LIFESTYLE retail and distribution firm Primer Group of Companies is accelerating its footprint in the Visayas and Mindanao regions, while gearing up to launch a dedicated digital shopping app aimed at millennial and Gen Z consumers.
The twin initiatives form part of Primer’s broader omni-channel strategy as it capitalizes on growing discretionary spending among younger, tech-savvy Filipinos.
While physical retail remains strong, Primer chief executive officer and co-founder Jimmy Thai said the fastest growth is now coming from digital platforms.
“We are preparing to launch an omni-channel platform that complements our physical stores, especially in areas with limited mall access,” he said.
Currently, 55 percent of the company’s physical store network is concentrated in Metro Manila, with 45 percent spread across the rest of the country. Primer is aiming to tilt that balance by investing in logistics and store development in high-growth provincial markets.
Despite brick-and-mortar outlets still being the company’s main revenue driver, digital sales are rising sharply as consumer behavior shifts toward mobile, curated, and convenience-first retail experiences.
Founded in 1985, Primer manages a portfolio of over 100 international and in-house brands in the Philippines, including The North Face, Columbia, Herschel, FitFlop, DC Shoes and Delsey. It also operates concept stores such as The Travel Club, catering to travel and outdoor lifestyles.
The company recently expanded its sports and performance segment through new distribution partnerships with Converse and Mizuno, further strengthening its presence in the activewear market.
Primer is also modernizing legacy brands within its portfolio. A redesigned flagship store for French footwear label Sledgers was recently launched at Ayala Center Cebu, targeting younger male consumers while preserving the brand’s classic aesthetic.
Beyond local expansion, Primer is deepening its presence across Southeast Asia, positioning itself as a pan-Asian lifestyle platform tailored for tropical markets. Thai said the group is building a “lifestyle ecosystem” that blends physical retail, e-commerce, and brand incubation.
“Our goal is to build an experience-driven, agile retail ecosystem that aligns with the evolving preferences of Asian consumers,” he said.
The company’s hybrid retail model—anchored on physical stores, regional logistics hubs, digital platforms and innovation in brand development—is being positioned as a modern template for retail growth in emerging markets. / KOC