Saturday, October 23, 2021

Cariño: Baguio Connections 86

Baguio Stories

LAST week, we ended with Figlia, a Philippine brand. This week, some more of it and on, just to satisfy this urge to trace how Figlia is also part of international brand Celine.

The Figlia website,, states, “Figlia, derived from the Latin word which means “daughter,” is the premier ladies fashion shoe label in the Philippines today. It started in 1986 from a family of Marikina artisans handcrafting ladies shoes. The label has been associated with outstanding design and workmanship and is available in all SM Stores nationwide!” That’s the local part of things.

The international part of things is, “Figlia, M.Nicole, Figliarina, Sorores, and Shubizz are brands of Charter International Inc. Since 1998, Charter International Inc. has been part of the Celine Group of Companies.” Still from

Next stop: Charter International, Inc. A website called states, “Charter International, Inc. is a subsidiary of CMC - Celine Marketing Corp. with popular shoe brands Celine, CMG, So! Fab, Little Ones, Dots, Traffic, Red Alert. CMC also has garments lines BYSI, Salabianca and Philosophy.Figlia evokes classic styles for day and night.Figlia is available in all SM Shoemart department stores in the Philippines.”

The page also lists the address of Charter International Inc. as “Suite 1801 Centerpoint Building, Julia Vargas Avenue, Ortigas Center, Pasig City, Metro Manila, Philippines.” And of course, there’s a map, a phone number, and some other details. Also that nobody has as yet ever asked a question about the company on this page, which also states Charter International Inc. to be part of the Celine Group of Companies.

On to the Celine Group of Companies, there are a couple “their” advertisements for jobs located in Pasig, Metro Manila. I begin to fear that my chain of connected dots may be broken...

However, we can pick up from the statement that “Charter International, Inc. is a subsidiary of CMC - Celine Marketing Corp.”

A “company profile” of Celine Marketing Corporation in Pasig City, Philippines, is found on a page. “Description: Celine Group of Companies’ vision is to be one of the most admired fashion retail companies for delighting customers, developing people, contributing to society and sustaining the business. CGC is a leader in the fashion retail industry, with over 30 years of experience and more than 150 retail locations nationwide.

The group has been awarded Oustanding Filipino Retailer of the year by the Philippine Retailers Association three times and inducted into the Hall of Fame. The CGC family consists of established as well as promising brands including Celine, CMG, SO! F.A.B, bYSI, Traffic, Red Alert, Figlia, Figliarina, Marie Nicole, Shubizz, Salabianca, Philisophy and Graffi-tee.”

(To be concluded)


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