South Korea’s No Brand chooses Manila for first overseas foray

South Korean hypermarket operator E-mart is set to open its first overseas No Brand outlet in the Philippines.

No Brand is E-mart’s in-house label which sells food items and daily necessities that are less than half the price of those sold at its larger hypermarkets.

The first Philippine No Brand store will open on Friday (November 22) at Robinsons Galleria in Ortigas, a business district in Metro Manila. The store will feature an assortment of nearly 700 SKUs, says E-mart.

The opening is part of its agreement with Filipino retail group Robinsons Retail to operate 25 No Brand outlets and 25 Scentence beauty stores in the Philippines by next year.  

Shinsegae Group-owned E-mart operates more than 200 No Brand outlets in South Korea and plans to further expand the brand in Southeast Asia as part of a plan to boost offline sales.


The Gokongwei-led Robinsons Retail currently operates 1918 stores nationwide across formats including department stores, supermarkets, convenience stores, drugstores and specialty stores. 

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