Austrian premiere: HEMA opens its first Miffy pop-up store in Vienna

HEMA is now bringing the popular cult character Miffy to Austria: the first Austrian pop-up store dedicated to the Donauzentrum in Vienna, the first Austrian pop-up store dedicated to the iconic rabbit character nijntje (known internationally as Miffy) is opening. Following it´s great success in the Netherlands, Belgium and Germany, the Miffy experience is now
coming to the Austrian capital. Until the end of the year, HEMA invites you to discover Miffy's world.

In cooperation with Mercis, the company behind Miffy, a pop-up store has been created in Vienna that delights fans of all ages. Visitors can stroll through Miffy's world, discover new products from the HEMA x Miffy collection and take souvenir photos in front of the lovingly designed photo wall featuring the popular cult figure.

‘We are delighted to be bringing the Miffy concept to Vienna,’ explains Maike Ahrens, Marketing Manager Germany & Austria at HEMA. "HEMA and Miffy share their Dutch roots and have been an integral part of everyday family life for many generations. The new HEMA x Miffy collection offers something for all ages, from clothing and stationery to kitchen utensils, combining functionality with iconic rabbit designs."

Miffy herself visited the pop-up store for the grand opening. At the ‘Meet & Greet with Miffy’, fans were able to take souvenir photos and receive small surprises. The first 100 guests received an exclusive goodie bag. Even after the opening weekend, customers who spend €20 or more will receive a free Miffy book.

Opening hours

The Miffy pop-up store will be open from 10 October to 31 December 2025:

• Monday to Friday: 9:00 a.m. – 8:00 p.m., Saturday 9:00 a.m. – 6:00 p.m.
• Westfield Donau Zentrum, Level 1, Wagramer Straße 94, 1220 Vienna

The entire HEMA x Miffy collection is available exclusively in this store, and some items are also available in other selected HEMA stores in Austria. For more information, please visit: www.miffy.com.at