They’re back!

Dentist Lulu Timbol couldn’t get over her excitement at her new find at last Saturday’s flea market at The Fort.

"I thought there were no more Happy Feet clogs in the market. I immediately bought a pair for myself and one each for my two girls. It was a bonding experience for us because I started to tell them stories about my college days at the University of the Philippines when all I wore on my feet were my Happy Feet. Those were wonderful years," said Timbol.

Timbol belongs to the generation who grew up on the brand of wooden clogs during the 1970s and the early 1980s. So popular was this brand that it became the generic name for wooden clogs or bakya. For example, a husband who failed to dodge a flying bakya hurled by an irate wife would be described in the vernacular as "na-Happy Feet".

Roots

Although a Filipino brand, Happy Feet traces its roots in Germany.

In the early 1970s, the chief representative of the Philippine National Bank in Germany, Roberto Anonas, Sr., and his wife, Marizza, brought their badly knock-kneed or pike daughter, Marinela, to an orthopedist, who recommended Berkemann orthopedic sandals.

(Orthopedic sandals are contoured so your whole foot is supported. This enables your feet to maintain their alignment and, therefore, comfortably carry your weight, enabling you to keep a good posture).

A year after the family returned to the Philippines in 1973, Anonas negotiated for the Philippine franchise for Berkemann sandals. The franchise called for the manufacture of one model, using lasts or shoe molds from Germany, and its local distribution. Anonas teamed up with two other partners, eventually assuming the loans of the business and buying out some of the shares of the other investors.

The business closed in 1984.

Revival

"On hindsight, nobody was prepared for the tremendous growth of the business. The demand was huge but nobody wanted to spend eight hours minding the business. In the years before it close, the business was also plagued by the lack of creativity. There were no new ideas coming out," said Roberto Anonas, Jr., whose family revived the Happy Feet brand in August 2002 under Marizza Manufacturing Corp.

Learning from the mistakes of the older Anonas, who passed away in 1997, Marizza Manufacturing has a full-time manager in second son, Ricardo, who runs the production side of the business.

Initially capitalized at P4.5 million, the company utilized the old Happy Feet factory in Marikina. Of the nine machines from the old venture, two machines were found to still be in working condition. A third machine was purchased.

"The breakeven point is 1,000 pairs a month on one shift. We’ve gone past that," said chairman Roberto Anonas, Jr.

Right now, the company operates on two shifts. It employs 60 workers, most of whom come from Pangasinan and Bicol, who were trained on the job. Fourteen models– some of which are variations of the Berkemann flats; some of which are gaily painted with flowers, skies, and stripes; and some with interchangeable straps–are produced primarily in women’s sizes that range from 36 (size 6) to 42.

"We also have models for children and men but women, particularly teen-agers and young adults, account for 90% of our business. We already have a built-in market, which is the first generation of Happy Feet customers who are introducing our products to their children," said co-marketing director Rafael Anonas.

Distribution

Happy Feet is currently available in department stores such as Cinderella, Landmark, and some of SM stores such as Megamall as well as in Health Express outlets.

"We already have exclusive distributors in Davao, Cagayan de Oro, Cebu, Bacolod, and Pampanga and we would like to protect these territories. We are, however, open to distributors elsewhere in the country. We are looking for partners we can grow with," said co-marketing director Augusto Fausto.

Distributors start with an initial inventory of 120 pairs and a commitment to order at least 24 pairs a month.

"Carrying one model in one color and in one size in 12 outlets would cost about P250,000," said Roberto Anonas, Jr.

Retail prices range from P500 to P1,500 per pair, which are not much more expensive than the P45 to P125 a pair charged during the 1970s when inflation is added in.

New lines

To keep demand high, Marizza Manufacturing is constantly coming up with new designs, which are slimmer than the 1970s models and have no-slip rubber.

Last weekend, for example, the company introduced carved vine-like designs on the heels at The Fort flea market. It has also linked up with Rustan’s fashion designer Hindy Weber Tantoco to come up with a series of heeled evening wear.

"It’s important to adjust quickly to the market. Otherwise, we will have inventory problems. That’s why we test market with only 300 pairs. If the response is good, we produce more," said Anonas.

Test marketing is usually down in weekend flea markets, which has generated sales of up of P70,000 for two days of selling. Flea markets have also been the venue of Happy Feet fakes, which sell for as low as P250 a pair with synthetic rather than no-skid soles.

"The strong market response has been gratifying. I’m sure my husband is smiling at us from where he is now. It was something he started and we are making sure that legacy is nurtured," said Marizza Anonas. – with MJGrey