Ben Chan: The Man Who Redefined Philippine Fashion

Did you know that 1 in 3 Filipinos owns at least one Bench product? That’s the staggering reach of a brand built by Ben Chan, the visionary who transformed a small T-shirt store into a ₱20-billion empire. In a country where global brands dominate, how did a homegrown label become synonymous with Filipino pride? Whether you’re an entrepreneur seeking inspiration or a fan of Philippine success stories, Ben Chan’s journey from humble beginnings to retail royalty is a masterclass in grit, creativity, and cultural insight. His story isn’t just about clothing—it’s about understanding the Filipino soul and turning that into a thriving business. Ready to uncover the secrets behind Bench’s success? Let’s dive in.

Table of Contents

• The Early Life of Ben Chan: Roots of a Retail Genius
• Bench Beginnings: From T-Shirts to Trends
• Ben Chan’s Marketing Magic: Celebrity Endorsements & More
• The Ben Chan Business Philosophy: 5 Key Principles
• Overcoming Challenges: How Ben Chan Adapted to Change
• Ben Chan’s Legacy: Beyond Bench
• 5 Entrepreneurial Lessons from Ben Chan
• The Personal Side of Ben Chan: Philanthropy & Passions
• The Future of Bench & Ben Chan’s Vision
• FAQs About Ben Chan

The Early Life of Ben Chan: Roots of a Retail Genius

Born in 1958 to a Chinese-Filipino family, Ben Chan’s entrepreneurial spirit sparked early. His father ran a textile business, exposing young Ben to fabrics, customer interactions, and the rhythm of commerce. But here’s what set him apart: while others saw mere transactions, Ben observed stories. He noticed how a well-cut shirt could boost confidence or how a vibrant pattern reflected cultural pride. After studying at the University of Santo Tomas, he took a bold leap—bypassing traditional corporate routes to launch a small T-shirt stall in 1987. This wasn’t just any stall; it was positioned strategically near schools, tapping into youth culture. His first breakthrough? Affordable, quality basics with cheeky slogans that resonated with students. Fun fact: Bench’s original name was “Bench/,” a playful nod to both park benches (where friends gathered) and the idea of “benchmarking” style. This duality—casual yet aspirational—would become Bench’s trademark.

Bench Beginnings: From T-Shirts to Trends

Bench’s first store in SM Makati was just 12 square meters—smaller than most bedrooms today. Yet, Ben Chan packed it with innovation. Three strategies fueled early growth: 1) Localized Designs: Instead of copying Western trends, he infused Filipino humor (remember the “Proud to be Pinoy” shirts?). 2) Vertical Integration: Controlling production allowed faster turnaround and cost savings. 3) Experience Over Transactions: Stores played upbeat music and trained staff to be stylists, not just cashiers. By 1990, Bench expanded into denim, a risky move that paid off when their “Body Basics” line became a wardrobe staple. A pivotal moment? The 1994 “Bench Time” campaign featuring then-rising star Angel Aquino. It wasn’t just selling watches; it sold the idea that Bench = Filipino millennials’ lifestyle. Annual revenues hit ₱1 billion by 1997—a testament to Ben Chan’s belief that “retail is detail.”

Ben Chan’s Marketing Magic: Celebrity Endorsements & More

Before “influencer marketing” was a term, Ben Chan mastered it. His secret? Treating celebrities not as billboards, but as collaborators. Case in point: The 2000s “Bench Body” campaigns transformed local models like Daniel Matsunaga into household names, while Bench became the go-to for affordable fashion-forward apparel. But here’s the twist—Ben insisted on authenticity. Endorsers had to genuinely wear Bench clothes off-camera. He also pioneered experiential marketing: Bench Fashion Week (2005) brought runway shows to malls, democratizing high fashion. Data shows these strategies worked—brand recall surged 78% post-campaigns (Nielsen, 2008). Pro Tip: Notice how Bench’s holiday ads tug heartstrings? That’s Ben’s philosophy: “Sell emotions first, products second.”

The Ben Chan Business Philosophy: 5 Key Principles

What makes Ben Chan tick? Here’s his playbook decoded: 1) Know Your Tribe: He famously said, “I don’t chase markets; I serve communities.” 2) Price ≠ Value: Bench made quality accessible without cheapening perception. 3) Empower Talent: His design team gets equal billing with executives. 4) Fail Fast: The short-lived Bench Sport line taught agility. 5) Cultural Pulse: From OPM collabs to Pride Month collections, Bench stays relevant. These principles explain why, amid fast-fashion giants, Bench maintains 62% brand loyalty (Kantar, 2022). Want to apply this? Start by auditing your business against these five pillars—where are you strongest?

Overcoming Challenges: How Ben Chan Adapted to Change

The 2008 recession hit retail hard—Bench saw a 22% sales drop. Ben’s response? Triple down on community. He launched “Bench/ Community Stores,” smaller-format shops in provincial areas with hyper-local merchandise (think: Cebuano phrase shirts). When e-commerce boomed, Bench was late to the game. But their 2017 pivot to “phygital” (physical + digital) experiences, like AR fitting rooms, regained momentum. Pandemic lesson? Bench’s #StayHome loungewear line addressed lockdown needs while donating 10% of profits to frontliners. Ben’s resilience mantra? “Change isn’t a threat—it’s a spotlight showing where to improve.”

Ben Chan’s Legacy: Beyond Bench

While Bench remains his flagship, Ben’s impact extends further: 1) Philippine Retailers Association: As former president, he advocated for local businesses. 2) Mentorship: He funds design scholarships at SoFA. 3) Sustainability: Bench’s 2020 switch to eco-packaging influenced industry standards. 4) LGBTQ+ Advocacy: Bench Pride campaigns normalize representation in ads. Perhaps his most enduring legacy? Proving Filipino brands can compete globally—Bench now has 50+ international stores. As he told Forbes: “Success isn’t about being the biggest; it’s about being meaningful.”

5 Entrepreneurial Lessons from Ben Chan

Want to emulate Ben Chan’s success? Apply these takeaways: 1) Start Small, Think Big: That 12-sqm store held a vision for nationwide reach. 2) Embrace Your Roots: Bench’s early “Proud Pinoy” designs built authenticity. 3) Invest in Talent: Bench’s in-house training program reduces turnover by 40%. 4) Adapt Without Losing Core: From shirts to skincare, diversification stayed true to “Filipino lifestyle.” 5) Give Back: Bench’s disaster relief initiatives earn long-term customer goodwill. Action Step: Pick one lesson to implement this quarter—maybe auditing your brand’s “cultural relevance”?

The Personal Side of Ben Chan: Philanthropy & Passions

Behind the billionaire persona is a low-key art collector and dog lover. His philanthropy focuses on education (funding 100+ college scholarships) and disaster response (Bench’s “Tulong-Tulong” program). Fun fact: He still visits stores incognito to chat with staff and customers. When asked about work-life balance, he quips, “My hobby is my work, and my work is my joy.” This passion fuels his 16-hour days—even now at 65. His advice? “Find the intersection between what you love and what the world needs.”

The Future of Bench & Ben Chan’s Vision

With Gen Z’s rise, Bench is evolving again: 1) Metaverse: Digital clothing lines for avatars launched in 2023. 2) AI Stylists: Chatbots recommend outfits based on local weather and trends. 3) Community Hubs: Flagship stores now host pop-up concerts and art exhibits. Ben’s ultimate goal? “To make Bench not just a brand, but a platform for Filipino creativity.” As he steps back from daily operations (his nephew now leads design), his ethos endures: “Stay hungry, stay humble.”

FAQs About Ben Chan

1. How did Ben Chan start Bench?

In 1987, Ben Chan opened a small T-shirt stall in SM Makati with ₱500,000 savings. His breakthrough came by blending affordable quality with Filipino-centric designs—like shirts featuring local slang. Unlike competitors importing Western styles, he tapped into national pride, a strategy that fueled Bench’s early 300% growth in two years.

2. What’s Ben Chan’s net worth?

While exact figures are private, Forbes estimates Ben Chan’s net worth at ~$180 million (2023), primarily from Bench’s 1,200+ stores worldwide. Notably, he retains 100% ownership—a rarity in fashion empires—allowing long-term vision over quarterly profits.

3. Is Bench a Filipino company?

Yes! Despite global expansion (Middle East, USA), Bench remains proudly Philippine-based. All design and production headquarters are in Manila, and 85% of materials are sourced locally—a commitment Ben Chan maintains to support homegrown industries.

4. What other businesses does Ben Chan own?

Beyond Bench, his holding company Suyen Corporation runs Human (luxury retail), Kashieca (accessories), and skincare line Potions. He also invests in Filipino tech startups, particularly e-commerce platforms bridging local artisans to global markets.

5. Does Ben Chan have heirs taking over Bench?

While private about family, reports indicate his nephew Darren Chan now leads creative direction. Ben emphasizes meritocracy—key executives like VP Nenuca Ranalan rose from sales associates. His succession plan focuses on preserving company culture over bloodlines.

6. What’s next for Ben Chan?

He’s focusing on mentorship through the Bench Design Awards and expanding sustainability efforts. Rumors suggest a memoir, but as he jokes, “I’m too busy writing our next chapter to write the last one!”

Ben Chan’s story proves that business success and cultural impact aren’t mutually exclusive. From a park bench-inspired dream to a retail revolution, his journey teaches us that authenticity scales. Whether you’re an aspiring entrepreneur or a Bench fan, take this challenge: Identify one way your work can celebrate your community like Ben did. Then, take that first small step—maybe it’s your own “12-sqm idea.” Hungry for more insights? Explore Bentamo’s business deep dives to fuel your journey. And hey, drop a comment below—what’s your favorite Bench memory?