Wilcon Builders Supply opens fourth branch in Pampanga

The builders’ pit stop

By Maripet L. Poso, Staff Writer

04/24/2009

Convinced that the construction industry in the country is not at all affected by the economic crunch, Wilcon Builders Supply has recently opened its fourth branch in Pampanga.

Audacious, you may say, but as executive vice president and chief operating officer Rosemarie Bosch Ong puts it, “Home improvement is very basic, and we’re very confident about the market. Besides, (home construction) is not a seasonal thing.”

This is the 19th branch of Wilcon, and counting. They have three in progress right now, one in Batangas City, one in Laguna, and one inside the Marquee Mall in Angeles City, Pampanga.

“We want to get near the market, we want to be near everybody,” laughs Ong. “You know Kapampangans, they have a penchant for good taste. They like beautifying their homes. They don’t mind spending for their home improvement, for their home beautification. And I’m sure everybody knows that Pampanga is a booming area. There’s big potential here.”

Founded in 1977 in Quezon City, Wilcon has grown into one of the country’s reliable one-stop shops for construction supplies, with several branches located strategically within Metro Manila and nearby provinces. In over 30 years in the business, it has redefined the meaning of construction shopping: Convenience for its customers through its air-conditioned shops, delivery service and commitment to excellent service.

Not far from the newly opened branch in San Fernando is their Mexico (Pampanga) branch. William Belo, president and CEO of Wilcon, jokes, “Ganun kami ka-bully sa Pampanga.” But he explains that the two branches actually complement each other. “With the San Fernando branch, it’s not just Pampanga that we cover. This road, Gapan-Olongapo Road, is the main road coming from Nueva Ecija, from the east, going to Olongapo and Bataan. This is the main entry. So, we have customers coming from as far as Olongapo, Subic, Nueva Ecija and Cagayan Valley. Nakakarating sila dito.”

He adds that with the Mexico branch, their target market is more on customers from Olongapo and Bataan.

And it’s not just about the site and location that Wilcon is known for its audacity. It builds really huge stores. “The standard is from 3,000 to 4,000 square meters up to 7,000. We create big stores so that we can provide enough space to showcase our products, to accommodate all the product lines. We want to show people what they’re buying.”

Their main target market is consumer. “We have homeowners na sila mismo ang nagdi-decide kung anong bibilhin nila, kung anong gagawin. Of course they have architects and interior designers, but still they want to see what they’re going to buy. More often than not, the stuff you see in catalog is different from the actual stuff you buy.” He adds referring to small-time hardware shops that we are more accustomed to.

Wilcon also wants to erase the notion that shopping at big construction supply shops are more expensive than shopping at your neighborhood mom-and-pop hardware stores.

“With Wilcon, we offer different amenities, we offer convenience shopping. But definitely, were cheaper than the mom-and-pop stores because we have so many branches,” explains Ong. She says they have the advantage in terms of volume purchases and in terms of lower prices. “We do global sourcing. We go directly to the source. And then we’re very choosy with the brands that we carry.”

To make Wilcon a household name in the construction industry, it has actor and TV personality Edu Manzano as its face.

“We’re very happy with Edu,” confirms Ong. “He represents what we believe in: A complete man is a complete home. And he promotes standard, just like Wilcon.” According to her, there’s a compelling notion for them to create awareness about Wilcon.

“We want Wilcon to be top of mind for home building and all home needs,” she stresses. “So we feel that with Edu, we complement each other.”

Aside from the ongoing three site constructions, Wilcon also has eyes on some other strategic locations in the north and south.

As of now, they have more than 300 suppliers. “Most probably we have more than 300 brands in the store. We aim for Wilcon to be a one-stop shop where you can have everything you need from nails, to bolts and knots,” relates Ong. Aside from hardware and construction materials like tiles, paints and plumbing supplies, Wilcon also offers appliances, electrical, houseware and furniture, among other.

Wilcon Builders’ Depots and Supply branches are located strategically in Balintawak, Malibay, Mindanao Avenue, Las Piñas, Quezon Avenue, Ortigas, Bagumbayan, Pasong Tamo, Mindanao Avenue, Muntinlupa City, Commonwealth Avenue, Parañaque City, Pampanga, Tarlac and Davao. For information, visit www.wilcon.com.ph.

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