Primer targets millennials, Gen Zs with digital push

CEBU, Philippines — The Primer Group of Companies, a leading Philippine lifestyle retailer and distributor, is ramping up its presence in Visayas and Mindanao and preparing to launch a dedicated digital shopping app, as it targets the country’s growing base of millennial and Gen Z consumers with evolving spending habits.

Jimmy Thai, chief executive officer (CEO) and co-founder of Primer Group, said the company remains bullish on the domestic retail landscape, driven by rising discretionary spending, particularly among younger, tech-savvy consumers.

“There’s strong momentum in offline sales, but the fastest growth is now coming from online,” Thai said in an interview.

“We are preparing to launch an omni-channel platform that complements our physical store footprint, especially in areas where mall penetration remains limited,” he added.

Currently, around 55 percent of Primer’s retail footprint is concentrated in Metro Manila, while 45 percent lies outside.

The company aims to tilt this balance by investing in emerging urban centers in the Visayas and Mindanao regions and enhancing its logistics and digital infrastructure to better serve non-metro consumers.

While e-commerce is becoming increasingly vital, Thai noted that brick-and-mortar stores remain key revenue generators.

“In terms of contribution, offline sales still take the lion’s share,” he said, reiterating that growth is undeniably coming from online channels, “especially with the new generation of consumers who are more mobile, discerning, and brand-conscious.

Founded in 1985, the Primer Group of Companies has evolved into a regional powerhouse with a portfolio of over a dozen international brands across Southeast Asia, and more than 100 key brands in the Philippines alone.

The group is behind the distribution and retail of labels such as The North Face, Columbia, DC Shoes, Herschel, Delsey, and FitFlop, among others.

Primer also operates concept and incubation stores like “The Travel Club,”which curates travel and lifestyle products under a single roof.

“We are promoting outdoor living as a new lifestyle,” said Thai, adding that categories such as sportswear, trail and hiking gear, and functional fashion are converging. “There’s a thin line now between running and hiking shoes. Sportswear and outdoor gear are starting to crisscross.”

New footwear categories and recent distribution deals—such as with Converse and Mizuno—further strengthen Primer’s growing sports and performance segment.

Commenting on growing scrutiny over global brands sourcing from China, Thai noted that Primer evaluates potential partners based not on their manufacturing origin but on brand values. “There’s no bias in the origin. We look at the philosophy of the brand—its sustainability, innovation, and identity,” he said.

Among Primer’s wholly owned brands is Sledgers, a French-born footwear label founded in 1921.

In line with its push to reinvigorate legacy brands, Primer recently unveiled a redesigned Sledgers store at Ayala Center Cebu—marking two decades since the brand first entered the  City.

The new store concept draws inspiration from classic gentlemen’s lounges, featuring sleek design and curated collections aimed at younger consumers.

“We want to modernize the Sledgers brand while retaining its classic European roots,” Thai said. “This is part of our strategy to refresh heritage brands and make them more relevant to today’s market.”

Other brands under Primer’s direct portfolio include World Traveler, Trek, BackJoy, and several in-house outdoor and lifestyle labels, many of which are incubated in multi-brand concept stores before being spun off into standalone shops.

Primer’s regional ambition stretches beyond Philippine borders. With distribution networks across Southeast Asia, the company is positioning itself as a platform for lifestyle innovation in tropical markets.

“We are building not just retail channels, but a lifestyle ecosystem. One that’s agile, experience-driven, and anchored in what Asian consumers want,” Thai said.

As digital infrastructure improves and younger consumers become more influential in shaping brand strategies, Primer's hybrid retail model—with its combination of incubation stores, digital platforms, and regional reach—could serve as a blueprint for modern retail growth in Southeast Asia.