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Feature Article, October 2005
First U.S. “Bench”
Popular Philippines-based clothing and accessories retailer is ready to expand in the U.S.
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Philippines-based Bench has opened its first U.S. store at Serramonte in Daly City, California.
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The Philippines' largest retailer is making its way to the United States. Bench, the hottest clothing and accessories retailer in the Philippines and Mainland China, recently opened its first store at Serramonte in Daly City, California, just south of San Francisco. “The vision of Bench is to be a recognized world brand among the best world brands — not just to the Filipino people, but to everyone who wants to get quality clothing at reasonable prices,” says Serramonte store manager Kit Teodoro.
Owned by Philippines-based Suyen Corporation, Bench opened in 1987 with a small store selling men's T-shirts. Since then, the retailer has grown to include ladies fashions, underwear, fragrances, housewares, snacks and a wide array of other lifestyle products and services, including an Internet café. The concept is often compared to U.S.-based Gap but features items at a lower price point than Gap.
“It's not just clothing,” notes Teodoro. “Bench has ventured into a lot of other areas, and we eventually want to bring all of these things to the U.S. stores as well.”
In the Philippines, Bench is everywhere with more than 120 stores, and can also be found throughout Asia. After an extensive search, Bench chose to open its first U.S. store at Serramonte based on the center's location and surrounding population. Serramonte is a premier shopping destination for North San Mateo County with over 1 million people in a 10-mile radius, featuring more than 120 diverse shops, restaurants and services. Tenants include anchors Target Greatland, Macy's and Mervyn's, as well as specialty shops like Hollister Co., Pac Sun, Journeys, Victoria's Secret Beauty, Forever 21, Hot Topic, The Children's Place, Starbucks, Kay Jewelers and Sanrio.
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Bench has been compared to U.S.-based Gap, but with merchandise at a lower price point than Gap.
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The new Bench store at Serramonte will occupy 1,257 square feet and will offer a range of merchandise from jackets and pants to cosmetics and sunglasses. The average store in the Philippines is around 50,000 square feet, with the largest store, a “Super Bench,” rounding out at a whopping 300,000 square feet.
Bench's primary target market in the U.S. is Asian-Americans, which make up 35 percent of Serramonte's trade area. The company intends to open up several more stores that cater to the international community in the U.S. but offers no specific details in terms of number of units or targeted locations.
“It all depends on how well this first store is accepted in the international market,” Teodoro says. “Reaching out to the Filipino community gives us an opportunity where we're not starting from scratch. All we have to do is tap into the international market from the Filipino market.”
— Susan H. Fishman
©2005 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.
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