Ever wonder how Rustans started and why it’s called Rustans? The story of Rustans, a prominent chain of department stores in the Philippines, dates back to 1952. It was founded by the married couple Bienvenido Tantoco Sr. and Gliceria Rustia Tantoco. The name "Rustans" is a simple portmanteau of the couple’s names: Rustia + Tantoco = Rustans. I made a short video about Rustans’ fascinating history and rise on my TikTok and Instagram. Check it out for a quick overview and more insights into how Rustans became a retail powerhouse in the Philippines. Follow me on Instagram and TikTok for more content like this!

Rustans was launched in the aftermath of World War II, a period when Filipinos' love for American brands blossomed. The strategy of Rustans was to import products of foreign brands into the Philippines, fulfilling the local demand for international goods. As the company grew, it secured exclusive distribution rights for many of these brands. Today, Rustans is responsible for bringing some of the world’s most prestigious brands to the Philippines, including Hermes, Gucci, Burberry, and Zara.

A Legacy of Luxury Retail

Bienvenido “Benny” Tantoco Sr. pioneered luxury retail in the Philippines with his late wife Gliceria Rustia-Tantoco by opening the first Rustans store on San Marcelino Street in Manila. Over nearly seven decades, Rustans expanded significantly, opening five major department stores in the country and licensing over 2,000 international brands. Benny Tantoco also served as the Philippine ambassador to the Vatican from 1983 to 1986​.

Rustans' Extensive Portfolio

The portfolio of brands that Rustans distributes is extensive. Not only do they manage luxury brands, but they also own the rights to popular franchises such as Starbucks, Shake Shack, and Muji in the Philippines. In 2020, Rustans' subsidiary, Shopwise, was acquired by Robinsons for 23 billion pesos​.

Recent Leadership and Expansion

Zenaida “Nedy” Tantoco, the eldest daughter of Bienvenido Sr., served as the chairman and CEO of Rustan Commercial Corporation and Rustan Marketing Corporation. Under her leadership, the company expanded its retail network, managing a wide array of high-end brands and launching ventures like the FamilyMart convenience store chain in partnership with Ayala and Japanese firms​​.

Continuing the Legacy

Rustans continues to be a key player in the Philippine retail industry, known for its commitment to luxury and quality. The company’s legacy, built on understanding and catering to the desires of Filipino consumers, remains strong. As they continue to expand and adapt, Rustans’ influence on the retail landscape in the Philippines shows no signs of waning.