MINISO Group Q2 Revenue Jumps 23 Percent
MINISO Group Holding(NYSE:MNSO) reported fiscal Q2 2025 results on Aug. 21, 2025, with revenue rising 23.1% to RMB 4.97 billion and gross margin reaching 44.3%. Outstanding performance in overseas operations, rapid expansion of the TOP TOY business, and a strategic focus on large-format experiential stores and proprietary intellectual property (IP) were central themes of the call; management also issued guidance for full-year fiscal 2025 revenue to exceed RMB 21 billion and committed to ongoing sizeable capital returns.
Large-format "MINISO LAND" and flagship stores now constitute 5% of the mainland China store network, but have contributed a mid-double-digit percentage of domestic sales growth to date, supported by flagship locations like Shanghai Nanjing East Road (RMB 100 million sales in nine months). Store productivity gains are underpinned by store-level gross profit margins above standard outlets, and new large stores in the U.S. have exhibited 1.5x higher efficiency and 30% higher sales per square meter than existing stores.
This shift toward larger, more experiential stores is driving higher sales productivity and supports a long-term strategy of quality over quantity in store expansion.
Source Fool.com
