Oh!Some Scales Back in Vietnam 16 Months After Opening Flagship
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Chinese lifestyle chain Oh!Some is closing stores across Vietnam. The closures come 16 months after it opened a 2,000-square-metre flagship in central Ho Chi Minh City.
The retailer entered Vietnam in April 2025 and expanded quickly. Mounting losses soon forced a reassessment. High mall rents, logistics expenses and rising wages squeezed margins across its Vietnamese outlets, according to people familiar with the operations.
Retreat across regional hubs
Vietnam is not the only market where the chain has pulled back. Oh!Some has already shut all stores in Singapore, where parent firm Blue Origin Group is based. Its only branch in Hong Kong also closed recently.
Oh!Some sells beauty products, homeware, accessories, toys and daily essentials. The group had targeted Southeast Asia for rapid expansion. It drafted launch roadmaps for Thailand and Cambodia, and named Indonesia as its main regional engine.
High overheads pinch lifestyle chains
Budget lifestyle chains across Southeast Asia face stiff competition from rivals like Miniso and local value merchants. Massive central footprints make the problem worse. Oh!Some took a multi-level site at Vincom Center Dong Khoi, leaving the low-margin business exposed when basket sizes failed to cover prime leasing costs.
Blue Origin Group has not stated whether it will exit Vietnam entirely or keep a smaller store footprint in secondary shopping centres.