Miniso is preparing to open its first UK Miniso Land, a 19,000 sq ft flagship at 363 Oxford Street, London, in the building HMV occupies today. The retailer, which operates more than 8,300 stores worldwide, has taken the site as HMV prepares to leave in March 2027.
Retail Technology Innovation Hub reported on 19 October 2026 that Miniso will place the UK flagship alongside its other flagships, including New York’s Times Square and the Champs-Élysées in Paris. Savills acted for the landlord.
The report does not give an opening date or a rent, and it does not describe how Miniso operates its UK stores, so this article does not describe the brand as a franchise. HMV announced earlier this month that it plans to vacate the Oxford Street site after three years.
A flagship format arriving in the UK
Miniso Land is the retailer’s flagship concept, and London will be its first UK example. A Miniso spokesperson said the city is an important part of its international growth and that the flagship reflects a long-term commitment to the UK.
The company’s stated ambition is to connect people with the characters and stories they love. No sources reviewed for this report give a figure for Miniso’s current UK estate, a turnover forecast for the new store or the number of jobs it will create.
HMV’s planned exit in March 2027
HMV said earlier in October that it intends to leave 363 Oxford Street in March 2027 after its landlord proposed doubling the rent. The retailer first opened on the site in 1921 and returned in late 2023 after a four-year absence, which gives the second stay about three years. Miniso therefore cannot trade from the building before HMV leaves, although the report does not say when the Miniso Land fit-out will begin. HMV has not said in the report whether it will relocate elsewhere on Oxford Street.
Oxford Street demand and pedestrianisation
Sam Foyle, co-head of global retail at Savills, said the agency is seeing continued interest from brands for space on Oxford Street, and that pedestrianisation plans have fuelled momentum over the past year. He called the street a microcosm of the UK high street, where brands are focused on experience-led destinations.
The Miniso Land deal comes in the same week that toy collectibles brand Pop Mart opens a new flagship on Oxford Street, set for 23 October. Retail Gazette separately reports that shopping centre owners are enjoying a £1.6 billion comeback.
What to watch next
The markers are an opening date for Miniso Land, any statement from Miniso on how it will operate the flagship, whether directly or through a partner of the kind listed in the UK franchise directory, and whether HMV confirms a new site. With the HMV exit set for March 2027, the Miniso Land opening would follow in 2027 at the earliest.
Until Miniso publishes more detail, the store count, the 19,000 sq ft footprint and the address are the only firm facts on the record, and the reports do not describe the rent, the fit-out budget or the staffing the flagship will need, nor whether the format will be repeated elsewhere in the UK.
