About Mirage Retail Group


Mirage Retail Group (Mirage) is the new name of the retail platform behind a number of trusted retail formats in the Netherlands, including: Blokker, Big Bazar and Intertoys, and recently also the driving force behind the new MINISO retail format. Mirage evolved from the former Blokker Holding and has a long history on the Dutch High Street.


Mirage positively impacts the Dutch retail market by surprising the market with relevant and future-proof retail formats. In doing so, we make the daily life of our customers more fun, easier and more sustainable.

As a family of enterprising people and organisations, we flexibly anticipate the ever-changing needs of consumers and market developments. We give our people the confidence to take initiative, take decisions and act quickly. In doing so, we stimulate individual leadership, entrepreneurship, cost awareness, optimal cooperation and positive results. We dare to try new things and make mistakes, and quickly discover areas of improvement.

Ultimately, this enables us to create value for each other, our customers, our employees, suppliers and other stakeholders. Winning together, now and in the future.

How we work

Mirage creates success by focusing on four core priorities.

Hands-on management


Mirage has appointed a strong new management with in depth retail experience and a hands-on mentality. In addition, the unnecessary double functions have been reduced.

Operational excellence


The operational side of the business has been optimized by focusing on the strong components within the group. But also by integrating operational matters so entities within the group can enjoy the benefits from this.

Financial strength


Mirage has created a stronger financial position by focussing on improved cash flow and larger margin.

Surprising the market


Mirage surprises the market with new and relevant store formats. The first MINISO store was opened in May 2020. Mirage is always exploring options for adding new formats to the group.