E-Mart to Launch No Brand Specialty Stores in Mongolia... Plans to Expand to 50 Locations Within 10 Years

Following Existing Private Brand Products, Store Expansion

Three Specialty Stores to Open This Year

Building a Network Through a Dedicated Logistics Cluster

E-Mart announced on May 7 that its private brand (PB) 'No Brand' will enter the Mongolian market in the form of standalone specialty stores.

Local customers are purchasing products at the No Brand section inside Emart Mongolia. Photo by Emart

Initially, three No Brand specialty stores are scheduled to open in Mongolia this year. E-Mart plans to expand this number to 15 locations by 2028 and establish a dedicated logistics cluster for No Brand. In the long term, the company aims to operate up to 50 stores across Mongolia within the next 10 years.

Mongolia is a market where approximately 1.7 million people—about half the total population—are concentrated in the capital city, Ulaanbaatar, resulting in consumption and retail infrastructure being focused in urban areas. The company explained that due to long winters and chronic traffic congestion, there is strong demand for 'one-stop shopping,' where consumers prefer to complete all their shopping in a single location.

Since E-Mart first entered Mongolia in 2016, it has steadily expanded its presence and now operates six stores. The company has grown to attract nearly 30,000 visitors on average each weekend day. Currently, around 800 different No Brand products are available at E-Mart Mongolia. Last year, annual sales of No Brand in Mongolia surpassed 10 billion won.

Kang Youngseok, Head of Overseas Business at E-Mart, stated, "Through the success of E-Mart Mongolia, we have confirmed that No Brand's differentiated product competitiveness resonates strongly with local consumers. Based on our partnership with local collaborators, we will expand the specialty store network and further solidify the positions of E-Mart and No Brand in Mongolia's retail market."

Meanwhile, on April 28, E-Mart signed a business agreement with 'SKY Hypermarket LLC,' a subsidiary of Altai Holdings, to launch No Brand specialty stores in Mongolia. This agreement extends the collaboration between the two companies—built through existing E-Mart operations in Mongolia—into the specialty store sector. The No Brand specialty stores will also be operated under a 'master franchise' model, just like E-Mart.

This content was produced with the assistance of AI translation services.