Cebu Oversea Hardware caters to wealthy market

The Cebu Oversea Hardware Company Inc. (COHCI) has ventured into a new dimension in the home and building furnishing retailing concept, this time to cater the growing discriminating market in Cebu, the ultra-high end market.

COHCI, which is the mother company of the Cebu Home & Builders Centre one-stop-shop for construction materials, has opened a two-story dedicated showroom called Expo tiles and bath, a part of its plan to offer a specialized retailing concept especially for the wealthy market.

"This is to satisfy the discriminating customers who are in the upscale living side, so far, we have this kind of store in Cebu that is so specialized," said Michael Co, Expo general manager.

Although the market is quite so small in Cebu and the rest of the Southern Philippines, he said this has to be given utmost attention, and demand of these kind of products is becoming stronger.

Also, the opening of Expo would complement Cebu's bid to become an independent commercial and trading center from Metro Manila.

In the past, Co said this particular market or the "A" consumer segment still has to travel to Manila, or other countries, to look for ultra quality and branded home and building fixtures and furnishings, but now Expo has offered almost the sought-after brands in bathroom fixtures, and tile products.

"We open our doors to elegance, quality and distinction with the finest collection of tiles, bathroom furniture, faucets, sanitary wares, spa and sauna," Co said adding that most of the products are imported from Europe, North American, and Asia.

"We aim to satisfy the penchant of our customers for products that are not only known for their usefulness, but also for their style," Co added in an interview during the grand opening of the store, Tuesday.

According to Co, the Expo is just the start of the company's plan to open more specialized stores for the high-end consumers.

He said Cebu's consumer base especially in construction materials demand is fast growing, and that this kind of specialized showroom is seen to be embraced by the sophisticated market.

Besides, he said Cebu is the center in terms of retail and wholesale distribution in the Southern Philippines. Co said Southern Philippines market is big enough.

COHCI started as pure hardware store in the downtown district in Cebu many decades back. Now, it has become one of the largest hardware, construction material, and home fixture retailing chain in the country.

Aside from its outlets in Cebu, it has opened stores in Metro Manila-the Alabang Home Depot, and Ortigas Home Depot, and Living in Style home furnishing Center located in Makati City.