Pop Mart, the popular Chinese art toy phenomenon, is expanding its Barcelona footprint with a new store opening on the prestigious Passeig de Gràcia. This marks its fourth city location, with the new shop set to welcome its first customers on April 9. It takes over the space formerly occupied by the historic Perfumeria Regia for nearly a century.
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A spokesperson for the Asian company confirmed the opening date to the EFE news agency, with betevé reporting the news. This move marks another significant step in the brand’s rapid European expansion, placing it alongside luxury fashion houses and international brands on one of Spain’s most exclusive retail boulevards.
Rapid City Expansion
Pop Mart’s arrival on Passeig de Gràcia caps a remarkable period of growth in the Catalan capital. The brand first tested the waters with a highly successful pop-up space in late 2024 before establishing its first permanent store on Portal de l’Àngel in August 2025. A second outlet on Carrer de Pelai followed soon after.
Earlier this month, the company opened its largest Barcelona store to date in the Edifici Dau on Avinguda Diagonal. This major avenue will be further transformed by the city’s recently approved tram connection plan. This latest opening on Passeig de Gràcia, however, represents its most high-profile location yet.
A Prime Retail Address
The new store is located at number 39 Passeig de Gràcia, a site with a rich history. It was home to Perfumeria Regia from 1928 until the legacy business closed its doors in January. The location places Pop Mart directly beside Gaudí’s architectural masterpiece, Casa Batlló, and in the same block as luxury brand Loewe, cosmetics giant Sephora, and fashion retailers Brandy Melville and Levi’s.
The move sees the collectible toy brand joining a street known for its blend of modernist architecture and high-end retail, including the recently expanded Rabat jewellery flagship and other architectural gems like Casa Lleó Morera.
Fuelled by Collector Frenzy
Pop Mart has cultivated a global following through its “blind box” model, where customers purchase a sealed package containing a random character figure from a specific series. The brand is famous for its character lines, such as the sought-after Labubu dolls, which often inspire long queues of collectors at store openings. Barcelona has witnessed this phenomenon of eager customers lining up for new retail launches before, notably at the opening of TK Maxx’s first store in Spain.
The demand is so intense that online releases of new series, sometimes numbering in the hundreds of thousands, can sell out in minutes. This scarcity fuels a vibrant resale market, where certain rare figures can fetch several hundred euros.
This popularity is reflected in the company’s financials. The Hong Kong-listed firm saw its profits quintuple in the first six months of 2025, reaching $637 million (€551 million). Whilst its home market in China still accounts for 60% of its revenue, international sales are, however, surging. Revenue from the Americas grew twelve-fold in the first half of last year, now representing 16.3% of turnover. Europe, though currently a smaller market at 3.4%, is also a key growth area, with sales volume multiplying by eight over the same period.
