This Pinoy ‘shoe king’ sells over 1.5M pairs a year
Third-generation shoemaker and entrepreneur Jose “Joey” Enriquez has tapped into a global trend with his latest collection. His men’s brand, Figlia Uomo, has seen a surge in popularity since its relaunch, with the lug sole loafer emerging as the most coveted style. This classic silhouette, updated with a chunky, textured sole, has struck a chord with consumers seeking a blend of elegance and ruggedness.
Enriquez (no relation to the writer) notes that the men’s shoes with thick, corrugated soles have been especially sought after. These styles offer an edgy and youthful aesthetic while providing practical traction on slippery surfaces, making them perfect for the urban lifestyle.
Enriquez has reigned supreme in the Philippine footwear market for years. His six brands and subbrands under Figlia Shoes command a staggering 40-percent market share at SM Department Stores’ ladies’ section.
“We sell some 1.6 million pairs of ladies’ shoes annually,” declares the businessman.
Chelsea boots
He can meet the demand because the shoes are made by top suppliers in China who accommodate huge volumes of orders.
Figlia Uomo enjoys brisk sales, with stocks frequently replenished due to high demand.
Another popular trend this season, Chelsea boots—close-fitting ankle-length boots with elastic side panels—have been as popular as the lug-sole loafers, fetching P2,499 a pair. Despite being one of the pricier styles, it competes well with imported brands that can cost over P8,000. The price range of P1,599 to P2,499 makes Figlia Uomo accessible to the working class, says Enriquez.
Figlia Uomo offers a diverse range of styles to suit different occasions, from casual moccasins and office oxfords to formal brogues. “The vamps are wider to accommodate the Filipino foot,” says Enriquez. The shoes are crafted with high-quality faux leather and genuine leather lining.
Good shoe design is about building and maintaining a strong brand that inspires consumer loyalty. The creation of each shoe takes into account the consumer’s lifestyle. Enriquez has developed subbrands that reflect the identities of various consumer groups. Rigorous comfort testing ensures that every pair is ready for the market. Decades of experience have led him to a deep understanding of the Filipino wearer’s needs.
Strategic partnership
Enriquez’s passion for shoemaking was cultivated in his childhood, playing at his father’s factory. Ceferino Enriquez’s pride in his handcrafted shoes was infectious. In the mid-1950s and 1960s, his father’s brand, Meg’s, used goatskin sourced from Bulacan. However, the quality of the hides was compromised due to poor farming practices. Ceferino turned to importing leather from India.
In 1986, Enriquez launched his own brand, Figlia leather shoes, at Boutique Square, a hub for designer brands in SM Makati. The entrepreneur handled all sourcing duties.
When Figlia was moved to the women’s department, he faced competition from local brands offering inexpensive, faux leather shoes that imitated popular imported designs. His training at Parsons School of Design in New York enabled him to adapt by ramping up the styles and using new materials without compromising quality.
By the 1990s, Enriquez had expanded his market nationwide, selling in major department stores. As he ventured into global exports, he was impacted by the Asian crisis. To secure financing, he formed a strategic partnership with Chan Kok Bin, chairman and CEO of the well-known shoe and bag house CMG Retail Inc. Enriquez’s Chartered International Inc., which manages the department store operations, became a subsidiary. The joint venture allowed him to introduce various subbrands and expand into new market segments, including men’s footwear under the Figlia Uomo line.
To address rising local labor costs and high demand, Enriquez sought suppliers in China.
Sandals and high heels
“We have been working with these suppliers for over 20 years,” says Enriquez. “They trust us and understand our standards. Even during the pandemic, when travel was restricted, they came to Manila to present samples.”
Enriquez stays ahead of trends by subscribing to a digital forecasting site. For summer 2025, Figlia Uomo is introducing sandals, a global trend in men’s footwear, and boat shoes. He notes that his comfort shoe subbrand, Sorores, has seen strong sales of two-strapped, slip-on sandals with a leather-like finish and anticipates even higher demand. During prom season, Figliarina’s four-inch heels have been popular.
The CMG corporate center in Pasig houses all of Enriquez’s and the Chans’ brands. While they share common departments such as human resources and finance, each brand has its own merchandising and marketing groups. To avoid style duplication, they work with different suppliers.
Enriquez attributes his success to strong relationships with partners, employees, suppliers and customers.
“We are always grateful,” he says. “We offer everything to God.”
