‘Re-purposing’ the home

Every item in Anna Marie Homes carries a "re-purpose" tag. The tag on a glass food bowl, for example, suggests the use of the bowl also as a flower vase or as a candle holder.

"The principle of re-purpose complements our goal of providing quality merchandise at affordable prices. This makes AMH’s merchandise very versatile," said Anna Marie Collections Inc. president Anna Marie Periquet-Teh.

Re-purposing also appeals to AMH’s mid-range market, particularly the start-ups who live in small spaces and "cocooners" or people who now entertain more at home because it is more cost-effective.

AMH is the first solo venture of Periquet-Teh, who has taken over the entrepreneurship advocacy of her father, the late Aurelio Periquet, Jr., in such business organizations as the Philippine Chamber of Commerce and Industry and in politics.

Opened in mid-March, the AMH showroom is designed like a home, starting with a foyer/living room and ending at the back with the bedroom. It is located on the second floor of a building behind the Board of Investments rather than inside a mall or a commercial building in a high-traffic area in an effort to keep down overhead costs.

"Right now, the business relies on word-of-mouth and walk-ins. Before the end of the year, we hope to have a second more accessible outlet inside a department store," said Periquet-Teh.

More than a hobby

"AMH is a dream come true for me," said Periquet-Teh, who has no professional training in interior design but who has been helping friends design their homes. She used to also hold annual sales, selling the export overruns and excess inventories of exporter-friends.

In the case of AMH, 85% of its merchandise are outright buys. The balance 15% are consigned items. Eighty percent of the furniture in the store are sourced from China although the Philippines will increasingly account for a bigger share of the product mix for smaller items.

"Because I don’t manufacture the products I sell, it’s important to choose the right merchandise and to go directly to the source instead of using middlemen," she said.

"At the end of the day, price is important to push the merchandise. It’s important to move the merchandise fast unless you want to be stuck with higher warehouse costs. Your cash turnover is crucial."

Relationships

While keeping an eye on the bottom line, AMH intends to keep a long-term relationship with its clients by hosting quarterly tea time and regular workshops on topics such as table setting and entertaining at home. A bridal registry is being planned.

"Your home should reflect your personality," she said. "And it is essential that you fill it only when things that you truly love. You’ll be amazed how these things, whether eastern, western, modern or antique, will be able to blend and look amazing inside your homes."