Heritage
A house, in its own words
Ben Chan opened the first Bench outlet in 1987, selling graphic tees that appealed to a generation eager for casual, Western‑inspired fashion. The shop’s name, a nod to a bench where friends gathered, quickly became a meeting point for Manila’s youth. By the mid‑1990s, Bench expanded beyond Manila, opening stores in provincial malls and later in neighboring countries such as Indonesia and Thailand. The brand’s rapid growth earned it a place on the Philippine Stock Exchange in 2004, marking its transition from a family‑run operation to a publicly listed company. In 2012, Bench announced its entry into the fragrance market, launching its first perfume line with a focus on mass‑market appeal and local relevance. The debut scents, Bench For Her and 24/7 For Him, combined familiar notes like citrus, musk and floral accords, delivering a scent experience that matched the brand’s casual aesthetic. Over the next decade, Bench released a steady stream of new fragrances, often timed with seasonal campaigns or collaborations with local artists. Notable releases include An Urban Original 2 for Him (2013), Sound For Her (2018) and Bench 24 Hour Life Remixed for Her (2016). Bench’s fragrance strategy has been to keep pricing within reach of its core demographic while maintaining a consistent quality level. The brand leverages its extensive retail network—over 500 stores nationwide—to provide direct feedback on scent performance, allowing quick adjustments to formulas and packaging. By 2024, Bench introduced the Haze line for both men and women, signaling a renewed focus on contemporary olfactory trends while staying true to its affordable‑luxury promise. Throughout its evolution, Bench has remained a family‑led business, with Ben Chan’s son, Ben Chan Jr., taking on a senior role in brand development and overseeing the fragrance division’s creative direction. Bench approaches perfumery with the same pragmatic optimism that guided its clothing line. The brand believes scent should be an everyday companion, not a rare indulgence. Its creative brief emphasizes approachability, encouraging wearers to express personality without the intimidation of niche pricing or obscure ingredients. Bench’s fragrance team works closely with local market researchers to capture the moods of Filipino youth—whether that means the energetic rush of a city commute or the relaxed cadence of a weekend beach trip. Sustainability also informs the brand’s decisions. Bench sources many of its raw materials from regional suppliers, reducing transport emissions and supporting local economies. The company has pledged to phase out non‑recyclable plastics in its packaging by 2026, opting for recyclable PET bottles and minimalist caps that align with its clean visual language. Community engagement remains central. Bench frequently partners with local musicians and influencers to launch scent campaigns that double as cultural events, reinforcing the idea that fragrance, like fashion, can spark conversation. This collaborative spirit reflects the brand’s broader mission: to democratize style and scent, making both accessible to a wide audience while celebrating the vibrant energy of the Philippines.