ALL THINGS KOREAN AND AFFORDABLE AT THE FIRST NO BRAND STORE IN MANILA
No Brand in Robinsons Galleria highlights utility over vanity, value over appearances: ‘No-frills packaging means less marketing expense.’
Wise shoppers know all too well that just because something costs more doesn’t always mean it’s the best. That, in essence, is the reason why more brands now focus more on their products’ quality than unnecessary frills.
One of Korea’s biggest retail stores, No Brand, opened its first store in the Philippines just last week. Located on the second floor of Robinsons Galleria in Ortigas, the store bears a striking resemblance to other popular no-name brands overseas with its minimalist and clean two-tone (yellow and black) packaging and factory outletinspired design, with shelves filled with straight-from-the-crate/box products.
Here, the smart consumer takes center stage as No Brand highlights utility over vanity, value over appearances. The brand’s philosophy is simple: “No-frills packaging means less marketing expense.” So you’re not paying for the brand, but the quality of the products.
“No Brand looks for the best manufacturers, not just in Korea but all over the globe to develop different products, from food items to home necessities,” explains Daisy Lyn G. Sy, No Brand Philippines merchandising director, as she gave us a tour of the store prior to its formal opening. “They want to address your needs and wants without the usual marketing/branding strategies. In that way, they get to offer the best products minus the hefty price tags.”
Launched in 2015 by Korea’s leading retailer, E-mart, No Brand is popular in Korea, with 258 locations.
“Last year, Robinsons Retail Holdings Inc. Philippines (RRHI) was approached by E-mart and asked if we would be interested in bringing No Brand here to Manila,” shared Sy.
A team from RRHI visited the biggest No Brand branch in Korea, looked at the assortment and quality of the products being offered and was impressed.
“We thought that it would be a viable business, knowing how Filipinos love all things Korean,” enthused Sy.
And so a deal was forged late last year between two retail industry leaders to bring No Brand to the Philippines.
“We are confident that together, we will be able to widen the presence of No Brand in the Philippines by opening more branches,” noted Manjoon Song, senior vice president No Brand Division, E-mart, who flew in from Korea just for the opening.
LET SMART SHOPPING BEGIN
Hours before the store opened, shoppers were already lining up outside the store. It seemed like they all wanted to get ahold of the French chocolate, coconut and butter cookies in tubs prominently displayed by the entrance, which sells for less than P200/tub.
“Those are must-buys,” advised Aja Totanes, No Brand Philippines marketing manager, as she led us to a shelf filled with chocolates that sell for less than P80/ bar, also from France. “Better get ahold of these, too, because even Korean nationals hoard them.”
No Brand has such a wide assortment of products and sadly, RHHI couldn’t bring them all here.
“There are popular food items that have a very short shelf life,” explained Sy. “There are some as short as seven days, like the banana and strawberry milk drink. So we concentrated mostly on products that have a shelf life of more than six months.”
No Brand also carries a selection of Filipino brands that Koreans who live in the Philippines love, and buy as pasalubongs for their loved ones back home.
“That’s why you’ll find House of Polvoron (HOP), picked mangoes in tetra packs, dips, even rice,” noted Sy.
And, much like a regular supermarket, No Brand definitely has everything — from food items to bath and body and other unique finds — all shipped from Korea and sold at very affordable prices.
Consider, for example, their washable and reusable paper towel sheets that come in big rolls.
No Brand also has sanitary products, laundry detergents and cleaning solutions. But most surprising is this laundry bar specifically made for washing your undies. A 150g bar costs P56.50.
Another bestseller that retails for P60 to P70 is the potato chips, which come in purple taro, sour cream and nori-wasabi flavors.
And, of course, what is a Korean grocery without the essentials: microwaveable meals, noodles, kimchi and specialty ice cream. Melona, anyone?
“The reason why No Brand’s ready-to-heat meals are very popular in Korea is because there are a lot of single people there,” Sy said. “Most of them live alone and feel that it’s more convenient to just buy ready-to-eat food items than to cook.”
Here, there’s a section devoted to ready-to-cook and ready-toheat food items like pizza, barbecue short ribs, dim sum, chicken skewers, shrimp poppers, pre-marinated choice cuts, as well as breaded pork and chicken cutlets. There’s also cooked rice (white, brown and black) and stir-fried rice (octopus- and shrimpflavored).
But, more than the food, I believe millennials will be attracted to No Brand’s line of beauty products, from facial masks to green tea toners and serums to calamine wipes and lotions.
“No Brand’s philosophy of advocating smart shopping is aligned with Robinsons Retail’s mission of providing top-quality products at prices customers can well afford,” says Jody Gadia, RRHI supermarket segment managing director. “We are excited and proud to partner with them.”
Well, two days after the opening I went back to No Brand and guess what? All the chocolate bars and French butter and chocolate chip cookies were gone! I should have heeded Aja’s advice. But the manager on duty said they’re replenishing stocks this week.
Don’t wait until supplies run out. Do your Christmas shopping at No Brand now!