Anton Huang leads Rustan’s legacy into new retail era

Anthony “Anton” Tantoco Huang, the driving force behind the SSI Group and Rustan Commercial Corporation, has long been synonymous with the evolution of Filipino luxury retail. As president and chief executive of both companies, Huang now oversees one of the country’s largest family-owned retail empires, representing some of the most prestigious global brands.

Under his leadership, the SSI Group — the publicly listed retail arm of the Rustan Group of Companies — has continued to expand its formidable portfolio of partnerships. The group’s roster includes Balenciaga, Hermès, Cartier, Coach, Zara and JD Sports, among dozens of other internationally renowned names.

By 2025, Rustan Commercial Corporation operated five Rustan’s department stores and two Adora multi-brand luxury stores, catering to the Philippines’ high-end consumer market.

Huang, a third-generation member of the Tantoco family, has built upon the foundation laid by his mother, Zenaida Tantoco, and his grandparents, Bienvenido Tantoco Sr. and Gliceria Rustia-Tantoco. Through a blend of digital transformation and strategic consolidation, he has modernized the group’s operations to meet the demands of a new generation of Filipino shoppers.

In 2025, SSI acquired a majority stake in Rustan Marketing Corporation (RMK), uniting parts of the family’s business interests under one corporate umbrella. The move marked a significant step in Huang’s long-term vision to streamline and strengthen the group’s retail ecosystem.

Huang was also instrumental in launching Trunc, SSI’s e-commerce platform designed to bring luxury brands like Loewe and Bottega Veneta online for local consumers. The platform reflects his push toward blending traditional retail excellence with digital convenience — a shift that has become critical in post-pandemic retail strategy.

A graduate of the University of Asia and the Pacific with a degree in humanities, Huang began working for the family business while still in college. He was appointed executive vice president of SSI in 1994 and has since guided the company through several phases of expansion and modernization.

His contributions to luxury retail have also been recognized internationally. In 2015, he was awarded France’s Chevalier dans l’Ordre de la Légion d’Honneur, and two years later, he was named Cavaliere dell’Ordine al Merito della Repubblica Italiana for strengthening economic and cultural ties through retail.

Through steady leadership, global partnerships and a focus on digital transformation, Anton Huang continues to shape the trajectory of Philippine luxury retail — ensuring that the Rustan legacy endures well into the modern era.