Mega Manila store openings, increased 2026 retail investment, and sustained e-commerce momentum underscore the brand’s rising market presence in the Philippines
Global smartphone brand nubia is doubling down on its long-term commitment to the Philippine market with an aggressive retail expansion across Mega Manila, backed by a growing nationwide presence, increased retail investments, and sustained momentum in e-commerce.
Following its initial retail push in 2024—marked by the opening of its first concept stores and kiosks in select SM malls—nubia accelerated its expansion in 2025 with new locations at SM City Sta. Mesa, SM City Sucat, and SM City Fairview. These sites were strategically selected to reach some of Metro Manila’s most densely populated residential and commercial hubs.
Building on this momentum, nubia confirmed that its 2026 retail expansion budget is 15% higher than in 2025, with additional investments planned should performance continue to exceed expectations. The company’s expanding physical footprint is further supported by strong sales growth across major online platforms, including TikTok Shop, Shopee, and Lazada—reinforcing nubia’s omnichannel strategy to make its products more accessible to Filipino consumers.
“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 Retail Growth from 2024 to 2025
Between 2024 and 2025, nubia significantly scaled up its offline retail footprint as part of its strategy to bring the brand closer to customers through physical stores and mall-based touchpoints.
The company expanded its kiosk network from five locations in 2024 to 32 by the end of 2025, with a target of 50 kiosks by 2026. Meanwhile, the number of concept stores grew from two to six, and is projected to reach 12 locations this year. To elevate the customer experience further, nubia also introduced two premium lounges in 2025.
Across its retail network, nubia’s total retail touchpoints increased from 700 in 2024 to more than 1,200 by the end of 2025, with a target of 1,500 by 2026. Distribution stores also expanded from 800 to more than 1,400, with plans to reach 1,600 nationwide by the end of the year.
On the after-sales front, nubia has strengthened customer support by establishing drop-off service points in all MemoXpress stores nationwide, ensuring wider access to service and assistance as the brand’s customer base continues to grow.
“Each new store strengthens our offline presence and allows us to serve customers more directly across Mega Manila,” Lian added. “In Sta. Mesa, we connect with students and young professionals. Our Sucat locations enable us to reach communities in the south, while Fairview anchors our presence in the north and nearby provinces. We are investing more aggressively in physical retail to meet the growing demand in the Philippines for accessible lifestyle and gaming devices.”
Expanding Beyond Mega Manila
Beyond the capital region, nubia is preparing additional store openings across the country as part of its nationwide expansion strategy.
Upcoming locations include a concept store at NCCC Mall Davao and another at Robinsons Place Dumaguete, alongside kiosk openings in Waltermart malls and additional Pacific Mall sites across Luzon.
To support this expansion, nubia has strengthened partnerships with major retail developers, including SM Malls, Robinsons Place, Waltermart, Gaisano Mall, Ayala Malls, Pacific Mall, NCCC Mall, BQ Mall, and KCC Mall. These collaborations aim to establish a truly nationwide retail network spanning Luzon, Visayas, and Mindanao.
Sustaining Momentum Across E-Commerce
Alongside its physical expansion, nubia continues to grow its presence across leading e-commerce platforms such as TikTok Shop, Shopee, and Lazada, maintaining strong performance during major campaign periods and seasonal sales.
On TikTok Shop, sales steadily climbed toward the latter part of the year, with November and December emerging as the brand’s strongest months. Shopee delivered consistent growth throughout 2025, while Lazada posted standout results during peak periods, particularly in June and December, when consumer demand surged.
Through these platforms, nubia has also collaborated closely with e-commerce partners to offer exclusive deals, promotions, and campaign-driven discounts—making its smartphones more accessible to a broader range of Filipino shoppers.
The Next Chapter: Expanding nubia’s Product Portfolio
Looking ahead, nubia is preparing to introduce new additions to its smartphone lineup in the Philippines, including the highly anticipated launch of a new gaming-focused series designed for performance-driven users.
Scheduled to arrive this March, the upcoming release highlights nubia’s commitment to delivering powerful yet accessible devices tailored to the growing community of Filipino mobile gamers and tech enthusiasts.
With a rapidly expanding retail network, strong e-commerce presence, and an evolving product portfolio, nubia is positioning itself to bring its next wave of innovations even closer to Filipino consumers across the country.
