The Baby Shop chain was established in 2011 and is a pioneer in Vietnam specializing in baby goods. The company has retail chains for moms and babies such as Conkie, Toycity, CF (Fashion Supply).
The company operates in the South and pursues a massive expansion strategy in order to dominate the market, similar to the way many other retail brands have performed such as Mobile World, FPT Shop, PNJ. .
By the end of 2016, Con Cement has just rolled over 100 supermarkets in more than 30 provinces and cities nationwide. But it took only nine months for the company to have the next 100 stores.
Up to now, the Chain of Love has 313 stores, of which only Ho Chi Minh City has 105 stores. Other provinces with strong operations include Dong Nai (28 stores), Binh Duong (21 stores), Long An, An Giang and Ba Ria - Vung Tau (each with 10 stores).
In addition, Toy City chain has 33 stores, also concentrated in Ho Chi Minh City (13 stores). In all, Con Son has 346 stores. As planned, by the end of this year, the number of stores in both chains will increase to 500, equivalent to the speed of opening a shop every day. By 2020, the number of Baby & Toy stores is expected to increase to 1,000.