MINISO Group Holding LtdMNSO
What MINISO Group Holding Ltd does.
We are a global high-growth value retailer offering a variety of trendy lifestyle products featuring distinctive IP designs. We have successfully incubated two brands, MINISO and TOP TOY, since we opened our first store in China in 2013. In 2025, we generated revenue of RMB19.5 billion (US$2.8 billion) from MINISO brand and the aggregate GMV of MINISO brand reached approximately RMB34.5 billion (US$4.9 billion). TOP TOY, is China’s leading pop toy collection brand, achieved a revenue of RMB1.9 billion (US$0.3 billion) and a GMV of RMB2.6 billion (US$0.4 billion) in the same year.
We have built our flagship brand “MINISO” as a globally recognized retail brand and established a store network worldwide. As of December 31, 2025, we had in our extensive global store network approximately 8,151 MINISO stores in over 90 countries and regions throughout the world, including approximately 4,568 MINISO stores in Chinese Mainland and 3,583 MINISO stores overseas. Observing an emerging pop toy culture, we leveraged our extensive retail know-how, supply chain capabilities, and established a platform to launch the “TOP TOY” brand with the strategic goal of entering into the pop toy market and eventually building our platform of pop toys. We believe that our “TOP TOY” brand is positioned in a more specialized and vertical sector compared with our “MINISO” brand, as it mainly focuses on offering pop toys products catering to a broader consumer demographic with a much wider product price range and higher average order value. Our experience as a leading global high-growth value retailer has helped us realize our strategic goal with TOP TOY and make rapid headway in the pop toy market in China and overseas markets. As of December 31, 2025, we had a total of 334 TOP TOY stores, including 30 TOP TOY stores in overseas markets.
Revenue and profit, by fiscal year.
| Fiscal year | 2019 | 2023 | 2024 |
|---|---|---|---|
| Revenue | — | — | $17.0B |
| Net income | — | — | $2.6B |
More on MNSO.
- MINISO Group Holding Ltd summary
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- MINISO Group Holding Ltd earnings
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- MINISO Group Holding Ltd ownership and insiders
- MINISO Group Holding Ltd peers
Figures from MINISO Group Holding Ltd's filings with the U.S. SEC, standardised automatically; prices are end-of-day closes. Not financial advice.