A step forward: The sustainability and transformation of the SM business

In the late 1950s, a small shoe store called Shoemart opened in a busy shopping area on Rizal Avenue in downtown Manila. Although this is a well-known chapter in SM’s history, few realize that one shoe brand – Parisian – grew up alongside Shoemart, marking an important milestone in the legacy of its founder, Henry Sy, Sr.

Mr. Harley Sy, Executive Director of SM Investments and Vice Chairman of SM Retail, shared this interesting story. “Shoemart was founded in October 1958 and my father’s shoe brand Parisian for ladies was founded in 1958, which was born from his travels abroad to find quality shoes for the Filipino people. His love of shoes was well known; he believed that comfortable, well-fitting shoes should be an attainable desire for everyone,” recalls Mr. Harley.

Parisian heritage

The word Parisian reflects the interest of Mr. Sy, Sr. with European craftsmanship, symbolized by the iconic Eiffel Tower that graced the brand’s first shoebox design. Mr. Harley explained that his father’s journey reflects not only the evolution of the brand but also his growth as a retailer. “On his trip to Boston which was the shoe headquarters of the world at that time, he sought out shoe agents to get samples for the showroom. It was difficult for him to navigate the shoe shops, speaking limited English. But many ended up selling to my father since he was buying in bulk. These were small sizes that fit Filipino feet, which led to his business selling shoes,” he explained.

During the local industrial boom of the 1950s and 60s, Mr. Sy, Sr. he became involved with Marikina shoe manufacturers. Mr. Harley remembered the love she was about to feel TatangHis father’s people would sample shoes at the Carriedo store after working hours from 10 o’clock to 12 midnight.

Art and Comfort

Mr. Sy, Sr. he had some non-negotiables about the shoes he offered. It was during the 1980s that Mr. Harley worked closely with his father in the shop and learned a lot about shoe making. To illustrate this important lesson, Mr. Harley picks up her office shoes. He makes a backward L sign with his thumb, index and middle finger and inserts it just above the insole. “Look at the middle part of your finger. The counter of your shoe, or the part of the back that provides support, should end there in the middle part,” he said as an indication of the comfort of the shoes.

“This was a learning experience that made me appreciate details and hard work,” he said.

“Tatang he can look closely at the shape and fit of all the shoes. He would even get a white-tipped drawing pencil or chalk and point out the parts of the shoe that needed fixing. These were very important,” said Mr. Harley. “Consolation was the priority. My father had a natural ability to assess fit and quality. He could see the mistakes just by looking at the shoe.”

This meticulous attention to detail had been passed down from generation to generation and all traders learned from Mr. Sy. “Tatang he had the eye of a shoe expert, honed over many years of listening to customers and growing his passion for shoes,” commented Mr. Harley.

As Mr. Sy, Sr. developing his brand of shoes, he saw a change in the stores. Inspired by the emergence of supermarkets and hypermarkets in the US, he has been at the forefront as he introduced innovations that set the blueprint for SM’s growth. “Shoemart was the first shoe store in Carriedo to have air-conditioning, making it a great place to attract customers,” explained Mr. Harley.

The Parisian Today and Tomorrow: Aspiration, Adaptation, and Evolution

Today, Parisian shoes and bags remain staples in all SM stores, continuously updated to reflect current trends. Since its establishment, SM Store had sold millions of pairs of Parisian shoes.

Felanie Lim, Senior Vice President of Shoes and Bags, explains, “We decided to expand Parisian to offer new, high-quality options while maintaining attractive price points. With categories such as Parisian Comfy, Parisian Plus, and our premium line, Parisian Limited, we adapt to changing market demands. The brand currently has a diverse collection of thousands of styles ensuring that there is something for everyone.

The relevance of the Parisian brand lies in its ability to inspire, adapt, and evolve. Mr. Harley emphasizes, “Innovation is the key to staying relevant. The market is always changing, and we have to change with it. Tatang he was a constant innovator, reinventing himself – from shoes to department stores, department stores, specialty stores and what is SM today. We will continue to adapt to the demands of the market.”

The Paris brand remains a testament to the enduring spirit of SM’s business and is ready to meet the aspirations of future generations. Based on its legacy of strength, innovation, and dedication to the needs and desires of its customers, Parisian continues to thrive, constantly working to be a step ahead in the industry.

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