Miniso

In the world of design and fashion, less is more. This is particularly true in Asia, but is a good match for the Estonian approach to life as well: minimalism, shorn of excess; and modesty, but with an emphasis on practicality. Both of these values are embodied by MINISO, whose timeless range of homewares, toys and electronics is suited to contemporary and country homes alike. The quality is Japanese (which is to say lasting), the prices are reasonable and the selection on offer is broad and playful. In fact, the choice is so wide that MINISO can’t be labelled as just this or just that. Sure, it sells toys, and it sells cosmetics, but it’s not a toy shop, nor is it a beauty store – because it sells dozens, hundreds, quite possibly