Kmart fans in a frenzy over ‘new-look’ store’s big branding change

A brand new store has opened with a very big branding change, and shoppers can’t get enough.

Australia’s beloved home and lifestyle retailer, Kmart, has just opened its first store in Southeast Asia.

Kmart has rebranded itself as ‘Anko’, named after one of it’s main home brands, and opened its doors in Makati, in the Philippines’ Manila region, on November 7.

The store, which has launched in the Glorietta 2 shopping centre, has made its much-anticipated entry into the Filipino market, leaving local shoppers in a frenzy on the opening day.

It offers a variety of similar products to its Australian counterpart, including homewares, storage solutions, bedding, children’s toys, beauty products, fitness gear, and pet essentials.

In clips shared to @anko_philippines’s social media accounts, hundreds of fans can be seen jostling for position outside the store ahead of the official ribbon-cutting ceremony.

Shoppers in a frenzy over new anko store

When the time came to enter, they raced in and began filling up their pink Anko baskets full of goodies, from Christmas decor to home appliances.

In the comments, Aussies were shocked at how nice the store looked and even called on the retailer to rebrand Kmart down under to Anko.

“Why is this nicer than my local Kmart?” one person asked.

“It’s so clean compared to the stores in Australia,” a second pointed out.

“Can’t believe how well-stocked, clean, and tidy it is,” a third echoed.

A fourth chimed in: “Just rebrand Kmart in Australia to Anko already.”

Fans were seen lining up outside the highly-anticipated store. Picture: TikTok/@anko_philippines

Shoppers raced inside to get their hands on the budget goods. Picture: TikTok/@anko_philippines

Locals also shared their excitement, with one saying, “Can’t wait to visit! I hoard Anko and Kmart products whenever I’m in Australia!”

“Yay! No more hauling these back to the Philippines from Australia. Thank you for the extra luggage space!” another wrote.

“We can do a Kmart run now!” someone else replied, tagging their friend.

“Aussie here who moved to the Philippines. I can’t be any happier that I can shop at ‘Kmart’ here,” a different user shared.

Others commented on the name change.

“Honestly so clever for calling the store Anko because it’s better for Filipinos to say than Kmart in my opinion! Fits the slang,” one revealed.

“I wonder if the Kmart brand is poorly received for them so they opted for Anko,” another mused.

The store stocks products similar to Kmart in Australia. Picture: Instagram/@anko_philippines

Prices will start at just 50 cents Picture: TikTok/@anko_philippines

Prices start at just 50 cents

At a press conference at the store’s opening, Anko Philippines Country Manager Rachel Turner, shared her excitement about Anko’s arrival in the local market.

“We know that we have really beautiful products that we think the local market is really going to engage with,” she said.

“I’m really excited to see how the customers respond to our product range but I know they’re going to really enjoy it.”

Turner said their range of products is “designed-led and fashion-focused” while being sold at affordable price points, with their lowest item costing just P20 (around $A0.50.)

“I’m so excited to see the customers surprised and delighted by our prices when they visit,” she said.

Anko is Kmart’s largest in-house brand. TikTok/@anko_philippines

Kmart Australia has “nothing to do with” US Kmart

Kmart, Anko and Target are subsidiaries of Westfarmers, which also owns Bunnings and Officeworks.

The overseas expansion is part of the company’s strategy to grow Kmart following the huge 2023 merger that saw the brands become a singular business.

Anko Global Chief Executive Officer Arjun Puri told Business World that Kmart (a US company) exists in Australia through a franchising agreement.

“We design everything, we chose everything. We have nothing to do with the US Kmart. It’s just that we’ve used the name for the stores,” he said.

What is Anko?

Anko is Kmart Australia’s in-house brand and is the evolution of the ‘&Co’ branding it had previously used.

The Anko name was introduced as part of a campaign to celebrate Kmart’s 50th anniversary in 2019.

It is reported that 85% of products in Kmart stores are Anko brand, which holds the largest market share in the home and toys, menswear, womenswear and children’s wear categories in Australia.

The Kmart-owned homewares brand is also an international brand as the budget retailer has made arrangements to sell its products in other department stores around the world and on Amazon.