New Era Philippines opens second Cebu store

1 min readAug 28, 20176:30 AM

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New Era Philippines has opened its second store in Cebu, the Queen City of the South.

The global lifestyle brand, which is the official headwear of sporting organizations including the US NBA, Major League Baseball and the NFL, has opened at Ayala Center Cebu.

“Cebu is one of the most exciting destinations in the country today. With its unique history, heritage, and culture, we saw that the Queen City of the South is the perfect location for New Era to expand as it reaches out to more Filipinos,” said Beatrice S Lim, New Era Philippines marketing director.

“Aside from this, we are greatly encouraged by the reception of Cebuanos to our brand, thus we’re giving them a second store that they can visit.”

The store is the brand’s ninth in the Philippines.

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What this means

New Era's decision to open a second store in Cebu demonstrates confidence in the city's robust retail market and the brand's established local appeal. This move effectively capitalises on proven consumer demand, unlike Chipotle's more cautious entry into Asia via partnerships. By deepening its footprint in a key regional city, New Era directly pressures lifestyle brands with less developed regional presence, ensuring stronger market share. The strategic focus on Cebu, a vibrant hub, mirrors Panpuri's broader Asian city-centric expansion, but with a more immediate, confirmed local success. This aggressive local growth strategy carries minimal risk given the stated "greatly encouraged" reception. We should monitor whether New Era surpasses its current nine Philippine stores by year-end.

Maria Santos · Retail News Asia newsroom

Questions & Answers

Which specific location within Cebu is the new store situated at?

The new New Era Philippines store has opened at Ayala Center Cebu. This is their second outlet in the city, known as the Queen City of the South.

What is the total number of New Era stores now operating across the Philippines?

Including this new opening in Cebu, New Era Philippines now operates a total of nine stores throughout the country. This expansion is part of their strategy to reach more Filipino customers.

What primary products does New Era sell, given its association with major sports leagues?

New Era is described as a global lifestyle brand. It is specifically mentioned as the official headwear for major sporting organisations, including the US NBA, Major League Baseball, and the NFL.

Who provided the comment regarding Cebu's suitability for New Era's expansion?

Beatrice S Lim, the marketing director for New Era Philippines, commented on the expansion. She highlighted Cebu's unique history, heritage, and culture as perfect for the brand's growth.

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