Bench was founded on August 3, 1987, by Filipino entrepreneur Ben Chan. The company started with a small shop inside an SM department store, initially selling men’s T-shirts. As demand grew, Bench expanded into women’s apparel, denim, underwear, accessories, fragrances, and other lifestyle products.

During the 1990s, the brand became a household name through aggressive advertising and memorable celebrity campaigns. One of its earliest and most iconic advertisements featured Filipino actor Richard Gomez, helping establish Bench’s image as a modern and fashionable local brand. Over time, the company diversified its product offerings and expanded into international markets. [1]

Bench is the flagship brand of Suyen Corporation, one of the Philippines’ leading retail companies. Founded by Ben Chan, Suyen Corporation has expanded beyond Bench to manage numerous fashion, beauty, food, and international retail brands.

The company continues to position Bench as its primary lifestyle label while investing in innovation, product development, and international expansion. [2]

Bench has evolved into a comprehensive lifestyle brand with product categories including:

• Men’s clothing

• Women’s clothing

• Children’s apparel

• Underwear and sleepwear

• Activewear

• Shoes and sandals

• Bags and travel accessories

• Watches and eyewear

• Fragrances and perfumes

• Cosmetics and skincare

• Hair care and body care products

• Home essentials

• Snacks and lifestyle merchandise

Its product philosophy emphasizes fashionable designs at affordable prices, targeting everyday consumers. [2]

Bench markets itself as a youthful, energetic, and accessible fashion brand. Its official vision is to become “a recognized world brand among the best world brands,” while its mission emphasizes creativity, innovation, leadership, and service.

The company has long promoted the slogan “Live Life with Flavor,” reflecting its positioning as more than just a clothing retailer but a complete lifestyle brand. [2]

Bench is widely recognized for pioneering celebrity-driven marketing in the Philippine fashion industry. Throughout its history, the brand has collaborated with numerous Filipino and international celebrities from film, television, sports, music, and K-pop.

Its advertising campaigns have become an important part of Philippine popular culture, often featuring large billboards, television commercials, fashion events, and digital campaigns. Bench has also organized major fashion shows and lifestyle events that attract international designers and celebrities. [1]

Although primarily associated with the Philippine market, Bench has expanded internationally through company-owned stores and franchise partnerships. The brand has established a presence in countries including:

• United States

• United Arab Emirates

• Saudi Arabia

• Bahrain

• China

• Singapore

• Myanmar

This expansion reflects the company’s strategy of serving overseas Filipino communities while introducing the brand to international consumers. [1]

Bench operates one of the largest retail networks among Philippine fashion brands. According to the company’s official information, it has more than 600 stores across the Philippines and maintains additional locations overseas.

Its stores are commonly found in major shopping malls, department stores, and commercial centers throughout the country. [2]

Bench regularly introduces seasonal collections inspired by global fashion trends while adapting them to local preferences. The company also launched the Bench Design Awards in 2017, a competition aimed at discovering and supporting emerging Filipino fashion designers. [1]

In 2018, Bench expanded into the food and beverage sector by opening its first Bench Café, further extending the brand into lifestyle experiences beyond apparel and retail. [1]

Over nearly four decades, Bench has become one of the Philippines’ most recognizable fashion brands. It is widely credited with helping modernize local fashion retail through:

• affordable and accessible fashion,

• innovative celebrity endorsements,

• strong brand identity,

• expansion into lifestyle products, and

• successful international growth.

Today, Bench remains one of the country’s leading homegrown lifestyle brands and continues to compete with both local and international fashion retailers. [1]

1. Bench (Philippine clothing brand)

2. About Us – Bench Online