DTI backs PH fashion retail brands’ entry in ASEAN market

In keeping with this year’s full integration of the ASEAN Economic Community (AEC), the Department of Trade and Industry (DTI), through its commercial offices abroad, has been supporting Philippine companies such as fashion retail brands to get a foothold of the ASEAN and Asian market.


“We intend to assist local companies with established brands, expand in the international market by partnering with foreign companies particularly in ASEAN countries, and promote the Philippines as a reliable and competitive source of global fashion retail brands,” DTI Undersecretary Ponciano C. Manalo, Jr. said.


Manalo added that the DTI provides support through business counselling, business matching, and brand promotion by making strategic alliances.


In a recent report from DTI’s commercial office in Jakarta, a high-end Philippine children’s retail brand with more than 30 years of manufacturing and styling experience, Periwinkle, made its entry into the Indonesian retail market by opening its first counter at the newly opened Central Department Store at the Grand Indonesia East Mall. This mall is one of the leading shopping destinations in Indonesia.


Soon after, Periwinkle will open another counter at British department store chain Debenhams at the Senayan City Mall.


In Indonesia, Periwinkle is managed by the Boga Group, a company engaged in the food and beverage industry and retail business, operating a total of 100 restaurants and retail outlets in the metropolitan areas of Jakarta, Bandung, Surabaya, Yogyakarta, Medan, Makassar and Bali.


“Periwinkle’s presence in Indonesia is an excellent opportunity for the retail brand to aim for wider regional expansion in light of the AEC 2015. We are optimistic that Periwinkle’s high-quality design will be patronized by Indonesian society, particularly sophisticated mothers who love dressing up their children,” Philippine Trade and Investment Center (PTIC) in Jakarta Commercial Counselor Alma Argayoso said.


The PTIC in Jakarta has been helping Periwinkle understand the legalities of franchising in Indonesia should they decide for a full-blown franchise agreement and other options such as joint venture in the future. The current set-up is only exporting and licensing wherein Boga imports the products and is authorised to carry the brand.


“It is a milestone for Periwinkle to be present in Indonesia, Southeast Asia’s largest economy, and being able to share our brand globally,” said Allan Hao Chin of Periwinkle.  Aside from Indonesia, Periwinkle is also available in countries such as Canada, US, and Singapore. (END)