nubia is strengthening its presence in the Philippines with continued retail expansion across Mega Manila, supported by growing nationwide distribution, increased retail investment, and strong performance on major e-commerce platforms.
The smartphone brand first entered physical retail in 2024 with concept stores and kiosks in select SM malls. In 2025, nubia expanded further with new locations at SM City Sta. Mesa, SM City Sucat, and SM City Fairview, giving the brand access to some of Metro Manila’s busiest residential and commercial areas.
For 2026, nubia confirmed that its retail expansion budget is now 15% higher than in 2025, with plans for additional investment if performance continues to exceed expectations. This expansion is supported by strong sales growth on TikTok Shop, Shopee, and Lazada, strengthening nubia’s omnichannel strategy.
“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.”
The number of kiosks increased from five in 2024 to 32 by the end of 2025, with a target of 50 kiosks in 2026. Concept stores also expanded from two to six, with plans to reach 12 locations this year. The brand also introduced two lounges in 2025 as part of its premium retail experience.
Across its retail network, nubia’s touchpoints grew from 700 in 2024 to more than 1,200 by the end of 2025, with a goal of reaching 1,500 locations in 2026. Distribution stores also increased from 800 to over 1,400, with a target of 1,600 nationwide this year.
To support customers after purchase, nubia has established drop-off service points in all MemoXpress stores nationwide, making repairs and support easier to access.
Expanding Beyond Mega Manila
Upcoming locations include a concept store at NCCC Mall Davao and another at Robinsons Place Dumaguete, along with new kiosk openings in Waltermart malls and additional Pacific Mall locations across Luzon.
Upcoming locations include a concept store at NCCC Mall Davao and another at Robinsons Place Dumaguete, along with new kiosk openings in Waltermart malls and additional Pacific Mall locations across Luzon.
The company is working with several mall partners for its nationwide expansion, including SM Malls, Robinsons Place, Waltermart, Gaisano Mall, Ayala Malls, Pacific Mall, NCCC Mall, BQ Mall, and KCC Mall. These partnerships help strengthen nubia’s presence across Luzon, Visayas, and Mindanao.
Strong Momentum in E-Commerce
Alongside its retail growth, nubia continues to see strong sales across major online platforms. The brand has been expanding its presence on TikTok Shop, Shopee, and Lazada, with strong results during campaign periods and the holiday season.
Alongside its retail growth, nubia continues to see strong sales across major online platforms. The brand has been expanding its presence on TikTok Shop, Shopee, and Lazada, with strong results during campaign periods and the holiday season.
TikTok Shop sales grew steadily throughout the year, with November and December becoming the strongest months. Shopee maintained consistent performance across 2025, while Lazada recorded strong results during peak campaigns, particularly in June and December.
New nubia Gaming Phones Coming Soon
Looking ahead, nubia plans to expand its smartphone lineup in the Philippines. The company is preparing to launch a new gaming smartphone series, which many Filipino gaming communities have been anticipating. The new devices are expected to arrive this March, bringing more performance-focused smartphones to the local market.
Looking ahead, nubia plans to expand its smartphone lineup in the Philippines. The company is preparing to launch a new gaming smartphone series, which many Filipino gaming communities have been anticipating. The new devices are expected to arrive this March, bringing more performance-focused smartphones to the local market.
With more retail stores, strong online sales, and new devices on the way, nubia continues to strengthen its position in the Philippine smartphone market.
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