As featured on Philippine Daily Inquirer last Aug 28, 2022.
When COVID-19 struck and people were confined to their house because of lockdowns and quarantines. Many realized that their "home, sweet home" was not what they wanted or needed to be.
People –-who used to have jobs outside their homes and spent most of their waking hours in offices and other places - had to do both living and working (If they kept their jobs) in the same place. They felt the need to recreate their home to adapt to the new situation.
Those who metamorphosed into entrepreneurs, running small businesses out of their homes, also found that their home setup just would not do anymore.
But their forced confinement also meant there were few places to find what their home/office needed.
As is often the case, however, the problems created opportunities and e-commerce flourished.
Among those that saw the possibilities of online retailing is the furniture e-store ITOOH Homestyle, an online platform that pools together quality furniture and home accents to make online shopping easy, even for bulky pieces.
ITOOH is not an exotic word from a foreign language. It is simply the stylized version of Filipinos' favorite expression when they find what they are looking for, "Ito, o (here it is)!" The name is appropriate as Andrew Bercasio, co-founder and chief operating officer, says "We are championing local designs." The online store, he says, wants to showcase the artistry and creativity of Filipino artisans and craftspeople.
"[We carry] many local brands that are not showcased online. There are many brands that have actually been in business for a while [but have not received a lot of exposure]." Of ITOOH's inventory of over 2,000 products, nearly half are locally made.
Bercasio, a marketing person, says he and his partners launched the e-store in July 2021 when they realized many people stuck at home thinking if renovating or recreating their home spaces
ITOOH invited furniture makers, artisans, and arts and crafts people, particularly those with little or no online presence, to join the new venture, offering them more opportunities to sell their products.
Furniture makers from Pampanga, Nueva Ecija, and Bulacan, traditional craftspeople whose work is already almost all over the Philippines, were among the first to go on board. Starting with about 30 brands, ITOOH now has more than 60 brands.
One-stop online shop
Bercasio describes ITOOH as an aggregator, a place where people could look for what they needed instead of visiting several stores. And, by bringing on board craftspeople and artisans from other parts of the Philippines, they are broadening the options of Filipino consumers. "[Customers] can go to just one place and find different styles," he says. ITOOH's roster includes Artelano 11, Prizmic and Brill, Thomas & George, and Travelfund by Siriusdan. During the sizzling hot and humid dry season, it added local wicker, rattan and wood furniture brands like Calfurn, Biara, and Ukit Kapampangan to its showcase of summer-themed all-local furniture from Jed Yabut, Manang PH, ADR Rattan, Philippine Treasures Inc., Marblecrafts, Ruff Trading, etc.
The pieces are meant to meet what buyers want in terms of budget, category and style. Furniture pieces are suitable for living, dining, and nursery rooms; home office and outdoor.
To strengthen its customer service, ITOOH wants to work with more people in other creative industries, such as interior designers, architects and craftsmen to build its platform. Its interior design services are currently led by partner firm Grupo Santamaria. ITOOH hopes to add to its catalog Filipino art pieces and become a platform for bringing recognition to local creativity and design. It will also explore corporate selling with volume discounts and made-to-order pieces, as well as gift registries for infants and nuptials.
Virtual gallery
As online buyers are not able to touch and physically handle the merchandise, ITOOH has a well-presented photo gallery on social media that shows meticulously accurate representation of the various products it carries. The catalog provides detailed descriptions, precise measurements, care and maintenance instructions.
Buyers are encouraged to open their purchases upon delivery so the team can replace it if they find anything wrong. "We have a very friendly return policy," Bercasio says. The delivery team will also help assemble pieces that need to be put together.
ITOOH provides free delivery to Metro Manila, and Bulacan, Cavite, Laguna, and Rizal. It is working to establish markets in certain key cities in the Visayas and Mindanao, as well as abroad.
It has made payment convenient by partnering with e-wallet networks Gcash, Maya, and GrabPay. It also accepts debit and credit cards and can arrange deferred payment terms.
Through ITOOH, customers can get access to all partner merchants and place orders for custom-made pieces. Buyers can even get the assistance of the e-store in bidding for pieces that catch their fancy.
Although ITOOH is not even a year old, Bercasio says they have won many repeat customers, who apparently appreciate the convenience of not having to go out to find what they want or need. Their partner merchants, he adds, are also adapting to the demands of a new selling platform.
As the company is committed to quality customer service, Bercasio says their partner merchants are made aware of what customers might expect from them.
The most important features ITOOH looks for in brands it carries are originality and quality. "We do not look so much at price points but whether or not a brand represents a certain aesthetic character," Bercasio says.
