Wilcon targets over 40 stores

MANILA, Philippines - Wilcon Builders Supply Inc., the country’s largest one-stop shop for construction and design materials, is targeting to reach more than 40 stores when it celebrates its 40th anniversary in 2017.

The homegrown retailer and distributor of construction materials is increasing its presence nationwide by opening three new branches in the provinces this year, company officials said.

“We want to hit more than 40 stores by 2017...We’ll open in San Pablo in Laguna, Villasis in Pangasinan and Naga City this year,” Rosemarie B. Ong, senior executive vice-president and chief operating officer of Wilcon Builders, said in an interview.

She said the company has been growing significantly over the past few years along with the construction boom in the country.

Wilcon Builders currently has 32 branches nationwide, most of which are Wilcon Depot that offers imported, consigned and outright products from numerous global and local brands. The company also sells home brands through Wilcon Home Essentials.

Wilcon Builders plans to open three to four new branches every year, with plans to expand in Southern Philippines already in place, Ong said. Outside Metro Manila, Wilcon Builders has eight branches in places like Ilocos Norte, Tarlac, Pampanga and Cebu.

Francis Larazo, assistant vice-president for sales and operations of Wilcon Builders, said the company is introducing in the provinces several global brands exclusively-distributed by Wilcon Builders.

To increase its product lineup, the homegrown company partnered with upscale foreign brands to exclusively distribute Franke and Grohe products in the Philippines.

“These are two brands that are exclusive to Wilcon Builders. These are the two top brands in the industry,” Ong said.

“Early last year we were looking for a new partner to develop our market here,” said Steve Henning, Asia Pacific president for kitchen systems of Franke.

He said Wilcon Builders is a good partner given its professional and knowledgeable consultants.

Swiss firm Franke is the world leader in comprehensive systems for domestic and commercial kitchens. It is the company behind the kitchen systems of McDonald’s and Burger King stores in the Philippines.

For its part, German company Grohe is the world’s leading premium brand of sanitary fittings and bathroom fixtures.

Established in 1977, Wilcon Builders has been a one-stop shop for architects, builders, contractors and designers nationwide.

Wilcon Builders sells appliances, building materials like tiles and vinyl, doors and moldings, electrical supplies, furniture, hardware, houseware, paints, and sanitary wares.