Famous Chinese fashion brand is aggressively expanding in Pakistan

MiniSo, a popular Chinese/Japanese fashion brand is aggressively expanding in Pakistan. The company opened their first flagship store in September 2017 in Islamabad and has since then expanded to 9 stores across the country.

The brand is often described as a Chinese low-cost retailer and variety store chain that is particularly good at selling consumer goods such as cosmetics, clutches, bags, stationery, kitchenware, toys and other household items and fashion accessories.

It was founded by a Japanese designer, Junya Miyake and a Chinese entrepreneur Ye Guofu in 2011. Ever since their first store in China, the brand has expanded to 1,800 stores worldwide with a revenue reaching $1.5 billion.

MiniSo has also often been criticized for being a Chinese retailer that shows itself as Japanese but operates under the Chinese company Aiyaya and the first store it ever opened was also in China.

But since the designer is from Japan and has products that are aesthetically similar to Japanese products, the store feels it is justified to market itself as a Japanese variety store. In Pakistan, the brand has introduced most of its products spread across 9 stores which are based in Islamabad, Lahore, and Karachi.

MiniSo store locations

MiniSo has 9 stores across Pakistan. There are multiple locations in Islamabad, Lahore, and Karachi. You can view the address of each below.