No business like 'shoe' business

MANILA, Philippines - The local shoe industry has become very competitive, what with the introduction of new made in RP products and the proliferation of foreign brands. But import liberalization has also made some shoe companies innovative and aggressive to position their products through more ingenious ways.

Such was the Rusty Lopez story.

In 1977, Lito Lopez shoemaker, craftsman and Filipino entrepreneur, opened a shoe store name Centropelle (“center of leather”) at the Cubao Shoe Expo. This concept would later give birth to Rusty Lopez, a brand specializing in quality shirts, jeans, kids’ apparel and shoes.

Together with wife Lily, Lito effectively positioned Rusty Lopez as the shoe brand that rivaled the best of what the local shoe industry had to offer.

“We decided to import leather materials, invested on modern machinery and technology and manpower training to be more competitive especially with the onset of import liberalization. We saw it as an opportunity to create synergies with other players from the global shoe industry,” Lito explained. As a result, Rusty Lopez has secured a niche of their own and today holds one of the biggest market shares within the entire local shoe industry to date.

The company has received numerous citations including being a Hall of Famer in the Philippine Retailers Association Awards for small and medium enterprise (SME), and has been recognized at the Manila FAME for being at par with international standards. It was also presented the prestigious Superbrands Award and its Seal of Approval in 2005. But asked what their greatest achievement was “longevity,” was Lito’s reply. To date, Rusty Lopez has more than 200 stores nationwide and employs 2,000 people. “Our kind of brand could co-exist in different regions around the country. That’s because we don’t just sell shoes. We know the craft and with it, we create class, value and innovation.”

“For years, we have provided shoes for the young, the old, students, parents and the working class. That’s why we are known as the ‘family shoe store’,” Lito said. “But students who used to wear Rusty Lopez school shoes have grown up and needed change. This is where my daughter Nicole steps in.”

After graduating with a degree of IS Management from the Ateneo de Manila University, Nicole immersed herself in the family business. “I love fashion and shoes,” said the 23-year old Merchandising Officer of the Rusty Lopez Group of Companies. “And with my researches and travels, there are innovations that I could bring to the table.”

One was to infuse the words ‘fashion’ and ‘fun’ to Rusty Lopez. “We now have more fashionable, up-to-the-minute styles aside from our functional, basic and classic shoes. But we maintain our signature edge of comfort, quality and affordable price points,” Nicole explained.