By FRANCINE Y. MEDINA
Behind MR.DIY, the country’s fastest growing do-it-yourself home improvement chain, is a woman who has been responsible for expanding the company’s operations in the Philippines since 2018. More than five years and 500 stores later, Roselle Andaya continues to break new ground — both as a chief executive and a woman — as she champions excellence, meritocracy and work-life balance all at the same time.
A woman’s place is — wonderfully everywhere, of course. And there’s a beautiful and quietly strong confidence among women nowadays when it comes to tackling home improvement challenges.
Indeed, learning the anatomy of a faucet and mastering the art of manipulating a screwdriver, an Allen wrench and pliers to fix a leaky faucet, are no longer home improvement chores exclusive to men.
Whether such a woman is indulging in retail therapy, or is a domestic goddess on a mission, MR.DIY Philippines is getting to be that third space between home and work where women can find pleasure in sourcing for all the things they needed to either jazz up or fix a dwelling place —keeping it serene, functioning and well-organized — while doing it with self-assurance and grace.
With 500 stores across the Philippines, it then comes as no surprise that behind the country’s fastest growing home improvement store is a female executive who is leading the way in building more stores envisioned to improve not just one’s home but likewise bring ease to one’s life.
Roselle Andaya, CEO of MR.DIY Philippines joined the pioneering team of MR.DIY as its COO in 2018. She was later promoted as CEO in 2022, at a time when businesses were recovering from the economic shock brought about by the pandemic.
Looking back, Andaya shares the delight and tough challenges she has had to face: “My journey from chief operating officer to chief executive officer at MR.DIY Philippines has been nothing short of remarkable. Over the course of three-and-a-half years and with the expansion of our operations to 200 stores, I was honored to be promoted to the CEO position. It has been an incredibly rewarding and fulfilling experience, filled with challenges and opportunities for growth. Overall, it has been an amazing journey, and I am grateful for the trust and support of the team that has propelled me to this position.”
Mother & wife
Andaya is also a mother, wife — roles that keep her at the pulse of things in her industry. Valuing the benefits of work-life balance, her diverse interests include playing golf, reading a good book and, she says, “Dancing to the rhythm of life, and indulging in self-pampering — a blend of professional commitment and personal fulfillment.”
In a sense, Andaya’s thriving lifestyle is a testament to her general viewpoint about creating well-spent days. Andaya says she is “a firm believer in leadership through accountability and work-life balance. I work with purpose, cherishing moments with my family.”
An epitome of a fearless and fierce woman who has hit the proverbial glass ceiling, Andaya has played an important role in MR.DIY’s phenomenal “500 Stores Strong” journey.
“Reaching the milestone of 500 stores for MR.DIY Philippines within just five- and-a-half years is a remarkable achievement in the local retail landscape. Each of these stores, with an average footprint of around 600 sq.m, reflects our successful expansion and widespread presence across the country. Being ‘500 Stores Strong’ signifies our brand’s robust growth, deepening impact, and unwavering commitment to serving communities nationwide,” Andaya says.
Not just your typical hardware
In a sea of home improvement stores and neighborhood hardware stores, what really makes MR.DIY a top-of-mind go-to place is, as Andaya shares, is its unique combination of affordability, quality and the convenience of its strategic locations.
“We offer a wide range of products catering to various home improvement needs, all at competitive prices. Our stores are strategically located for easy accessibility, and we prioritize customer service to ensure a pleasant shopping experience.
“Moreover, our commitment to continuous improvement and innovation sets us apart as a trailblazer in the industry, constantly introducing new products to meet the ever-changing needs of our customers. Our commitment to bringing MR.DIY closer to every Filipino family propels our continuous and aggressive expansion throughout the country. The concept’s scalability, which enables our fast growth, is an important attribute that differentiates us from other retailers in the industry.”
With its motto “Always Low Prices,” MR.DIY showed that anyone can indeed have a comfortable and functional home no matter if one is on a budget or going all the way for a full-on makeover. Andaya further attributes the exponential growth to four factors. “First is (MR.DIY’s) diverse quality product assortment at exceptional value for money. Second, the convenience of accessible and thoroughly studied locations across the country. Third, the existence of an efficient and effective supply chain. And lastly, the cohesive, collaborative and accountable organization,” she says.
MR.DIY has indeed gone a long way not just in its breadth and depth as a chain of home improvement stores, but also in its outlook as an inclusive retail space. It is all about investing in excellence, too, says Andaya: “While the home improvement industry may have traditional gender stereotypes, my focus has always been on breaking barriers and proving that leadership is about competence, not gender.
“Challenges have come, but I’ve met them head-on by fostering a workplace culture that values merit, providing equal opportunities, and encouraging diversity. Overcoming stereotypes requires persistence and resilience, and I am proud to have led by example, demonstrating that success in this industry is not exclusive to any gender.”
MR.DIY is set to open more stores this year as it stays true to its purpose of making home improvement and achieving one’s dream home an accessible reality for all. Credit MR.DIY and its friendly and well-trained staff as well for this newfound empowerment among those who never believed they could put a proper shelf with power tool, organize a cluttered room with nifty stackable drawers, or repair old furniture.
With MR.DIY, yes, we all can!
