Mini Mall Storage spent 2024 focused on driving brand and service standards within our organization. From revenue management — including the successful rollout of a 4-week billing cycle — to a major emphasis on capital projects and property upgrades through paving, roofing, and doors, we continued to differentiate our business by showcasing our deep commitment to operational excellence across every level of our teams.
Mini Mall Storage Properties
Mini Mall Self-Storage was established in Calgary in 1977 by Joseph Giuffre, who saw the potential for the self-storage industry in Canada. In 2020, Anthony Giuffre, founder and CEO of Avenue Living and Joseph Giuffre’s son, took over the business his father built and re-branded it to Mini Mall Storage Properties (Mini Mall). As of December 31, 2024, Mini Mall manages over 9 million square feet across more than 230 self-storage facilities in Canada and the United States, amounting to approximately $2 billion in assets under management.
Adam Villard
CEO, Mini Mall Storage Properties
Centralized Business Systems in Calgary & Dallas
With operational hubs rooted in both Calgary and Dallas, Mini Mall is positioned to offer comprehensive business support to its network of North American self-storage properties. The organization has centralized various functions across the portfolio to drive improvements in facilities management, customer service excellence, employee experience, and revenue management.
Hub-and-Spoke Operating Model
Mini Mall’s innovative hub-and-spoke operating model uniquely positions the organization for success in primary, secondary, and tertiary markets. At the heart of it is the commitment to ensuring that no facility is more than a 45-minute drive from a central management center. This proximity enables managers to be readily available for on-site interactions with customers when necessary, fostering a strong sense of personalized service. Our approach marks a significant departure from the traditional self-storage model, where legacy sites often require an average of two full-time employees for smooth operations. Mini Mall efficiently manages a 1:1 automated-to-manned site ratio within a 100-kilometre radius, yielding an impressive 0.9 full-time employees per site in the field. This streamlined approach not only maximizes efficiency but also significantly reduces operational costs, enhancing the company’s competitive advantage.
Leveraging Technology
Innovation and technology are at the forefront of Mini Mall’s operational evolution. The implementation of a unique technology stack across all assets has revolutionized the way Mini Mall conducts business, resulting in benefits for the customer and organization. Investments in cutting-edge solutions, such as advanced security systems, online rental platforms, and customer relationship management software, have transformed day-to-day site management. These innovations empower customers with increased flexibility, allowing them to rent units, receive invoices, and even access facilities without any human interaction if they wish. This modern approach aligns with the evolving needs and preferences of today’s consumers, providing a seamless and contactless experience. In addition, the adoption of sophisticated revenue management systems has optimized pricing strategies, enabling Mini Mall to maximize asset performance while offering competitive rates to customers. With a strong tech strategy, Mini Mall continues to stay ahead of industry trends, delivering enhanced value to customers while maintaining operational efficiency.
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Enriching Our Markets by Supporting Local
A key element of the Mini Mall Experience is our dedication to our employees and making customer-focused decisions. We achieve this by investing in the communities we serve. In addition to hiring locally and supporting local vendors, Mini Mall Storage doubled down on its commitment to the community in 2024.Â
Over the past year, through our Charity Empowerment program, we have directly supported causes in approximately 25 markets. Driven by our local operations teams, this initiative focuses on advancing causes that benefit and enrich the communities where our employees live and work. We are proud to support local initiatives such as a library fundraiser in Loganville, GA, an animal shelter in Parkersburg, WV, a food bank in Barrhaven, ON, and the Jasper Fire Community Fund in Jasper, AB.Â
In 2024, Mini Mall Storage sponsored more than 40 local sports teams, ranging from professional teams like the QMJHL Blainville-Boisbriand Armada in Quebec to high school teams like the Moulton Red Devils Football team in Alabama.
We also empowered our employees to get out into the community and engage in local events. Over the holidays, our employees participated in Christmas parades held in markets like Johnson City, TN, Salina, KS, and Stittsville, ON.
We also held customer-focused events in Maple Ridge, BC, Anderson, SC, Hot Springs, AR, and more. These gatherings included food, raffles, and kid-friendly activities, as well as site tours and 1-on-1 facetime with our employees.
These initiatives continue to reinforce the Mini Mall Experience with our customers by engaging them in a positive and constructive effort to enrich their communities. We are excited to continue scaling up and increasing our local support in 2025.
Hear What Our Customers Are Saying
“Great quality and fair pricing. All facilities are secure with fencing and a passcode to open the gate! Wouldn’t store my stuff with anyone else.
Highly recommend.”
Trevor W.Cross Lanes, West Virginia 
“By far, the easiest experience I have EVER had with renting a storage unit, and I’ve rented a lot in my days! Everything was done online through their website, including all signatures, payments, gate codes, lock codes, etc. I am very impressed and would highly recommend it. I’ve recently taken possession of my unit and have only been once, but was in and out in no time!”
Tanya D.Cornwall, Ontario
“I had a great experience with Mini Mall Storage in Avon, IN. The facility is clean, well-maintained, and easy to access. The prices are reasonable, and Diane was incredibly helpful in getting me set up and making the process smooth and stress-free. Highly recommend!”
Elise H.Avon, Indiana
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Investing in Our Assets
At Mini Mall, we’ve implemented a focused capital expenditure plan to enhance our stores and improve the overall customer experience. This year, we invested in our properties to enhance functionality, aesthetics, and security — cementing them as spaces customers trust and value. From paving and painting to installing new doors, these upgrades are designed to drive long-term value while aligning with our strategic goals.
By collaborating closely with local vendors and maintaining clear communication, we’re ensuring that these upgrades are completed efficiently and to a high standard.
Through careful planning and ongoing monitoring, we’re committed to making thoughtful improvements that will benefit our customers and our business for years to come.
The Mini Mall Experience
Three key components of our business — driven by the delivery of an exceptional multi-faceted customer experience — constantly interact to bolster success.Â
Employee experience
An effective Employee Experience is vital for building a strong organizational culture where employees feel valued. We are proud to have a workplace that fosters respect, development, and recognition, ensuring a consistent positive environment that boosts engagement and productivity across all locations.​
​Brand Experience
A consistent Brand Experience is crucial as the foundation of the Mini Mall Experience. It distinguishes the company in the market, while driving trust and recognition.​ ​
​Service Experience
An exceptional Service Experience creates genuine connections with customers. It builds lasting relationships, ongoing loyalty, and sets us apart to drive strong performance.
