From shoes to success: Parisian and SM’s retail revolution

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It is a well-known fact that SM started by Henry Sy Sr. as a small shoe store  in the late 1950s.  But not many know that around the time the first  Shoemart opened on Rizal avenue, Manila in October 1958, a shoe brand named Parisian was also established by  Sy Sr.

Harley Sy, executive director of SM Investments and co-vice chairman of SM Retail said Shoemart, said his father’s shoe brand Parisian for ladies was born from his travels abroad in search of quality footwear for Filipinos. 

“His obsession with shoes was well known; he believed that comfortable, well-fitting shoes should be an affordable aspiration for everyone,”  Harley recalled.

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The name Parisian reflects Sy Sr.’s admiration for European craftsmanship, symbolized by the iconic Eiffel Tower that adorned the brand’s original shoebox design. 

Harley recounted his father’s journey in the shoe industry. While  navigating the shoe trading houses in Boston, back then regarded as the world’s shoe capital, was daunting at first, Sy Sr. managed  to get his supply by buying in bulk. These were typically small sizes which would fit Filipino feet.

Harley said during the local industry’s heyday in the 1950s and 60s, Sy Sr engaged shoe manufactures in Marikina.  It was during the 1980s that Harley worked with his father closely at the store and understood more about the anatomy of a shoe. There, Harley observed Sy Sr.’s meticulous attention to detail which had been passed down through the generations and all the merchandisers of Shoemart.

As Sy Sr. developed his shoe brand, he envisioned a transformation in retail. Inspired by the emergence of department stores and malls in the US, he was always a step ahead as he introduced innovations that laid the blueprint for SM’s growth. 

“Shoemart was the first shoe store in Carriedo to have air conditioning, creating an inviting environment that drew customers in,” Harley said.

Today, Parisian shoes and bags remain staples in all SM stores, continuously updated to reflect contemporary styles. Since its inception, the SM Store had sold millions of pairs of Parisian shoes. 

“We decided to expand Parisian to offer new, high-quality choices while maintaining attractive price points. With categories like Parisian Comfy, Parisian Plus, and our premium line, Parisian Limited, we adapt to evolving market demands,” said 

Felanie Lim, Shoes and Bags senior vice president.

”The brand currently boasts a diverse inventory of thousands of styles ensuring there’s something for everyone.”

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