A company representative said the move represents “not only a geographic expansion but an effort to bring the fresh, affordable neighbourhood supermarket model to consumers nationwide.”

Ninh Binh province has been selected as the first location due to its strategic position, which is close enough to be supported by existing operations in central Vietnam while offering distinct consumer behaviour patterns that the chain wants to study.

The store will act as a foundation for a broader and more measured rollout across the region, the company said.

Bach Hoa Xanh said its northern network will be adjusted to local preferences, with a stronger emphasis on customer experience, expanded regional product ranges, and additional premium items. MWG has reinforced its supply chain and logistics to ensure stable operations from the launch phase.

The northern market is considered promising but markedly different from the south, the company noted, adding that it intends to prioritize sustainable growth over rapid expansion. “We aim to build consumer trust step by step with quality goods and reasonable prices,” the representative said.

As of end-September 2025, Bach Hoa Xanh had operated 2,290 stores, up 57 from August. Nine-month revenue rose nearly 14% year-on-year to VND34.4 trillion ($1.31 billion). More than half of new openings were in central Vietnam, with most stores achieving profitability after logistics and operating costs.

MWG plans to scale up expansion in the north starting 2026, targeting about 1,000 new stores annually. The company aims for Bach Hoa Xanh IPO in 2028, a plan that requires eliminating cumulative losses and boosting revenue through new formats and faster rollout.

The chain is currently testing several concepts, including FMCG-only stores, fresh-food-only outlets, and compact facilities inside residential buildings.