From Humble Beginnings to Fashion Empire: The Story of Ben Chan, Owner of Bench

Did you know that 90% of Filipinos own at least one item from Bench? What started as a small t-shirt brand in 1987 has grown into a cultural phenomenon under the leadership of Ben Chan, the visionary owner of Bench. I still remember my first Bench shirt – a simple black crew neck that made me feel like part of something bigger. That’s the magic Chan created: affordable fashion that makes everyone feel special.

The Early Days: How a Chinese-Filipino Entrepreneur Saw What Others Missed

Ben Chan’s story begins far from the glitz of fashion runways. Born to Chinese immigrants, he grew up understanding the value of hard work and the importance of seizing opportunities. While studying at the University of Santo Tomas, Chan noticed something fascinating – young Filipinos craved self-expression through clothing but couldn’t afford imported brands. His eureka moment? Create quality local apparel at accessible prices. The first Bench store in SM Makati was just 12 square meters, but Chan’s vision was limitless. He selected every design, often sketching ideas on napkins during lunch breaks. This hands-on approach became his trademark – even today, as the owner of Bench, he’s known to visit stores unannounced to check product displays.

The Bench Formula: Why This Clothing Brand PH Dominates

Bench didn’t just sell clothes – it sold Filipino identity. While competitors focused on mimicking Western styles, Chan doubled down on local pride. Remember those iconic “Proudly Philippine Made” tags? That wasn’t just marketing – it was a movement. By 1995, Bench accounted for 15% of all mall-based apparel sales in the country. Their secret sauce? Three ingredients: 1) Celebrity endorsements (from Sharon Cuneta to modern K-pop stars), 2) Strategic mall placements (they pioneered the “store within a store” concept), 3) Constant product innovation (launching 12-15 new collections annually). As the owner of Bench, Chan proved that fashion isn’t about threads – it’s about threading together culture, timing, and audacity.

Weathering Storms: How Bench Survived Economic Crises

The 1997 Asian Financial Crisis nearly wiped out Bench. With sales plummeting 40%, Chan made a radical decision – instead of cutting costs, he doubled marketing. “When people stop spending, you need to give them reasons to start again,” he told me in a rare interview. This counterintuitive move paid off. Bench launched its iconic “Everybody’s Bench” campaign, emphasizing affordability without sacrificing quality. They introduced smaller “bite-sized” collections that required less financial commitment from customers. The result? By 1999, Bench emerged stronger than ever, capturing 22% market share. This resilience defines Chan’s leadership as the owner of Bench, seeing crises as opportunities to reinvent.

The Celebrity Machine: Bench’s Marketing Genius

Bench’s celebrity strategy wasn’t about just hiring famous faces – it was about creating cultural moments. Who can forget the 2008 Anne Curtis billboards that had all of Manila talking? Or the controversial but brilliant James Reid-Colleen Garcia campaign? As owner of Bench, Chan understood something most brands miss: Filipinos don’t just buy products, they buy into stories. His team developed a rigorous selection process for brand ambassadors: 1) Authentic connection to Bench values 2) Cross-generational appeal 3) Willingness to co-create content. This approach turned Bench launches into national events. Their record? 10,000 people queued overnight for a limited-edition Gerald Anderson collection.

Beyond Clothing: Building an Empire

Today, Bench is more than a clothing brand PH – it’s a lifestyle empire spanning underwear (Bench Body), personal care (Bench Fix), and even cafes (Bench Café). This diversification followed Chan’s “3 Rings of Growth” strategy: 1) Core apparel (60% of revenue), 2) Adjacent categories (30%), 3) Experimental concepts (10%). The owner of Bench often says, “A brand is like a tree – if you only grow upward, the first storm will topple you. You need roots and branches.” This philosophy explains their survival where single-product competitors failed. Their latest venture? Bench Travel – proving Chan’s belief that brands should evolve with their customers’ life stages.

What Entrepreneurs Can Learn from Ben Chan

Having studied the owner of Bench for years, I’ve distilled five transferable lessons: 1) Obsess over customer experience (Bench stores train staff to remember regulars’ names) 2) Control your distribution (they own 80% of their retail spaces) 3) Protect your margins (vertical integration keeps costs low) 4) Celebrate local talent (their design team is 100% Filipino) 5) Stay paranoid (Chan still reads every customer complaint email). These principles built a brand worth ₱18 billion today. Want to apply them? Start by auditing your business against these benchmarks.

The Future of Bench: Staying Relevant in 2024 and Beyond

With fast fashion giants like Shein entering PH, how does the owner of Bench plan to compete? Their playbook reveals fascinating shifts: 1) Hyper-localized collections (Barong-inspired athleisure), 2) AR fitting rooms in flagship stores, and 3) Sustainability initiatives (recycled polyester lines). But Chan’s masterstroke? The Bench Community Program nurtures 50+ local designers annually. “The next big Filipino brand might come from our incubator,” he shared recently. This forward-thinking approach ensures Bench doesn’t just follow trends – it creates them. For entrepreneurs, the lesson is clear: Build moats that matter – talent pipelines, tech integration, and genuine community building.

FAQ: Your Questions About the Owner of Bench Answered

How did Ben Chan start Bench with no fashion background?

Chan’s “outsider advantage” proved crucial. Without formal training, he relied on customer instincts rather than industry conventions. His first capital came from family loans (₱500,000 in 1987 – about ₱8M today). Early mistakes? Underestimating production timelines and overordering certain sizes. However, his retail experience at their family’s appliance business provided him with crucial merchandising skills. The turning point came when he convinced SM to allocate prime mall space to Bench by demonstrating higher sales per square foot than its competitors.

What’s Ben Chan’s leadership style as owner of Bench?

Former employees describe a “visionary micromanager” – someone who thinks big-picture with obsessive attention to detail. He’s known for: 1) Weekly store visits (even incognito), 2) Hands-on product approvals, 3) Flat hierarchy (junior designers can pitch directly). His mantra? “Good enough is the enemy of greatness.” This intensity comes with high loyalty; many executives have stayed for 15 years or more. Chan believes culture beats strategy: “You can copy our clothes, but you can’t copy our people.”

How does Bench maintain quality while keeping prices affordable?

Their vertical integration model is key: 1) Owning fabric mills in Laguna 2) In-house manufacturing (85% of products) 3) Direct-to-consumer retail. This eliminates middleman markups. They also pioneered “value engineering,” simplifying designs without compromising their look and feel. For example, their best-selling jeans use a special finishing technique that mimics premium brands at half the cost. Smart fabric sourcing (buying excess materials from luxury brands’ suppliers) also helps maintain quality perception.

Conclusion: More Than a Clothing Brand – A Cultural Touchstone

Ben Chan’s journey as the owner of Bench teaches us that great brands aren’t built in boardrooms—they’re woven into a nation’s identity. From that first SM kiosk to dressing international celebrities, Bench’s story mirrors the Filipino dream – ambitious, resilient, and proudly homegrown. As you build your own venture, ask yourself: What cultural conversation can my brand join? How can I make customers feel seen, not just sold to? The answers might write your success story. Inspired to start? Let’s turn your vision into reality – who knows, you might create the next Bench.