Japan's ABC-MART enters the Philippine market with BGC flagship

Japan’s ABC-MART is setting foot in the Philippines, marking its latest international expansion with two upcoming store openings in Metro Manila. As the fifth overseas market in the company’s growing footprint, the move signals confidence in the country’s rising youth consumer segment and evolving retail landscape.

The footwear retailer, known for its multi-brand approach, will open a flagship “ABC-MART GRANDSTAGE” store in Bonifacio Global City (BGC) this September. A second store will follow in November inside the Mitsukoshi mall, also in BGC but with a family-oriented retail format.

For the Tokyo-headquartered company, the Philippines offers more than just a new location - it represents a strategic bet on demographics and consumer behaviour. “The Philippines is said to be in a ‘demographic dividend period,’ which means that consumption is expected to expand,” the company stated.

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With a population skewed young and forecasted to grow through 2050, ABC-MART sees fertile ground for its multi-brand model, especially among urban, style-conscious consumers.

The company’s retail strategy centres on offering a curated mix of global footwear brands under one roof, an approach it believes resonates with Filipino consumers’ appetite for trend-forward options and international labels.

Partnerships are playing a key role in the market entry. ABC-MART has established a joint venture with SONAK, a local company with deep ties to the Philippine sports market and retail developers. The collaboration is aimed at helping the Japanese retailer navigate local preferences and deliver a tailored customer experience.

“This will enable us to understand the Philippine market while localising our strengths, such as sales capabilities and a product lineup centred on women’s footwear,” the company explained.

The BGC area - often billed as Metro Manila’s most future-forward district - was chosen deliberately. Its mix of affluence, international business presence, and youthful footfall offers a strong testing ground for brand reception.

While the first stores are focused on the capital region, ABC-MART is already eyeing regional cities. “We plan to open five stores in fiscal 2026,” the company said, with Cebu and Davao under consideration. These store openings will serve as a litmus test for wider regional expansion and allow the brand to “learn about the differences in fashion preferences” across Southeast Asia.

For now, the financial impact on ABC-MART’s current fiscal performance is expected to be minimal. But the company appears to be playing the long game, betting that Southeast Asia’s next wave of consumers will walk straight into its stores.

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