Mambaling branch completes Metro’s 2013 expansion plan

CEBU, Philippines - Gaisano-led Vicsal Development Corporation has completed its retail expansion target of eight new outlets for the year as it opened Super Metro in Basak, Mambaling yesterday in time for the robust buying demand of the holiday season.

“There’s no better time to expand than now, considering the fast approaching tariff-free market to be ushered in by the 2015 Asean integration. This opening will further bolster our network in Cebu, where everything about Super Metro started,” said Dr. Edward Gaisano, member of Vicsal board of directors.

“As you can see, we have a new format with different offerings. We’re transforming retail to modern shopping. We’re trying to consolidate our energy on expanding so as to remain competitive,” he added.

Gaisano said given the upcoming borderless market in the Asean region in two years, other regional counterparts will soon take advantage of Cebu’s promising retail scene.

Their aggressive series of expansion, he pointed out, will enable the Cebu-based retail chain to keep its niche amid expected stiff rivalry in the market.

The newly set off branch is run with a hypermarket concept, which is the third of its kind in Cebu following the launch of the same store formats in Bogo City in northern Cebu last July and in Lapu-Lapu City last August.

According to Metro’s managing director for supermarkets and hypermarkets Eric Poiret, the compact mall operates within a gross selling area of about 5,000 square meters, the typical size of their hypermarket stores in the Philippines.

Over 13,000 stock-keeping units and about three to four thousand imported products are available for retail at the new branch.

But unlike Super Metro supermarkets which are comprised of 80 percent food merchandise and 20 percent non-food items, only 60 percent of what's being sold in hypermarkets are food products. The remaining products are dry goods and general merchandise which include fashion items, furniture and household appliances, among others.

"Everything is under one roof. You shop, pay and go. We have great discounts and volume-oriented deals for everyone," Poiret said.

Poiret noted that the bustling retail scene in Cebu is spurred by the competitive market players and complemented by the dynamism of Cebuanos as customers.

The surge in the purchasing power of Cebuanos has also maintained retaining lively here, Poiret added.

"I hope our customers see that our items are priced quite reasonably sound and cheaper than what our competitors are offering," he said.

Across the country in 2013, Super Metro has opened in New Port, North Point, Imus and Anonas, as well as in Tacloban where its branch was ravaged by the recent super typhoon Yolanda but is expected resume business operations next year.

Their branch in Bogo City also sustained damages from the typhoon, but Poiret said everything is now back to normal up north after the branch recommenced to cater to the public last December 5.

Vicsal has already laid out 10 new outlets as part of its expansion program next year.

Five of these expansions will be housed in the Visayas, while the rest will be in Luzon. Further, five of the newly planned stores in 2014 will use hypermarket concepts and another five will operate under a supermarket theme.

Early next year, a hypermarket type of Super Metro is scheduled to open in Colon. It is expected to boost the retail chain’s foothold in the downtown area, where the Metro store originally began operations three decades ago. (FREEMAN)