463. Brand Stories: RUSTAN’S, Shopping for the Finer Things In Life, 1952

RUSTAN'S: ONE-STOP SHOPPING UNDER ONE ROOF, 1976

The passing of retailer billionaire Zenaida “Nedy” Tantoco on 8 February 2024 brings to a close another chapter in the charmed history of RUSTANS’-the shopping empire founded by her parents, Bienvenido  "Benny"Tantoco Sr.  of Malolos, and Gliceria “Glecy” Rustia-Tantoco. As the eldest daughter, Nedy took over the helm of the enterprise with the same visionary approach espoused by her parents,

RUSTAN’S introduced Filipinos to the finer things in life, raising their shopping experience to a whole new level.

The couple’s store began in their own living room where they sold trinkets brought home from their European jaunt. This led to their first shop in Manila, along San Marcelino St., which evolved into Rustan’s Department Store. It began carrying signature brands like Dior and YSL, and enjoyed brisk growth and success in the 60s. By 1970, their flagship store with its distinctive blue geometric façade was the shopping place to see and be seen, selling lifestyle brands that represented “the true, the good, and the beautiful”. No, that was not Imelda’s mantra—but Glecy’s motto.

RUSTAN'S MAKATI, 1970

 By that time, their association with the Marcoses was well-known, and the Rustan’s empire expanded to include another giant branch in Cubao (1973) and Cebu.

All the major designer brands were sold in Rustan’s: Lacoste, Lanvin, Gucci, Marks & Spencers, The Gap, Banana Republic, Zara, Calvin Klein, and many more.

WHEN YOU THINK PHILIPPINES, THINK RUSTAN'S. 1976

Rustan’s was also known for its wide array of Filipiniana products, and of course, its Supermarkets. The ouster of the Marcoses in 1986, the death of Glecy in 1994, and patriarch Bienvenido (age 100, in 2021), did not affect the Rustan’s business as it continued to move forward--it would operate Starbucks, Duty Free shops and real estate developments (Sta. Elena Realty).

WATCH RUSTAN'S SUPERMARKET TVC, STARRING POPS FERNANDEZ, 1984

Uploaded by Manila Chronicle, 7 March 2019

Rustan’s continue to lead the way in revolutionizing the retail industry, and in uplifting Filipino taste for goods and merchandise of the highest order, style, and quality. Nothing has changed after over 70 years of Rustan’s , and that is, to indulge only in what is true, what is good and beautiful.

SOURCES:

Rustan's, Our Heritage: https://rustans.com/pages/our-heritage

Rustan's, wikipedia

Youtube, Rustan's supermarket advert (ft. Pops Fernandez, 1984): https://www.youtube.com/watch?v=6JCflFMVpnY, uploaded by Manila Chronicle, 7 March 2019