Oversea Builders Center (OBC), a pioneering one-stop-shop construction hub in Cebu, seeks to offer affordable but premium shopping experience for the fast growing middle class home market in Southern Luzon.
OBC officials led by Cebu Oversea Hardware Company Inc. (COHCI) Chief Executive Officer Michael Co and COHCI Modern Trade – Manila Chief Operating Officer Ferdinand Co emphasized during a press conference at the grand launch of the that as more Filipino families rise into the middle class, their vision of home ownership is changing. It is no longer just about having a roof over their heads, but about creating a space that reflects taste, comfort, and aspiration.
This evolving mindset is what OBC seeks to capture through its newest “level up” builder’s showroom concept in Kawit, Cavite. The showroom is designed to offer premium-quality home finishes and fixtures at prices within reach of the growing Filipino middle class. It presents ideas for home owners in the interior design of their homes.
OBC, owned by COHCI, carries a 70-year legacy in the building supplies industry. From its humble beginnings as a traditional hardware store in Cebu, the company has evolved into a full-scale builder’s center, combining affordability, design sensibility, and customer service in one stop. Its latest store in Cavite represents this transformation, blending the efficiency of a hardware store with the style and experience of a lifestyle showroom.
“We want Filipinos to enjoy the lifestyle they aspire for: stylish, modern, but still affordable,” said COHCI Modern Trade – Manila Chief Operating Officer Ferdinand Co. “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.”
Growing middle class
OBC’s expansion comes at a time when the Philippines’ middle class is fast becoming a driving force of consumer demand. In a study released by Philippine Institute for Development Studies (PIDS) in 2023, around 39.8 percent of Filipinos were considered middle-income in 2021, defined as households earning roughly PHP25,000 to PHP145,000 per month for a family of five.
Many of these households are concentrated in rapidly urbanizing areas like Calabarzon, which include Cavite, and Central Luzon, where new housing developments and subdivisions continue to expand. These are the families OBC wants to serve: homeowners and builders who want to upgrade their spaces with better design and durable materials without paying luxury prices.
A report from Fitch Solutions’ BMI last year projected that consumer spending on household goods will grow to PHP270.4 billion in 2024, rising to PHP354 billion by 2028, underscoring how home improvement is becoming a lifestyle priority for middle-income Filipinos.
‘Affordable luxury’
OBC’s “level up” concept seeks to bridge the gap between affordability and aspiration. Instead of warehouse-style aisles stacked with products, the store highlights curated spaces with complete bathroom setups, kitchen displays, and tile sections that allow homeowners to visualize how each piece could look in their homes. The products are either imported or locally sourced, all meeting Philippine Standard (PS) certification to guarantee quality.
“We’re after being competitive. We are offering products we personally choose, that meet international standards but are still within a reasonable price range. You can walk in here, feel like you’re in a high-end showroom, but go home with products priced for the middle class,” COHCI Chief Executive Officer Michael Co said.
Beyond the products, OBC invests heavily in staff trainings, so employees can act as design advisors rather than mere salespeople. Customers, including homeowners, architects, and contractors, receive assistance tailored to their projects, creating a personalized shopping experience.
Building for the future
The decision to open in Kawit, Cavite was both strategic and symbolic. Cavite’s rapid urban growth, proximity to Metro Manila, and steady influx of new homeowners make it a prime area for a concept that celebrates Filipino ambition and practicality.
“We’re not chasing fast expansion. We want to grow sustainably, area by area, adjusting to what each community needs. What matters is delivering the best experience at a fair price,” the CEO added.
For OBC, “leveling up” means more than just elevating a store, but it’s about empowering Filipino families to build homes that match their dreams and their budgets. As the middle class continues to expand, the company’s blend of value, quality, and service may well set a new standard for the country’s evolving homebuilding retail scene.
OBC officially opened last October 3, its first store in Luzon. The company invested in a 5,847-square-meter facility along Centennial Road in Kawit, which includes 4,125 square meters for
DIY and showroom spaces and 1,722 square meters dedicated to furniture.
The store caters to the mid- to high-end segment, specifically the A and B markets, amid a surge in residential and commercial developments in Cavite and neighboring provinces.
