Inside the FOCO model: what it takes to open a MINISO store

The question we hear most from prospective partners is a practical one: once the store opens, who actually runs it? Under the FOCO model the answer is straightforward. You own the store; MINISO operates it.

What FOCO means

FOCO stands for Franchise Owned, Company Operated. The franchise partner invests in and owns the store as an asset. MINISO takes responsibility for daily operations — staffing, merchandising, marketing, supply chain and reporting — under a single agreement.

“Partners are not asked to become retail operators overnight. That is the part we already know how to do.”

The five stages

• Location sourcing — MINISO identifies and evaluates the right site
• Agreement — terms are finalised and the franchise agreement is signed
• Design and renovation — MINISO designs and fits out the store to brand standard
• Recruitment and training — MINISO recruits and trains staff before launch
• Store management — MINISO runs day-to-day operations after opening

What support covers

Operational support is deliberately broad: sales operations, marketing and communication, engineering operations, product management, HR and admin, IT support, audit support and business development. The intent is that a partner's involvement stays at the level of ownership rather than day-to-day management.

Do you need retail experience?

No. Prior retail experience is not a requirement, because training for store staff and management is part of the franchise package. What matters more is the capital position, a long-term view, and alignment on how the brand is presented.

Investment figures depend on store size and location, so the franchise team shares a tailored overview after an initial enquiry rather than publishing a single headline number.