Miniso launches online store in Singapore with Shopee

Discount Chinese merchandise chain Miniso has partnered with e-commerce platform Shopee to open its first online flagship store in Singapore. Shopee will exclusively host the Miniso Singapore online offering in the territory as a part of the retailer’s omnichannel strategy for Singapore in the coming year. The partnership will offer home delivery, special promotions and exclusive product launches on the platform.

Miniso Singapore general director Alex Zhang Li said: “We foresee numerous key opportunities that will be pivotal to our growth strategy next year as we enter our first e-commerce partnership. As a global variety store chain, we aim to be able to deliver meaningful experiences, and leveraging Shopee’s user base, extensive operational support and other value-added services to grow our business will allow us to do that.

“We are very excited to engage with a new segment of online customers and are confident that this partnership with Shopee is a leap forward to securing our long-term online and offline success in retail.”

Shopee’s chief commercial officer Zhou Junjie added: “This partnership also marks our dedication to enabling offline retailers extend their reach online. We are confident that this partnership will be a fruitful one, and we look forward to working with them to bring to users even more exciting deals and exclusive offers from the brand.”