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Case Study No. 3
Bench’s Strategy for Success: ‘Go Global’
“We did things nobody dared to do.”
This is what Ben Chan, chair of Suyen Corporation, Bench’s mother company,
believes what catapulted Bench into becoming the country’s most successful
lifestyle brand.
A true global brand, Bench has captured the hearts not just of Filipino consumers
but also the international market. Capitalizing on incorporating Filipino flavour to
their designs as well as making their products globally adaptable, Bench has
indeed penetrated the foreign market competing with the world’s biggest brands.
“The Bench brand stands for an entire vision and the Filipino lifestyle,
specifically. This is a marketing feat, since it is one thing to sell to a domestic
market, while it is a completely different ball game overseas, alongside the
world’s biggest and best brands. The winning strategy is to think, act, and look
