Splash Corp set to expand internationally

MANILA, Philippines - After securing its position as a dominant player in the local market, Splash Corp., one of the top personal care, beauty, health and wellness companies in the country, is now setting its sights in becoming a competitive player in the international market.

Celebrating its 25^th year, Splash Corp. is now gearing up and channeling its resources in establishing a strategic presence in key markets abroad. The aim is to build the platform that will ensure that Splash’s category leading brands in the Philippines establish a firm foothold in international mainstream markets – the key to becoming a truly world-class company.

The international operations of Splash Corp. was established a decade ago. It was set up primarily as an export operation serving the needs of overseas Filipinos. This niche market of OFWs was exposed to Splash products by the informal channel of OFWs who went home for a visit and brought back Splash products to the countries where they were working.

From being transported in “balikbayan” boxes and in check-in luggage, Splash products eventually started getting shipped out in export crates and container boxes. Thus, in 1998, the international operations of Splash was established – specifically to address this growing demand. The Division’s task was primarily to establish a network of local consolidators and importers in foreign countries where there is a strong concentration of OFWs. These importers would then re-distribute Splash products in these markets mainly to the Filipino communities abroad.

At present, the international operation’s current road to market still consists of a network of local exporters, importers and in-country distributors. However, according to Ace Villa-Real, head of Splash’s international operations, this thinking is being re-visited. The thrust now is for the company to set up its own subsidiaries abroad that will lead to a stronger commercial presence in international markets.

Villa-Real pointed out that the prospect of growth in the international market is limitless. According to him, Splash is now focusing on establishing offices in selected investment countries. “We have already established a country office in Indonesia; we’ve set up a trading office in Malaysia and we are in the final stages of setting up our representative office in Vietnam,” he said.

Currently, Splash products can already be found in over 45 countries either through a formal or informal channel. Villa-Real added that they are now focused with the ASEAN market as there are zero tariffs among ASEAN nations. “But already, we are tapping into markets beyond the ASEAN, at the moment the foundations are being laid out,” he said.

Villa-Real forecasts that in the coming years, Splash will not just be known as a Philippine brand that went international. He believes that Splash will be known as a truly multinational company with world-class brands.