GADGETS | nubia accelerates PH expansion with new stores, higher 2026 investment
According to the company, its retail investment budget for 2026 is 15% higher than in 2025, with the possibility of further increases if sales targets are exceeded.
Smartphone brand nubia is expanding its retail network in the Philippines, increasing investment and strengthening its online sales channels as it pushes for broader market reach in 2026.
The smartphone brand said it is accelerating its presence across Metro Manila and other regions, combining new mall stores, kiosk expansion and e-commerce partnerships to support its growth strategy. The expansion includes the opening of additional concept stores in major shopping centers and the continued rollout of retail kiosks nationwide.
According to the company, its retail investment budget for 2026 is 15% higher than in 2025, with the possibility of further increases if sales targets are exceeded.
“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.
nubia began expanding its physical retail presence in 2024 with its first concept stores and mall kiosks. The push accelerated in 2025 with additional locations at SM City Sta. Mesa, SM City Sucat and SM City Fairview. These areas serve large residential and commercial communities in Metro Manila.
The company’s retail network has grown rapidly in the past two years. Kiosk locations increased from five in 2024 to 32 by the end of 2025, with a target of 50 in 2026. Concept stores grew from two to six during the same period and are projected to reach 12 this year. The brand also introduced two lounges in 2025 as part of its premium retail rollout.
Across the country, nubia said its retail touchpoints expanded from about 700 in 2024 to more than 1,200 by the end of 2025, with a target of 1,500 in 2026. Distribution stores likewise grew from 800 to more than 1,400, with plans to reach 1,600 by the end of the year.
To support after-sales services, nubia has established drop-off service points in MemoXpress stores nationwide.
Outside Metro Manila, the company is preparing new locations including a concept store at NCCC Mall Davao and another at Robinsons Place Dumaguete. Additional kiosk openings are planned in Waltermart malls and Pacific Mall locations across Luzon.
nubia said it is working with mall partners as part of its nationwide expansion, including SM Malls, Robinsons Place, Waltermart, Gaisano Mall, Ayala Malls, Pacific Mall, NCCC Mall, BQ Mall and KCC Mall. The strategy aims to build a retail presence across Luzon, Visayas and Mindanao.
Alongside physical retail growth, the brand is expanding its online sales channels through TikTok Shop, Shopee and Lazada. The company said its online sales remained strong in 2025, particularly during major campaign periods and the holiday season.
nubia added that it plans to expand its smartphone lineup in the Philippines, including the launch of a new gaming series scheduled for release in March.
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