Miniso India, the local arm of Japanese value retailer, said that it will launch Marvel Collection at three of its Delhi-NCR based stores including Connaught Place, Ambience Mall – Vasant Kunj and DLF Mall of India, Noida beginning 10 August. The collection features multiple Marvel superheroes in everyday products ranging over 10 categories.
“Marvel characters popularity transcends geographical boundaries and we feel Indian consumers will respond well to the collection," said Tyrone Li, India head, Miniso, told Mint in an interview. “India is one of fastest developing markets in the world and we want to leverage the growth here. After Delhi-NCR, we will take the Marvel collection to Mumbai and Kolkata."
The Marvel themed collection will consist of sippers, car fresheners, hand towel, scent diffusers, travel gear, mugs, bags and stationary portraying characters such as Spider-man, Captain America, Iron Man, Hulk, Captain Marvel, Thor and Black Widow. The company has already launched this collection globally in markets such as China, Indonesia, Singapore, Thailand, Philippines, Myanmar and Sri Lanka.
Talking about the new launch, Miyake Junya – chief designer and co-founder of Miniso said, “As a design focused brand, we are thrilled to be collaborating with Marvel which is one the world’s biggest intellectual property. Owing to our brand’s philosophy of making the feeling of luxury and quality products available to the masses, it is our pleasure to exclusively curate this line of merchandise that resonates with people of all races, ages and genders globally."
Miniso which started selling its products online through third party websites such as Amazon and Flipkart said that consumers are buying colour cosmetics and perfumes online. “Most of these products consumers buy after they have bought them offline and used it thoroughly," said Tyrone Li.
The value retailer which entered India in 2017 has become popular among value loving Indian consumers who are buying its low-cost products such as mobile phone accessories, stationery, and perfumes less than ₹1, 000. The brand said that its colour cosmetics, nail polish and perfumes are the highest selling products across stores in the country. On an expansion spree, Li said their target is to take their current 105 store count to 150 by the end of this year.