Phu Nhuan Jewelry Joint Stock Company (PNJ) plans to open 67 new stores this year, with a focus in HCM City, the southeast region and the north.

The simultaneous opening of stores and expansion of the distribution system shows that PNJ’s strategy continues to focus on its core jewellery business.

Last year, the company opened 50 stores, raising the total number of its stores nationwide to 269.

The company has also launched many attractive promotion programmes to mark the opening.

For instance, at its latest store opened on December 29 on Luy Ban Bich Street in Tan Phu District, HCM City, the company offered discounts of 2-10 per cent on gold jewels and gifted helmets for customers buying VND15 million (US$660) or more until January 14.

A PNJ spokesperson said the continuous expansion of the retail network aims to confirm its strategy of focusing on its core business while also meeting demand during the year-end shopping season.

PNJ is the only jewellery company among the Top 50 Most Valuable Vietnamese Brands 2017 announced by Brand Finance last month.

The company ranked 23rd among the 50 most valuable Vietnamese brands in 2017, with its brand value worth $98 million, an increase of 21 per cent over 2016.

Total brand value of the Top 50 stands at $11.27 billion, an increase of 32 per cent against last year. — VNS