Puregold’s Record Sales Propel Cofounders Into Philippines’ Top‑Five Richest

Lucio and Susan Co, cofounders of hypermarket chain Puregold Price Club, have cracked the Philippines’ top‑five richest list for the first time, with a combined fortune of $3.3 billion.

Record Sales Bolster Financial Muscle

■In Q1 2026 Puregold posted ₱59 billion (≈ $940 million) in revenue and ₱3.3 billion (≈ $54 million) of net profit, a 24% year‑on‑year jump.

■The profit surge lifted the founders’ wealth by 10% over the prior year despite rising inflation.

Diversification Push and New Investments

■The acquisition of PrimeWater Infrastructure – which supplies water to 161 cities and towns – from Manuel Villar doubled down on the Co’s utility arm.

■Through The Keepers Holdings the duo continue to import liquor and wine while expanding into finance, real estate and energy.

■The group now operates close to 800 outlets nationwide, including warehouse clubs and quick‑service pizza concepts.

Competitive Landscape and Price‑Sensitive Tactics

■Analysts say Puregold has fended off Swiss discounter Dali with a weekly blitz of promotional offers aimed at budget‑conscious shoppers.

■The relentless discount cadence has cemented loyalty among low‑income consumers even as input costs climb.

Bora Yalın: Puregold’s 24 % profit jump amid inflation highlights the potency of price‑elasticity coupled with operational efficiency—a combination that could sustain its edge over regional rivals.