Chinese discount variety store Miniso will open a flagship store in New York City next month, a move it describes as its biggest milestone since its foundation in 2013. 

The new store, located on the first floor of 5 Times Square, will offer customers almost 2000 different products. 

The new flagship will feature an updated design and nine distinct zones, which will include licenced collections, blind box collectibles, toys, plushies, fragrances, accessories, makeup tools, snacks, and gifts & stationery. 

According to Miniso, the overall design will be simple and clean, with a concentration on licenced products from international brands like Sanrio, Hello Kitty’s parent, which will be included in the window design for the store’s launch. Miniso says it plans to bring more brand collaborations to the US market, including Peanuts, Barbie and Mario Bros.

“The opening of the Times Square store is a crucial step towards our transformation and upgrade,” said Jack Ye, founder and CEO of Miniso. 

“Times Square is the Crossroads of the World and a hub of business, entertainment and culture. By making a physical presence in one of the busiest pedestrian areas, Miniso appeals to New Yorkers and visitors from around the world, and responds to consumer demands for attractive, fun, useful and affordable products.”

Miniso unveiled its new worldwide strategy earlier this year, stating that it will convert into a lifestyle superbrand that gives joy to clients all over the world. 

In addition, the Chinese retailer also disclosed to expand into four new markets: Panama, Angola, Trinidad and Tobago, and Latvia, at the beginning of this month.