The British invasion has started. Award-winning men’s footwear brand Base London looks into Asia, particularly the Philippines, to expand its footprint as it recently opened its first-ever boutique in the continent at the Uptown Place Mall in Bonifacio Global City (BGC).
Established in 1995 to cater to the needs of the modern man, U.K.-based Base London positions itself as a confident, energetic, sociable, and cheeky brand that is all about making great footwear that speaks class but with a bit of fun.
With the opening of its BGC boutique, the brand is confident about its chances in the Philippine men’s footwear market. Base London is even eyeing to open two more stores over the next few years.
“With a booming economy, rising incomes, increased spending, and a longing for a smarter way with which Filipino men dress and develop their image, we are very bullish of our prospects here in this country,” says Mark Husted, Sales Director at Base London LTD.
Base London and its sub-brand Fish ‘N’ Chips also distribute their products in other Asian markets such as Hong Kong, Japan, South Korea, and Taiwan, but the Philippines is the first country to open a boutique due to its strong and vibrant retail culture.
“Whereas other Asian countries tend to prefer buying in department stores or in wholesale shops, the Philippines is such a unique case because it has developed a big mall culture that can provide an avenue for brands to deliver world-class retail experience to its customers,” he adds.
Now on its 21st year, Base London sees the opening of its first-ever store in Asia as the perfect way to celebrate the brand and its heritage of delivering fashionable, classic, and unmistakably British footwear for today’s style-conscious gents.
The Base London store is located at the Level 2 of Uptown Place Mall, 36th Street corner 9th Avenue, Bonifacio Global City, Taguig.