The shopping scene in Cebu is booming as it continues to attract more local and international brands, giving shoppers even more reasons to head to the mall. From luxury fashion and jewelry to coffee and home furnishings, several sought-after names have recently opened their doors in the Queen City of the South, while more big brands are preparing to arrive before the year ends.

Here’s a roundup of the newest stores to check out.

Karimadon opens a new boutique

Homegrown fashion brand Karimadon expanded its presence in Cebu with a new boutique that opened on June 8 at SM City Cebu. The 127-square-meter store carries the brand’s classic collections alongside seasonal releases and Cebu bestsellers, including the Sheila Dress, Cheena Dress collection, Felicity Dress, and Aya Dress.

Coach opens its first Visayas locations

Luxury fashion house Coach has officially expanded into the Visayas with two new watch kiosks in Cebu. Located at SM City Cebu (Upper Ground Level, North Wing) and Ayala Center Cebu (Level 1), the kiosks are dedicated to Coach’s collection of men’s and women’s watches.

The stores offer the brand’s signature blend of timeless styling and everyday versatility, featuring everything from classic designs to contemporary timepieces suitable for daily wear and special occasions.

Victoria’s Secret finally arrives in VisMin

Shoppers in the Visayas and Mindanao no longer have to fly to Manila to visit a Victoria’s Secret store. The brand opened its first VisMin branch at the Upper Ground Level, North Wing of SM City Cebu earlier this year, bringing its popular lingerie, satin sleepwear, beauty products, and bestselling fragrances to Cebu.

Penny Pairs opens its biggest store yet

Filipino jewelry brand Penny Pairs recently opened its first-ever store outside Metro Manila and it happens to be its largest branch to date. Located on the 4th Floor of Ayala Center Cebu, the flagship store carries the brand’s full collection of hypoallergenic everyday jewelry, including plated pieces, solid gold fine jewelry, and lab-grown and natural diamond collections.

Customers can also book ear piercings using implant-grade titanium flatbacks or get permanent jewelry in 14k gold.

MLB makes its Cebu debut

Streetwear label MLB has officially landed in Cebu with its first branch at SM City Cebu. Known for its signature caps, chunky sneakers, and sport-luxe apparel, the Korean fashion brand has become a favorite among Gen Z shoppers looking for casual statement pieces.

You’ll find the store on the Upper Ground Level of SM City Cebu.

Pick Up Coffee opens its biggest branch

Coffee lovers can now visit Pick Up Coffee’s biggest branch yet at the 2nd Floor of Cebu Exchange Tower along Salinas Drive in Lahug. Even better, the café operates 24 hours a day, making it a convenient stop whether you’re grabbing your morning coffee or pulling a late-night work session. There’s also a merch corner where you can snag shirts and cups.

Stores opening soon

IKEA is coming to Cebu

One of the biggest retail openings to look forward to is IKEA’s first Cebu branch. The Swedish home furnishing giant is set to open at Gatewalk Mall, Ayala Land’s upcoming mixed-use retail development. The store is expected to open in December 2026, marking the brand’s first location outside Luzon.

MUJI hints at a Cebu comeback

Could MUJI finally be returning to Cebu?

The Japanese lifestyle brand, which previously operated in Cebu from 2014 until 2017, recently teased its return after announcing a recruitment activity for a Cebu store team from July 1 to 3. While MUJI Philippines has yet to officially announce an opening date or location, the hiring activity strongly suggests that a new Cebu branch is in the works.

For now, Cebu shoppers have plenty of new stores to explore. And with IKEA and a possible MUJI reopening on the horizon, the city’s retail scene is only getting more exciting.

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