'Why is this nicer than my local Kmart?': Retailer's foreign rebrand catches Aussies' attention
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The retail landscape is ever-evolving around the world.
One of Australia's biggest lifestyle retailers just took a bold step in its brand evolution, which caused quite a stir among shoppers, both locally and internationally.
Kmart recently opened its first store in Southeast Asia but with a significant twist.
Instead of being called Kmart, it has rebranded itself as Anko, the retailer's home brand.
The shop has already started making waves in the city of Makati in the Philippines.
The retailer's first Southeast Asian store opened in the Glorietta 2 shopping centre last 7 November.
The grand opening was nothing short of a spectacle, and local shoppers buzzed with excitement.
Kmart's entry into the Filipino market was highly anticipated, and the enthusiasm was palpable as hundreds of shoppers awaited its opening.
Once the doors opened, shoppers immediately started filling their Anko baskets with a variety of products—ranging from festive Christmas decorations to home essentials.
As Kmart started its ventures in sunny Southeast Asia, Aussie shoppers caught wind of the rebrand.
'Why is this nicer than my local Kmart?' one shopper asked.
'It's so clean compared to the stores in Australia,' a second shopper commented.
'Just rebrand Kmart in Australia to Anko already,' a third said.
The Anko store boasts a product range similar to its Australian counterpart, including homewares, storage solutions, bedding, children's toys, and pet essentials, among others.
However, it's not just the products that are drawing attention; it's the entire shopping experience.
'I can't believe how well-stocked, clean, and tidy it is,' another shopper commented.
Locals in the Philippines were also thrilled to have Anko and Kmart products on their shores.
'I can't wait to visit! I hoard Anko and Kmart products whenever I'm in Australia!' a local shopper exclaimed.
'No more hauling these back to the Philippines from Australia. Thank you for the extra luggage space!' another shared.
'Aussie here who moved to the Philippines. I can't be any happier that I can shop at "Kmart" here,' a third said.
Anko's pricing strategy also became a strong suit.
With items starting at around P20 (50 cents), this could make the shopping experience delightful and affordable.
Rachel Turner, Anko Philippines's Country Manager, expressed her excitement about the brand's potential impact.
'We know that we have really beautiful products that we think the local market is really going to engage with,' Ms Turner shared.
'I'm really excited to see how the customers respond to our product range, but I know they're going to really enjoy it.'
Kmart, Anko, and Target are subsidiaries of Wesfarmers.
Wesfarmers also owns major home and lifestyle brands like Bunnings and Officeworks.
This expansion was a part of the company's strategic growth after the 2023 merger that unified these brands into a singular business.
Anko Global's Chief Executive Officer, Arjun Puri, clarified that despite sharing a name with Kmart stores in the United States, Australian operations are entirely independent.
'We design everything, we choose everything. We have nothing to do with the US Kmart. It's just that we've used the name for the stores,' Puri stated.
Anko is Kmart Australia's in-house brand, which was introduced during Kmart's 50th anniversary in 2019.
The brand has sold multiple affordable products, including home essentials, toys, and apparel.
Anko's international presence also started growing after establishing an online presence on the online shopping website Amazon.
As the retail world continues to shift and change, it's clear that Kmart, or Anko, is not just keeping pace but setting trends that resonate with shoppers both at home and abroad.
What are your thoughts on this rebranding? Are you hoping to see a similar rebrand in Australia? Share your thoughts and opinions with us in the comments below!
One of Australia's biggest lifestyle retailers just took a bold step in its brand evolution, which caused quite a stir among shoppers, both locally and internationally.
Kmart recently opened its first store in Southeast Asia but with a significant twist.
Instead of being called Kmart, it has rebranded itself as Anko, the retailer's home brand.
The shop has already started making waves in the city of Makati in the Philippines.
Anko Philippines held a ribbon-cutting ceremony during its opening last 7 November. Image Credit: Instagram/Anko Philippines
The retailer's first Southeast Asian store opened in the Glorietta 2 shopping centre last 7 November.
The grand opening was nothing short of a spectacle, and local shoppers buzzed with excitement.
Kmart's entry into the Filipino market was highly anticipated, and the enthusiasm was palpable as hundreds of shoppers awaited its opening.
Once the doors opened, shoppers immediately started filling their Anko baskets with a variety of products—ranging from festive Christmas decorations to home essentials.
As Kmart started its ventures in sunny Southeast Asia, Aussie shoppers caught wind of the rebrand.
'Why is this nicer than my local Kmart?' one shopper asked.
'It's so clean compared to the stores in Australia,' a second shopper commented.
'Just rebrand Kmart in Australia to Anko already,' a third said.
The Anko store boasts a product range similar to its Australian counterpart, including homewares, storage solutions, bedding, children's toys, and pet essentials, among others.
However, it's not just the products that are drawing attention; it's the entire shopping experience.
'I can't believe how well-stocked, clean, and tidy it is,' another shopper commented.
Locals in the Philippines were also thrilled to have Anko and Kmart products on their shores.
'I can't wait to visit! I hoard Anko and Kmart products whenever I'm in Australia!' a local shopper exclaimed.
'No more hauling these back to the Philippines from Australia. Thank you for the extra luggage space!' another shared.
One of the SDC staff members visited the Anko Philippines store. Can you guess what he bought? Image Credit: SDC/James Matthew Najera
'Aussie here who moved to the Philippines. I can't be any happier that I can shop at "Kmart" here,' a third said.
Anko's pricing strategy also became a strong suit.
With items starting at around P20 (50 cents), this could make the shopping experience delightful and affordable.
Rachel Turner, Anko Philippines's Country Manager, expressed her excitement about the brand's potential impact.
'We know that we have really beautiful products that we think the local market is really going to engage with,' Ms Turner shared.
'I'm really excited to see how the customers respond to our product range, but I know they're going to really enjoy it.'
Kmart, Anko, and Target are subsidiaries of Wesfarmers.
Wesfarmers also owns major home and lifestyle brands like Bunnings and Officeworks.
This expansion was a part of the company's strategic growth after the 2023 merger that unified these brands into a singular business.
Anko Global's Chief Executive Officer, Arjun Puri, clarified that despite sharing a name with Kmart stores in the United States, Australian operations are entirely independent.
'We design everything, we choose everything. We have nothing to do with the US Kmart. It's just that we've used the name for the stores,' Puri stated.
Anko is Kmart Australia's in-house brand, which was introduced during Kmart's 50th anniversary in 2019.
The brand has sold multiple affordable products, including home essentials, toys, and apparel.
Anko's international presence also started growing after establishing an online presence on the online shopping website Amazon.
As the retail world continues to shift and change, it's clear that Kmart, or Anko, is not just keeping pace but setting trends that resonate with shoppers both at home and abroad.
