BY JOSE PAOLO S. DELA CRUZ
Fourth-generation businesswoman Michelle Ong explains how her family’s 156 year-old enterprise continues to empower hardware stores and local businesses with the introduction of Deli tools in the Philippines.
For more than a century and a half, Uy Tit & Company Inc (UTCI) has supplied hardware tools from over 20 world-class brands to innumerable clients from all over the Philippines. And in recent months, the hardware giant just marked a milestone when it introduced Deli as the latest addition to its growing lineup.
From something as simple as a screwdriver or hammer, to more specialized and bigger tools such as generators and chainsaws, Deli is poised to conquer many a hardware store in the future. All these under the watchful eye of the UTCI group, including its beautiful and hardworking managing director for business development and operations, Michelle Ong.
As better half to Living Innovations founder Ferdie Ong, Michelle is no stranger to making the home a more luxurious place. But with UTCI and Deli, this businesswoman goes out of her comfort zone and whips out a new set of wares, so to speak.
“There are a lot of tool brands that are also very aggressive in promoting their products in the Philippines,” she starts. “But I think the difference with Deli is that as a partner, it helps us and our clients sell their products. They give ample support to our clients in building the brand, so that the demand follows.”
If the name sounds familiar, it’s because prior to UTCI’s launch for Deli tools, the brand has already been in the Philippines for a while, thanks to its pens, pad papers and stationery products. Deli, in fact, is the number one stationery brand in the world. “They are very invested in research and development, whether it’s for their stationery business, furniture business, or in our case, tools,” adds Michelle.
And such items – including those from Deli’s Semi Pro, Professional, Home and Gardening series– were put in display when UTCI launched these products at the Living Innovations showroom in Mandaluyong a few weeks ago.
For Michelle, having Deli in the fold enables UTCI to gain access to a brand whose extensive array of products is virtually unmatched. “It’s a very traditional business and we carry a lot of brands from the US, Germany and China. However, many of these brands specialize only in a particular set of tools or equipment. But with Deli, we now have a brand that carries almost every item a hardware store would want to sell, and that customers would look for, under one name,” she explains.
In return, clients of UTCI – mostly consisting of hardware stores – will be able to sell tools to a more diverse clientele, including but not limited to hobbyists, do-it-yourself enthusiasts, students, professionals and even small, medium and large enterprises.
While UTCI currently has no plans to create its own tools and hardware stores that sell directly to consumers, Michelle and company puts her thinking hat on, to explore the various possibilities in store for UTCI and Deli. “We’re still planning, but we’ll surely bring in more tools and more brands that will further enable our clients meet the demands of their customers all over the country,” she concludes.
