In Ayala: International shoe firm opens outlet

Schu, an international shoe company, which recently opened an outlet at the extension of Ayala Center Cebu is keen on penetrating Cebu’s market as a growth area for the company’s operation in the country.

Schu has been established last December 2004 in Singapore and after three years, it has established presence in Novo shops all over Australia, Indonesia, Malaysia, New Zealand, Singapore and the United Arab Emirates. They also have retail shops in Bangkok, Thailand, Ho Chi Minh City in Vietnam, Galeries Lafayette in Paris, France; Jakarta in Indonesia, Brunei and in the Philippines.

In the country, Schu recently has seven stores located in Glorietta 3 in Ayala Center, SM Mall of Asia, Trinoma in Edsa, Shangri-la Plaza, Robinson’s Galleria and in Chimes at the Felcris Specialty Store in Davao City.

Schu’s shop in Ayala Center Cebu on the other hand, is the first outlet of the international company in Cebu and is being operated with local partners.

“Cebuanos are really into fashion and trends and so we believe that the variety of colorful and stylish shoes that we sell will suit their tastes especially that our pricing is just right,” said Ruby T. Gan, the franchisee of Schu here in the country.

Schu targets the trendier and younger segment of the markets as their shoe designs are colorful, creative and chic.

Gan added that despite the presence of several international and local shoe brands in Cebu, Schu still has an edge that will enable them to compete in the marketplace.

“Here in Cebu, we see a really big potential because we offer our customers lots of shoe variety from slides, flats, pumps, high-heeled and flip flops,” she stressed.

With product prices ranging from P999 and above, Gan sees Ayala Center Cebu as the right location for the first Schu store in Cebu saying that, “we always consider the location for every store we open and the category of its captured market, and Ayala definitely has the right market for Schu.”

But despite eyeing a huge growth potential for Schu in the Cebu market, Gan said that their expansion plans in the city will still depend on their local partners and the way their Ayala branch would fare in Cebu’s retail and fashion industry.

Schu strives to introduce runway fashion to the masses. Its different lines of shoes were designed in Milan, Italy and in Paris, France and following the fashion trend for every season; Schu displays new stocks every quarter.

“The Schu brand has been received very well in the Philippine market because it has appealed to the taste of Filipinos and we are optimistic that Cebuanos will also do,” Gan stressed.