DTI launches duty-free store for high-end local brands

MANILA, Philippines —The Department of Trade and Industry (DTI) has partnered with Duty Free Philippines Corp. to launch a retail store to promote Philippine designer brands. 

Unveiled last Friday, the store called Marahuyo by GoLokal!  occupies a 50-square meter space designed by creative director Budji Layug at the Duty Free Philippines Luxe Mall within the Mall of Asia Complex to serve as a marketing and design platform where Philippine brands will be promoted collectively. 

“Marahuyo was borne out of our desire to bring our own Philippine designer brands into the limelight in both the local and global market,” Trade Secretary Ramon Lopez said. 

He said the initial collection to be featured at Marahuyo shows the country’s creativity as the pieces are distinctly Filipino and could not be found anywhere else. 

“Each of the Philippine designer brands you will find at Marahuyo are socially responsible enterprises who work with local communities to create using traditional and indigenous materials. In fact, every purchase from this boutique contributes to the livelihood of our Filipino craft communities,” Trade Assistant Secretary Rosvi Gaetos said. 

High-end Philippine brands featured at the Marahuyo by GoLokal! store are Aranaz, Earl Carlo Gariando Enterprises, Quiddity, and Mele + Marie for handbags, as well as Helena Alegre Jewelry, Maria Angelica Rare Finds, Joanique, Arnel Papa, Adante Leyesa, Joyce Makitalo and Ann Ong. 

Through a partnership with the Department of Tourism, the Marahuyo by GoLokal! would also be part of the shopping tour route offered to Metro Manila visitors.  

Marahuyo by GoLokal! is a sub-brand of DTI’s GoLokal!.

Launched in 2016, GoLokal! serves as a platform for micro, small and medium enterprises (MSMEs) to gain market access. 

Since GoLokal!’s launch, the platform has assisted 500 MSMEs, with 125 already in the mainstream market and serving as regular suppliers of partner retail establishments. 

GoLokal! which is available in 114 stores nationwide, had record sales of more than P100 million last year. 

“GoLokal! really began by supporting medium-priced products which is where the majority of our MSMEs were positioned. There remained a number of SMEs that catered to the higher end market, using locally available resources to create luxurious designs of high quality - what we now refer to as ‘practical luxury’. These are the businesses the DTI now supports with Marahuyo,” Gaetos said.