https://www.primergrp.com/blogs/news.atomPrimergrp - News2026-10-23T17:00:01+08:00Primergrphttps://www.primergrp.com/blogs/news/aeroworx-diversifies-across-baby-care-and-technology-with-new-brand-additions2026-10-23T17:00:01+08:002026-10-23T17:00:01+08:00Aeroworx Diversifies Across Baby Care and Technology with New Brand AdditionsMarian Richelle LagdameoAeroworx is adding new brands across baby care and technology, including Nurture (formerly Farlin), Tini Wipes, Babyjoy, and TechStore. The new additions cover everyday needs, from baby essentials to technology that helps businesses manage their vehicles and assets.

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MANILA, PHILIPPINES — Aeroworx is adding new brands across baby care and technology, including Nurture (formerly Farlin), Tini Wipes, Babyjoy, and TechStore. The new additions cover everyday needs, from baby essentials to technology that helps businesses manage their vehicles and assets.

Nurture has been trusted by Filipino mothers for more than 45 years, offering BPA-free feeding bottles and infant accessories. Its long-standing presence in the Philippines has made it a familiar choice for generations of parents looking for reliable products for their babies. Alongside established market favorites, BabyJoy is also expanding its footprint with Aeroworx.

Tini Wipes offers alcohol-free, water-based wipes that are thick, soft, and gentle on the skin. Suitable for everyday use, the wipes can be used on hands, face, body, toys, and surfaces, making them a convenient option for use at home or on the go. Nurture and BabyJoy are set to launch on Shopee, while Tini Wipes is expanding beyond its current presence on Lazada by opening a new Shopee store.

On the tech front, TechStore is a trusted distributor of GPS devices and dashcams. Its technology helps businesses track vehicles, monitor them on the road, and keep their vehicles and other assets safer.

Together, these new additions reflect the range of products and categories now under Aeroworx, from everyday baby essentials to technology designed for businesses. The brands will give consumers and businesses more options across different needs, with more products becoming available through Aeroworx’s channels.

Ready to shop? Find the official store links below:

Shop Nurture on Shopee Shop Nurture on ShopeeShop Tini Wipes on Shopee Shop Tini Wipes on Lazada

Shop TechStore on Shopee Shop TechStore on Lazada

]]> https://www.primergrp.com/blogs/news/primer-group-team-wins-waters-philippines-challenge-at-mansmith-big-idea-challenge-20262026-10-23T14:50:27+08:002026-10-23T14:50:27+08:00Primer Group Team Wins Waters Philippines Challenge at Mansmith Big Idea Challenge 2026Marian Richelle LagdameoMANILA, PHILIPPINES — Another win for Primer Group as three Ka-Primers emerged as the winning team for the Waters Philippines Challenge at the Mansmith Big Idea Challenge 2026.

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MANILA, PHILIPPINES — Another win for Primer Group as three Ka-Primers emerged as the winning team for the Waters Philippines Challenge at the Mansmith Big Idea Challenge 2026.

Representing Primer Group were Tiffany Batungbacal, Simon Cham, and Quintin Misa, who took on the Waters Philippines business case and developed their entry, The Huling Buhat: Proof Before Pitch.

The Big Idea Challenge puts participants’ strategic and creative thinking to the test through real-world business cases. The Primer Group team’s submission was selected by the judges for its strategy, execution, and overall impact.

More than the winning idea itself, the achievement reflects the kind of thinking that Primer continues to encourage across the organization that brings together different perspectives, working quickly as a team, and translating business experience into practical solutions.

The competition also allowed the team to step outside their usual business responsibilities and apply their experience to a completely different industry and business challenge.

For Tiffany, Simon, and Quintin, what started as a case challenge turned into another milestone for Primer Group and a reminder that strong ideas can come from anywhere when people are willing to collaborate, challenge assumptions, and solve problems together.

Congratulations to the team for bringing home the win and representing Primer Group at the Mansmith Big Idea Challenge 2026!

]]> https://www.primergrp.com/blogs/news/aeroworx-receives-the-2026-philippines-lazada-partner-overall-performance-award2026-10-09T17:00:05+08:002026-10-09T17:00:05+08:00Aeroworx Receives the 2026 Philippines Lazada Partner - Overall Performance AwardMarian Richelle LagdameoMANILA, PHILIPPINES — Aeroworx won the 2026 Philippines Lazada Partner - Overall Performance Award. The prestigious award marked its position as the country’s top e-commerce service partner for brand growth and online operations.

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MANILA, PHILIPPINES — Aeroworx won the 2026 Philippines Lazada Partner - Overall Performance Award. The prestigious award marked its position as the country’s top e-commerce service partner for brand growth and online operations.

The Lazada Partner Awards celebrate top e-commerce enablers that help global and local brands navigate digital retail. Achieving the overall performance category highlights Aeroworx’s track record in store management, logistics, and digital strategy for major lifestyle, outdoor, fashion, and now, household brands.

A Standard of Operational and Commercial Excellence

The recognition of Aeroworx stems from its holistic approach as an e-commerce enabler. Rather than focusing solely on sales volume, the business built a balanced operational system that excels across every consumer touchpoint:

• Sustained Sales Growth: Delivering record sales volume for partner brands during Lazada’s major campaign days.

• Reliable Store Execution: Maintaining high fulfillment speeds, low cancellation rates, and fast customer response times.

• Seamless Retail Integration: Using the Primer Group’s retail network to connect physical store networks with modern digital channels.

This award stands as a clear validation of Aeroworx’s mission to elevate online commerce in the Philippines. By shifting the focus beyond basic storefront setup towards creating dependable and high-quality shopping experiences, Aeroworx has redefined what brand partners can expect from an e-commerce enabler.

Driving Strategic Value for Global Brands

As consumer expectations on LazMall increase, Aeroworx operates as a full-service partner, handling digital marketing, CRM, visual merchandising, and fulfillment coordination.

Backed by the Primer Group’s retail and distribution infrastructure, Aeroworx continues to strengthen its leadership position in managing digital expansion for international and local brands in the Philippines.

Aeroworx

Primer Group’s e-commerce arm, Aeroworx, is an award-winning end-to-end e-commerce enabler specializing in brand growth across major marketplace platforms in Southeast Asia, including Lazada and brand-owned direct-to-consumer websites (.com), from tailored digital strategies and seamless store management to omnichannel fulfillment.

Partner with us to scale your online presence and elevate your brand's digital execution.

Reach out directly to Yuki Sy at yuki.sy@aeroworx-asia.com to explore strategic partnerships, gain expert insights, or launch your next e-commerce initiative.

]]> https://www.primergrp.com/blogs/news/the-travel-club-trade-in-sale-is-back2026-09-23T08:00:02+08:002026-09-23T09:32:24+08:00The Travel Club Trade-In Sale Is Back!Marian Richelle LagdameoMANILA, Philippines — It’s time to give your old luggage a new purpose! The Travel Club has announced the official return of its signature Trade-In Sale this September. Designed to encourage responsible consumption and elevate the travel experience, the four-day initiative allows customers to trade in their functional, pre-owned luggage to receive an exclusive 40% discount on select featured collections.

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MANILA, Philippines — It’s time to give your old luggage a new purpose! The Travel Club has announced the official return of its signature Trade-In Sale this September. Designed to encourage responsible consumption and elevate the travel experience, the four-day initiative allows customers to trade in their functional, pre-owned luggage to receive an exclusive 40% discount on select featured collections.

In line with the brand's commitment to sustainability and community support, all accepted trade-in items will be donated to Caritas Manila’s Segunda Mana program, directly benefiting underserved communities. By providing a structured avenue for consumers to upgrade their travel gear, The Travel Club simultaneously drives circular utility for pre-loved goods.

Trade-In Sale Dates & Locations

• September 24–27, 2026

The Trade-In Sale will be available at the following participating stores:

• The Travel Club Eastwood

• The Travel Club Virra Mall

• The Travel Club+ TriNoma

• The Travel Club Ayala Malls Manila Bay

How It Works

1. Bring your old luggage.

To qualify, your trade-in item must be a usable and working 2-wheel or 4-wheel luggage.

No trade-in item, no discount.

2. Get 40% off on featured luggage.

Customers with accepted trade-in items can enjoy a _40% discount_on participating featured luggage collections and items.

3. Enjoy the discount on a one-to-one basis.

One (1) trade-in luggage = discount on one (1) featured luggage.

4. Check the list of accepted and not accepted luggage before visiting the store through this link: The Travel Club Trade-In Sale

Upgrade Your Journey. Support a Purpose.

The Trade-In Sale goes beyond a standard travel upgrade—it’s an opportunity to make a tangible social impact.

If you have been looking for the ideal moment to refresh your travel gear, bring your pre-loved luggage to participating Travel Club stores from September 24–27. Trade up to premium, modern pieces designed for your next destination while contributing directly to a meaningful cause.

Trade in. Upgrade. Give back.

The Travel Club

The Travel Club is a concept store by Primer Group of Companies for over three decades that introduces premium luggage and travel brands to the Philippine Market. It’s known as one of the most powerful voices in the travel community, not only for its portfolio of top-tier brands, but also for providing consumer support and guidance for a more well-rounded travel experience.

]]> https://www.primergrp.com/blogs/news/from-here-to-everywhere-lojel-introduces-the-niru-collection2026-08-25T13:30:19+08:002026-08-25T13:44:54+08:00From Here to Everywhere: LOJEL Introduces the NIRU CollectionMarian Richelle LagdameoMANILA, Philippines - On August 6, 2026, LOJEL officially introduced its new NiruCollection during an exclusive launch event at Casa Italianos in Makati.

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]]> MANILA, Philippines - On August 6, 2026, LOJEL officially introduced its new NiruCollection during an exclusive launch event at Casa Italianos in Makati.

The event marked LOJEL’s regional activation, From Here to Everywhere, a global campaign rooted in the many ways people move through life. To celebrate the launch, LOJEL convened an influential cross-section of industry leaders, media partners, and prominent tastemakers across the creative, fashion, and entertainment sectors.

__( Top row from L-R) Glaiza De Castro, Marlo Mortel, Kaori Oinuma, Jason Dy, Cat Arambulo-Antonio, Nikki Co

(Bottom row from L-R) Kara Gozali-Agas, Andrei King, Alethea Ambrosio, Janine Calub, Karl Gragasin, Eve Luna

From Here to Everywhere

More than a standard product launch, the event emphasized LOJEL's core values of purposeful movement and shared experiences. Guests participated in curated discussions around the evolution of travel, modern work styles, and creative mobility, aligning the Niru Collection with the daily lives of contemporary consumers.

Guests were also invited to create their own Travel Vision Board, a personal canvas of places, experiences, and possibilities as they conceptualize their upcoming journeys and aspirations while exploring the functional design features of the new line. By seamlessly blending experiential marketing with high-level networking, LOJEL successfully elevated its brand visibility and deepened product affinity among key market influencers.

Brand Ambassadors and Key Opinion Leaders (KOLs) engaging in the Travel Vision Board Workshop

Strategic Brand Vision & Availability

At LOJEL, we remain committed to supporting the purposeful journeys of our community, from early-stage ideas and creative passions to expansive global pursuits. The From Here to Everywhere philosophy reflects our dedication to empowering modern mobility at every step.

Discover Niru

The Niru Collection is now available at the LOJEL store on Level 2, South Main Mall, SM Mall of Asia, at The Travel Club stores nationwide, Rustan's Makati, select SM Stores, and online via The Travel Club.

Join the conversation by sharing where your Niru takes you using #FromHereToEverywhere, #LojelPH, and #LojelJourneys.

LOJEL

An international travel and lifestyle brand established in Japan in 1989, specializing in premium luggage, everyday carry gear, and travel accessories. Operating with a commitment to modern mobility and design innovation, the company engineers durable, consumer-centric products featuring proprietary functionality, including front-opening hardshell architecture and modular organizational systems. Through an omni-channel distribution network and a focus on sustainable manufacturing, LOJEL serves urban professionals and global travelers across major international markets.

]]> https://www.primergrp.com/blogs/news/owala-ph-launches-first-ever-retail-kiosks-in-manila2026-07-27T13:52:25+08:002026-07-27T13:56:52+08:00Owala PH Launches First-Ever Retail Kiosks in ManilaAeroworx TechMANILA, Philippines — Owala fans in Metro Manila were treated to a double celebration this July with the official opening of two new retail kiosks

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]]> MANILA, Philippines — Owala fans in Metro Manila were treated to a double celebration this July with the official opening of two new retail kiosks:

1. Power Plant Mall, Rockwell Center

Owala kicked off the month with a major launch in Makati. The brand's first-ever official kiosk is located on the R3 Level of Power Plant Mall, drawing enthusiastic crowds eager to secure their favorite colorways without the wait for overseas shipping.

****Owala’s debut retail kiosk opens at Power Plant Mall in Makati

2. SM Megamall

Owala PH then expanded its footprint with the opening of a second kiosk on Level 2 of the Fashion Hall in SM Megamall. The bustling location quickly became a destination for corporate professionals, students, and casual shoppers looking to elevate their daily routines with a trendy, functional companion.

**** The brand expands its Metro Manila footprint with a second kiosk opening at SM Megamall's Fashion Hall.

Inside the Grand Opening

The launch was met with incredible energy. Longtime collectors and new patrons gathered to explore Owala's curated lineup of bottles, including the signature FreeSip line and limited-edition accessories.

Embodying the brand mission to "Do more of what you love," the new kiosks feature bright, modern designs. They serve as one-stop shops where customers can receive expert product advice and experience the famous "sip or swig" mechanism firsthand.

****_(Left) FreeSip Coastal Mist (Right) FreeSip Read My Lips_

Looking Ahead

This double-kiosk debut marks only the beginning of Owala’s expansion across the Philippines. Distributed exclusively by the Primer Group of Companies, customers can anticipate wider access to global colorways, exclusive color drops, and upcoming retail locations designed to make stylish hydration more accessible than ever.

Owala

Named one of TIME’s Best Inventions of 2023, Owala is a global drinkware sensation that has redefined the hydration category. Moving away from the compromise between a built-in straw and a wide-mouth opening, Owala engineered the patented FreeSip system—a leakproof lid that allows users to either sip upright through the built-in straw or swig from the wide-mouth opening. Featuring superior insulation that keeps drinks cold for up to 24 hours and vibrant color drops, Owala is officially distributed in the Philippines by the Primer Group of Companies.

]]> https://www.primergrp.com/blogs/news/aeroworx-solidifies-e-commerce-dominance-with-dual-lazada-and-shopee-top-enabler-recognition-for-q2-20262026-07-23T16:53:22+08:002026-07-23T17:49:08+08:00Aeroworx Solidifies E-Commerce Dominance with Dual Lazada and Shopee Top Enabler Recognition for Q2 2026Aeroworx Tech****

MANILA, PHILIPPINES — Aeroworx, the e-commerce arm of Primer Group, has officially solidified its market leadership by securing top performance recognitions from Southeast Asia’s leading marketplace platforms, Lazada and Shopee, for the second quarter of 2026.

The company earned the prestigious Lazada Certified Star Enabler by meeting rigorous standards for rapid fulfillment speed, low order cancellation rates, outstanding user ratings, and the highly effective use of on-site marketing solutions.

Simultaneously, Aeroworx achieved Premium Enabler Status within the Shopee-Certified Enablers Program, representing the platform's highest endorsement for exceptional services. This milestone is further highlighted by Shopee officially ranking Aeroworx as one of the top three best-performing enablers in the entire Philippine market for Q2 2026.

By sweeping these top recognitions simultaneously, Aeroworx establishes itself as the gold standard for multi-channel retail success in the region. The company continues to bridge the gap between premium international brands and local digital shoppers through high-speed logistics, optimized digital storefronts, and data-driven marketing solutions, ensuring its partners maximize their digital commercial impact. Speaking on the company’s future growth, Yuki Sy stated, "We are more than ready and eager to welcome new brands coming into the pipeline."

Aeroworx provides end-to-end e-commerce solutions, including brand management, marketing, visual merchandising, content localization, customer service, digital asset management, warehousing, and last-mile delivery. This seamless integration allows Aeroworx to tap into extensive resources and expertise, delivering high-quality services across the Southeast Asian market. Aeroworx is underPrimer Group of Companies.

]]> https://www.primergrp.com/blogs/news/%F0%9F%8F%90-serving-up-a-new-era-mizuno-x-primer-group-s-partnership-with-kava-manila2026-07-15T17:06:10+08:002026-07-16T08:17:44+08:00🏐 Serving Up a New Era: Mizuno x Primer Group’s Partnership with KAVA ManilaAeroworx Tech

Kava proudly presents its newest training training partner, Mizuno Philippines & Primer Group

Mizuno, through **Primer Group,**is officially stepping onto the court as the proud partner of the KAITO Volleyball Academy (KAVA Manila).

This collaboration represents a long-term vision of Mizuno to elevate the local sports landscape. By aligning with KAVA Manila, Mizuno is investing directly in the structured training, mentorship, and athletic development of young Filipino volleyball players. Together, Mizuno and KAVA will establish comprehensive training programs that pave the way for aspiring players on their path to volleyball stardom. It is the opening serve of many more exciting grassroots initiatives to come.

🌟 Meet KAVA Manila

Dedicated to strengthening the grassroot community of local sport, KAITO Volleyball Academy (KAVA Manila) is a premier athletic hub focused on molding the next generation of volleyball players. Through structured training programs, expert mentorship, and character-building on and off the court, KAVA provides young, aspiring athletes with the competitive edge and foundation they need to excel in the local volleyball scene.

In KAVA Manila, classes are open to kids, teens, and adults

Bringing Mizuno’s Legacy to the Volleyball Court

While Mizuno is globally known for its cutting-edge sports engineering features, this partnership is a deliberate statement of Mizuno’s growing presence and commitment to the volleyball scene. In the Philippines, volleyball is experiencing an unprecedented surge in passion and viewership, and Mizuno is ready to fuel that fire from the grassroots up.

Fueling Grassroots Development & Active Lifestyles

At Mizuno, we believe that championing a sport means starting right at its foundation. This partnership isn't just about supporting elite performance; it’s about making a lifelong impact at the grassroots level.

By collaborating with KAVA Manila, the goal is to inspire the next generation to get moving, embrace a culture of fitness, and experience the pure joy of sport. Whether it’s a child picking up a volleyball for the very first time or a family building healthier, more active habits together, Mizuno is proud to fuel that energy and walk alongside them on their wellness journey.

Let’s rally behind Team Mizuno and KAVA Manila as they set the standard for the future of Philippine volleyball!

Follow @mizunoph and @runbird.cult on social media for new releases and campaign updates.

]]> https://www.primergrp.com/blogs/news/digiworx-scales-with-ai-live-as-the-next-level-of-live-commerce2026-07-09T14:23:16+08:002026-07-09T14:29:48+08:00Digiworx Scales with AI Live as the Next Level of Live CommerceAeroworx TechAI Live keeps pace with the chat, not just the pitch

Every livestream team runs into the same wall eventually: hosts can only be live for so many hours before fatigue or scheduling gets in the way. The online stores that figure out how to stay visible during relevant hours are the ones that keep growing.

That is the gap Digiworx is closing with its Artificial Intelligence Avatar Livestream (AI Live) capability, which is an AI-hosted layer. Through the collaboration with Shopee, Digiworx utilized AI Live with its client Hydro Flask on Shopee's livestreaming platform alongside human teams.

Where AI Comes In

Human hosts are still the best part of any livestream.  They read the room, respond in real time, and know when to push. That does not change; however, what AI Live offers is extending coverage into overnight windows or off-peak stretches, which are hours most brands would not normally think to schedule for any livestream. The incremental hours powered by AI Live are tactically extending reach without pulling a human team in.

Hydro Flask used AI Live in its recent campaign. Every metric points to the same thing: timing drives growth.

The Numbers Tell a Different Story

The obvious assumption about AI hosting is that it trades quality for quantity. One would infer that AI Live would mean more hours but weaker results. The data says otherwise. Click-through rates on AI-hosted sessions came in ahead of typical live benchmarks, and the click-to-order rate held strong enough to signal real buying intent, not just curiosity.

For instance, 72% of viewers tuning into those sessions were not following the store yet. The AI wasn't recycling an existing audience. On the contrary,  it was finding a new set of audience.

Timing mattered more than duration. Shorter, tightly scheduled sessions consistently out-produced long marathon streams on orders per hour live. More time on air does not automatically translate to more sales.  The right timing is worth more than additional hours.

“What surprised us wasn't that AI Live worked more hours.  It's that it worked better in the right hours. That's when it stopped being about coverage and started being about timing," says Jayson Macalinao, who leads the Live Commerce Operations of Digiworx.

The Strategy Behind the Scale

For Digiworx, AI Live is part of a broader pattern in how the agency scales the brands it works with: using technology to add capacity, not headcount.

Patet De Guzman, Head of Digiworx, states, “We're thinking beyond where this is now. AI Live becomes an extra force behind the live itself — more conversion, across the portfolio.”

Most livestream teams are still working around that wall. Digiworx built past it, and it's just getting started.

Want to see what this could look like for your brand? Reach out at livestream@digiworxgrp.com.

Digiworx is a full-service marketing and digital agency that helps brands connect with audiences and drive growth through creative, data-driven, and commerce-ready solutions across digital and physical platforms.

]]> https://www.primergrp.com/blogs/news/crossing-the-line-inside-the-rubicon-private-screening2026-07-07T15:39:03+08:002026-07-07T15:39:06+08:00Crossing the Line: Inside the “Rubicon” Private ScreeningAeroworx Tech

The exclusive private screening of DC Shoes Philippines' latest skate film, "Rubicon"

On July 1, 2026, the local scene packed in the INT Bar - Cubao Expo for an exclusive private screening of DC Shoes Philippines' latest skate film, " Rubicon". The night was a heavy celebration of skate culture and a testament to raw street-skating, heavy-hitting tricks.  It truly defined the distinct, unmistakable style of the Filipino skate community.

Serving as the official centerpiece of our Go Skateboarding Day 2026, Rubicon is a visual tribute to local skateboarders captured entirely in their element. Filmed by John Santos and Cliff Rigor, the movie represents a progressive leap forward, showcasing a stacked roster that features household names, seasoned local rippers, and hungry freshmen coming from all corners of the Philippines. There were appearances from Jundin Santos, Christopher Nell, Jerome Francisco, Dwight Trinidad, Rico Lampa, Alexis Florendo, Adrian Florendo, Ikoy Enriquez, Vheyya Figueroa, Sinag Gempasaw, Vince Roldan, Deear Santos, Matthew Ramos Tuddao, Mckinley Jacosalem, Jhon Michael Manago, Marvin Pescado, and Guide Dangcogan.

The night also served as the official showcase of DC Shoes Philippines’  latest silhouette and the weapon of choice for the Rubicon video, which was the Onyx collection. Built for the daily grind, the Onyx is a newly designed vulcanized shoe that strips away the noise. Featuring a clean, minimal silhouette and refined paneling, it's engineered to handle the streets while maintaining a timeless look—proving on and off the screen to be an everyday go-to and a future classic in the making.

DC Shoes’ Onyx collection on display

Bringing a project like Rubicon to life takes a community. This film was made in collaboration with KickEngines Skateshop with raw moments captured by photographers Nerio Belvis and Ivan Aratas. Massive thanks to everyone who supported the vision: Silog Skateboarding Magazine, Strap Cebu, Blunt Magazine, KicksOMachine, the Quezon City Skateboarding Community, and all the homies.

Marron Villapando, DC Shoes Brand Executive, delivers the opening remarks, welcoming the crowd

While the energy in the room during the July 1 private screening was unmatched, the wait for the rest of the community is officially over. The full video premiered on YouTube on July 4, putting the raw talent of our local scene on global display.

The Onyx is available now, and Rubicon is live. Step into the future of the scene.

iframe SHOP THE ONYX COLLECTION

Born in skate culture, DC Shoes delivers high-performance footwear and apparel that bridges the gap between raw skateboarding heritage and modern street style.

]]> https://www.primergrp.com/blogs/news/fifty-years-of-an-icon-birkenstock-celebrates-the-50th-anniversary-of-boston-with-an-exclusive-archive-collection2026-07-03T14:06:15+08:002026-07-03T14:06:19+08:00Fifty Years of An Icon: Birkenstock Celebrates The 50th Anniversary of Boston with An Exclusive Archive CollectionAeroworx TechThe Boston 50th Anniversary Pop-up in Rockwell

MANILA, PHILIPPINES — Trends are fleeting, engineered to be forgotten. But an icon requires defiance. To survive decades in a culture obsessed with the next new thing, a silhouette must possess a rare sort of integrity, one that boldly chooses substance over spectacle. This is the enduring legacy of Birkenstock.

The year 2026 marks a landmark milestone for the legendary German heritage brand as the BIRKENSTOCK BOSTON clog turns 50, celebrating anniversary for a classic silhouette that has shaped footwear history.

Designed by Karl Birkenstock, these originals remain an integral part of the BIRKENSTOCK collection to this day. While their appearances may differ at first glance, these icons are united by BIRKENSTOCK’s core values: tradition, quality, and function. They also share a legendary foundation: the original BIRKENSTOCK cork-latex footbed, developed to support natural walking.

The classic clog style reflects a distinct, gender-neutral design language. Its shape reflects the bold architectural lines of brutalism, which is a minimalist aesthetic Karl Birkenstock embraced to merge healthy, anatomy-driven footwear with timeless, everyday style.

FROM “KORK-CLOG” TO CULT CLASSIC

When it launched in 1976 under the original name “Kork-Clog,” the BOSTON was a massive departure from what people expected. While typical clogs of the era relied on heavy, rigid wooden platforms, BIRKENSTOCK introduced its flexible cork-latex footbed — a shift in design that changed the footwear landscape and set the standard for every clog the brand would make from then on.

Boston’s Factory Materials

Over the last fifty years, the BOSTON has become the definitive foundation for BIRKENSTOCK’s closed-toe designs, inspiring later iterations like the TOKIO, NAPLES, and AMSTERDAM. It has managed to remain a core staple across the board, proving just as relevant as a professional work shoe or a casual home slip-on as it is on the street.

The Boston Classics

That longevity comes down to its shape. The clean, generous leather upper makes it incredibly adaptable, allowing it to move seamlessly across different cultural eras. It was adopted by medical professionals in the 1970s, embraced by counterculture movements in the 1980s, and eventually picked up by high-fashion houses at the turn of the millennium. Today, that same simple silhouette continues to serve as a canvas for collaborations with global designers and independent creatives who appreciate its utilitarian roots.

THE BOSTON ARCHIVE & COLLABORATION VAULT

The archive collection displayed several curated line-ups that represented the rare, historical, and highly sought-after editions of the BIRKENSTOCK Boston clog. It highlighted the silhouette’s evolution from a functional icon to a high-fashion canvas. Collaborations done with Manolo Blahnik and Heidi Klum were showcased as part of the limited editions.

Limited Edition Designs of Boston Clogs

A HALF-CENTURY OF A TRUE ORIGINAL

To celebrate fifty years of this design staple, BIRKENSTOCK looks back to its archives while keeping its focus firmly on the future. By marking the half-century anniversary of the BOSTON, the brand invites the local community to celebrate a silhouette that has spent five decades proving a simple point: when a product is built purely around function and integrity, it never goes out of style.

To stay ahead of the style curve, follow @birkenstockphofficial on social media for exclusive updates and upcoming happenings.

BIRKENSTOCK is a global brand deeply rooted in studies of the biomechanics of the human foot. Founded in 1774, BIRKENSTOCK carries a family tradition of shoemaking with its core values on function, quality and tradition. It is also the inventor of the footbed, shaping the principle of walking as intended by nature.

]]> https://www.primergrp.com/blogs/news/birkenstock-launches-the-philippines-by-foot-inviting-filipinos-to-walk-naturally-across-cities-heritage-and-culture2026-07-02T11:02:45+08:002026-07-02T11:02:59+08:00Birkenstock Launches “The Philippines by Foot,” Inviting Filipinos to Walk Naturally Across Cities, Heritage, and CultureAeroworx Tech

BIRKENSTOCK community gathered in an inaugural walk at Rizal Park

MANILA, PHILIPPINES — BIRKENSTOCK Philippines partners with The Tourism Promotions Board (TPB) to launch The Philippines By Foot, a movement to explore the country by walking.

To truly know the Philippines is to walk it. It is an experience found in the uneven stone of colonial-era streets, the chaos of the morning commute, and the soft, shifting sand off the coastlines. For Filipinos, walking is entirely instinctive. We do it to survive the daily grind, but we also do it to savor the rare moments when time slows down.

Yet, this collaboration looks beyond the physical act of moving to ask a more meaningful question: How do we turn a daily necessity into something people actually long to experience?

We do not move simply because we are told to. We move because we want to see what is around the next corner, to feel the ground beneath us, to connect with the world, and to belong to a movement that matters.

THE CAMPAIGN

Recognizing this, global footwear icon BIRKENSTOCK has partnered with TPB to launch The Philippines by Foot campaign. This is a nationwide movement of monumental scale; it is an invitation to explore the sheer grandness of the Philippines from its 7,641 islands to its thousands of walkable streets and storied heritage sites. By grounding BIRKENSTOCK’s German orthopedic heritage directly into local ground, this initiative invites an entire nation to re-examine how we move. It is a collective call to embrace the philosophy of “Walk Naturally” – relearning how to navigate our world exactly as the body was designed to: balanced, supported, and completely at ease.

FROM KILOMETER ZERO TO HISTORIC STREETS

The movement took its symbolic first steps at Kilometer Zero in Rizal Park (Luneta), which is the exact geographic benchmark from which all distances in the archipelagos are measured. Officials from the Luneta administration, TPB representatives, media friends, guests, and the BIRKENSTOCK community gathered for an inaugural walk.

Beneath the towering Independence Flagpole, the group began a contemplative route that honors the very core of Philippine history. They paused at the iconic Rizal Monument for a collective group photograph, before moving silently past the solemn grounds of The Martyrdom of Dr. Jose Rizal and the historic Gomburza Marker. The outdoor stroll then shifted into moments of reflection amidst the landscapes of the Chinese Garden, the Musical Dancing Fountain, and the Japanese Garden. Winding their way toward Agrifina Circle and the Sentinel of Freedom, the journey culminated at the steps of the National Museum complex. By pausing to study the narratives that shaped the Filipino identity, the community experienced firsthand what it means to truly discover it on foot.

Left to right: Maria Margarita Nograles (COO of TPB), Jimmy Thai (CEO of Primer Group), Evelyn Chua (SEA Managing Director of Birkenstock)

As day turned to evening, the narrative shifted to the mid-century halls of The Henry Hotel Manila. Maria Margarita Nograles, COO of the TPB, alongside Evelyn Chua, BIRKENSTOCK Managing Director for Southeast Asia, and Jimmy Thai, CEO of the Primer Group of Companies, laid out the grand scale of the project. The collective vision was to chart the country’s most walkable destinations, celebrating the intersection of pedestrian advocacy, local heritage, and regional culture.

The momentum was immediate. By the next morning, the campaign partnered with the Just Walk PH community, taking over the historic streets of Intramuros. The group embarked on a route that wound past the storied facades of the Manila Cathedral and San Agustin Church, before breaking for reflection at Villa Immaculada Park and Plaza de Roma. The walk transformed into an active exploration of heritage, taking participants through the creative halls of Silahis Art and Artifacts, and along the rugged, stone fortifications of Baluarte de San Andres, Baluarte de San Francisco de Dilao, Puerta Del Parian, and Baluarte de San Gabriel. The message was clear: our history is best absorbed slowly by foot.

THE ANATOMY OF A COMMUNITY: THE BIRKENSTOCK MUSEO

Inside the mid-century halls of The Henry Hotel, the venue took the form of a museum-style gallery dedicated to the Filipino BIRKENSTOCK community. Rather than relying on glossy, staged photography, the exhibition served as a living archive by charting the personalities of nearly 50 local BIRKENSTOCK wearers. The curated portraits spanned generations, documenting the exact shoe model worn by the personality and the years spent to create the same pair of cork-and-leather soles.

The gallery juxtaposed the everyday routines of regular commuters with the extraordinary paths of cultural icons, proving that good design belongs everywhere.

A glimpse of the BIRKENSTOCK Museo Display

JOIN THE MOVEMENT

The geography of the Philippines is vastly diverse, stretching from tightly packed urban corridors to quiet, remote shores. Yet, too often, these places are treated as mere backdrops to a frantic daily rush. The Philippines by Foot is a collective effort to change that perspective, inviting people to actively engage with the ground beneath them.

Led by BIRKENSTOCK but fueled entirely by the authentic stories of local communities, the movement will partner with regional provinces across the Philippines. The ultimate ambition is simple yet profound: to give Filipinos a reason to step outside, slow down, and view their home regions not through the numbing lens of daily routine, but with a renewed sense of wonder and discovery.

The map is laid out, and the invitation is open. So where to next? The Philippines by Footcalls on Filipinos everywhere to step outside, seek out the country’s most walk-worthy corners, and become active participants in our shared culture.

To join the next community walk and document your own path, follow @birkenstockphofficial and @thephilippinesbyfoot use the hashtag #BIRKENSTOCKPH and #PHbyFoot on social media. Learn more about the movement and join the upcoming walks at thephilippinesbyfoot.com.

]]> https://www.primergrp.com/blogs/news/primer-group-takes-home-payment-solution-of-the-year2026-06-17T11:29:53+08:002026-06-17T11:31:10+08:00Primer Group Takes Home Payment Solution of the YearAeroworx Tech

From left to right: Zihuan Wee (Savant Degrees), Yuki Sy (Primer Group),  Tim Charlton (Charlton Media Group)

SINGAPORE – Last June 3 2026, Primer Group bagged the award “Payment Solution of the Year”  for the launch of PrimerStar at the Retail Asia Awards 2026, which is a prestigious awarding body honoring the most impactful innovations and outstanding leaderships shaping the future of retail across the Asia-Pacific region.

What Is PrimerStar and Why Does It Matter?

PrimerStar is a groundbreaking payment and loyalty solution developed in strategic partnership with Mastercard. It represents Asia-Pacific's first live deployment of Mastercard's Next-Generation Point-of-Interaction (NGP) experience.

Launched at Funan Mall in Singapore on February 5, 2026, PrimerStar solves one of retail's most persistent pain points: a fragmented, multi-step checkout experience. Before PrimerStar, shoppers had to dig for physical loyalty cards, juggle multiple brand apps, enter voucher codes, and complete payments. Instead of having different platforms and applications, PrimerStar fixes all of that with a single dynamic QR code scan. One scan recognizes the customer, applies any eligible rewards across all Primer Group brands, and processes a secure payment instantly.

Yuki Sy (Primer Group) giving the acceptance speech

The Numbers Speak for Themselves

The results from the launch speak for themselves. Within the first 25 days, PrimerStar generated over a 30% percentage increase in gross revenue, achieved an 10% percentage increase in average order value, and successfully 30+ additional orders.

Bigger Than an Award

This award is a powerful validation of Primer Group’s mission to deliver end-to-end e-commerce solutions and customer insights that not only improve experiences but also completely redefine them. Every strategy, data point, and customer-first decision behind this work is what this recognition is truly about.

A massive thank you to our incredible partners, Aeroworx Asia and Mastercard Singapore. This success was made possible not by our efforts alone, but through the strength of this collaborative ecosystem.

]]> https://www.primergrp.com/blogs/news/bratpack-unveils-a-new-era-of-youth-culture-the-reimagined-ayala-center-cebu-store2026-06-03T14:52:09+08:002026-06-03T14:52:12+08:00Bratpack Unveils a New Era of Youth Culture: The Reimagined Ayala Center Cebu StoreAeroworx Tech

CEBU CITY, PHILIPPINES — Bratpack, the premier lifestyle concept store under the Primer Group of Companies, has officially unveiled its newly transformed space at Ayala Center Cebu.

Known for decades as the definitive destination for the creative and the adventurous, Bratpack continues to lead the way in providing a curated mix of international and local brands for the modern, style-conscious youth.

After months of transformation, Bratpack is ready to reclaim its spot as the ultimate youth hub with a store design that is more than just a retail space; it is now a digital-ready experience.

Elevated Design for the Digital Era

Bratpack Cebu reopened on May 19, 2026. The renovated store debuts a sleek, minimalist aesthetic designed to be "post-worthy" from every angle. Moving beyond a traditional retail layout, the new look features a modern, industrial-chic vibe that serves as the perfect backdrop for the next generation of fashion-forward individuals.

While the store’s appearance has been elevated, its core mission remains: providing high-quality gear for the bold. Shoppers can expect the same iconic roster of brands—including Herschel Supply Co., Owala, JanSport, and The North Face—now presented in an environment that reflects the energy of Cebu’s vibrant youth culture.

New Space. New Gear. Your Rules.

Personalization is here to stay. Bratpack also launched a permanent Customization Hub in Ayala Center Cebu. Time to get creative and personalize a limited-edition Bratpack tote bag when you purchase a minimum of ₱3,500.

To celebrate its grand reopening, the first 20 new customers to sign up in Bratpack’s Loyalty Program will get a FREE limited-edition personalized Bratpack tote bag.

The doors are open, the aesthetic is set, and the Customization Hub is ready. It’s time to define your style on your own terms.

Store Location: Level 2, Ayala Center Cebu

About Bratpack

Bratpack is a specialty store that offers brands connected to the lifestyles of today's youth. The brand brings together unique individuals who share the same interests and beliefs. Over the years, Bratpack has grown from being an alternative lifestyle store to a brand that inspires togetherness between friends. While celebrating individuality, the brand brings together unique individuals who share the same interests and beliefs.

Experience more from Bratpack through our stores at https://bratpackstore.com.ph/pages/store-directory

]]> https://www.primergrp.com/blogs/news/from-rapid-growth-to-sustainable-scale-boxme-ph-sets-direction-for-the-new-fiscal-year2026-05-29T15:57:18+08:002026-05-29T15:57:22+08:00From Rapid Growth to Sustainable Scale: Boxme PH Sets Direction for the New Fiscal YearAeroworx Tech**** Boxme PH Team during the Townhall 2026

As Boxme Philippines enters the new fiscal year, the company gathered its growing team for Townhall 2026. Centered on the theme “One Boxme, One Goal: Aligned. Connected. Delivering Results.”, the event served as a platform to reflect on the past year’s rapid milestones, align team members on key priorities, and reinforce Boxme’s direction toward building a more stable, scalable, and future-ready organization.

Over the past fiscal year, Boxme Philippines experienced unprecedented growth driven by major client onboardings alongside continued expansion of its operations. Monthly fulfillment volumes grew exponentially, with both orders and quantities fulfilled increasing more than tenfold this fiscal year. This rapid expansion also brought substantial workforce growth, increasing operational complexity and greater demands across all functions. Thus this  reinforces that long-term success will depend not only on growth but on building internal stability that can sustainably support it.

Boxme Philippines’ Growing Client Portfolio of over 200 Leading Brands

With this strategic focus in mind, Boxme Philippines shared that the coming fiscal year will focus on stabilization and process optimization. Central to this direction is the evolution of the Systems & Process Department into the Business Enablement Department, which aims to eliminate operational bottlenecks to ultimately drive greater productivity and resource efficiency across the organization.

Business Enablement Department’s Upcoming Projects for FY 26-27

Overall, the townhall reinforced stability as the backbone of Boxme Philippines’ next phase of growth. As the e-commerce industry grows more competitive, the company is focused on strengthening its internal foundation and enhancing operational readiness to remain agile, efficient, and cost-effective.

Boxme Philippines not only positions itself to keep pace with a rapidly evolving market but to sharpen its competitive edge and emerge as a strong player within it. Guided by this clear direction, Boxme Philippines enters the year ahead with confidence, momentum, and even greater opportunities for both its people and its partners.

Boxme PH is Primer’s one-stop solution provider for warehousing, order fulfillment, and other logistics services suitable for every client’s needs. To learn more about BOXME, visit their website at https://boxme.asia.

]]> https://www.primergrp.com/blogs/news/keen-philippines-steps-into-the-spotlight-at-bench-fashion-week-manila-20262026-05-05T14:04:13+08:002026-05-05T14:04:16+08:00KEEN Philippines steps into the spotlight at Bench Fashion Week Manila 2026Aeroworx TechModel rocking Hyperport H2 Brindle/Vapor from KEEN Philippines at the Bench Fashion Week

KEEN Philippines made a definitive statement at the latest Bench Fashion Week, proving that high-performance footwear and high-fashion creativity are a perfect match. Last April 17, 2026 at the One Ayala Space, KEEN supplemented the 8seconds Spring Summer ‘26 collection styled by  Ryuji Shiomitsu.

Model wearing UNEEK WK in Toadstool/Birch footwear from KEEN Philippines at the Bench Fashion Week

In this highly anticipated show, 8seconds unveiled “Collection 01”, a line inspired by the dynamic movement of city life. From clothes built for movement and modern living,  the collection seamlessly integrated KEEN footwear, highlighting its versatility that effortlessly transitions from outdoor exploration to urban lifestyle.

More photos of 8seconds collection featuring Keen Jasper in Mediterranean/ Black on the runway of the Bench Fashion week

This collaboration underscored KEEN’s DNA, which is built for the outdoors yet adaptable for everyday wear. The runway proved that KEEN is functional and a statement of style.

Model wearing Keen Jasper in Lemon/Curry on the runway of the Bench Fashion week.

Distributed by Primer Group of Companies, KEEN is more than a footwear brand; it’s a mission-driven movement. With a focus on consciously crafted footwear, KEEN is reshaping the industry to prioritize sustainability without compromising style or performance.  Join us on our journey as we redefine what it means to step forward in comfort, confidence, and conscientiousness.

Explore KEEN’s consciously created footwear in our stores nationwide:

KEEN SM Mall of Asia

KEEN SM Megamall

KEEN Ayala Alabang Town Center

]]> https://www.primergrp.com/blogs/news/paws-paths-and-purpose-allbirds-x-ampon-alaga-sip-and-walk2026-04-16T11:23:37+08:002026-04-16T11:46:49+08:00Paws, Paths, and Purpose: Allbirds x Ampon Alaga Sip and WalkAeroworx Tech

Allbirds Team putting their best foot forward for a paws-itive cause! 🐾👟

At Allbirds, we believe our shoes are "made for walking." We put this philosophy into the ultimate test – with a little help from some cute fur friends by our side! Check out how we moved for a cause.

Comfort Meets Compassion

Allbirds PH recently teamed up with Ampon Alaga, a non-profit organization that improves the lives of stray cats and dogs through free sterilization and emergency rescue. Through the "Sip and Walk" event, we brought the fur community together and turned a simple stroll into a meaningful advocacy for pet adoption.

More than just a brand activation, this collaboration was an intentional effort to align Allbirds’ values of comfort with conscious movement. It was indeed a fun afternoon walking adoptable dogs and experiencing firsthand how our footwear handles the pace of an active, purposeful life.

Event Highlights

The Route: The participants walked through the park featuring high-energy interactive play sessions with rescued dogs to truly test the comfort of our Allbirds shoes.

Pit Stops: There were strategically placed hydration stations for humans and a specialty snack stop curated specifically for the pups.

Community Buzz: The energy was unmatchable! Our partners, KOLs and registrants became advocates of the “Adopt; Don’t Shop” Movement that encourages people to adopt pets from shelters instead of buying from pet shops

Why We Walk

This collaboration goes beyond footwear. By walking these adoptable dogs, our participants didn't just test our shoes; they advocated for a future where every pet has a home. By focusing on community and shared purpose, we successfully brought the Allbirds experience to life.

Ready for your next walk?  Shop Allbirds nowvia the link: https://allbirds.com.ph/

Allbirdsis a B Corp-certified footwear brand dedicated to making better things in a better way. Dubbed by Time Magazine as the "world’s most comfortable shoes," Allbirds is a crafted everyday footwear made from sustainable wool, tree, and sugar. Its mission is rooted in ethical movement and conscious living.

Ampon Alagais People for the Ethical Treatment of Animals (PETA) Asia’s flagship program in the Philippines dedicated to rescuing, rehabilitating, and rehoming stray and abandoned animals while promoting responsible pet ownership across the country.

]]> https://www.primergrp.com/blogs/news/bee-choo-origin-lucky-chinatown-receives-excellence-in-store-transformation-award2026-03-12T17:47:14+08:002026-03-16T14:34:36+08:00Bee Choo Origin Lucky Chinatown Receives Excellence in Store Transformation AwardAeroworx Tech

[From L-R] Sharlene Maglaque, Deputy General Manager of Megaworld Lifestyle Malls, Rochelle Frani, Operations Manager of Bee Choo Origin Philippines, and Norico Mizoguchi, General Manager of Megaworld Lifestyle Malls during the Chinese New Year 2026 celebration at Lucky Chinatown.

Bee Choo Origin – Lucky Chinatown branch was recently recognized with the Excellence in Store Transformation Award by Lucky Chinatown during its Chinese New Year 2026 celebration.

Bee Choo Origin Philippines - Lucky China Town Branch

On behalf of the branch, Ms. Rochelle Frani, Operations Manager of Bee Choo Origin Philippines, proudly received the award which recognizes the branch’s dedication and commitment to elevating store standards and enhancing the overall customer experience.

“According to our team [in] Lucky Chinatown, the award boosted their morale and motivated them to continue delivering high-quality results and striving for further improvements for their customers, the team, and the business in general,” stated Rochelle.

Overall, this milestone underscores Bee Choo Origin’s continued pursuit of excellence and its alignment with the vision of strengthening brand impact across all touchpoints.

Bee Choo Origins, affiliated with Primer Group of Companies, is Singapore’s leading hair wellness center that revitalizes hair with 100% herbal and all natural hair treatments. With 25 years of expertise, they’ve helped thousands restore healthy, beautiful hair.

Book an appointment with them below and experience their award-winning herbal treatment for hair and scalp issues:

🌐 https://www.beauhauck.com/

Follow their social media channels for promotions and other updates:

Facebook: https://www.facebook.com/beechoooriginph

Instagram: https://www.instagram.com/beechoooriginph/

TikTok: https://www.tiktok.com/@beechoooriginph

]]> https://www.primergrp.com/blogs/news/the-modern-gentleman-as-seen-at-the-sledgers-megamall-reopening-and-ss26-collection-preview2026-03-05T15:55:11+08:002026-03-05T15:56:25+08:00The Modern Gentleman, as Seen at the Sledgers Megamall Reopening and SS26 Collection PreviewAeroworx TechSledgers champions a new wave of men’s style—confident, intentional, and grounded in the Soft Side philosophy that makes every step effortless.

The city’s discerning gentlemen have a new reason to step into Megamall. Sledgers recently celebrated the grand reopening of its Megamall store, unveiling a refreshed space that perfectly balances French shoemaking heritage with contemporary urban style. Reimagined as a European gentleman’s club for the city, Sledgers’ Megamall store marries classic with contemporary, from its rich textures to tailored finishes, every detail is built with deliberate, functional interior.

**** The occasion also offered an exclusive preview of the SS26 collection, a lineup designed for the modern man who values style, comfort, and versatility. The collection showcases premium calf leather, soft suede, and meticulously welt-stitched outsoles, each piece reflecting the brand’s commitment to craftsmanship and wearable leather shoes. Every pair is fitted with Ortholite insoles, ensuring comfort accompanies style—a hallmark of Sledgers’ philosophy being introduced as the Soft Side.

[From L-R] Peter Perez, Marketing Executive Sledgers PH, Mae Monzon, Assistant Mall Manager of SM Mega Fashion Hall, Edward Roxas, Regional Brand Manager of Sledgers, Mark Chim, Managing Director Primer International, and Jathniel Thai, Regional Controller and Strategy Manager of Primer International)

As Edward Roxas, Regional Brand Manager of Sledgers, explains, this philosophy speaks to a broader shift in men’s fashion: “There’s a real upward shift in men’s fashion, with more men embracing dressing with intention, confidence, and a sense of personal style. Sledgers is at the forefront of this evolution, making it natural and accessible for men to care about how they look without compromising comfort or authenticity. For those who once stuck to sneakers, the brand is changing perceptions, showing that well-designed leather shoes can be worn every day, for any occasion, and that style and functionality can coexist effortlessly. More than just footwear, Sledgers empowers men who dress intentionally, express themselves confidently, and show up looking and feeling their best.”

This approach ensures the SS26 collection is part of a larger vision to push men’s style forward, with leather shoes as a wardrobe staple, offering an alternative to overtly casual sneakers or overtly formal shoes, and proving that modern masculinity is as much about presence and confidence as it is about what’s on your feet.

Sledgers Spring Summer 26 Collection

The SS26 collection opens with classic formal staples for the modern gentleman.The Franz, with its layered tongue and supple calf leather, elevates the traditional Oxford with subtle innovation. Meanwhile the Henri, a reinvented Belgian Loafer, pairs soft calf leather with a wider welt-stitched outsole, delivering classic charm and effortless comfort. These two staples set the tone for a wardrobe that balances elegance with practicality. **** The classic formal staples such as the Franz (on the left photo) and the Henri (on the right) – both part of Sledgers SS26 collection

The collection also features classic formal and versatile staples for any occasion. The Ralph, a minimalist cap-toe Oxford, exudes a sharp, elegant profile for the office or evening affairs. The Nolan, a wing-tip Oxford with intricate brogue detailing, bridges heritage design with contemporary sophistication. For transitional, everyday style, the Berthoud II Chelsea boots feature a rounded toe-box and stretchable rubber sides, merging style with functionality.

**** Rounding out the collection are casual and leisure-ready essentials designed for versatility and ease. The Cullman driving loafer, with its generous fit and durable rubber outsole, is ideal for weekend outings or city strolls, while the Davide II, a relaxed suede loafer with refined lines, effortlessly complements smart-casual ensembles or leisurely weekends. Together, these pieces reflect Sledgers’ philosophy of thoughtful heritage craftsmanship, where every detail—from leather selection to design—is intended to help a man move through life with confidence.

The new Sledgers Megamall store is now open at the Third Level of SM Fashion Hall, Megamall, featuring the Spring/Summer 2026 line and the brand’s most iconic silhouettes. Visit the store to experience refined French craftsmanship in person, or explore the collection online at www.sledgers.com.ph.

About Sledgers

Founded in France in 1921, Sledgers is a premium men’s footwear brand known for its blend of classic European craftsmanship and modern-day comfort. Acquired by the Primer Group of Companies as part of its growing portfolio of international lifestyle brands, Sledgers continues to uphold its legacy of refined, functional footwear for the modern gentleman. With a design philosophy rooted in understated elegance and practicality, each pair is crafted using genuine full- or top-grain leather, Ortholite insoles, and considered construction details designed for all-day wear.

]]> https://www.primergrp.com/blogs/news/primer-group-and-mastercard-launch-apac-s-first-next-generation-retail-payment-and-loyalty-experience-at-funan-singapore2026-02-13T11:34:42+08:002026-02-16T11:44:43+08:00Primer Group and Mastercard Launch APAC’s First Next-Generation Retail Payment and Loyalty Experience at Funan, SingaporeAeroworx Tech

SINGAPORE, Feb 5, 2026 – Primer Group, a leading regional retail distributor, announced a strategic collaboration with Mastercard to launch PrimerStar—a loyalty and payment application enabled by the Next Generation Point-of-Interaction (NGP) experience by Mastercard. Debuting today across Primer’s flagship stores at Funan, Singapore, this marks the first-ever live deployment of NGP experience in the Asia-Pacific region, signaling a new era for digitally enhanced experiential retail.

A New Era of Unified Shopping

PrimerStar redefines how shoppers interact with their favorite lifestyle brands by merging payments, loyalty, and personalization into a single, intuitive digital experience. Shoppers can now use one app across Primer Group’s portfolio of brands including Hydro Flask, Toms, Herschel, and Allbirds to enjoy instant and secure checkout paired with a loyalty rewards program.

Transforming Checkout with a Single Scan for Rewards and Payments

Unlike traditional loyalty programs that require separate memberships or physical cards across brands, PrimerStar consolidates everything into one seamless scan. When shoppers present their dynamic QR code via the PrimerStar app, the NGP experience identifies their membership profile, applies any eligible rewards and processes payments using encrypted digital tokens that ensure card credentials remain protected, and not exposed to merchants or third parties. The app then authenticates the transaction

through secure biometric passkeys, ensuring that every transaction is shopper‑verified and frictionless. This unified journey elevates convenience by blending digital commerce with the tactile joy of in-store shopping.

“At Primer, we are reimagining the way we work with partners like Mastercard to better cater to customer demands and putting digital innovation at the forefront,” said Jimmy Thai, CEO and President of Primer Group. “By being the first in Asia-Pacific to roll out the NGP experience, we are merging the convenience of remote commerce with the tactile experience of in-store shopping. Moreover, by leveraging the NGP experience we are also providing our customers with a vault-like security standard every time they engage with our brands.”

“This collaboration with Primer Group demonstrates how next-generation acceptance capabilities can be deployed in a live retail environment,” said Safdar Khan, Division President, Southeast Asia, Mastercard. “By bringing together Mastercard’s leading payment innovations with deep customer knowledge, the collaboration delivers personalized content and tailored offers at the right time, integrating payments and loyalty, while maintaining strong protection through tokenization and passkeys. The Singapore launch provides a strong blueprint for how acceptance innovation can scale across Southeast Asia.”

Regional Expansion Following its Singapore debut, PrimerStar is planned for a broader regional rollout, beginning with Primer Group’s headquarters in the Philippines, home to more than 400 stores, followed by Malaysia in collaboration with payment & innovation partners EVONET, Fiuu & Savant Degrees . This strategic rollout underscores Primer Group’s commitment to transforming the retail experience across Asia through customer centric innovation and secure digital integration.-centric innovation and secure digital integration.

Exclusive Launch Offer To mark this milestone, the first 100 shoppers who spend $200 or more via the PrimerStar app at Funan will receive a limited-edition Hydro Flask. Spending can be accumulated across multiple stores on the same day of purchase. Transactions must be made with a Mastercard credit or debit card, and the promotion will run until March 2026, or until supplies last. More exclusive collaborations will be launching soon.

PrimerStar represents Primer Group’s commitment to elevating the in-store experience through innovation, security, and seamless loyalty integration. By combining cutting-edge payment technology with personalized rewards, Primer continues to redefine what it means to shop across its lifestyle brands.

For more information and to sign up, visit https://star.primergroup.co.

]]> https://www.primergrp.com/blogs/news/when-the-mountains-witness-love-a-surprise-proposal-at-mt-pulag-with-columbia-hike-society2026-02-04T11:25:57+08:002026-02-04T11:26:00+08:00When the Mountains Witness Love: A Surprise Proposal at Mt. Pulag with Columbia Hike SocietyAeroworx Tech

Some hikes change you. Not because of how high you climb, but because of what you carry home with you.

During Columbia Hike Society’s 2nd ascent of the year at Mt. Pulag, what began as a simple journey up the mountain slowly unfolded into something far more meaningful. For Sophia and John, the trail became a path toward one of the most important moments of their lives.

Sophia's realization came in waves, “At first, it didn’t sink in,” she shared. “You can see me still waving in the video. Then suddenly, it hit me, and I cried like a child.” What overwhelmed her most was not just the proposal itself, but the warmth surrounding it. Fellow hikers across the mountain cheering, clapping, celebrating a love that felt deeply personal yet beautifully shared.

She had invited John to hike Mt. Pulag simply because nature had always been their common ground. “We love hiking and being outdoors. I never imagined this place would hold such a big moment for us.” As the sun rose and the sea of clouds revealed itself, everything felt aligned. “The weather was perfect. We saw Mt. Pulag in all its beauty. We met so many people along the way. And knowing this happened during a Columbia Hike Society hike made it even more special. It felt like the community was part of our story.”

As for John, this moment had been quietly building for years. “Three years ago, we passed by a jewelry shop, and she tried on a ring. I remembered her size from that day,” he said. When Sophia suggested hiking Mt. Pulag after New Year, he knew he had found the moment he had been waiting for. “I was terrified,” he admitted. “My hands were shaking the entire time. She thought it was just the cold, but I was really just nervous and excited all at once.”

The climb began at 3 a.m., under the stars, with silent prayers whispered along the trail. Then, at the summit, the moment arrived. The Columbia Hike Society coordinator’s voice broke through the cold air, ‘Congrats guys! Clear skies!’ The mountain revealed itself fully, as if offering its blessing. “Everything was perfect,” John shared. “The timing, the weather, the view. Mt. Pulag showed itself to us, and that made the proposal even more meaningful.”

For the couple, Columbia Hike Society became more than a hiking group that day. It became part of a memory they would carry forever. Knowing that Columbia was present during such a meaningful moment, on one of the most beautiful mountains in the Philippines, made the experience even more unforgettable.

Mountains have a way of holding space for our biggest moments. They strip everything down to what truly matters, reminding us how small we are in the vastness of the world, and at the same time, how powerful love can be when spoken with intention and courage.

For Sophia and John, Mt. Pulag will never just be a destination pinned on a map or a memory captured in photos. It will always be the place where quiet prayers were answered, where trembling hands found certainty, and where a single question changed the course of their lives. Surrounded by clouds, welcomed by the sunrise, and supported by a community that climbed beside them, their love became part of the mountain’s story. And through Columbia Hike Society, that moment was not only witnessed, but shared, carried, and forever etched into a journey they will return to in memory long after the trail ends.

The Columbia Hike Society, under Columbia – a brand distributed by Primer Group of Companies, is a vibrant community of outdoor enthusiasts brought together by their shared love for hiking and exploring nature. As a part of the Columbia Hike Society, we provide unforgettable adventures and opportunities for meaningful connections. Join us as we venture out to uncover new trails, build lasting memories and fully immerse ourselves in the wonders of the natural world.

]]> https://www.primergrp.com/blogs/news/lojel-officially-launches-its-first-concept-store-in-the-philippines-at-sm-mall-of-asia2025-12-15T17:53:16+08:002025-12-15T17:53:19+08:00LOJEL Officially Launches Its First Concept Store in the Philippines at SM Mall of AsiaAeroworx TechGlobal travel lifestyle brand LOJEL has officially opened its first store in the Philippines at SM Mall of Asia. The thoughtfully designed space brings to life the brand’s philosophy of intentional, meaningful travel. The launch marks a major milestone for LOJEL’s presence in Southeast Asia as it continues to expand its community of design-conscious travelers.

[From L-R] Dinah Lim (COO of Primer Group, PH Retail), Perkin So (Senior AVP for Operations, SM Group), Mary Lim, An Cheih Chiang (CEO, LOJEL), Johnny Thai (Board of Director, Primer Group of Companies)

“For longtime LOJEL travelers around the world, this feels like coming home. And for those discovering the brand for the first time here in the Philippines, welcome to a new way of moving—intentional, enduring, and crafted for life on the go,” shared An Chieh Chiang, CEO of LOJEL. “Since LOJEL began in Japan in 1989, our mission has remained the same: create travel companions that are purposeful, resilient, and beautifully designed. This new store allows us to share that philosophy more closely with Filipino travelers.”

Designed around LOJEL’s minimalist Japanese heritage, the LOJEL store highlights the brand’s two core luggage lines—Cubo and Voja—anchored by neutral palettes, clean displays. Furthermore, The Lab would be a dedicated area for maintenance and repair. For its first look in the Philippine market, LOJEL also unveiled two new colorways: Cubo in Indigo, a modern shade that brings quiet sophistication to the brand’s beloved expandable hard-shell series, and Voja in Ivory, an airy neutral crafted for travelers who embrace understated refinement.

The opening gathered a mix of esteemed personalities including Glaiza de Castro, Katarina Rodriguez, Hannah Arnold, Bubbles Paraiso, Jai Agpangan, Kaori Oinuma, Jason Dy, Adrian Alandy, Marlo Mortel, Jasmine Alkhaldi, Aya Fernandez, Pinky Tobiano, and Priscilla Meirelles, who explored the new space and experienced LOJEL’s design philosophy firsthand.

Representing the vision behind LOJEL’s Philippine debut, Dinah Yau Lim, Chief Operating Officer of Primer PH Retail, shared: “We are proud to bring LOJEL to Filipino travelers, building a community that values the same principles the brand stands for—intentionality, longevity, and a more meaningful way of moving through the world.”

LOJEL is now open at Level 2, South Main Mall, SM Mall of Asia. Explore the collection, discover the new colorways, and experience the brand’s vision of mindful, intentional travel.  Stay inspired by following @lojeljourneys on Instagram, and share your own journeys with #LojelPH and #LojelJourneys—because every adventure deserves a thoughtfully designed companion.

About LOJEL

Founded in Japan in 1989, LOJEL is a global travel lifestyle brand dedicated to creating thoughtfully designed, durable, and repairable luggage that empowers travelers to move with intention. Guided by the philosophy “Let Our Journeys Enrich Life,” LOJEL combines minimalist design, functionality, and sustainability to offer products that are not only stylish but built to last. With its core lines—Cubo and Voja—and carefully curated colorways, LOJEL encourages travelers to experience life with purpose, comfort, and clarity. For more information, visit www.lojel.com or follow @lojeljourneys on Instagram.

]]> https://www.primergrp.com/blogs/news/aeroworx-defines-smart-merchandising-putting-human-connection-at-the-center-of-ai-driven-retail2025-12-11T16:41:24+08:002025-12-16T17:03:36+08:00Aeroworx defines Smart Merchandising: Putting 'Human Connection' at the Center of AI-Driven RetailAeroworx Tech

Carl Nubla, Head of Technology and Innovation at Aeroworx which is Primer Group’s e-commerce arm, presented a bold vision on how artificial intelligence (AI ) is redefining the relationship between brands and consumers at FUTR Asia 2025 last November 21, 2025.

His session entitled “Smart Merchandising: How AI is Redefining Product Development in Retail,” showcased how Aeroworx is rapidly evolving its capabilities to meet the demands of the region’s dynamic markets.

Elevating Human Innovation

Nubla emphasized that the company’s adoption of AI-powered trend forecasting is not a replacement for human creativity, but its greatest liberator.

"When we let AI handle the routine, we free humans to innovate," stated Nubla.

This philosophy underpins the bold changes currently underway at Aeroworx. By automating the "heavy lifting" of data analysis, the company is enabling its teams and partners to focus on high-value creative strategies.

Redefining the User Experience (UX)

The core of the presentation shifted focus from transactional commerce to deep, relationship-based engagement. Nubla challenged the audience to look beyond the surface level of application design and website layouts while stressing that the future belongs to those who can translate data into human connection.

"UX isn’t just the interface, but rather it’s the relationship. Every click is a chance to understand someone better,” Nubla emphasized during his session.

This insight highlights Aeroworx’s approach, which is treating every digital interaction as a learning opportunity to create highly relevant experiences tailored to specific local nuances across the region.

Building the Tools for Tomorrow

Concluding the session, Nubla signaled Aeroworx’s transition from a market participant to an architect of the digital commerce space. He stressed the importance of technological self-reliance in a volatile global economy.

"If you want to shape the future, you build your own tools and platforms people need,” Nubla stated.

This statement serves as a manifesto for Aeroworx’s trajectory, which is to develop proprietary platforms and solutions that: (1) Allow for greater agility and control; (2) Ensure they remain at the forefront of retail innovation in the region, and (3) Align with the Primer Group’s strategic expansion.

About Aeroworx Asia

Aeroworx provides end-to-end e-commerce solutions, including brand management, marketing, visual merchandising, content localization, customer service, digital asset management, warehousing, and last-mile delivery. This seamless integration allows Aeroworx to tap into extensive resources and expertise, delivering high-quality services across the Southeast Asian market.

Know more about Aeroworx: https://aeroworx-asia.com/

About FUTR Asia

FUTR Asia is the one-day powerhouse gathering for APAC’s retail, marketing, and commerce leaders. The 2025 edition focused on how visionary leaders and technology disruptors are shaping the future of the industry.

]]> https://www.primergrp.com/blogs/news/boxme-philippines-welcomes-unilever-to-its-growing-portfolio-of-global-fulfillment-partners2025-12-02T10:52:52+08:002025-12-02T10:54:43+08:00BOXME Philippines Welcomes Unilever to its Growing Portfolio of Global Fulfillment PartnersAeroworx Tech

In September 2025, Boxme Philippines officially onboarded the Fast-moving consumer goods (FMCG) giant, Unilever through its e-commerce enabler partner and existing Boxme partner, AIRR Labs — supporting the company’s expansion in the Philippines through digital platforms.

Established over 100 years ago, Unilever has become one of the world’s largest consumer goods companies with its diverse portfolio of globally well-loved beauty, personal care, home care, and food products that 3.4 billion people across the world use.

In the Philippines, 9 out of 10 Filipino households use Unilever’s products that reflects a strong brand loyalty and market penetration. To keep up with the sustained demand, Boxme PH now powers the warehousing and fulfillment for various Unilever brands, leading in their respective categories namely:

Unilever Beauty: Pond’s, Eskinol, Vaseline, Simple, Block & Glow,  Master, etc.

Unilever Personal Care: Clear, Close Up, Cream Silk, Pepsodent, Rexona, Axe, Dove, Dove Men, Lifebuoy, St. Ives, Sunsilk, Tresemme, Vita Keratin, etc.

Unilever Home Care: Surf, Breeze, Domex, Snuggle, CIF, etc.

Unilever Food: Lady’s Choice, Knorr, Best Foods, Hellmanns, etc.

Through this partnership, Boxme PH aims to continuously support Unilever’s expansion in the country so more Filipinos can access global-quality products conveniently online.

Overall,  Boxme’s partnership with major e-commerce enablers like AIRR Labs and the brands it services like Unilever, highlights how its technology-driven logistics services can provide strategic brand support to drive growth in the Philippine e-commerce ecosystem.

Boxme PH is Primer’s one-stop solution provider for warehousing, order fulfillment, and other logistics services suitable for every client’s needs. It streamlines business operations across industries by handling their logistics, and omnichannel management needs through its wide-range of services.  To learn more about BOXME, visit their website at https://boxme.asia/ph/.

Shop Unilever through the following platforms:

Shopee Beauty & Personal Care: https://shopee.ph/unilever_personalcare

Shopee Homecare: https://shopee.ph/unilever_homecare

Shopee Foods: https://shopee.ph/unilever_foods

Tiktok Shop Beauty: https://vt.tiktok.com/ZSH3Xy6kCpQVh-O1k3B

Tiktok Shop Personal Care: https://vt.tiktok.com/ZSH3XyBAGE1ot-W82rB

Tiktok Shop Homecare: https://vt.tiktok.com/ZSf81rWvB/?page=TikTokShop

Tiktok Shop Foods: https://vt.tiktok.com/ZSH3XyUdyQgwR-42api

]]> https://www.primergrp.com/blogs/news/quiksilver-s-high-tide-hangout-celebrates-the-reopening-of-its-flagsh2025-11-28T11:28:33+08:002025-11-28T11:40:07+08:00Quiksilver’s High Tide Hangout Celebrates the Reopening of its Flagship at SM Megamall, Mandaluyong City, Philippines.Aeroworx Tech

Quiksilver and Roxy, distributed by Primer Group of Companies, and their community came together yesterday at SM Megamall for the highly anticipated Quiksilver High Tide Hangout, marking the official relaunch of the refreshed Quiksilver flagship located at Level 3, Fashion Hall, SM Megamall. The event ran from 3:30 PM to 6:00 PM and celebrated a renewed era of surf culture, style, and community.

Guests were welcomed with interactive stations including the Surfboard Writing Wall and the Quik Tribe Polaroid Wall, capturing the lively spirit of the afternoon. Food stalls opened mid-event, while participants enjoyed an exclusive 20% discount on Quiksilver and Roxy items for the day.

A highlight of the celebration was the ribbon-cutting ceremony, joined by representatives from SM Megamall including Mr. Gino Tang (Assistant Mall Manager), the Quiksilver Brand & Marketing Team, Llander Simon Cham and Harlene Mella, as well as honored guests—officially reopening the store and celebrating 12 years of surf and lifestyle retail.

Senior Brand Manager Llander Simon Cham delivered a short but inspiring message, highlighting the store’s resilience through major challenges, including economic shifts, the 2015 chapter 11 bankruptcy, COVID-19, and last year’s brand acquisition. He acknowledged the community that has supported the brand through the years and teased exciting plans for the future: new collections and more limited-edition Philippine Destination Tees, alongside the announcement of two new Quiksilver stores opening next year.

The event also drew celebrities and influencers, including Maxene Magalona, Jome Silayan, Roselle Vytiaco, Kathlene Figuracion, and more that added extra star power to the celebration.

Crowd-Favorite Highlights

The Best Outfit Competition had judges select four male and four female contenders, with the final winners determined by the crowd through a clap-off. Attendees also enjoyed the event raffle, with prizes including:

An overnight stay with breakfast for two at Crystal Beach Resort, and a limited-edition Roxy Sunset Chaser luggage.

Before concluding, guests gathered for a final group photo to commemorate the event. The newly reopened store is now officially open to the public, offering a fresh concept, immersive brand experience, and curated collections for surfers, adventure-seekers, and lifestyle enthusiasts.

Special thanks go out to Nalgene Philippines, Beach Hut Sunblock, Crystal Beach Resort Zambales, and Quiksilver Surf School for supporting the event.

For updates and new drops, follow @QuiksilverPH and @RoxyPH on Instagram and Facebook or visit www.quiksilver.com.ph.

]]> https://www.primergrp.com/blogs/news/breaking-boundaries-visually-impaired-kids-conquer-mt-apo-with-pavic-and-columbia-hike-society2025-11-21T11:04:40+08:002025-11-21T11:40:35+08:00Breaking Boundaries: Visually Impaired Kids Conquer Mt. Apo with PAVIC and Columbia Hike SocietyAeroworx TechVisually Impaired Children summits the highest peak in the Philippines, Mt. Apo – an inspiring feat made possible with the Parents Advocates for Visually Impaired Children, Inc. (PAVIC) and Columbia Hike Society’s support.

PAVIC (Parent Advocates for Visually Impaired Children, Inc.) has been a long-standing advocate for creating meaningful opportunities for children with visual impairments. The organization focuses on building confidence, independence, and social inclusion by exposing the children to activities that develop real-world skills.

Inspiring Ascent with Columbia Hike Society and PAVIC

The climb was designed as an experiential learning activity that would allow visually impaired children to navigate unfamiliar environments, work closely with guides, and challenge their own perceived limitations. By participating in this climb, the children demonstrated capabilities that are often overlooked or underestimated.

Overall, PAVIC’s goal was to demonstrate what visually impaired individuals can accomplish when given proper support and access.

Columbia Hike Society supported PAVIC with their expedition by providing outdoor gear that helped ensure the safety, stability, and comfort of both the climbers and their guides. The collaboration highlights Columbia Hike Society’s ongoing commitment to supporting inclusive outdoor experiences and enabling more people, regardless of physical ability, to enjoy nature in a safe and empowering way.

Throughout the multi-day ascent, the climbers engaged in teamwork, communication, and problem-solving, all while navigating challenging terrain. These experiences provided them with practical lessons in resilience, trust, and self-reliance.

The project also served as a platform to show families, educators, and the broader community that visually impaired children can take on activities once thought out of reach.

The expedition resulted in several noteworthy milestones:

Jerhea Ichi May S. Rodriguez– Youngest Female Blind to Reach the Summit

Arvin T. Delos Reyes – Youngest Male Blind to Reach the Summit

Jean Lisette A. Urriquia – First Multi-Disability with Visual Impairment (MDVI) to Reach the Summit

Most Number of Persons with Disability to Reach the Mt. Apo Summit:

Yousef Andrei R. Amorillo, Arvin T. Delos Reyes, Jerhea Ichi May S. Rodriguez, Jean Lisette A. Urriquia

Their Mt. Apo journey has been fully documented.

🎥 Watch the full video on YouTube: https://www.youtube.com/watch?v=ziTIAugeukc iframe

The success of this climb reflects what becomes possible when access and opportunity come together. It reinforces the idea that outdoor spaces can, and should, be inclusive, allowing more individuals to grow, explore, and discover their potential.

Their road to adventure doesn’t end here. The team is now preparing for their next challenge: a guided hike at Mt. Guiting-Guiting, continuing their journey of breaking boundaries and proving what visually impaired youth can achieve.

The Columbia Hike Society, under Columbia – a brand distributed by Primer Group of Companies, is a vibrant community of outdoor enthusiasts brought together by their shared love for hiking and exploring nature. As a part of the Columbia Hike Society, we provide unforgettable adventures and opportunities for meaningful connections. Join us as we venture out to uncover new trails, build lasting friendships and fully immerse ourselves in the wonders of the natural world.

]]> https://www.primergrp.com/blogs/news/birkenstock-reopens-with-a-fresh-new-look-in-sm-aura-and-sm-mall-of-asia2025-11-19T11:34:09+08:002025-11-20T12:06:54+08:00Birkenstock Reopens with a Fresh New Look in SM Aura and SM Mall of AsiaAeroworx Tech****

Milestone that reflects Birkenstock’s Global Identity

Primer Group is delighted to announce the reopening of our Birkenstock stores in SM Aura and SM Mall of Asia, marking two significant steps forward for Birkenstock in the Philippines. These reopenings represent more than the return of our stores; they celebrate how we continue to evolve while staying true to who we are.

A Store Experience Aligned with our Global Vision

After their refitting, both stores now reflect Birkenstock’s global store design concept: Clean, modern, and timeless. These spaces connect seamlessly with our locations around the world and ensure a consistent brand experience for our customers, wherever they may be.

This alignment is a design refresh that represents our values of quality, functionality, and heritage. Ultimately, we create spaces that embody the authenticity and trust Birkenstock has stood for since the beginning.

A Milestone for our Market

The reopening of SM Aura and SM Mall of Asia marks another proud milestone for the Birkenstock team and Primer Group of Companies. As we continue to strengthen Birkenstock’s footprint in the region, these stores stand as symbols of growth and commitment. They also reflect our dedication to serving customers better by offering not only our iconic footwear but also an elevated shopping experience.

Looking Ahead

With both stores now reopened, we look forward to welcoming our community back into these refreshed spaces. We are confident that these milestones will open more opportunities for us to share what makes Birkenstock unique: timeless design, comfort, and craftsmanship that stand the test of time.

Here’s to a new chapter for Birkenstock and to many more milestones ahead.

Birkenstock, distributed by Primer Group of Companies, is an exceptional phenomenon in a clothing industry characterized by short-lived fashion trends. The company’s roots can be traced back to 1774. Our brand identity is based on a solid foundation of two and a half centuries of corporate history.

]]> https://www.primergrp.com/blogs/news/just-in-time-boxme-philippines-expands-its-headquarters-in-primer-distribution-center-with-the-help-of-uiconstruct2025-10-28T18:20:42+08:002025-10-29T13:38:25+08:00JUST IN TIME: BoxMe Philippines expands its headquarters in Primer Distribution Center, with the help of UIConstructAeroworx Tech

When business operations tread on a path of exponential growth, a dynamic system for reconfiguration and expansion becomes inevitable. However, the critical question is, “How do we cautiously expand with a streamlined workflow that minimizes the costs and risks?”

This was a priority concern for Boxme Philippines, considering that organic growth should be dealt with precision, urgency, and purpose.

In recent years, Union Inks and Graphics Philippines Inc. or also known as UIConstruct (UIC) has been upgrading its services to be more adaptive and resilient in serving varied industries. Thus, UIC was the next best thing in its operations blueprint – Color, Create, Cascade, Connect, Communicate and Construct. Currently, UIC is breaking new grounds in the construction industry as it remains steadfast with its core competencies.

**** Just in time, Boxme and UIC – both members of Primer Group of Companies – synched as one to fulfill the former’s need for an efficient construction on the ground floor and mezzanine extension at its headquarters.

Not long after the completion of the temperature-controlled storage room, it was filled with carton loads of candy and chocolate products like Skittles, Doublemint, Mars, Twix, M&Ms and Maltessers— all products of AIRR Labs, Boxme’s e-commerce enabler partner that provides a full suite of digital commerce solutions to global FMCG brands.

“When it comes to investment, maximizing returns and achieving return on investment are just as important as managing time and cost, which is why the just-in-time investment is key,” stated Paul Sy, Managing Director of Primer Group.

Building and relocating the office at the mezzanine gave Boxme’s workforce better visibility and interaction right where the action is. Its interiors and fit outs stayed true to its branding appeal as realized by the UIConstruct team.

Both stakeholders aligned their efforts and resources through a Just In Time (JIT) project management. This philosophy speaks of lean construction that minimizes costly on-site storage, reduces the risk of damage or theft, and streamlines the workflow. Improved project timelines expectedly come as no surprise. This approach intuitively generates trust that is layered with accuracy, reinforced by safe man hours, and sealed with accountability.

Started in 1997 as a manufacturing company for silk screen inks, Union Inks and Graphics Philippines Inc. (UIGPI) eventually evolved into an end-to-end service provider from concept, design, construction, fit outs and digital marketing.

Catering to virtually all types of industries namely: advertising, consumer goods, retail, real estate, interior design, and other architectural and construction projects, UIGPI provides solutions with quality and client satisfaction in mind.

Meanwhile, BoxMe Philippines is a leading e-commerce fulfillment provider and part of Boxme Asia, which has a network of fulfillment centers across multiple countries in Southeast Asia. BoxMe Philippines streamlines logistics, manages inventory, and optimizes distribution through technology-driven solutions.

]]> https://www.primergrp.com/blogs/news/digiworx-moves-up-to-the-bronze-tier-as-a-tiktok-shop-partner2025-10-20T18:45:22+08:002025-10-20T18:46:34+08:00Digiworx Moves up to the Bronze Tier as a TikTok Shop PartnerAeroworx Tech

Digiworx excels and moves up to the Bronze tier as a TikTok Shop Partner after 3 months. Just three months after being recognized as an Official TikTok Shop Partner, Digiworx, an independent creative agency under the Primer Group of Companies, has reached another milestone: earning the Bronze Badge as an accredited TikTok Shop Partner for Livestreams.

Earning the Bronze Badge showcases a partner agency’s excellence, recognizing those who have surpassed TikTok’s core operational standards. This places Digiworx among the top-performing TikTok agencies to collaborate with, giving brands and partners greater leverage and confidence on the platform.

Over the past year, Digiworx has partnered with brands across diverse industries such as travel, wellness, lifestyle, sports, beauty, home, kids, pet care, and more. These partnerships strengthen their expertise in creating customized strategies that suit every brand’s unique voice and audience.

“This milestone is a result of the team’s effort to keep improving how we run livestreams for our clients. Everyone works with the same goal, which is to deliver smoother executions and better results for every brand we handle,” said Jayson Macalinao, Digiworx Live Commerce Operations.

As livestream commerce reshapes the way audiences connect, Digiworx stays ahead with continuous innovation — from upgraded tech and top-tier production equipment to a refreshed studio environment built to inspire both creators and clients alike.

“With the Digiworx Team, every livestream becomes a chance to grow together and elevate what we do. This achievement motivates us to keep raising the bar and reach new milestones as one. We look forward to reaching more milestones together.” addedPatet de Guzman, Digiworx Assistant Vice President.

A glimpse behind the scenes of the livestreams, powered by the Digiworx team.

This achievement marks another step forward in Digiworx’s commitment to excellence. With every livestream, Digiworx will continue to empower brands to connect, engage, and grow in the digital space.

Let’s unlock your brand’s livestream potential. Reach out at livestream@digiworxgrp.com to get started.

Combining creativity and technical expertise, Digiworx offers 360-degree marketing services: account management, design, social media, PR, events, and live-selling services. They continuously create impactful narratives for brands.

Originally Primer Group’s in-house agency, Digiworx is now handling a growing portfolio of external clients, currently operating with broader creative capabilities beyond the group.

]]> https://www.primergrp.com/blogs/news/r-o-x-honors-filipino-greatness-in-ating-tugatog-a-photo-exhibit-to-filipino-mountaineering-legends2025-10-13T19:56:50+08:002025-10-13T19:57:16+08:00R.O.X. Honors Filipino Greatness in “Ating Tugatog: A Photo Exhibit to Filipino Mountaineering Legends”Aeroworx Tech

Rare photographs of the Filipino trailblazers in their courageous mountaineering adventures

MANILA, Philippines — At more than 8,000 meters above sea level, survival depends on preparation, teamwork, and sheer willpower. It’s in this hostile environment that a handful of Filipinos made history. **R.O.X. (Recreational Outdoor Exchange)**pays homage to the climbers who have stood at the world’s highest altitudes in **“Ating Tugatog: Filipinos on the World’s Highest Peaks.”**This event is a testament to R.O.X.’s enduring mission to bring together a community of explorers – people united by their shared respect, curiosity, and courage for the great outdoors.

Running from October 8 to 19 at R.O.X. Bonifacio High Street, the exhibit showcases 40 rare photographs chronicling the five Filipino trailblazers who have stood atop the world’s most unforgiving peaks, including Mount Everest —Romi Garduce, Carina Dayondon, Noelle Penetrante, Jeno Panganiban, and Miguel Mapalad.

From left to right: Explorers Jeno Panganiban, Miguel Mapalad, Noelle Penetrante, and Romi Garduce who conquered great heights.

Beyond being a chronicle of Filipino achievement at high altitude, this event is a reminder of what drives every great adventure: preparation, perseverance, and purpose. These are the same values that have long fueled R.O.X.and its growing community of explorers.

“Every expedition requires meticulous planning, absolute trust in your gear, and immense personal resilience. By supporting the journey of these climbers and celebrating their historical achievements, R.O.X. aims to inspire every Filipino to push their limits, whether that’s on a local trail or the world’s highest mountains. This exhibit is a powerful reminder that with the right preparation and mindset, Filipino dreams are truly limitless,” Mary Anne Oriondo, R.O.X. Marketing Manager, shared.

By highlighting real stories even from the world’s most unforgiving environments, it affirms R.O.X. 's role as the outfitter of choice for explorers; providing globally trusted, high-performance gear that empowers them to reach new heights – both on the mountain and beyond.

Meet The Climbers Who Redefined Filipino Mountaineering

Romi Garduce– The Pinoy Trailblazer

The first Filipino to complete the Seven Summits, Romi Garduce, who has a long connection with Primer Group.

In 2005, Romi Garduce became the first Filipino to summit Mount Everest, and later, the first to complete the Seven Summits, which are the highest peaks on each continent. Garduce’s discipline and methodical approach shaped his remarkable career as a mountaineer. Rare images from his Everest expedition capture both the enormity of the climb and the humility of the man behind it.

Carina Dayondon & Noelle Penetrante– The First Filipina Summiteers

**** One of the Filipinas to conquer Mount Everest, Noelle Penetrante – a testament to that Filipinas can conquer extreme adventures.

In 2007, Dayondon and Penetrante, alongside teammate Janet Belarmino, became the first Filipinas to conquer Everest, which isa feat that redefined what Filipino women could achieve in extreme adventure. Dayondon later completed the Seven Summits in 2018, cementing her status as one of the most accomplished female mountaineers in Asia. Their section of the exhibit highlights not just their triumph but the camaraderie and resolve that powered their ascent.

Jeno Panganiban & Miguel Mapalad– The New Generation of 8K Conquerors

Members of the Philippine 14 Peaks Expedition Team, Miguel Mapalad and Jeno Panganiban who made history.

Nearly two decades after the first Filipino Everest summits, Panganiban and Mapalad made history again in May 2025, reaching the world’s highest peak and ushering in a new era of Philippine mountaineering. Both climbers are now part of the Philippine 14 Peaks Expedition Team, aiming to scale all fourteen 8,000-meter mountains. Their stories bring a modern perspective to the pursuit — balancing ambition with environmental responsibility and community advocacy.

Experience “Ating Tugatog” Photo Exhibit at R.O.X. Bonifacio High Street from October 8 to 19. Follow the adventure and be part of the growing R.O.X. community of explorers on:

Instagram: @roxphilippines Website: rox.com.ph.

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