MINISO to Open in Brazos Town Center as Fort Bend County’s Cultural Diversity Drives Retail Growth
Global lifestyle brand MINISO is bringing its playful and pop culture-inspired retail experience to Brazos Town Center in Rosenberg, marking another exciting addition to Fort Bend County’s diverse and rapidly evolving retail landscape.
MINISO has preleased 5,600 square feet in a new 12,250-square-foot building within the final phase of development at Brazos Town Center. Groundbreaking for the new space is slated for mid-2026, part of a broader effort by Houston-based developer NewQuest to attract dynamic tenants to its high-performing shopping destinations across Texas.
The new Rosenberg store will be among MINISO’s growing list of Greater Houston locations, joining its popular storefronts in Sugar Land’s First Colony Mall, Katy Mills Mall, and Mission Bend. Known for blending affordability with design-forward products and exclusive collaborations—ranging from Disney and Hello Kitty to Harry Potter and Chiikawa—MINISO has become a magnet for shoppers of all ages.
“MINISO has had great success with the Stone Hill store from Day One,” said Josh Friedlander, leasing director and development partner with NewQuest. “It opened the door to doing more deals in NewQuest’s developments.”
That momentum led to three new Texas leases signed simultaneously—in Rosenberg, Kyle, and Seguin—totaling nearly 20,000 square feet of retail space. These strategic expansions reflect MINISO’s aggressive push into high-growth areas and its alignment with communities that reflect Texas’ changing demographic landscape.
And few places exemplify that diversity better than Fort Bend County.
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Fort Bend County: A Magnet for Multicultural Retail
Once a rural suburb, Fort Bend County has become one of the most ethnically diverse counties in the United States, home to a population that speaks over 90 different languages. Its blend of cultures, rapid population growth, and strong local economy have positioned it as a prime location for retailers like MINISO, which thrives on "interest-driven consumption" and global brand collaborations.
Retailers with internationally-inspired inventories—especially those with strong appeal to younger, trend-savvy audiences—find a natural customer base in Fort Bend’s vibrant communities. For brands like MINISO, offering accessible products that are "aesthetically pleasing, fun, and practical" aligns well with the values of Fort Bend shoppers who prize both creativity and affordability.
“Co-tenancy is the common theme among the NewQuest projects that MINISO has selected,” Friedlander explained, referencing the high-profile brand synergy found in locations like Brazos Town Center, which already hosts national favorites alongside locally rooted businesses.
More Than Retail: MINISO’s Global Rise and Local Resonance
Founded by Guofu Ye in 2013, MINISO began as a passion project inspired by well-designed but affordable specialty stores Ye encountered overseas. The brand has since grown into a global retail giant with more than 7,800 stores across 111 countries and regions—including outposts in cities like Paris, New York, London, and now, Rosenberg.
With its U.S. footprint expanding rapidly—330+ stores and counting—MINISO's entry into Rosenberg signifies more than just another shop opening. It’s a nod to the evolving tastes of consumers and a celebration of the international influences shaping Texas suburbia.
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Whether you’re searching for kawaii collectibles, minimalist home goods, trendy tech accessories, or delicious snacks, MINISO offers a unique in-store experience where everyday items feel joyful and gift-worthy.
And in Fort Bend County—where communities are as multifaceted as the products on MINISO’s shelves—that experience is likely to resonate deeply.
Stay Tuned: Construction on the Brazos Town Center location begins mid-2026. For updates on store openings and product launches, follow @miniso.usa on Instagram or visit the retailer’s official site.
Tiffany Krenek has been on the My Neighborhood News team since August 2021. She is passionate about curating and sharing content that enriches the lives of our readers in a personal, meaningful way. A loving mother and wife, Tiffany and her family live in the West Houston/Cypress region.
