HAO mart is a chain of convenience stores and supermarkets in Singapore under the HAO Corp, which begun its establishment in 2016. Although it is one of the youngest players in the market, HAO mart expanded aggressively, and have now opened 45 outlets within a spend three years. When HAO mart first entered the market, it positioned itself as a ‘super-mini-mart’ where benefits of a supermarket and a convenience store are offered simultaneously to its patrons – that being carrying an extensive product range in incredibly convenient locations. Following this vision, HAO mart began its operations in HDB estates, especially the older areas where supermarkets were usually situated in heartland malls. In 2018, HAO mart reached one of its milestones by expanding its positioning from towards ‘full fledged supermarkets’. They provided a wider variety of products and more competitive pricing to customers.