nubia Boosts PH Expansion with Wider Retail Footprint, Higher 2026 Investment
nubia is deepening its commitment to the Philippine market with an expanded retail footprint across Mega Manila, a 15% increase in retail investment for 2026, and sustained growth across major e-commerce platforms.
The brand recently opened its sixth concept store at SM City Fairview, reinforcing its presence in key commercial hubs. Following its initial retail rollout in 2024, nubia accelerated expansion in 2025 with additional stores at SM City Sta. Mesa and SM City Sucat, targeting densely populated residential and commercial districts in Metro Manila.
“The Philippines remains a key growth market for nubia, and our continued retail expansion across Mega Manila reflects that commitment,” said Gavin Lian, Country Head of nubia Philippines. “We are building a stronger omnichannel presence that makes nubia more accessible to Filipino consumers.”
Strong Offline Growth from 2024 to 2025
Between 2024 and 2025, nubia significantly scaled its physical retail operations. Kiosk locations grew from five in 2024 to 32 by the end of 2025, with a target of 50 in 2026. Concept stores expanded from two to six during the same period and are projected to double to 12 this year. The brand also introduced two premium lounges in 2025 as part of its elevated retail experience strategy.
Overall retail touchpoints increased from 700 in 2024 to over 1,200 by the end of 2025, with a goal of 1,500 in 2026. Distribution stores likewise grew from 800 to more than 1,400, with plans to reach 1,600 by year-end.
On the after-sales front, nubia established drop-off service points in all MemoXpress stores nationwide, broadening customer access to support services as its user base expands.
Lian noted that each store serves a distinct demographic: Sta. Mesa connects with students and young professionals, Sucat strengthens reach in southern Metro Manila, and Fairview anchors the brand’s northern presence and nearby provinces.
Expanding Beyond Mega Manila
Beyond the capital region, nubia is extending its footprint nationwide. Upcoming locations include a concept store at NCCC Mall Davao and another at Robinsons Place Dumaguete, along with kiosk openings in Waltermart malls and additional Pacific Mall branches across Luzon.
The company is collaborating with major mall operators including SM Malls, Robinsons Malls, Ayala Malls, and other regional retail groups as part of its 2026 roadmap—signaling an ambition to build a truly nationwide presence across Luzon, Visayas, and Mindanao.
Sustained E-Commerce Momentum
Complementing its offline growth, nubia continues to post strong results across TikTok Shop, Shopee, and Lazada.
TikTok Shop sales gained steady traction toward year-end, with November and December emerging as peak months. Shopee delivered consistent performance throughout 2025, while Lazada recorded standout results during major sales periods, particularly in June and December. The brand attributes its online success to close collaboration with platforms on exclusive deals and campaign-driven promotions.
With both offline and online channels expanding in tandem, nubia’s omnichannel strategy continues to strengthen its market reach.