Gmart Convenience Store
Our Journey, Our Purpose, and the Brands Born From Passion
Gmart: More Than Just A Store
The Story of Gmart: How It All Started
Gmart opened its first store in Kiulap in December 2021, though the idea had been in development for years. Inspired by international convenience chains like 7-Eleven, FamilyMart, and MyNews, Gmart was envisioned as a Bruneian store that combines global efficiency with local relevance.
The need for such a store became clear during the COVID-19 pandemic, when crowded supermarkets, limited parking, and long queues made everyday shopping difficult. It highlighted the importance of having a reliable, easy-access store for daily essentials.
Gmart was created to meet that need—offering quality products and a smooth shopping experience. From the beginning, the goal has been to redefine convenience retail in Brunei and build a brand the community can be proud of.
Picture of Gmart The One Convenience Store at Batu Satu
Expanding Gmart: The Journey to Our Second and Third Branches
Following the success of the first outlet in Kiulap, Gmart began exploring expansion opportunities. In early 2022, The One, a new development in Batu Satu, expressed strong interest in hosting Gmart within its premises. Although Batu Satu was not initially part of the expansion plan—given the preference for high-traffic, business-centric locations—the proposal from The One was compelling.
The building’s modern design and ambitious concept aligned well with Gmart’s vision to create a vibrant and visually captivating convenience store that combines style with substance. Convinced by this vision, Gmart officially opened its second branch at The One in December 2022.
This location embodied the brand’s original concept with vibrant LED neon lighting, an inviting atmosphere, and a carefully curated product selection. While the initial response was positive, the location did not fully meet long-term expectations, prompting continued efforts toward growth.
In 2023, discussions began with the Brunei Shell Recreation Club (BSRC) about opening a third Gmart branch in Panaga, Seria. Although Panaga, Seria was not originally targeted for expansion, the strong support and enthusiasm demonstrated by BSRC, along with incentives and community interest, influenced the decision. Social media engagement indicated growing demand from residents in Kuala Belait and Seria, marking these areas as the second-largest audience demographic after Brunei-Muara.
Taking into account both strategic opportunity and community needs, Gmart opened its third branch at BSRC Panaga, Seria. This milestone reflects the ongoing commitment to bringing a modern, Bruneian convenience store experience to more communities across the country.
Picture of Gmart BSRC Panaga, Seria
Picture of Gmart BSRC Panaga, Seria
Building Gmart: Challenges, Support, and Growth
Gmart’s journey started with a small, determined team and a vision rooted in hard work and passion. Before Gmart, the founders managed Ximi Vogue with just two locations and a minimal back office. Despite limited resources and experience, they pressed forward, opening Gmart Kiulap with a small but dedicated team and part-time support.
Expansion came with challenges. When launching Gmart The One, only sufficient manpower managed multiple departments and locations. Without the usual industry experience or easy access to essential equipment, the team relied heavily on local connections and the goodwill of suppliers who believed in the vision.
One vivid memory recalls a modest office filled with over 30 suppliers—a chaotic yet inspiring scene that symbolized the collaborative spirit behind Gmart. This foundation of determination and community support has remained core to the brand.
Loyal customers have played a vital role, supporting Gmart from its earliest days through each new branch opening. Some have even made it a point to visit every new store before traveling—a rare and meaningful testament to the brand’s relationship with its community.
As Gmart grows, the commitment remains clear: to create a Bruneian convenience store that combines quality products with genuine care for its customers, staying true to the values that sparked its humble beginnings.
The Evolution of MOV Corp Co. Beyond Convenience Retail
Gmart is a familiar name in Brunei, but it is just one part of a larger vision. Behind the scenes, several related brands have been quietly built to serve customers and local businesses in new and creative ways.
At the heart of this expansion is Grewards, launched alongside Gmart. Inspired by international convenience stores known for friendly service and community connection, Grewards grew from simple partnerships into a powerful marketing platform. Today, it unites over 70 local businesses, sharing customers and offering exclusive rewards—all underpinned by a strong commitment to locally owned shops.
Building on this momentum, Glicious emerged as a private-label food brand designed to offer quality products within Gmart stores. Meanwhile, Glive explores the future of retail through live selling, a concept still evolving but full of potential.
Marketing expertise also grew into MOV Productions, which creates content and brand strategies not only for Gmart but for other Bruneian businesses seeking to strengthen their presence.
Together, these brands form MOV Corp Co., a company driven by innovation and a willingness to experiment. While some ventures may face challenges, the core belief remains: progress comes from trying new ideas, learning from setbacks, and always aiming higher. This forward-thinking spirit continues to shape Brunei’s retail and business landscape in exciting ways.
Moving Forward Together with Clear Goals
Currently, Gmart is navigating a period of significant uncertainty. The future remains unpredictable, with economic challenges beyond control creating obstacles along the path ahead. Despite these difficulties, the commitment to progress remains unwavering, guided by a clear long-term vision.
Gmart was conceived not as a short-term venture but as a strategic, enduring goal. Plans to establish 15 to 16 convenience stores across Brunei are well underway, with locations carefully selected in key areas throughout the country. While specific details remain confidential, each store is designed to provide a consistent, valuable shopping experience that feels local, personal, and unique to the communities served.
Alongside physical expansion, a new brand is in development to complement the Gmart portfolio. Though details are not yet disclosed, this brand is set to play a pivotal role in the next phase of growth and community engagement.
A significant upcoming milestone is the official launch of Glicious, Gmart’s own food brand. Glicious will offer exclusive products available only within Gmart stores, marking an important step in diversifying the brand’s offerings beyond traditional convenience items.
In tandem, preparations are underway to relaunch Glive, the live-selling platform, alongside Glicious. Unlike previous attempts involving physical stores, Glive will initially operate entirely online. The platform will start with a select group of trusted sellers promoting Glicious products on a commission basis. This structured and scalable approach draws on successful live-shopping models from other markets. While Brunei remains the primary focus, future ambitions include expansion into Malaysia, Indonesia, and the Philippines, with Singapore considered as a longer-term prospect. Decisions regarding franchise partnerships or full ownership will be determined in due course.
Gmart’s founding purpose is to establish a truly local convenience store chain for Brunei—a niche not yet fully addressed by supermarkets. The goal is to create a brand that resonates deeply with Bruneians, offering more than convenience: a genuine sense of belonging and pride. Gmart aims to be recognized not merely as a store but as a familiar and valued part of the community.
Despite economic challenges and an unpredictable journey, Gmart continues to move forward with clarity and purpose. Supported by its community, dedicated teams, and collaborative partners, the vision remains well within reach. Success for Gmart will signify more than corporate achievement; it will mark a milestone for Brunei as a whole.
