The new Miniso: 10 bargains and knockoffs you can find at Nome

What would happen if Ikea and Miniso had a lovechild?

Watch out Miniso: there's a new kid on the block. And it's stylish. It's 'Nordic'. Nordically stylish. Coming fresh out of Guangzhou – that famous hotbed of Nordic design – Nome is yet another marvellous emporium selling everything from homeware and electronics to cheap cosmetics and even clothing, and it opened several branches in Beijing this summer.

'Designed by Sweden, Made in China' is what we are told of their range, and posters in-store let us know that they have supposedly recruited product designers from across Northern Europe to envision their wares. Whatever the truth may be, Nome does appear to be an aesthetically superior take on Miniso, while also maintaining the mind-bogglingly cheap price point. The store does, however, bear several suspicious signs of actually just being Miniso under different branding, or sometimes just exactly the same:

Any scepticism aside, it’s actually fairly convincing, and we're into it – here are just a few of the many excellent bargains to be found at your nearest Nome.

Bluetooth speakers 

We've long been admirers of Miniso's range of affordable – and fully serviceable – Bluetooth speakers, so it's good to see Nome joining in the fun. The pick of their current range is this portable number (169RMB), fitted with a strap for handheld use, though it does also come with a stand for full hands-free Enjoyment of Music. Sound quality is decent, with a respectable level of bass coming through for such a bargain product. Along with the various other options in the range (priced 79.9-340RMB), it's a remarkably good alternative to spending around 1,000RMB on a Bose speaker.

Knockoff iPhone headphones 

Another classic from the Miniso canon, these earbuds bear a striking resemblance to the standard issue iPhone sets (before they went all fancy and wireless). Just like Miniso – but actually, exactly like Miniso (see below) – Nome's knockoff headphones (19.9RMB) offer an audio experience slightly inferior to the genuine Apple product, but if you're not an audiophile hellbent on ultra-fidelity, they are a decent choice. They are around ten times cheaper than Apple's real deal (229RMB) too.

Portable heater

This one is like a boombox, except, instead of pumping out fiery beats, it blasts out fiery heat onto your frozen existence. Winter may be coming, but cruise around town with a portable heater (99.9RMB) slung over your shoulder and you can stay cool in multiple different ways. Or just stay inside with it, that's cool too.

Cosmetics

The make-up section of Nome is pretty standard: spot the blush, concealer, lipstick, eyeshadow, eyeliner, etcetera etcetera. But with good prices and good quality, we're fans of the no-nonsense, simple stock. The eye make-up is especially notable, with dual-sided eyeliner (29.9RMB), eyeshadow pens (19.9RMB) and waterproof mascara (29.9RMB) working better than their contemporaries, and so far, we see no sign of glitter, neon blue or quirky new waterproofing techniques. These cheap essentials offer long-lasting, easy ways to make yourself feel like you're born with it.

Alongside the cosmetics sit the beauty tools, including fake eyelashes (9.9RMB), more varieties of eyelash curlers than one could ever think possible (9.9RMB) and, after some scrutiny, what we realised were 'eyelid shapers' (9.9RMB).

Fragrances

Whether you're looking to spice up the smell of your home or body, Nome has diffusers and sprays for all your needs. But actually, with two wall shelves of just home scents, they do have a rather good stock of sweet-smelling liquids, including tantalisingly questionable scents such as 'cosmos and jasmine', 'juicy fruity aromas' and 'apple sake' – alongside the more recognisable cardamom, sage, bergamot and water lily. 

Home diffusers (29.9-69.9RMB), essential oils (29.9RMB, with oil diffusers from 69.9RMB), candles (19.9-29.9RMB) and air fresheners (9.9-19.9RMB) come in a variety of these normal and not-so-normal smells, and the air fresheners (for your car or office!) are quite pretty really – there are no tree-shaped cardboard cutouts here. Finally, body sprays, including perfume mists (19.9RMB), offer a portable freshen-up for that Beijing bod.

Stationery 

Nome isn't breaking any particular ground with its stationery range, but it is functional, and it is affordable. Rainbow-coloured markers, exercise books (limited almost exclusively to A5, ranging from 14.9-24.9RMB), pens and sticky notes can all be found here, but for those after full office cubicle curation, Nome also offers a few frivolously pretty additions. Deck your desk out with cork pen holders, DIY cork trays, a sleek copper tray (24.9RMB) and acrylic organisers (29.9RMB). Acrylic organisers actually fetch a pretty penny at Muji (65RMB), so perhaps not so frivolous after all.

Cushions

Besides clothing, what perhaps sets Nome apart from its Miniso brethren is its expanded range of homeware and furnishings – and it's of a decent enough standard, too. Make a house a comfy home with a couple of cushions (19.9-49.9RMB), while a range of throws and blankets (from 29.9RMB), bathmats (19.9-79.9RMB) or even a footstool storage box (39.9RMB) also make for well-priced additions.

Crockery and tableware

Wanna host a dinner party that leaves your guests thinking, 'wow, those guys must be loaded, what with their impeccable taste and enviable selection of haute Nordic design tableware'? You bet you do, and Nome can get you there on a budget. The range of sleek and surprisingly robust crockery includes plates (19.9RMB each), bowls (14.9RMB each) and mugs (6.9-24.9RMB), all labelled with Ikea-like names such as 'Alören' and 'Nåntuna'. Cøøl.

The selection of lunchboxes and glass storage containers (from 9.9RMB) is also of note – time to stop using those single-use plastics everyone! – as well as cutlery and other tableware, including placemats, coasters and serving boards. Your dining room will be looking like The Georg in no time.

Luggage

Forget Miniso, Nome's packing heat in the form of MiniGo, a range of travel luggage that has most definitely not been inspired at all by Miniso. Right now, MiniGo only offers carry-on suitcases, which come in a vast colour spectrum of grey, grey-black and black. Lack of colour choice aside, they're actually pretty darn sturdy with a solid outer case and customisable lock. At only 399RMB, you probably also won't mind if your Go gets a bit battered during travel, making it a fair option for the budget-strapped traveller.

Clothing

Where Nome distinctly separates itself from Miniso is its range of clothing, which caters to both men and women. In true Nordic fashion, Nome's clothing design leans towards the minimal and understated, offering up classic, structured styles reminiscent of Japan's Muji (that other giant lifestyle chain). Unlike Muji though, Nome's price point is considerably lower, so don't except hefty wool-lined coats to get you through the winter, or even particularly tight stitching for that matter. However, for those after easy basics in an accessible colour palette (we're talking mustard, navy and khaki), Nome's clothes are good for a minor wardrobe refresh. 

Prices start at 49RMB for a simple cotton top (both men's and women's), hover around the 199RMB for shirts, and top out at 599RMB for a men's raincoat and 899RMB for a women's overcoat. You can even walk out head-to-toe in Nome with additional accessories such as beanies (29.9RMB), handbags (29.9-69.9RMB), backpacks (from 99RMB) and runners (129-149RMB). A final heads-up though: like a lot of clothing here in China, sizes definitely run small – we recommend trying things on in their change rooms first.

  Nome 22 Chaowai Shichang Jie, Chaoyang district.

 10am-10pm daily.

There are Nomes across the city, so head to nome.com to find your closest store.

For more great shops in Beijing, hit 'Read more'.

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