No Brand, Scentence Stores Set up Abroad

A Scentence store which was opened in Al Nakheel Mall in Riyadh, Saudi Arabia in July this year.

E-Mart is expanding its franchise business overseas. The company announced on Nov. 19 that it has signed a franchise agreement with Robinsons Retail, the second largest distribution group in the Philippines, to export its specialty brands to the Southeast Asian country.

Robinsons Retail is currently running 47 shopping malls, 49 department stores, 130 supermarkets, and 3,000 convenience stores and specialty stores in the Philippines.

As a first step under the contract, Robinsons Retail will set up and operate 25 "No Brand" stores and another 25 "Scentence" stores in major shopping malls and department stores in the Philippines by 2020.

No Brand is a private brand introduced by E-Mart while Scentence is the retailer’s own cosmetics brand.

E-Mart will provide its No Brand and Scentence products to Robinsons Retail. Through this partnership, E-Mart can reduce risks from entering an overseas market, improve its brand image, and expand exports.

The deal expands the overseas franchise business of ​​E-Mart to Southeast Asia following the Central Asia (two E-mart stores in Mongolia) and the Middle East (one Scentence store in Saudi Arabia).

The deal is also expected to give domestic SMEs a channel to export their products to the Philippines as 70% of E-Mart’s No Brand products come from SMEs,

Scentence stores in the Philippines will offer items tailored to local weather conditions such as those with enhanced skin-lightening and ultraviolet protection capabilities.

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