SM Home relaunches Makati flagship as lifestyle hub for Filipinos

Insider Spotlight

• SM Home reopened its redesigned Makati flagship as the centerpiece of a nationwide brand repositioning.
• The retailer is shifting from a traditional home store into a lifestyle destination focused on curated living spaces.
• SM Home plans to roll out the new concept across its 78 branches nationwide through 2026 and beyond.
• The company said changing consumer behavior and higher household costs are driving demand for quality and durable home products.

SM Home has relaunched its flagship store in Makati as part of the retailer’s largest brand transformation to date, positioning itself as a lifestyle destination for Filipino homemakers amid changing consumer habits and tighter household spending.

The home retail chain, which operates 78 branches nationwide, said the redesigned SM Home Makati store will serve as the proof-of-concept for a nationwide modernization program already underway in branches such as SM Aura and SM Megamall.

The revamped flagship introduces eight curated home zones — Kitchen, Dining Room, Living Room, Bedroom, Bathroom, Storage Solutions, Laundry & Cleaning, and Gift Registry — designed around everyday home experiences instead of traditional product categories.

Why it matters

SM Home’s repositioning reflects a broader shift in Filipino consumer behavior, where homes are increasingly viewed as spaces for rest, restoration, and gathering following the pandemic.

The retailer said rising household costs and the country’s declared energy emergency have also raised consumer expectations around value, durability, and product quality.

“We are rebuilding SM Home, starting with Makati, because Filipinos deserve a home store that is built for real life. Rediscover SM Home is our invitation: come back, look again, and find what home can be,” said Janice Yang, business unit head of SM Home.

Janice Yang

The SM Home business unit head said the rebuilt Makati outlet is built for the 'real life' of Filipinos.

The bigger picture

The Makati flagship relaunch signals SM Home’s push to compete not only on affordability and convenience but also on curation and design credibility.

The retailer said its updated concept combines practical essentials with aspirational and inspirational pieces tailored to how Filipino households live today.

Industry players across retail and home furnishings have increasingly leaned into lifestyle-driven merchandising as consumers spend more on home improvement, organization, and comfort-focused products.

Jonathan Ng

The president of SM Retail said the Makati concept will eventually be duplicated in SM's department stores around the country.

SM Home said the redesign also aims to create a more immersive retail environment that offers shoppers ideas, education, and community engagement alongside merchandise.

What’s next

SM Home said additional branches will adopt the new framework throughout 2026 and beyond as the company scales the flagship concept nationwide.

The retailer described the investment as a scalable commercial proposition designed to strengthen customer engagement across all life stages of Filipino homemakers.

— Edited by Daxim L. Lucas