Blims plan to expand in the ASEAN region

Furniture retailer, Blims Fine Furniture targets to open up 50 to 100 outlets in the next 10 years, not only in the Philippines but also in some parts of the ASEAN region, and other potential countries.

Currently, Blims has only 13 outlets in the Philippines, 12 of which are located in Metro Manila, the other one is in Ayala Center Cebu. All these outlets are company-owned.

Blims general manager for business development Sam Frederick Lim said that the company would adopt the "power" of franchising in order to pursue its plan to strongly penetrate in the country, and go international.

Part of the company's 10-year plan is to set up a stand-alone showroom outlet in Cebu to showcase different brands of furniture all over the world, including the famous Cebu-made furniture.

As of now, the company's focus is to build store network in some parts in the Visayas such as Bacolod, and Iloilo.

Lim said there is a vibrant market for furniture especially those designed for small-area houses and condominiums. The new young professional generation has now become a growing market for furniture retail in the Philippines.

"We want to provide updated and sleek furniture designs for young professionals who are always mobile," Lim said in a recent press conference.

Very soon, Blims will introduce its franchise offer to interested entrepreneurs in opening outlets in Visayas and Mindanao, he said.

Its plan to pursue ASEAN presence, Lim said the company aims to open outlets in the region in the next five years.

"We would like to re-invent Blims, like that of Max's Fried Chicken's success, and other Filipino businesses that were able to go international, and created brand impact in the Philippines," he stressed.

In its international outlets, Blims plans to bring and strengthen Philippine made furniture, especially the Cebu made furniture products, including home accents.

"In our international outlets, we hope to bring in Asian furniture brands, huge part of which will come from the Philippines, especially Cebu," Lim said, however Blims still has to convince Cebuano furniture exporters on this plan.

While most of the furniture exporters in Cebu are still comfortable in being an ODM (Original Design Manufacturer), Lim said Blims hopes to persuade other furniture makers here to create their own brands in order to survive the tough competition.

Lim said if Blims has been able to effectively market furniture products from other countries like Thailand, Blims can also help market Cebu-made furniture and distribute those in retail in other countries.

Blims, which is the oldest furniture retailer in the country, with over 100 years since it set up a furniture business in 1890s, is known as the trendsetter and exclusive source of world-class furniture brands like La-Z Boy, Simmons, South Shore, O' Suvillan, England Corsair, among others.

Currently, Blims is holding a 16-day exhibit at the Ayala Center Cebu, called FusionTrends to introduce the new trends in furniture design to the Cebuano market.