Miniso Intensifies Share Repurchase Program to Bolster Value

The Chinese variety retailer Miniso Holding Ltd is aggressively executing its share buyback strategy, conducting recent transactions in both Hong Kong and New York. This disciplined capital allocation approach aims to enhance shareholder value by reducing the number of shares available on the market. The critical question for investors is whether this financial maneuver will solidify the operational recovery the company has demonstrated in recent months.

Supporting these financial actions is a positive operational trend. Analysts note that the company’s revenue on a same-store sales basis has been on an upward trajectory since mid-2025. A key driver behind this rebound has been the successful rollout of licensed intellectual property (IP) products and collectible toys. This strategic focus appears to be resonating not only with its core Gen-Z demographic but also with wealthier, older customer segments.

As Miniso continues its aggressive international expansion, market observers are closely monitoring the company's ability to maintain store productivity in more mature, saturated markets. Balancing global growth with local store efficiency remains a central challenge for the upcoming quarters.

Recent Buyback Activity Details

The company's latest repurchase activity occurred on January 27, involving the acquisition of 52,600 of its own shares on the Hong Kong exchange. The transaction prices ranged from 36.50 HKD to 37.28 HKD per share, resulting in a total outlay of approximately 1.94 million HKD for the day.

Should investors sell immediately? Or is it worth buying Miniso Holding Ltd?

This follows a similar move in the United States, where Miniso previously repurchased 51,068 American Depositary Shares (ADSs) on the New York Stock Exchange.

Capital Strategy and Authorization

These purchases are part of an automatic share repurchase program initially authorized by shareholders in June 2025. The program's ultimate goal is the cancellation of the repurchased securities. By shrinking the public float, management intends to increase the proportional ownership and claim on future earnings for remaining shareholders.

Upcoming Financial Report

The next operational report is expected to provide clearer insight into the company's underlying financial strength. Miniso is scheduled to release its unaudited financial results for the quarter ended December 31, 2025, around March 20, 2026. This earnings report will be scrutinized for the contribution of holiday season sales to overall growth and the extent to which the brand's global presence is supporting profit margins.