Honor Expands in Peru, Eyes Laptop Market Return

New stores, AI-powered smartphones, and a push into laptops highlight the brand’s strategy.

Following the Peruvian launch of its Honor 400 series smartphones, featuring artificial intelligence, Honor is gearing up for significant expansion, including new stores and a return to the laptop market.

Retail Expansion on the Horizon

Eid Hirsh, Director of Public Relations and Communications at Honor, told Management that Honor plans to have at least 15 stores by the end of 2025. Currently, Honor operates 13 stores in Peru, meaning two new locations are planned soon.

According to Statista, the retail sector in Peru is projected to see continued growth, with forecasts estimating a market volume of over $35 billion by 2028 (Statista).

“We have had a very busy first semester, with multiple releases and openings such as our store in Chiclayo. In the coming weeks, we will open a new store in an important shopping center in Lima and another in the city center. All our stores include technical service at the same point of sale, which we consider essential to improve customer experience,” Hirsh stated.

Return to Laptop Market

Honor is also preparing to re-enter the portable computer segment, a market it initially entered in Peru back in 2021.

“Let’s launch of the laptops: one of mid -range and another premium, planned for the end of the third quarter or the beginning of the room. Ideally they will be available for the Christmas campaign,” Hirsh explained, adding that two new tablets will also be added to Honor’s product lineup.

AI and Consumer Preferences

Honor has secured a spot in the Top 3 of the Peruvian smartphone market during the first half of 2025, capturing approximately 22% of the market share. Hirsh attributes this success to a diversified strategy that includes entry-level, mid-range, and premium devices such as the Honor Magic 6 Pro, Magic 5 Pro, and Magic V3.

A significant trend is the growing consumer interest in artificial intelligence features in mobile devices. According to Hirsh, AI capabilities are now a primary consideration for many buyers.

“Before, users asked first about the camera. Today, many arrive by consulting if the equipment includes tools IA. This trend was consolidated since the second semester of 2024,” he said. Consumers also value durability, particularly resistance to drops, water, and dust.

The Honor 400 series includes AI Studio, a suite of 37 tools focused on immediacy, ease of use, and security. “The user does not need to download third -party applications, which also improves the protection of their data,” Hirsh noted.

Peruvian consumers prioritize the balance between price and quality, with increasing interest in high-end features even in more affordable devices. The average price range that Peruvians are willing to spend on a smartphone is between S/1,200 and S/1,500; devices over S/2,500 are considered premium.