Emart signs franchise agreement on private brands in Philippines

Lim Chang-won Reporter() | Posted : November 19, 2018, 10:09 | Updated : November 19, 2018, 10:09

[Courtesy of Shinsegae]

SEOUL -- E-mart, the hypermarket wing of South Korea's retail conglomerate Shinsegae, has signed a franchise agreement with Robinsons Retail, the second-largest multi-format retailer in the Philippines, to export private brands.

Emart said Monday that under an agreement signed last week, Robinsons would set up 25 No Brand outlets and 25 Scentence outlets by 2020 in the Philippines. The agreement underlines Emart's efforts to expand its presence in Southeast Asia.

Emart has diversified its lineups with specialty stores that focus on a particular concept. At home, the hypermarket brand has charmed consumers with private brands such as No Brand, a budget food and daily supplies brand, and Peacock, a premium ready-to-eat food brand. Emart's cosmetic brand, Scentence, sells skin and body care products favored by cost-conscious consumers.

No Brand lowered prices by eliminating the cost of branding and packaging with its lineup of products ranging from potato chips to batteries, notebooks, tissues and microwaves.
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