Direct-selling firm Boardwalk sets sights on Asia-Pacific after HK venture

BY Ruby Anne M. Rubio, BusinessWorld Senior Reporter Local direct-selling company BoardWalk Business Ventures, Inc. is considering tapping overseas Filipino workers in the Asia-Pacific region after starting its global expansion in Hong Kong two years ago. In an interview, Boardwalk business development division Head Glenda D. Pingol told BusinessWorld the company is still studying the market, saying it won’t be easy to expand given the different market behavior overseas. "The company is still in the process of re-investing to continuously sustain and capture the market in Hong Kong, which is our pilot project. After this, the company will continuously open up," she added. BoardWalk started as a garments manufacturer, distributor and dealer way back in 1989 as Miami Garments. "When we expanded to Hong Kong, our mission was to encourage OFWs to consider going back to the Philippines. We want them to understand there are still opportunities that await everyone. We are hoping that we are able to share with them our business platform so they will look forward to going back to the Philippines. They can still feed their families and [earn money] with the business platform being provided by BoardWalk," Ms. Pingol said. BoardWalk sells all sorts of apparels, footwear, bags, belts, and other accessories, catering to all ages. BoardWalk ventured into direct selling and networking in 1993, and was incorporated in 1994. Ms. Pingol said it will take one to two years for BoardWalk Hongkong Ltd. to reach breakeven point since the business is still taking off. BoardWalk has around 26 branches and 26 business information centers in the Philippines. It has a plant and main warehouse in Cavite with a fleet of delivery trucks and other vehicles. Luningning C. Cacayan, BoardWalk operations division head, said the company is targetting to set up 650 BoardWalk service stations this year as platforms for franchise operations. There are so far only eight BoardWalk service stations covering Cebu, Cabanatuan, Lucena, National Capital Region, Laguna, and Batangas. "We trained 75 dealers but we only have eight approved dealers. We have certain requirements aside from technical training, sales output, and number of recruits. BoardWalk wants to avoid long hours of waiting in the branches. Instead of staying in the branch to wait for the purchase order, they only have to wait for the delivery. The service stations are intended for good service to the dealers," she said in a separate interview. Ms. Pingol said the company will expand through franchise starting with its registered, loyal and committed dealers. "Expansion can be balanced with a very good distribution system. We want to make sure products will reach those in the far-flung areas through franchising," she added. BoardWalk intends to boost its 2,000-square meter warehouse in Cavite by expanding to an adjacent site, Ms. Cacayan said. The company intends to ride the waves of an improving economy. "The productivity of our members is also increasing. They also make money since consumers have disposable income. We have very strong sets of suppliers overseas and local manufacturers in Marikina. We have a product to sell. We have a strong brand," Ms. Pingol said. - BusinessWorld