Nitori Holdings Co. is outperforming expectations in the Philippines, with sales at its first store reaching four times initial projections as the Japanese furniture retailer accelerates its Southeast Asian expansion, Nikkei reported.
The Sapporo-based company has opened three locations in Manila since April, targeting the nation’s growing middle class. The flagship 1,100-square-meter outlet in Bonifacio Global City drew such crowds at launch that mall operators had to restrict escalator access.
The retailer’s success stems partly from products adapted to local conditions, including its N Cool bedding line designed for tropical climates. Electric reclining sofas have emerged as the third-best-selling category after bedding and kitchen items, accounting for over 60% of sofa sales.
Nitori aims to establish 65 stores across the Philippines by 2032, focusing first on Metro Manila, home to about 10% of the country’s population. The company will open its largest Philippine outlet in early 2025, positioning itself to compete with IKEA, which entered the market in 2021.
The Japanese retailer’s Philippines stores operate under the “Nitori Japan” brand, with prices for household items comparable to its Swedish rival. Executive Vice President Masanori Takeda said supply chain operations have improved after initial product shortages in high-demand categories.
