With the proliferation of “tiangge” selling surplus goods in the mid-80’s, Harley Sy said, “Why not bring it in a nicer place like SM?”. That’s what he did and aptly named the store Surplus Shop. The first store in SM North Edsa in 1987.
“Everything in the store is imported,” said Aida dela Cruz, SVP for Merchandising. Goods in the store’s inventory are 95% branded apparel and the rest, the Surplus brand’s novelty items. Delivery is on a weekly basis.
Goods in the store’s inventory are 90% branded apparel and the rest, the Surplus brand’s novelty items
Response was positive. It was a chance to score a favorite Italian or American brand sold at a fraction of its original price in a more comfortable setting. The “discount store” became a fixture in most of the SM malls across the country. Surplus Shop number 57 opened in SM City Davao in 2006.
“We are aiming to open 60 stores by the end of the year,” said Jessica Dico, Surplus AVP for Marketing, “and targeting 70 stores in the next few years. There will be a Surplus store in each SM mall across the country.”
Surplus’ Aida dela Cruz, SVP for Merchandising & Jessica Dico, AVP for Marketing
All the stores are selling well, but Dico said the Surplus shops in the premier malls are doing better.
“We cater to two types of markets—those who know the brands (that land on the store’s shelves) and those who doesn’t know of the brands but knows of the good price,” said Dico, “Shoppers from the middle to upper class see Surplus as an alternative place to shop for fast fashion at an affordable and reasonable price.”
Dico said that brand ambassadors became part of the store’s scene in 2014. It was good for the brand, the store is always mentioned.
The store underwent a transition. “Shop” was dropped from “Surplus Shop” and one by one, the stores across the country underwent a facelift. Recently, the Davao store reopened to unveil a new identity and a new look.
The new look of Surplus includes its image models in the visual merchandising set-up
The new edgy look brings forward a lifestyle that is so now, new and fun
“The new edgy look brings forward a lifestyle that is so now, new and fun,” said dela Cruz, sharing that the new layout, materials and lighting in the new store create an urban yet youthful ambience, while modern day graphics add excitement to the shopping experience.
“Shoppers will continue to enjoy mixing, matching and layering fashion finds at incredible savings,” she said.
Shoppers will continue to enjoy mixing, matching and layering fashion finds at incredible savings
Menswear
Jackets & winterwear is a top-selling product
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