The road to 100
From a humble 60-sq.-m. hardware store along Quezon Avenue 48 years ago, to today, where each branch has an average area of 10,000 square meters, Wilcon Depot has indeed built itself a solid name in the construction and housing industry.
“Much like a well-known journey on the yellow brick road, our road to 100 stores has been filled with its fair share of wonderful triumphs and humbling challenges,” said Wilcon senior executive vice president and COO Rosemarie “Rose” Bosch-Ong in a celebration marking Wilcon’s 100th store (in Lubao, Pampanga) at the Shangri-La at The Fort.
“What an achievement! Not only that, but we were able to reach this milestone a year ahead of schedule, which is truly testament to the hard work and dedication of my dear Wilcon family,” Rose added.
The secret to reaching 100 stores ahead of schedule? Defying gravity, says Rose.
“What has helped us move forward was staying true to our simple yet powerful Filipino core values. With a good amount of courage, wisdom and heart, Wilcon Depot was able to defy the odds, or shall I say, gravity, and fly high to 100!” she said.
Rose generously shared the secret formula to building a dream like Wilcon’s:
1. COURAGE (Lakas ng Loob). Wilcon Depot is first and foremost, a company that is rooted in courage. Even as it grew to a behemoth, Wilcon always had the courage to rise above many more challenges, such as the global financial crisis and the pandemic. Even during good times, Wilcon had the courage to not get too comfortable, try new things and explore more effective ways to serve its customers better.
2. WISDOM (Karunugan at Talino). Just as important are seeking ways to be better, wiser and learn from experience. Courage without wisdom can lead to recklessness. Wisdom goes far beyond accumulating knowledge, but is born out of years and years, testing, exploring and innovating. We always find ways to make us and our customers become smarter, more cost-efficient and sustainable.
3. HEART (Puso). A strong will and a strong mind should also come with a strong heart. At its core, Wilcon Depot’s passion to provide our customers the best products and services in the industry stems from the company’s love for the Filipino. We show this care and support starting with ourselves, fostering a culture of care and collaboration with each other. We invest time in honing, training and recognizing our talented employees and inspire them to become the best version of themselves. If our employees are empowered, they will be able to build stronger and more caring relationships with our customers.
A woman in a man’s world
Rose, who started out as Wilcon Depot’s purchasing manager in 1984, sums it all up: “The courage to give more. The wisdom to do more. The heart to care more. So Filipino. So Wilcon Depot. I believe these traits will continue to be the driving force that propels us to reach the next 100 stores and as we get closer to reaching 50 years. Tonight is not only a testament to how far we’ve come, but a reminder that our journey is far from over — it is only just beginning.”
Rose was one of PeopleAsia magazine’s “Women of Style and Substance” in 2024. In an interview with the magazine, she said when asked what motivated her to pursue a career in retail and construction, “I think it was destiny. I enjoy retail. It’s not just about being highly interactive, but because you serve your customers, you get to know people, engage with them. I’m very people-oriented.”
“I’ve always believed that to be successful, you have to be well-rounded,” Rose revealed. She became the company’s COO in 2007.
Rose said it was Wilcon’s shift from a traditional retail model to a modern trade channel that made it leap-frog to its present perch in the industry.
“The highlight would be the transformation of the company, the evolution from traditional to modern trade channels, and how the value of our offerings progressed,” she shared.
At the end of the day, you could say Wilcon built itself by helping others build their dreams.
“Our mission is to help every Filipino person build, improve and refine their homes for a sustainable and comfortable life,” Rose said. And that gives Wilcon a perfect 100! *
You may e-mail me at [email protected]. Follow me on Instagram @joanneraeramirez.
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