Home Retailing Supermarket A look inside Finelife premium grocer in Ho Chi Minh City

A look inside Finelife premium grocer in Ho Chi Minh City

Image credit: Minimeinsights.com

Mini Me Insights had the chance to visit Saigon Co.op’s latest concept store Finelife in January 2020. Finelife is located in a modern residential area called Ha Do Centrosa Garden in District 10, Ho Chi Minh City.

The 660 square metre supermarket has an upmarket concept featuring a wide range of imported items, a salad bar and a grocerant.

Unlike other supermarkets in Vietnam, Finelife is the first grocery store to use automatic on-shelf price tags, which ensures prices are up-to-date. According to news report, the store also comes with self-checked out counters but we did not notice it during the visit.

There is an in-store cafe D’Cafe for grocery shoppers who want a quick pick-me-up.

D’Cafe at Finelife. Image Credit: Minimeinsights.com

In line with the plant-based trend, Finelife carries a wide range of plant-based milk for consumers who are into the goodness of a plant-based diet.

Plant-based milk at Finelife. Image credit: Minimeinsights.com

There is a ready to cook section for busy shoppers. The fresh produce section is focused on organic products, befitting Fineline’s high-end status.

With Korean influence in food and drink strong in Vietnam, Finelife sells premium ginseng-based Korean health foods such as CheongKwanJang’s Hwa Ae Rak, a feminine health brand for the vitality of women experiencing menopause.

The household and beauty section has products suitable for the residential neighbourhood.

Finelife high-end supermarket concept is suitable for residential complex or area with a high concentration of expatriates and residents with higher levels of income.


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