Manila, Philippines – The Department of Trade and Industry (DTI) has welcomed the recent expansion of the ‘niko and…’ fashion brand, which is part of Japanese retailer Adastria, to the Philippines.
The store’s opening marks a significant milestone in Adastria’s strategic international expansion, and highlights the Philippines’ growing appeal as a retail investment destination.
To facilitate its entry into the Philippines, Adastria formed a joint venture with the Primer Group of Companies. This venture was established with an initial capitalization of PHP160m (US$2.85m). It sees Adastria holding a 75% stake and Primer the remaining 25%.
This partnership ensures the seamless integration of Adastria’s global brand management standards with Primer’s extensive local market expertise.
Adastria has emphasised the significance of the Philippine market for the company’s Southeast Asia expansion, which is driven by the country’s young demographic, growing fashion consciousness, and increasing disposable income.
With the support of PTIC Tokyo and Primer Group, Adastria is poised to deliver an exceptional retail and e-commerce experience tailored to Filipino consumers.
“Adastria’s entry into the Philippine market marks a significant milestone in the evolving Philippine-Japanese partnership in the lifestyle and retail sectors. It stands as a prime example of how collaborative efforts between government initiatives and private sector dynamism can lead to mutually beneficial outcomes—fostering economic growth, enhancing consumer options, and driving innovation across industries,” said Department of Trade and Industry (DTI) Secretary Cristina A. Roque.
Meanwhile, Commercial Counselor and Special Trade Representative Dita Angara-Mathay shared that Adastria has plans to expand its footprint in the Philippines by opening more “niko and…” stores and strengthening its omnichannel presence. This strategy combines the immersive experience of brick-and-mortar retail with the convenience and reach of e-commerce to ensure a seamless and engaging customer journey.
