• Perfumer looking to expand in Asean


    CENTRAL Affirmative Co. Inc. (CACI), manufacturer of homegrown perfume brand Aficionado Germany Perfume, is aiming to expand globally by penetrating the Association of Southeast Asian Nations (Asean) market.

    Joel Cruz, CACI president and chief executive officer, said they are keen on expanding in the region in light of the Asean Economic Community (AEC) integration.

    “In the Philippines we’re a little bit saturated, so we’re going global. We’d like to penetrate the global market, and we’re looking for big distributors in other countries,” Cruz told The Manila Times on the sidelines of the Asia Pacific Entrepreneurship Awards on Friday.

    “We’re looking at the Asean market like in Vietnam, Thailand, Malaysia, and Singapore. Next month it’s the start of the Asean harmonization, where we can bring our products to the Asean countries, the same way that Asean countries can bring their products to the Philippines,” he added.

    Cruz noted that the AEC is an advantage to entrepreneurs like him because it will give them the chance to bring their products easily to Asean member countries.

    Venturing to the Asean regional market is part of the company’s expansion plans toward 2020, which include acquiring new technology in manufacturing, implementing a systems upgrade, and integrating its supply chain to grow into a larger company from its current standing as an SME (small and medium enterprises).

    CACI currently has distribution contracts overseas, exporting its products to 50 stores in various markets including Dubai and Abu Dhabi in the United Arab Emirates; Saudi Arabia; Iran; Japan; Ireland; Denmark; Los Angeles; and Saipan.

    Cruz said the company has already over 500 branches in the Philippines as of end-September — of which two-thirds are franchised and the rest are company-owned.

    Including other stores such as department stores, grocery stores and drugstores, the Aficionado brand is present in 3,565 outlets in the Philippines to date.

    Since 2007, CACI has been operating a manufacturing plant within the Sterling Industrial Park in Meycauayan, Bulacan. The 2,000-square=meter facility is also equipped with an automated bottling, capping and bottle-washing system.

    Established in 2000, the company is engaged in manufacturing and distributing the Aficionado Germany Perfume brand of products.


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