MINISO opens first Swiss store in Bern

(CONNECT) The Chinese lifestyle brand MINISO has opened its first store in Switzerland at the Westside Mall in Bern. MINISO’s business model is centered around licensing partnerships with well-known and well-loved brands. In this context, the company has licensed the intellectual property of brands such as Star Wars, Disney and Harry Potter, offering consumers related plush toys, products for the home, accessories and beauty products.

According to a statement, the highlight of the Bern store is the Star Wars-inspired collection of Grogu plush toys. Moreover, MINISO will also showcase its own product lines, such as the YOYO collection, which has proven to be a hit in several markets. With displays and visual installations, the company will seek to create a more interactive shopping environment for its customers across an area of roughly 250 square meters. To celebrate the opening, the company organized various events, including a figurine parade and live DJ performances, as well as setting exclusive offers for visitors.

The entry into the Swiss market is part of the company’s broader European expansion plans. At the end of 2025, MINISO was operating 246 stores in Europe and has drawn up plans to further bolster its presence in Switzerland and across the continent as a whole. ce/ja