Wellworth is Anton Huang’s tribute to his visionary grandmother Glecy Tantoco

MANILA, Philippines - When Bienvenido Tantoco and Gliceria Rustia -Tantoco founded Rustan's in the 1950s, they envisioned a luxury store offering the best products from the world as well as the Philippines. Rustan's eventually became, and still is, our very own Saks Fifth Avenue and Harrods combined.

But at the same time, Glecy Tantoco, visionary and retail maverick that she was,had another idea. In the 1970s, she conceived a budget RTW line for working women. She wanted Rustan's to serve not just the A-market, she explained to Criselda Lontok who had just started working at Rustan’s as merchandiser.

“Let’s call it Wellworth," Glecy told Criselda, obviously inspired by the popular American department store Woolworth.The Wellworth label , launched in the 1980s, was proudly attached to dresses, dusters, undergarments and shoes . Glecy was even thinking Wellworth could evolve into  a big store someday, servicing the mass market.

“The brand was doing well,” Criselda notes. But as Rustan's underwent renovations more than as decade ago, the brand was put on hold.

It was Glecy's grandson, Anton Huang, the son of Rustan's president Nedy Tantoco,who lifted the brand from hibernation and resurrected it not just into a label but a full-blown store. “Wellworth is a shopping destination that is warm and family oriented, contemporary but not intimidating, appealing to a broader market base,” Anton says.

The new name in the universe of shopping destinations was launched recently with the grand opening of Wellworth at Fairview Terraces, Ayala’s newest mall. Two of the country’s leading names in lifestyle and retail merchandising, Stores Specialists and Ayala Land, joined forces to provide Wellworth’s distinguished provenance. The product of a joint venture between  SIAL Specialty Retailers, Inc., a subsidiary of Stores Specialists, Inc. (SSI) of the Rustan retail group and Varejo Corp., a subsidiary of Ayala Land, Inc. (ALI), the country’s leading property developer, it is the first in a chain of department stores envisioned to serve as anchor in Ayala mall developments around the country.

Well-known for its genius in curating top international lifestyle brands and making them available to a discriminating local market, SSI of the Rustan group, once again demonstrates its skill and ability to deliver high quality goods to a broader market in response to popular consumer demand. Wellworth department store is positioned as “a value-based, mid-market department store chain, which aims to tap into the country’s growing market of aspirational yet price-conscious shoppers.”

“We believe that the Filipino middle class consumers have evolved to become more sophisticated, more discriminating, and more demanding of their chosen retail stores,” says SIAL president, Anton Huang. “Wellworth aims to cater to this set of customers who are quality conscious and price conscious as well. We would like to be the store of choice that provides both basics and lifestyle solutions for the modern Filipino family.”

The family is the focus, says Anton Huang, scion of the respected business family that elevated the art and science of retailing in the country, from its mom-and-pop beginnings as Rustan’s in San Marcelino.. Its hallmarks of taste and accessibility translate to quality and affordability, which are now embedded in Wellworth’s DNA.

Wellworth carries not only exclusive international brands but also leading national brands as well as affordable private labels, all thoughtfully organized within “a modern yet warm shopping ambience that is reminiscent of shopping abroad,” says Wellworth marketing consultant, Frances Yu. With 15,000 square meters of selling space, “the wide array of merchandise is housed across four levels, with each floor evoking a distinct shopping experience.”

The children’s section on the lower ground floor is presented in light colors with playful images of clouds and trees that serve as background for the display of toys and kids’ apparel. The exclusive Wellworth children’s wear brands include Princess by Wellworth, Tutu Much by Mandy de la Rama Santos, and private children’s wear label Hugs and Kisses.

Bright and natural colors dominate the Cosmetics Section on the upper level where the Men’s Section is also located. Here you’ll find international brands such as F & F of UK, Saville Row, Swiss brand Tally Weijl, footwear brands XTI and Aerosoft and leading athletic labels Nike and Adidas.

The Ladies’ Section shares the third floor with the Teen’s Section. “Highlight walls, LED backlit images and unexpected elements provide additional excitement to the standard displays.” To appeal to the younger set, “a combination of ‘rough’ and ‘cool’ materials such as a concrete or brick wall are combined with aged elements to create a vintage look.”

On display are a wide range of both local and foreign brands such as F & F, Tokyo Laundry, and the Thai lingerie line, Sabina, side by side with local brands Bayo and Kamiseta. Viktor Jeans, widely known for its premium custom jeans, introduces its first RTW line, VIK, which is geared towards a more price conscious market.

The Home Section on the fourth level feature various themed areas, creating a “store within a store” concept, with each themed area having its own color palette and design element that flow seamlessly under one environment,  reminiscent of Rustan’s elegant displays of European home décor items and the best of Philippine crafts and artisanal products.

With the state-of-the-art store design by Blocher Blocher Partners, an internationally renowned and award-winning architectural and design firm, and SSOA (Sonia Santiago-Olivares & Associates) as local interior designer, “the store brings new life and energy to the typical department store shopping experience.”

Wellworth carries on with the esteemed Rustan tradition of excellent customer service. “Customers are encouraged to explore on their own, with friendly associates nearby should the need for assistance arise.”  Besides its traditional services that include the Gift Registry, Gift Wrapping, Alterations, Foreign Exchange and Bills Payment, Wellworth has its own loyalty card program called “Shine”. The Shine card is a customer’s pass to exclusive benefits and privileges reserved for members. Customers earn points with each purchase, which can be converted to gift certificates for purchases in-store. Other benefits include the use of the VIP lounge, exclusive promos, sales and special events.

On opening day, early birds were treated to various promos such as the 75% Samsung Galaxy Star discount, the Wellworth “worth your weight” discount, the “Tree of Treats” and Wellworth’s “Amazing Vending Machine”. You can expect more to come in the days ahead . “Everyday affordable prices are complemented with various promotions on a regular basis,” says Wellworth’s Frances Yu. “Buy 1 Take 1 specials, price off, introductory discounts, gift with purchase, and purchase with purchase are just some of the exciting deals that shoppers can expect to find. Watch out for Wellworth Wednesdays for exciting offers storewide.”

If Glecy Tantoco could only see Wellworth now, her vision of a department store serving a broader market. Her grandson Anton Huang has more than honored his grandmother with her dream come true.

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Wellworth Department Store is located at Fairview Terraces, 2733 Quirino Highway,Fairview, Quezon  City.  For  more  information,  visit  www.wellworth.com.ph.