Miniso Tops NRF List as Fastest-Growing U.S. Retailer

Chinese retail newcomer Miniso clinched the top spot on the National Retail Federation (NRF) ranking, posting a 53% sales surge in the United States.

Miniso's U.S. Surge

Leveraging viral "blind box" hype, partnerships with Minecraft and My Little Pony, and an ultra‑affordable lifestyle product mix, Miniso recorded $466 million in domestic revenue, catapulting it to the fastest‑growing retailer title.

Traditional Titans Falter

Dick’s Sporting Goods posted a 49% growth to finish second, while Costco’s modest 8% increase left it at 18th place. The data underscores a shift where sheer sales volume, not growth rate, still dominates the market hierarchy.

Financial Snapshot

■Miniso – 53% growth, $466 million U.S. revenue.

■Dick’s Sporting Goods – 49% growth, $13.6 billion revenue (down from $20.2 billion).

■Costco – 8% growth, $15.8 billion incremental sales; total FY2025 revenue $275.2 billion.

■Walmart and Amazon – still lead with $713.2 billion and $716.9 billion annual revenues respectively.

A New Wave in Consumer Preference

The rise of discovery‑driven shopping among younger shoppers fuels Miniso’s "low‑price, high‑experience" model. By turning stores into interactive playgrounds, the chain is building a loyal, repeat‑buyer base.

Captain Rıza Deniz – Miniso’s rapid ascent signals strengthening global demand for low‑cost lifestyle goods and highlights the strategic value of agile supply‑chain and omnichannel capabilities. As legacy retailers see growth stagnate, capital is likely to flow toward B‑zone and e‑commerce‑centric firms, reshaping the investment landscape.