Chinese smartphone brand nubia is stepping up its expansion in the Philippines, increasing its retail budget for 2026 and widening its physical and online presence across the country.
The company recently opened its sixth concept store at SM City Fairview, adding to earlier locations in SM City Sta. Mesa and SM City Sucat as part of its push across Mega Manila.
The expansion builds on its initial retail rollout in 2024, when nubia began opening concept stores and kiosks in select SM malls.
nubia said its 2026 retail expansion budget is 15% higher than in 2025, with additional investments possible if performance continues to exceed targets.
“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. “We are building a stronger omnichannel presence that makes nubia more accessible to Filipino consumers.”
From 2024 to 2025, the brand expanded its kiosk network from five to 32, with a target of 50 by end-2026. Concept stores increased from two to six over the same period and are projected to reach 12 this year. Two lounges were also introduced in 2025 as part of its premium retail rollout.
Retail touchpoints grew from 700 in 2024 to more than 1,200 by end-2025, with a 2026 target of 1,500. Distribution stores rose from 800 to over 1,400, with plans to reach 1,600 this year.
nubia has also set up after-sales drop-off points in all MemoXpress stores nationwide to support its growing customer base.
“Each new store strengthens our offline presence and allows us to serve customers more directly across Mega Manila,” Lian added.
“In Sta. Mesa, we connect with students and young professionals. Our Sucat locations enable us to reach communities in the south, while Fairview anchors our presence in the north and nearby provinces. We are investing more aggressively in physical retail to meet the growing demand in the Philippines for accessible lifestyle and gaming devices.”
Beyond Metro Manila, nubia has lined up additional stores, including a concept store at NCCC Mall Davao and another at Robinsons Place Dumaguete, along with kiosk openings in Waltermart and Pacific Mall locations.
The company is also sustaining sales momentum online through TikTok Shop, Shopee, and Lazada, with November and December cited as strong months on TikTok Shop, steady performance on Shopee throughout 2025, and peak-period gains on Lazada, particularly in June and December.
Looking ahead, nubia plans to introduce a new gaming smartphone series in the Philippines this March as part of its expanded product lineup.
