Another “budol” store has arrived in the Philippines! OH!SOME, a one-stop trendy retail brand originating from Singapore, has just opened its first store at One Ayala, Makati.
OH!SOME positions itself between MINISO’s accessibility and KKV’s visual merchandising strength. Price points are closely aligned with MINISO, while the store layout and visual language strongly resemble KKV—bright lighting, bold colors, and an open, highly aesthetic presentation that naturally pulls people in.
One notable observation is its broad demographic appeal. Even older shoppers (“oldies”) are seen leisurely browsing the store, often getting “budol-ed” into purchasing. This is driven by the depth and variety of the assortment, where customers are presented with multiple options across categories, encouraging impulse buying. The store’s circulation design has no clear endpoint, making the shopping experience feel exploratory and engaging rather than linear. Combined with clean, visually pleasing displays, the space becomes enjoyable to walk through—almost recreational—which increases dwell time and basket size.
From an assortment perspective, OH SOME follows a curated yet trend-forward strategy. SKUs are selective but highly relevant, featuring reputable local Philippine skincare brands, trendy accessories such as press-on nails, food items, and licensed merchandise like Disney and Pingfong. This mix balances trust, novelty, and emotional pull.
Operationally, the brand appears to be in a continuous SKU refresh and display optimization phase, keeping the store current and aligned with fast-moving consumer trends.
OH!SOME wins by blending KKV-level visual storytelling, MINISO-like pricing, and localized, trend-led assortment curation, creating a highly engaging retail environment that attracts a wide age range and effectively converts foot traffic into impulse purchases.
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