After nearly one decade under Thai investor ownership, Pico Holdings fully acquired the Nguyen Kim electronics retail chain in late 2025, marking the brand's return to Vietnamese ownership. From 1/8, the system operates under the name Nguyen Kim Prime.

Nguyen Kim Prime electronics center, Trang Thi branch, Hanoi. Photo: Hoang Phuong

Hoang Phan Quang, General Director of Nguyen Kim Trading Joint Stock Company, stated that this repositioning extends beyond merely changing the name or brand identity. Instead, it aims to build a customer-centric retail system.

"Nguyen Kim was once a leading electronics brand for Vietnamese people. We want to restore the brand to its inherent value, while establishing new standards to ensure consumers receive better service and greater peace of mind when shopping," Quang shared.

According to the company, the brand's reappearance is expected to usher in a new development phase, continuing the journey of the electronics retail brand. From 1/8 to 31/8, Nguyen Kim Prime is implementing five policies for individual customers shopping at its electronics centers and website.

Among these initiatives, the company offers a free 60-day return policy if customers are not satisfied or if a product does not meet their needs. Individual centers now have more authority to handle returns, aiming to shorten resolution times. Extending the return period gives users more opportunities to experience products, while reducing hesitation when choosing high-value products.

Customers at Nguyen Kim Prime. Photo: Hoang Phuong

Additionally, Nguyen Kim Prime offers a 0% interest installment plan. It also provides a price difference refund policy if customers find the same product sold at a lower price at other electronics retailers within 10 days; this does not apply to prices on e-commerce platforms and is subject to program conditions.

"This is a commitment to competitive pricing, giving consumers peace of mind when making purchasing decisions," a Nguyen Kim representative stated.

Customers purchasing products from 300,000 VND will receive gifts based on the order value. These gifts include: helmets, rice cookers, microwave ovens, dishwashers, and more.

Furthermore, the "Scratch Card - Win Luxury Car" program applies to invoices from 2 million VND, offering chances to win a VinFast oto, an Amio S2 moto, and many other gifts. Nguyen Kim Prime announced the total value of program gifts is approximately 50 billion VND.

Nguyen Kim Prime launches return day promotions. Photo: Hoang Phuong

Nguyen Kim was established in 1996 with its first electronics center on Tran Hung Dao Street (TP HCM), developing a modern electronics retail model in Vietnam. According to a Nielsen survey in 2010, 99% of consumers voted the brand as the number one electronics retailer in Vietnam. Before transferring 49% of its shares to Central Group in 2015, Nguyen Kim held approximately 12% market share and achieved revenues of about 9,500 billion VND during the 2015-2016 period.

Hoang Phuong

The five policies apply to individual customers shopping directly at Nguyen Kim shopping centers and website for eligible products. The program applies with conditions. The total estimated value of incentives is up to 50 billion VND and is an estimated value based on the projected number of orders. For details, visit www.nguyenkim.com.

Customers can refer to the detailed program and scope of application by contacting Nguyen Kim Prime electronics shopping centers nationwide or calling hotline 1800 6800.