘Canada’ theme throughout the store,” Aberhouch noted. “At the entrance, you’ll find a train featuring a maple leaf and the first-ever ‘Edmonton’ city mark sculpture, both setting the tone for a uniquely local experience.”
Inside, shoppers will discover an exclusive Souvenirs area filled with Canadian-themed items aimed at both tourists and locals. The store layout will include three distinct zones: IP Collections featuring Sanrio, Disney, ONE PIECE and more; Toys with a wide variety for all ages; and Beauty highlighting trending skincare and cosmetics. To add a playful touch, the store will also feature a claw machine area designed to encourage exploration and extended visits.
The scale also allows for more extensive merchandising: while a typical Miniso might dedicate a single display table to an IP brand, the new flagship will feature as many as ten, along with themed wall sections for added storytelling.
A Multi-Million Dollar Investment in Design
Aberhouch emphasized that the design budget for the Edmonton store far exceeds anything the company has spent in Canada before. “Just the design and materials will cost around one million dollars,” he said. “That’s twenty times more than what we usually invest in a store. It’s a huge commitment, but our research shows it’s worth it.”
In addition to high-end materials, the Miniso Land concept is built on flexibility. Fixtures and decor are designed to be refreshed regularly, ensuring customers always encounter a new experience. “We’ll change the design every few months to keep it exciting,” Aberhouch said. “We want customers to come back often and never feel like they’re walking into the same store twice.”
When asked why West Edmonton Mall was chosen for the Canadian debut, Aberhouch was clear: “That place is one of the best in Canada. It’s not easy to find a landlord who can provide 10,000 to 12,000 square feet in a prime location, and we wanted somewhere with incredible traffic and visibility. The Ice Palace location is perfect.”
West Edmonton Mall, the continent’s largest shopping centre at 5.3 million square feet, has long been a testing ground for retail concepts. The mall’s combination of entertainment attractions and international visitors made it a natural choice for Miniso Land’s introduction to Canada.
Store Staffing and Opening Timeline
The Edmonton flagship is set to open in November 2025, in time for the holiday season. With its size and seasonal traffic, the store will employ at least 40 staff during peak periods, including 15–20 on the sales floor daily.
“Christmas is the busiest time of year, and we want to be open for that,” Aberhouch said. “But really, any time is good for a store like this. West Edmonton Mall is busy year-round.”
The Edmonton flagship comes at a time of rapid growth for Miniso in Canada. The brand currently operates 83 stores across the country, with plans to surpass 100 by the end of 2025.
“Our plan is to open another 15 stores next year, and by 2030 we want to reach 300 across Canada,” Aberhouch revealed. “We’ve already done this in the United States, where there are now more than 300 stores. The results there have been very positive, and we see no reason Canada can’t support similar growth.”
Originally launched in Canada in 2017, Miniso faced financial turbulence in its early years, filing for bankruptcy in 2018 before being restructured under Miniso China in 2019. Since then, the brand has rebuilt with a renewed focus on IP-led retail and immersive shopping experiences.
To support its growth, Miniso Canada is also investing in logistics. Its current warehouse is located in the Greater Toronto Area, but a second facility will open in British Columbia next year to improve distribution efficiency.
“Right now, if I send a product to Quebec it arrives the next day, but BC might take two weeks,” Aberhouch said. “That’s not acceptable. With a new warehouse in BC, we’ll ensure replenishment is fast and reliable coast-to-coast.”
Target Demographics and Expanding Reach
Historically, Miniso’s Canadian customer base has been dominated by young shoppers aged 12 to 35, accounting for about 90 percent of traffic. However, Aberhouch is working to broaden the appeal.
“I want to make sure everyone, from young children to seniors, can find something at Miniso,” he explained. “We’re expanding the product mix to include items that attract all demographics, and the results so far have been very positive.”
Globally, Miniso Land has already opened in Shanghai, Guangzhou, and Madrid, with immersive flagship locations designed as miniature theme parks. The Edmonton store, while smaller than Shanghai’s three-level 21,500 square foot flagship, will introduce Canadians to the same entertainment-driven approach.
The strategy underscores Miniso’s broader evolution into an IP-led lifestyle brand, moving beyond traditional variety-store positioning into experiential retail. By combining shopping with play, Miniso Land embodies the company’s “Joy Philosophy,” which frames every visit as a discovery of delightful surprises.
Looking Ahead
As Miniso prepares to open its largest Canadian store, the company is also reinforcing its direct control of the market. Out of its current locations, only 11 are franchise-operated, and Aberhouch noted that no new franchises will be offered. “We want all future stores to be corporate-owned to ensure consistent execution and customer service,” he said.
For Aberhouch, the West Edmonton Mall launch represents both a flagship experience for customers and a showcase for his team’s dedication. “I’m very proud of our people in Canada,” he said. “They’re hardworking, engaged, and committed to making this company successful. I believe we have the right people to make it happen.”
