Mobile World Investment Corp (MWG), better known as The Gioi Di Dong, is looking to increase the number of its Dien May Xanh electronics and home appliances stores nationwide to 400 next year.

A store of Mobile World

By July 15, the company had achieved the target of making Dien May Xanh present in all of the nation’s 63 provinces and cities following the launch of the 119th store in the northern province of Hai Duong, Dang Thanh Phong, who is in charge of communications at MWG, told the Daily on July 20.

Last year, MWG opened Dien May Xanh stores in 66 new locations, taking to 86 the total, before adding 33 in the first half of this year. The chain now has 119 stores.

According to its expansion plan for 2016-2017, the company will open an additional 135 Dien May Xanh stores while developing as many as 270 mini shops across the country.

The mini shop concept aims to further strengthen the brand’s foothold, bringing small outlets that carry just the right amount of goods to new locations.

More Dien May Xanh stores will increase brand awareness and make shopping more convenient for consumers, MWG’s general director Tran Kinh Doanh said.

Doanh told reporters earlier that the outlay for a normal-sized Dien May Xanh store is three to five times higher than that for a The Gioi Di Dong phone shop.

Despite the large investment, MWG has been firm on its plan to expand the Dien May Xanh chain as it considers electronics and home appliances its drivers for growth in 2016-2017.

Most Dien May Xanh stores are located in HCMC and southeastern provinces. In the north, the stores are mostly in big cities.

MWG will continue to develop its phone and tablet business operations aside from completing its convenience store chain Bach Hoa Xanh, of which 12 outlets have been opened around HCMC on a trial basis.

The company aims for revenue of VND12 trillion (US$540 million) this year, accounting for 14-16% of the local market. Its respective targets for next year are VND25 trillion and 30%.