FPT Shop Brand Guidelines: From 2007’s [IN]Store to FPT Retail and a 2018 Listing

A shop chain older than the company that runs it.

FPT Shop is a Vietnamese chain of stores selling phones, laptops, tablets and accessories, run by FPT Digital Retail Joint Stock Company, known as FPT Retail, from Ho Chi Minh City. The chain is older than the company that runs it today. The financial-data site Vietstock, in its company profile, dates the start to 2007, when an FPT retail company was set up with a nationwide chain of showrooms called [IN]Store; in 2008 [IN]Store was renamed FPT Shop. Vietnamese Wikipedia gives August 2007 as the founding month of FPT Shop. In 2012 the business was converted into FPT Digital Retail JSC: Vietnamese Wikipedia dates that company to March 2012, and English Wikipedia says FPT Retail was founded in 2012.

The name comes from the parent group. FPT Corporation was founded on 13 September 1988 as the Food Processing Technology Company by a group of thirteen scientists led by Trương Gia Bình, English Wikipedia says, and grew into a group working in technology, telecommunications and education. The store name is the parent’s three initials followed by the English word “Shop.”

Growth came store by store. Vietnamese Wikipedia, drawing on the company’s history, says FPT Shop reached 100 stores in December 2013 and 200 stores across all 63 provinces in 2014, the year it became a direct importer of the iPhone; it had 385 stores in 2016, when it also opened 80 Apple corner areas inside its shops. Vietstock’s profile says that in January 2018 the company operated 482 stores across FPT Shop and F.Studio by FPT, a chain that Vietnamese Wikipedia describes as an authorised Apple reseller selling only genuine Apple products, in two store formats, Apple Authorised Reseller shops and smaller iCorner areas.

A listing, and a pharmacy sibling.

FPT Retail became a separate listed company in two steps. In December 2017 FPT Corporation cut its holding in FPT Retail to 46 per cent, Viet Nam News reported, selling 30 per cent to funds linked to Dragon Capital and VinaCapital and another 8 per cent to other investors; from then on FPT Retail was an associate of FPT rather than a subsidiary. In the same move FPT’s distribution arm, FPT Trading, sold 47 per cent to Synnex and was renamed Synnex FPT. FPT Retail became a public company in June 2017, and its shares began trading on the Ho Chi Minh City Stock Exchange (HoSE) on 26 April 2018 under the ticker FRT, according to Vietstock. Sources describe the relationship differently today: English Wikipedia says FPT has held a minority stake since 2017 and accounts for FPT Retail as an associate, while The Investor, in January 2026, called FPT Retail a subsidiary of FPT Corporation.

The company’s second chain now outnumbers FPT Shop. In 2018 FPT Retail set up a pharmacy subsidiary, FPT Long Châu, Vietstock says; the chain had 70 pharmacies by November 2019 and more than 400 in 53 provinces by December 2021. By the end of 2024 FPT Retail had 2,703 locations, including 1,943 Long Châu pharmacies and 126 vaccination centres in 54 provinces and cities, up from 10 centres at the start of that year, The Investor reported in January 2025. A year later the same publication counted 3,263 stores at the end of 2025: 2,417 Long Châu pharmacies, 223 vaccination centres and 623 FPT Shop stores.

Platforms, shopfronts and corporate pages.

Southeast Asia’s e-commerce platforms present themselves first through their apps. The home screen of a marketplace carries its name, a run of category icons, banners for the current sale and links to payments, top-ups and delivery services, and that screen does much of the work a shop front once did. Tokopedia, which English Wikipedia says took its name from the Indonesian word for “shop” and the word “encyclopedia,” and Bukalapak, whose name means “open a market stall,” both chose plain Indonesian words that describe what the service does.

Shopping-festival dates and partner programmes carry much of the identity beyond the app. Date-named sales, celebrity brand ambassadors and seasonal campaigns appear on the platforms’ own pages and in the local press; Indonesian Wikipedia records Tokopedia’s ambassadors from 2014 onwards. Programmes for small shops, such as Mitra Tokopedia and Mitra Bukalapak for family-run warungs, take the platform name off the screen and onto counters, signs and receipts.

For Vietnam’s retailers — phone and electronics chains, grocery chains and supermarket groups — the store fascia is a public face alongside the app and the website, and the companies’ corporate pages set out their store formats, sister banners and owners. Store counts and formats in this guide are given only as a dated source reports them.

Corporate pages and the press also carry the ownership story, which in this region often changes the brand itself. Tokopedia merged with Gojek into GoTo in May 2021, TechCrunch reported, and in 2024 it took in TikTok Shop’s Indonesian business, while Bukalapak listed in Jakarta in August 2021 and ended its physical-goods marketplace in early 2025. This guide sets out what can be checked about each company — founders, owners, listings and mergers — and says plainly when a fact rests only on the company’s own word.

Phones, then appliances and a SIM card.

FPT Shop itself has broadened what it sells. Vietnamese Wikipedia dates the move into home appliances to August 2024, when ten electrical-goods stores opened across the country at once. In January 2025 The Investor reported that, after a trial converting standard shops, the FPT Shop Điện Máy format, which adds home appliances and consumer electronics to the phone and laptop range, had grown to 54 locations; the chain had also launched a mobile SIM service, FPT SIM, and opened Garmin brand stores for sports watches. In 2025 FPT Shop added further consumer electronics and home-appliance lines and grew its mobile virtual network operator service, while Apple products remained a core line during new launch cycles, The Investor reported in January 2026.

Subscriptions have become part of the shop. The Investor reported that FPT SIM had nearly 400,000 subscribers after one year, by January 2025, and that the mobile service had reached about 620,000 subscribers after two years, by January 2026. The same 2026 report said the chain had concentrated on optimising its product range and on omnichannel selling, joining its stores and its online channel, while keeping a stable network of 623 shops nationwide.

For a design guide, FPT Shop shows how a retailer can borrow a parent group’s initials, keep them through a change of ownership and a stock-market listing, and stretch a phone-shop name across laptops, appliances and a SIM card. Compare Thế Giới Di Động, the Ho Chi Minh City phone and electronics chain run by Mobile World, and Tiki, another Ho Chi Minh City retailer. For this guide we use a warm orange, a deep green and an ink blue with a geometric sans, an unofficial interpretation; no product or logo is reproduced.

Keep FPT Shop’s identity on hand — save it to a board in the Made Good inspiration library.