What does it take to build a homegrown Filipino company to becoming the next retail giant in the Asia Pacific region?
In 1985, five friends pooled their time and resources to set up a small trading company that imported and then sold a wide variety of merchandise. Fast forward to more than 30 years later, that simple buy-and-sell venture called Primer International Corp. has become one of the biggest and most formidable names in the retail industry.
Guided by its core values of Integrity, Self-discipline, Teamwork, Entrepreneurial Spirit and Passion for Excellence (iSTEP), Primer has racked up some impressive numbers under its belt. Operations grew and gave birth to original store concepts in the retail sector such as The Travel Club, Bratpack, Res Toe Run, Grind, Sneakpeek, Headquarters, Flight001, and Recreational Outdoor eXchange , the trading expertise was also harnessed to enable the Primer Group to diversify into industrial products and services, and energy efficiency services. It currently operates in 10 countries, carries more than 150 leading international brands, and boasts of 2,500 dedicated employees globally.
In 2020, Primer is poised to hit its biggest revenue target yet, solidifying its status as a retail giant and a nexus for global brands and their entry into the Asia Pacific region.
Known for its commitment to meeting the active lifestyle, fashion, travel, sports, wellness, and outdoor needs of its consumers, Primer Group has also established a track record of many firsts:
- Awarded multiple “Distributor of the Year” distinctions for major brands such as Fitflop, JanSport, Herschel, Sanuk, Timbuk2, Hydroflask and Aetrex.
- Pioneered the brick and mortar stores for Fitflop, FOX, Sanuk and Sea To Summit—the first in the world.
- Introduced the original idea of concept stores via The Travel Club, Bratpack, ResToeRun and R.O.X., which are now franchised across Asia.
- Operates the biggest outdoor superstore in South East Asia (R.O.X.).
To fulfill its mission “to bring the world closer to our customers,”Primer International’s future plans include strengthening its regional presence through territory expansion, diversified brand and services portfolio, and continuous joint venture partnerships with local enterprises.
From the Philippines to the world, armed with an inclusive culture that celebrates passion and diversity Primer International is just getting started.
