The SSI Group of Companies opens four luxury boutiques in The Mall | NUSTAR, solidifying Cebu’s reputation as a destination for a luxury retail experience.
In an interview with Anton T. Huang, CEO & president of Rustan Commercial Corporation, SSI Group of Companies, and Rustan Marketing Corporation, Lifestyle Asia asked what excites him the most about their luxury partnership with NUSTAR Cebu. Anton shares, “For me as a family and as a business, we’ve been investing in Cebu since as far back as I can remember and we’ve been looking for expansion opportunities in this city and especially for our luxury brands, our fashion brands, and NUSTAR really gave us the right venue to locate these brands and these stores in the Cebu market.”
Anton Huang with daughter Nikki at the recent opening of four luxury boutiques under SSI Group, Inc. at The Mall | NUSTAR in Cebu
“Why have we been wanting to do so? Primarily because we have a lot of very loyal Cebuano customers and they would come to Manila regularly but of course at this time if we have the opportunity to service them closer to their homes then, why not? And that’s precisely what this allows us to do and as you can see, those are all our loyal customers since time immemorial and they’re enjoying themselves so it makes me happy.”
A New Chapter In Cebu’s Retail Landscape
Anton is referring to guests and customers who had gathered to attend the opening of four luxury boutiques at The Mall | NUSTAR in Cebu. SSI, the country’s largest specialty retailer hosted the event, showcasing the latest collections from Givenchy, Kenzo, Loewe, and Versace.
Givenchy’s latest Fall-Winter 2024 collection
By exclusively distributing these highly acclaimed brands in the Philippines, SSI aims to continue fulfilling its mission to deliver the world’s finest fashion brands to the Filipino market. Doing so highlights Cebu’s reputation as a destination for a luxury retail experience.
Kenzo’s 155 square meter store presents a youthful and immersive retail experience, complete with anodized aluminum hanging structures, red school locker-inspired shelves, and the signature Boke flower accents, capturing the energetic spirit of the brand under the direction of NIGO
He states, “We chose Cebu and NUSTAR Resort & Casino’s prestigious location for these flagship stores as a testament to our commitment to bring world-class brands to discerning customers across the Philippines. Opening these brands at The Mall | NUSTAR reflects the luxury and exclusivity, making it the ideal environment to experience the unique appeal of Givenchy, Kenzo, Loewe, and Versace.”
READ ALSO: Grand Vision: Bringing Asia’s New Luxury Destination To Cebu
The Evolution Of Luxury
It was way back in the 1980s when the SSI Group first embarked on their journey as a specialty retailer in the Philippines. Since then the company’s brand portfolio has expanded to include 94 brands with a network of 593 stores. Today they are the industry leader with some of the world’s most esteemed global brands in their roster, including a diverse and extensive e-commerce offering covering the luxury, beauty, home, and restaurant categories among others.
When asked how SSI defines luxury and how luxury has evolved over the decades, Anton says, “When it comes to luxury itself we’re not focused solely on luxury. What we focus on is primarily–and we always say this internally–it’s all about the lifestyles. The lifestyles of our customers and how we cater to the lifestyles of those customers. And that varies. We have different customer segments that are very loyal to us that we cater to and for us it’s all about making sure–and I’m going to sound very technical and very boring–but all we do internally is talk about the customer journey.”
Loewe’s 144-square meter store features the CASA LOEWE concept, artistry with luxury through Spanish wool rugs, ceramic tiles, and bespoke furnishings
He elaborates that they prioritize ensuring they have the products which cater to the evolving lifestyle needs of their customer base, while also ensuring that they will have access to these. He adds, “It’s all about the different channels that people want to shop in–that’s where the evolution has happened. Not necessarily just in terms of taste. But really how they experience the joy of shopping. Or the satisfaction of being able to buy what they want and what they need.”
He continues by saying how “that has evolved a great deal,” stating that physical stores may “highlight the image of the brand and provide the aesthetic atmosphere that people will want to associate with, but the reality today is people want to be given a choice.”
The Luxury Of Choice
Anton believes that customers often want to go online either through social media or the website and see what’s available. He says, “They don’t necessarily shop online, especially for the more expensive brands. They want to be able to touch and feel it and so they browse the catalogue so to speak before coming into the store.”
Featuring Classicism and Italian craftsmanship, the Versace boutique in The Mall | NUSTAR Cebu covers 192 square meters with marble Greca motifs and plush velvet seating
He narrates an encounter with a client in Cebu who had just shared his shopping experience. The customer reserved a pair of shoes in Manila, after which the shoes were delivered to him in Cebu. Anton shares, “I said that’s fantastic, I’m glad that they’re doing that.” Giving another example, he explains that when customers are in a rush, they will call and say they found a pair of shoes online. And since they already know their size, the experience is easy and convenient. The simple and final step would be to ship the shoes to the client. He emphasizes that it’s all about the customer journey and their ability to equip themselves to serve their customers by providing the ways they want to shop.
As to how he defines luxury today, Anton simply states, “The ability to have the choice.”
Photos courtesy of SSI Group, Inc.
