Beyond the vibrant displays of crafts and treats, a leading retailer has been quietly revolutionizing the retail landscape for two decades. By building a network of support for micro, small, and medium enterprises (MSMEs) and social enterprises, it has empowered communities and provided a platform for small businesses to thrive.
What started as a humble "Philippine Crafts" corner in a department store has blossomed into a nationwide chain with 45 branches. Kultura showcases the best of Filipino craftsmanship, from traditional Filipiniana and Barong to modern home décor and natural wellness essentials. This growth has had a profound impact on the lives of the artisans, farmers, and entrepreneurs who form the backbone of the retailer's diverse product range.
Shared values partnership
Joy Soriano, founder of Zyrrah’s Arts and Crafts, is one of Kultura’s long-time partners. Her journey began in the 1970s, fueled by a passion for local handicrafts.
"I started trading various handcrafted Philippine products such as bags and shoes using fabrics from the north, designing my own shoes and bags and offering them to various foreign friends. However, my first buyer was SM in the Quiapo office,” Soriano shares.
Her collaboration with Kultura began in 2013 after participating in a trade show. “That was the start of our collaboration. After the first order, we were asked to present samples on a monthly basis. We strived to consistently come up with products for Kultura.”
Initially supplying to five Kultura branches, Zyrrah’s Arts and Crafts products are now available in 26. Soriano shares Kultura's vision and values, stating, “We work to contribute to the economy by generating employment to the housewives and at-home mothers.”
Soriano’s passion for capiz shines through in her work. “I love capiz and the products that we can make and develop out of it. Our country is endowed with bountiful materials from the sea; the versatility of capiz makes for very elegant houseware masterpieces.”
Another partner, Cebu-based Hannah’s Handicraft, found a ready market in Kultura through bazaars and trade fairs. Hannah Anggana, who handles the partnership, shares how they invested time and training to create products for the store.
“We worked to develop products that the market would truly appreciate, and Kultura helped by sharing design trends that are currently in demand,” Anggana explains.
Both Hannah’s Handicrafts and Kultura are committed to preserving and promoting Philippine culture. “Kultura helps us and we help the mountain barangays,” Anggana says.
Kangkong King, a company started by a group of millennials, exemplifies Kultura's support for emerging businesses. “We really want them to expand. We really encourage them to go out and you know make the most out of their brand,” says Sheila Tan, Senior Assistant Vice President for Operations at Kultura.
From humble beginnings in a house kitchen, Kangkong King now employs around 70 people and has its own office and factory. Their partnership with Kultura began with a cold email and a belief in their product.
“We really thought about where we wanted our product to be placed. We think that Kangkong King is very Pinoy. So, one of our goals is to have our product be a staple Filipino pasalubong,” says Anne Gaw, Kangkong King Marketing Head.
Kultura's no-listing-fee policy has been a significant help for Kangkong King. Initially supplying to 20 branches, they are now in 70-75 percent of Kultura stores nationwide.
In Agdangan, Quezon, an association of weavers create buri fans for Kultura with the help of Mga Likha ni Inay, an organization that helps market their products.
“We're supporting and helping around 1,800 clients, direct and indirect. This includes employees of the clients we're assisting,” shares Aristopher Punzalan, President of Mga Likha ni Inay.
Punzalan emphasizes the alignment between their vision and Kultura's. “For us, our partnership with Kultura is anchored on showcasing the products of our members to a larger market which later on is converted to sales. The alignment is really on supporting locals and local produce.”
Home for social enterprises
"Aligned with the SM group, we work with micro, small and medium enterprises, bridging them to our customers. Many of our partners have been with us from the start,” shares Sheila Tan, Senior Assistant Vice President for Operations, Kultura.
Kultura's partners provide sustainable livelihood and opportunities that improve the lives of their workers. “We aspire to be the home of social enterprises,” Tan adds.
As Kultura moves forward, the brand aims to become a haven for emerging MSMEs and talent. “Our thrust for next year will be about discovering more young designers and new brands and delivering even more dynamic shopping experiences to our customers.”