SM supports lesser-known brands who want to make it big

MANILA, Philippines - The opening of its latest premier mall reaffirms SM’s affinity to global brands. But a branch in Valenzuela City offers a reminder of SM’s humble beginning and continuing support for small entrepreneurs with lesser-known brands who want to make it big.

The aptly called Fashion Avenue in SM Center Valenzuela is a 350-square meter stretch of shops at the second level. What is unique about the area is its roster of tenants. Instead of the familiar picks and popular brands, casual shoppers and fashionistas alike will discover new finds from a line-up of fringe names in fashion.

 â€œIt is a breeding ground for new concept stores,” said SM Center Valenzuela mall manager Hazel Reyes, adding that the Avenue has a total of 17 such stores since it opened in 2009. Instead of the usual dry wall finish common to leased spaces, Fashion Avenue tenants are given a tiled space complete with lighting.

“They only need to put up their sign, and they are ready to go,” Reyes said. “It is their option to construct further and make it look better, but we encourage them to achieve the look of more mainstream tenants.”

The tenants receive sound advice from mall management on a regular basis, helping them make improvements where needed. Some of them have successfully moved up or went “in-line”, which means that they have joined the ranks of regular and more established tenants.

Juana, a fashion brand of women’s outfit, was one of the first Fashion Avenue brands that went on to open a full-fledged store in SM Valenzuela’s second level. Customers were quick to pick up on the newcomer once it transferred.

“At one point we got so crowded that the mall had to assign one security guard for us,” said Juana owner Dimitrius Añasco. He said their fair reception encouraged him to seek a bigger space that could accommodate more customers. “When a space opened in-line, we grabbed it.”

Another clothing brand, Dalagita, almost took a rain check from SM’s invitation owing to a number of naysayers. “Many discouraged us to open in SM,” said Dalagita co-founder Lorna Malonzo who started the brand out of pure passion for her products. “They said that it is hard to penetrate and there are too many requirements. When we finally decided to open in SM, we had a great start.”

Dalagita opened its first SM store in November 2012. It now has offers in other SM branches and other malls. “We have upcoming shops opening at Fashion Avenue in Muntinlupa and SM Savemore Apalit,” said Lorna. “The level of exposure is different here at SM.”

Lorna said the experience made her appreciate the mall’s presence in the community. “SM Valenzuela gave us a break, “she said. “We are thankful for this great opportunity; we hope that they can help others, too.”