How Burlington became the socks authority

MANILA, Philippines - Burlington Industries Philippines Inc., and its general manager, Ruddy Tan, tells how a simple homegrown brand in the ‘60s made an inspired leap to the future. “My uncle, Pete Tan, who is our president, started the company together with my father and other uncle,” says Tan. Socks, the Tan brothers felt, were a basic requirement; something people needed.

“It was a very humble beginning. We had two machines which produced two dozen socks in an eight-hour working day,” he smiles. At that time, there were bigger and more established players in the local industry.

But Tan explains that it was more than setting up a manufacturing company. “It was good business for them, yes, but it would also provide consumers with local brands instead of looking to imported ones,” he says. In the mid-‘80s to early ‘90s, however, a change was brewing and not everyone in the industry had the foresight to risk big.

 “All hosiery machines at that time were mechanical — and then they started putting computers in the machines. It changed everything,” recalls Tan.

The sudden modernization was more than what other companies could handle. “You can make more patterns, designs, and have more colors in your socks — you just have to adapt,” he says.

“It’s quite an investment, but we were able to take that leap and become part of the change,” explains Tan. This spelled the difference, as Burlington skyrocketed to become the number one brand.

Today, Burlington Industries Philippines Inc. is the trademark owner of several sock brands: Burlington, Bally, Camp, Puma and BioFresh. They manufacture a full range of socks: sports socks, dress socks, casual socks for men, trouser socks, stockings for ladies, and school socks for children.

The factory, like the Enterprise ship on Star Trek, is a model of efficiency. Everything is computerized and high-tech, with people and machines working side-by-side. Even the inventory for the day is flashed on a flat-screen television screen at the middle of the floor. In this business, every innovation counts.

“It was Plantersbank who helped us finance the new acquisition of machineries,” says Tan, clearly pleased with the decision to continue with Burlington’s upgrading.

“I started in the ‘70s. I had just graduated from mechanical engineering,” says Tan, a third-generation Filipino-Chinese, who worked his way up, despite it being family-owned business.

Burlington socks in different sizes and colors

This helped him connect all aspects — from operations to marketing — into one cohesive organism. Tan knows the ins and outs of the local and international socks industry, trends in textile, technology and selling. “Concession is the current type of business. You have to supply your own inventory, sell your own product, and then replenish. It’s generally taking care of that cycle,” he explains.

He puts in steps to improve efficiency, reduce defects and create more savings. “In our case, it’s really all about introducing product innovations,” says Tan. Burlington has several to be proud of: the BioFresh line continues to do well in the market, despite being launched five years ago. “It’s an anti-microbial treatment that was too early for its time,” according to Tan.

When the “bio-health” industry kicked in, the product became a hit. “If you leave your BioFresh socks in the hamper, the treatment will continue killing the bacteria, which is what causes the odor,” he says BioFresh also includes undershirts and underwear for men and women. In 2009, it also introduced 15 variants of Flexgel insoles and foot protection.

With over four decades of solid performance in the market, the company has established a reputation as the “socks authority.” Burlington also became the only ISO-certified company in the industry four years ago.

Filipino Pride

“Filipinos are very hardworking,” says Tan. He advises young entrepreneurs to “have focus above all. Do it right the first time, to minimize mistakes and its cost implications. Also, review yesterday’s data and remove the problems right away.”

To bring operations to the next level, Tan reveals they are studying ways to become more environmental friendly in product and operations. “We are looking to use rainwater catching, LED lights, put in inverters to reduce electrical consumption, and have more energy efficiency,” explains Tan. People are the most important resource for Tan, though. Most of the employees have been in Burlington for more than 25 years. “We’re very open with our staff. We ask for their opinions, and value their contributions,” he says.

As to maintaining the company’s leading position? “It’s simple: Focus on consistency of quality,” he says. “We don’t have shortcuts. We’re very specific. Anybody can produce socks, but to maintain the brand, there has to be a continuity of quality. The competition keeps us on our toes, quite literally though,” Tan chuckles.

A truck carrying Burlington socks gets ready for delivery.

Continuous Evolution

The future is exciting for Burlington. “In the ‘60s, most of our socks were made of acrylic because cotton quality was poor,” he says. “But over the years, cotton has improved — it’s now more natural and absorbent, so we’re using more of it.”

With sports activities such as running, football and badminton becoming popular, Burlington has experimented with the right combination of materials to get the right formula. “Acrylic is more dominant for our sports line — it’s been tested that it’s lighter and softer. In fact,” he shares, “if you use it for a one-kilometer run, you’ll have 50 percent less blisters.”  

A few months ago, the company decided to go online selling. “It’s the next step in development. Just last week we had orders from Australia,” explains Tan. This time, the fourth generation Tans are taking a hand in the company’s future. His eldest daughter, Joyce, is in charge of management information, while the youngest, Kaye now handles marketing. Both have already made their mark.

There are companies with big bottom lines — and there are those who go beyond and ensure their place in history. For 40 years, Burlington’s evolution shows how a simple garment — such as socks — can contribute to so many lives.