Cebu Oversea Hardware Company Inc. (COHCI), which carries a 70-year legacy in the building supplies industry and recently opened its showroom in Kawit, Cavite, believes that as more Filipino families rise into the middle class, their vision of home ownership is changing.

The evolving mindset is what Oversea Builders Center (OBC) seeks to capture through its newest “level up” builder’s showroom concept, designed to offer premium-quality home finishes and fixtures at prices within reach of the growing Filipino middle class.

On 3 October, COHCI opened its newest flagship retail hub, OBC, in Kawit as part of its strategy to capture the rapidly expanding home improvement and construction market in Southern Luzon.

The company invested in a 5,847-square-meter facility, which includes 4,125 square meters for DIY and showroom spaces and 1,722 square meters dedicated to furniture.

From its humble beginnings as a traditional hardware store in Cebu, OBC 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.”

Serving the 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 the 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 ₱25,000 to ₱145,000 per month for a family of five.

Many of these households are concentrated in rapidly urbanizing areas like Calabarzon, which includes 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 ₱270.4 billion in 2024, rising to ₱354 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.

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.