Value City is turning current economic challenges into an opportunity for growth, with plans to expand into three new locations across Fiji within the next six months.

Managing Director Vera Chute said while the company is already feeling the impact of rising freight charges and increasing operational costs, Value City is using the situation to rethink how it serves customers, particularly those in rural areas.

“We try to make opportunities out of these challenges,” she said.

Chute revealed that the company is currently negotiating to open new branches in Rakiraki, Seaqaqa and Korovou, bringing products closer to customers living outside major urban centres.

The expansion aims to reduce the need for people in rural communities to travel to towns and cities to access goods and services.

“We are taking the products out to those areas rather than them trying to make their way to the towns and cities,” she said.

The planned openings come at a time when businesses across Fiji are grappling with increased freight rates and higher logistics costs.

With branches located around the country, Value City’s transport network and supply chain operations are expected to be affected by the rising costs.

Despite the pressures, Chute said the company remains committed to limiting price increases for customers.

She acknowledged that consumers may see slight price adjustments as businesses respond to rising costs but stressed that Value City would seek innovative sales initiatives and promotions to help cushion the impact.

“Customers can expect some slight increments in prices to pass along the increases that are going on, but we will try not to increase prices greatly,” she said.

Chute thanked customers for their continued support and said the company would continue exploring new sales campaigns and promotions during the challenging period.

While uncertainty remains over global economic conditions and the effects of upcoming elections, she said businesses must remain adaptable and optimistic.

“We’ll wait it out and see how bad this goes. Everything comes to an end hopefully shortly, and we’ll have to hope for the best,” she said.