After a period of rapid expansion in Vietnam, lifestyle retail chain Oh!Some is shrinking its presence there.

According to local sources, Oh!Some’s operations in Vietnam appear to be scaling down, with multiple stores having closed and uncertainty surrounding the future of its remaining locations.

Some sources believe the brand may exit the market altogether. Mounting losses, as well as high rents in prime locations, rising operating and logistics costs, and labour expenses have put increasing pressure on the retailer, people familiar with the matter told Inside Retail.

The brand opened its first store in Vietnam in April last year, followed two months later by its largest flagship store at Vincom Center Dong Khoi in the heart of Ho Chi Minh City. Spanning 2000sqm, the store marked an ambitious step for Oh!Some’s local expansion strategy.

Beyond Vietnam, the company had outlined plans to expand across Asia, targeting markets including Thailand, Singapore, Cambodia and Hong Kong, while identifying Indonesia as a key growth market.

However, Oh!Some has reportedly closed all its stores in Singapore, and its sole Hong Kong store has also closed. These developments have fuelled speculation that the retailer could scale back operations in other Southeast Asian markets.

Oh!Some, headquartered in Singapore and owned by Blue Origin Group, operates in the affordable lifestyle retail segment, offering products across beauty, homeware, accessories, toys and everyday essentials.

It remains unclear when Oh!Some could complete a potential exit from Vietnam or outline its plans for its remaining stores. The company has yet to publicly comment on its strategy.