Cebu-based Oversea Builders Center (OBC) is stepping up its focus on the Philippines’ growing middle-income market with the launch of its new “level up” builder’s showroom concept in Kawit, Cavite, offering premium-quality home finishes and fixtures at prices accessible to mid-income families.
A subsidiary of Cebu Oversea Hardware Company Inc. (COHCI), OBC builds on its parent company’s 70-year history in the building materials sector. From its beginnings as a traditional Cebu hardware store, COHCI has evolved into a full-scale builder’s center that combines affordability, design sensibility and customer service.
“We want Filipinos to enjoy the lifestyle they aspire for — stylish, modern, but still affordable,” said Ferdinand Co, COHCI Modern Trade – Manila chief executive. “We leveled up not just our products, but also the way we present and serve. Our goal is to make quality accessible without sacrificing service.”
OBC’s expansion strategy centers on serving the country’s rising middle-income households, now a major force in consumer spending.
A 2023 study by the Philippine Institute for Development Studies (PIDS) showed that 39.8 percent of Filipinos were considered middle-income in 2021, earning between P25,000 and P45,000 monthly for a family of five.
OBC’s Cavite branch was strategically opened to serve emerging communities and homeowners seeking durable and stylish home solutions that fit their budgets.
A separate report by Fitch Solutions’ BMI forecasted that spending on household goods in the Philippines will reach P270.4 billion in 2024 and rise to P354 billion by 2028, underscoring growing investment in home improvement among middle-income families.
OBC’s “level up” concept showcases complete living setups, from bathrooms to kitchens and tile displays, allowing customers to visualize how products will look in their homes.
Products are both locally sourced and imported, all meeting Philippine Standard (PS) certification.
“We’re after being competitive. We offer products that meet international standards but remain within a reasonable price range,” said COHCI chief executive Michael Co. “What matters is delivering the best experience at a fair price. We want to grow sustainably, area by area, adjusting to what each community needs.”
