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Manila Bulletin devider Technews devider nubia doubles down with higher investment, more kiosks, and nationwide rollout

nubia doubles down with higher investment, more kiosks, and nationwide rollout

Published Mar 9, 2026 09:53 am
nubia is scaling its Philippine retail presence, targeting 50 kiosks and 12 concept stores by end-2026 as part of an aggressive omnichannel expansion strategy that spans Metro Manila and key provincial cities including Davao and Dumaguete.
Retail growth in one year
Between 2024 and 2025, nubia expanded its kiosk count from five to 32 and its concept stores from two to six, while also introducing two premium lounges. Total retail touchpoints grew from 700 to over 1,200, and distribution stores increased from 800 to more than 1,400. The brand is targeting 1,500 retail touchpoints and 1,600 distribution stores by the end of 2026.
New Metro Manila locations opened in 2025 at SM City Sta. Mesa, SM City Sucat, and SM City Fairview — targeting students and young professionals, southern communities, and northern Metro Manila and nearby provinces, respectively.
2026 budget up 15%, with more if targets are exceeded
nubia Philippines Country Head Gavin Lian confirmed that the brand's 2026 retail investment budget is 15% higher than in 2025, with additional funds committed if performance continues to beat projections. The increased spending reflects the brand's strategy to compete more aggressively in the Philippine mid-range and gaming smartphone segments.
“The Philippines remains a key growth market for nubia, and our continued retail expansion across Mega Manila reflects that commitment," Lian said.
Expansion reaches Visayas and Mindanao
Beyond Metro Manila, nubia has lined up 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. The brand's 2026 mall partner network includes SM Malls, Robinsons Place, Waltermart, Gaisano Mall, Ayala Malls, Pacific Mall, NCCC Mall, BQ Mall, and KCC Mall — covering all three major island groups.
E-commerce momentum on TikTok Shop, Shopee, and Lazada
On the digital front, nubia sustained strong e-commerce performance in 2025 across all three major Philippine platforms. TikTok Shop sales peaked in November and December. Shopee delivered consistent results year-round. Lazada's strongest months were June and December, driven by major campaign periods.
nubia is maintaining platform partnerships to offer exclusive deals and promotional pricing, making its devices more accessible across income brackets.
After-Sales: Drop-off points in all MemoXpress stores nationwide
nubia has established after-sales drop-off points in every MemoXpress branch across the Philippines, addressing a key concern for consumers purchasing smartphones outside of major urban centers.
Gaming series launch expected March 2026
The brand is set to launch a new gaming-focused smartphone series in March 2026, targeting Filipino gaming communities. nubia has not disclosed specific model names or pricing ahead of the announcement.
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