Corporate News

By Cathy Rose A. Garcia, Associate Editor

Daiso Japan ramps up expansion in Philippines

Posted on April 12, 2017

DAISO JAPAN is ramping up its store expansion this year, amid stiff competition posed by the entry of other affordable lifestyle brands from Japan, South Korea and China.

Daiso Japan opened its 60th store at the UP Town Center in Quezon City. -- DAISO JAPAN FACEBOOK PAGE
The partnership of Robinsons Retail Holdings, Inc. and Japan’s Daiso Industries Co. opened its 60th store at the UP Town Center in Quezon City last March 31.

Bernice Jayne Caioa-Bunoan, marketing manager of Daiso Japan in the Philippines, said the company is targeting to open 10 new stores, bringing the total to 70 by end 2017.

“We will have stores in Naga and Iligan. We’re also opening at Ayala Malls Feliz (in Cainta) and Cloverleaf in Balintawak,” she told BusinessWorld in a recent interview.

Daiso Japan unveiled a new design concept for its 60th store, which is brighter and more streamlined than the existing outlets.

“As you can see, the UP Town Center store has a different feel. It’s really airy, very modern but streamlined. And it gives customers enough space to shop around. We played around with wood and stainless for a Japanese feel,” Ms. Caoia-Bunoan said.

Daiso Japan offers around 10,000 items, ranging from home and kitchen products to beauty essentials to stationary. Most items are priced at P88, but some are sold for P188 and P288.

“We’re a one-price point store. One of our thrusts is to bring fun and creativity to our customers through the three pillars of the brand -- variety, quality and uniqueness,” she said.

Daiso Japan targets mostly female Filipino consumers in their early 30s.

“Cleaning, kitchen items -- home is the number one category, followed by stationary. The target market of Daiso is early 30s, young moms and young adults who are fond of stationary... Moms who are homemakers and into crafts,” Ms. Caoia-Bunoan said.

Other best-selling products include storage organizers, cleaning supplies, kitchen tools, as well as do-it-yourself items such as tools and small electronics.

Another growing category is pet products, such as pet clothes, food and accessories. Strong sales of pet products are expected at its UP Town Center branch, since the Ayala mall is known to be pet-friendly.

Ms. Caoia-Bunoan also noted a rise in the number of male customers, who purchase car and bike accessories, as well as DIY items.

Even though there are other brands like Miniso and Mumuso entering the market, Daiso Japan wants to distinguish itself with its hard-to-find products and quality.

“All items are ordered from Daiso Global, which ensures the quality. All the items have to pass through quality checks of Daiso Global. We don’t order direct from suppliers... It’s the same product quality in Japan and here,” she said.

The first Daiso Japan store in the Philippines in April 2009 at the Robinsons Galleria.

The Japanese brand is owned by Daiso Industries Co. Ltd. since 1977. Hirotake Yano founded the company, and first introduced in 1972 the concept of a shop selling products that cost only ¥100. In Japan, Daiso has over 2,400 stores and is present in at least 30 countries.