Ben Chan talks about 25 years of style in the City

MANILA, Philippines - When one talks about Bench today, giant billboards with artistic fashion shots of some of the country’s hottest celebrities come to mind. It has over the years grown to become a retail conglomerate that includes a chain of local and international lifestyle brands like Bench, Human, Fix Salon, Kashieca, Dimensione, Celio, Charles+Keith, The Face Shop, Pedro, Fox, T Studio, and Be Connected.

Bench had its beginnings when it opened its first store at SM City North EDSA in the mid eighties, a time when the country was in the midst of a great political and economic crisis. Rising above the prevailing pessimism of the times, Ben Chan joined SM founder and chairman Henry Sy, Sr. in his first mall venture, and the rest, as they say is history.

As SM City North EDSA celebrates its twenty fifth anniversary this year, Bench Founder and chairman Ben Chan recalls the risk that made all the difference, growing with SM, and how he has become part of the SM family.

Philippine Star: What made you decide to open your first store at SM City North EDSA despite the major crisis the country was experiencing during that time?

Ben Chan: We decided to go against the odds and open a store in SM because we felt that the brand was ready to move ahead. SM had faith in our efforts to grow the business. During those years of uncertainty, we were willing to support SM’s vision and take on the challenges that lay ahead.

The Mall that Started It All commemorative tee especially prepared by Bench for SM City North EDSA’s 25th Anniversary. The tees are available at Bench booth at The Block and Bench store at City Center, SM City North Edsa.

Please share with us what it was like during your opening day and the early months?

The image that stands out during our opening day was there were also plenty of customers. At that time, the local retail scenario was just beginning to grow, just as SM was beginning to establish its malls.

I remember the store always being full of customers. A group would come in and another group would replace them when they would leave. The introduction of new products highly influenced our sales growth. Customers were always enthusiastic about what they would discover next.

Around this time, our image model, Richard Gomez, was also on the rise as a popular young actor. His store visit to North EDSA drew hundreds to the store. There were so many people and the surrounding areas were so jam-packed the store window broke and almost completely collapsed. It was an unforgettable experience that was managed well by both our staff and the mall.

What has it been like working with SM?

Working with SM has been very much like working with family. I felt there has hardly been any distinction between the mall and our store. The mall has been hands-on in its operations, and the staff has been accommodating, treating tenants with importance and care.

How has your company grown since that time? How did SM help contribute to that growth?

Topbilled by endorsers Gerald Anderson, Kim Chiu and Jake Cuenca. The launch is one of Bench’s tie-ups with SM City North EDSA for its 25th anniversary.

Our company has grown through the years through opportunities and expansion plans that we have initiated. SM has been able to contribute to our growth by continuously providing us with retail locations and associated opportunities for newer brands. They have also been supportive in allowing product expansions, building on tenant relationships and marketing partnerships.

Because of our performance in SM City North EDSA, SM management gave us the opportunity to open our very first anchor store at SM Megamall, where we were able to create a complete Bench lifestyle concept highlighting specific products within their respective display areas. These products like underwear, denim, and cosmetics would eventually go mainstream in the years to come.

Biggest lesson you have learned from SM?

I learned to never underestimate the market. Even then, there was a tendency to overlook certain target markets because they were not considered ideal. From SM we learned not to ignore other markets, and strategize to encompass several markets at the same time.

What are your memories of SM City North EDSA?

My foremost thought would be the SM slogan “we’ve got it all for you.” Although there were other malls at that time, SM City made a difference because it became the pulse for determining market needs and wants. SM City was able to hit critical mass and in doing so, was able to live up to its corporate vision as the mall that’s got it all — servicing people from all walks of life for all their needs and wants.

I also have memories of North EDSA as a “mall city.” It was the biggest and offered opportunities for new retail concepts. In return, the market was treated to a whole slew of new brands with different offerings. It helped pave the way for a stronger brand-to-market relationship, which set the tone for the future retail scenario.”

Any message to SM North EDSA on its 25th Anniversary?

Congratulations on your 25th year, North EDSA! We are happy to share your success and proud to be celebrating 25 years of retail partnership. Thank you for your continued trust and for giving us the opportunity to be part of your growth. We are looking forward to many more years of shared success!