BEN CHAN

RETAIL MOGUL

THERE IS NO ESCAPING BEN CHAN’S HANDIWORK.

Whether you drive through EDSA or seek the mall to escape the heat, there is a product of Ben Chan that always stands out. This 2012, Ben’s eponymous megabrand Bench, is celebrating its 25th anniversary.

Since the seminal Bench ad featuring Richard Gomez kayaking, Bench has permanently seared in our memories images all painting the Filipino dream— royal couple Richard and Lucy, a family of stars for its Christmas campaign, Grammy-winning artist Bruno Mars on a bicycle, and yes, the up-and-coming Philippine Volcanoes.

More than just creating the biggest clothing chain in the country, Ben Chan has brought the Filipino to the world, putting Bench all over the map from Los Angeles to Riyadh.

The company behind Bench, Suyen Corporation, has also evolved, diversifying to include brands Human, Kashieca and Fix, and acquiring domestic rights to international brands Aldo, Charles & Keith, Pedro, The Face Shop and La Senza. The newest cherry on top of this 25th anniversary cake is the inclusion of Repetto and Cotton On to the already impressive roster of Suyen.That the company also includes a chocolate brand like Patchi and has upped Fix Salon to include a dermatology clinic, indicates what Ben Chan has known all along—theirs was never a business of just selling t-shirts. It is a business of creating a lifestyle.

Few people know that the formidable but low-key Ben Chan actually started out being fascinated with interior design and his first store was Dimensione. But his empire truly blossomed with Bench.

Since becoming a t-shirt stall in SM, the roadmap of Bench has created a paradigm of success. Bench has also recently launched a Bench Mastercard in partnership with BDO, a member of the SM group. And while others might dare to copy, Ben thankfully, does not find imitation flattering, preferring to always be two steps ahead of the competition.—MY