Islands Souvenirs, the homegrown retail brand credited with modernizing the pasalubong shopping experience, opened its newest flagship store at SM City Cebu on Friday.
The company aims to grow its retail network to 20 stores next year, anchored on its strategy of combining regional identity with innovative store concepts.
Andrea Aldeguer, chief brand officer of Islands Souvenirs, led the ribbon-cutting ceremony, joined by mall executives, partners, and stakeholders.
“This opening is not just about growth—it’s about deepening our connection with travelers and communities by making culture wearable, personal, and proudly local,” Aldeguer said in her keynote message.
The store features an experiential layout, headlined by the “My Islands” personalization corner and the iconic “I ♥ Collection,” which allows customers to create customized shirts, patches, and prints that celebrate their favorite destinations. This is the third location to feature the My Islands concept, after Mactan-Cebu International Airport and Ayala Center Cebu.
In addition to expanding its store network, the company is preparing to roll out new concepts and product lines, including modern takes on traditional pasalubong snacks and delicacies. Larger retail formats are also in the pipeline to support these expanded offerings.
The opening was marked by community engagement activities, colorful displays, and free fruit-flavored ice cream, reflecting the upbeat and playful character of the brand.
With a strong brand presence and scalable retail model, Islands Souvenirs plans to strengthen its footprint in key tourist and commercial hubs across the country. The new SM City Cebu store is now open to the public.
