Filipino supermarket chain Puregold plans 25 new stores this year as it vies for a greater market share.

It will invest 3 billion pesos ($233.3 million) to fund the expansion that it hopes will help it achieve 15 per cent growth this year.

Puregold is converting the sari-sari stores “Tindahan ni Aling Puring” into mini-marts, to help small enterprises take their businesses to the next level.

Sari-saris are ma-and-pa owned ‘hole-in-the-wall’ establishments where products for sale are hung on walls and windows.

“We will be taking care of renovating the store, providing guidance on what to sell, how much to price it, and how to merchandise it, so it will look good on the shelves,” said Antonio Delos Santos, VP for operations at Puregold.

The retailer ended 2013 with a network of 213 Puregold and S&R stores.