Rex Book Store's 60-year legacy
MANILA, Philippines - Beneath six decades of existence lies a solid foundation born of resilience, stability, commitment and a strong vision that transcends time.
Such is the story of Rex Book Store. Azcarraga Street in Manila — the perfect locale in the 1950s for flourishing businesses in a post-World War II economy — was where two people who both had a natural love for books and business came together and formed a personal and professional partnership that has since evolved into a thriving enterprise.
To Juanito “Manong” F. Fontelera, a native of San Narciso, Zambales, industriousness and perseverance were part of everyday life. Orphaned at an early age, he initially relied on the support of relatives but eventually worked his way through school to support himself and his education. After graduating, Juanito saw a business opportunity and put up a small business called New Republic Book Store. It was through this venture that he met Jovita “Manang” Buhain, a pharmacist and widow. Jovita was then operating her own business called Rex Book Store, located right beside Juanito’s store.
Instead of a business rivalry, what blossomed between Juanito and Jovita was a deep affection based on friendship and mutual respect — and with their marriage, it was but natural for their respective stores to merge. With Juanito’s keen business sense and Jovita’s able handling of finances, Rex Book Store went through a period of significant growth well into the 1960s. As the company started publishing textbooks, the couple’s view of their business changed. From being a mere source of income, Rex Book Store was now emerging as an active contributor to uplifting the quality of Philippine education by providing Filipino students with books comparable in quality to Western materials but authored by Filipino talents.
In 1969, however, a fire razed everything that Juanito and Jovita had built, except for one book entitled Jesus Save Me. To Juanito and his family, finding this book was a message. Instead of being disheartened, Juanito and Jovita focused on rebuilding their business.
Forty-one years after the fire, Rex Book Store continues as one of the biggest publishers in the country. Throughout the ’80s and ’90s and into the 21st century, Rex continued to expand from its initial store in Recto. New technology and processes were integrated into the operations and new business divisions were created. But through it all, Juanito, assisted in the business by his son, Atty. Dominador Buhain, remained humble, disciplined, and hardworking,
As it marked its 60th year, Rex Book Store expressed its appreciation for its business partners and employees in a thanksgiving event held at the UP Bahay ng Alumni. Attended by more than 500 guests, the affair showcased the company’s history and also paid tribute to the men and women whose invaluable contributions made Rex Book Store what it is today.
Don Timothy Buhain, chief operating officer of the Rex Group of Companies, affirmed the company’s commitment: “Rex Book Store has definitely reached a milestone in its existence, and we are truly grateful to all those who continue to believe in us and help us make our vision a reality. While it is undeniable that the company has enhanced the lives of our writers and educators, and in the process also improved the lives of the youth for the past 60 years, we are not resting on our laurels. As we continue to live the legacy of our Manong, Juanito Fontelera, we will carry on the spirit of humble service that he espoused while we gear ourselves for more challenges ahead.”
