About Besa's Shoes and Services

1. Company History
2. Mission and Vision
3. Our Goal
4. Our Customers
5. Where does Besa's Fit?
6. Product Strategy
7. THE BESA'S DIFFERENCE

Company History


BESA'S SHOES AND SERVICES began on February 11, 1935 as a single proprietorship that the "Master Shoe Shine Boy" Mamerto Besa started. The great shoe shine boy humbly began his business by just shining shoes along the streets of Binondo in Manila, Philippines. Binondo happens to be the trade and financial district of the country during the early 1930's. As soon as he was able to save money from shining shoes, he was able to open his first Besa's store a block away from the former Manila Stock Exchange in Escolta which was the shopping center of Manila. By the early 1940's, the Japanese invaded Manila and World War II had begun. Because Mamerto's savings all went to dust due to bombings, he had to start from the beginning.

By the 1950's, after World War II, Mamerto, out of his earnings, decided to branch out to the emerging shopping central district of Manila, which was named Plaza Santa Cruz. The biggest shoe store in the country that time was Besa's Shoes compared to their neighbors, namely Shoe Mart, Camara Shoes, Ang Tibay and many others. During that time also, Mamerto Besa began selling genuine handmade shoes for men. Besa's became operational as the most complete shoe repair shop in Plaza Santa Cruz, Manila.

During the Marcos regime, Mamerto was able to have another shop in Mabini- even though there was no free trade and importation was very limited. The commercial importation of finished footwear and leather goods were prohibited during that time. Mamerto Besa, aside from being a successful businessman, was also a boxing promoter and stable owner. He was able to travel abroad which gave him the opportunity to bring home imported leathers and materials for his shoe business on a very regular basis.

By 1984, Armert Besa, the grandson of Mamerto, the son of Armando, saw a good location in Makati and suggested that Besa's shoe put up a store in Makati that will cater to the new banking and trade center of the country. Mamerto Besa opened another branch along the former Pasay road in Makati. Because of Armando's inclination with the media, radio forums, and journalism, he was able to advertise Besa's shoes. Besa's was mentioned in radio, newspapers, and magazines during Armando's management. During that time, Makati has become the next central business and commercial district of the country. The company was incorporated by Mamerto B. Besa, Amparo C. Besa, Armando C. Besa, and Alice S. Besa.

By the turn of the 90's, Besa's Shoes and Services began expanding with branches in Makati and Ortigas. Armert proposed that Besa's Shoes and Services will always be present in prime malls and in commercial business districts. He also gave emphasis on improving the quality of their shoes and services by using all imported materials from Europe.

At present, Besa's Shoes and Services is continuing to expand with branches in Alabang, Greenhills, Eastwood City, and Fort Bonifacio. The newly opened main office of Besa's Shoes and Services is located at the ground floor level of Festival Supermall, Filinvest, Alabang.

Mission and Vision


- We are committed to provide trusted quality shoes and services
- We treat our customers with respect and guarantee our excellent service
- We ensure our customers that their shoes will look and feel new again
- We work as a team to consistently keep our promise of the best service
- We are determined by our commitment to outstanding service

The primary mission of Besa's Shoes and Services Inc. is to maintain the consistency of its trusted services and patronized quality of shoes. We are driven to be the most complete shoe repair shop in the country.

Our Goal


Besa's Shoes and Services Inc. aims to be the most patronized, most trusted, and most recognized complete shoe store in the country. The company is driven to consistently provide the best quality of shoes and excellent service to their customers. Besa's goal is to be the best shoe repair shop in the world and the unofficial after sales service center to all famous brands and valued shoes and bags.

Our Customers

International Celebrities:


Engelbert Humperdinck is a well-known British- American pop singer who rose to international fame during the 1960s and 1970s with the hits "Release Me (And Let Me Love Again)" and "Am I That Easy to Forget".


Our Very Own Celebrities:

We cannot reveal their names, for their own privacy.


Our Customers:


The Successful Executive

- A luxury goods consumer
- Has achieved a high level of success
- Intense about work and leisure
- Passionate about corporate looks
- Demands the best in all aspects of life


The Culturally Enriched

- Well established and enjoying the "good life"
- Has money and the time to enjoy travel and cultural interests
- More classic in taste than trendy
- Pre- or post-children





The Family Man

- Career minded but family focused
- Demands value without compromising appeal
- Stylish as family role model
- Active lifestyle

The Young Trendsetter

- Highly active spenders
- At the forefront of what is cool/status conscious
- Embraces fashion and uses it to express individuality
- Seeks exotic style and fashion trends
- Ethnically diverse






The Successful Woman

- High spending power
- Understands fashion but not too trendy
- Will not compromise on quality or style
- Status brand shopper


Where does Besa's Fit?

Besa's Shoes and Services aims to be the service and maintenance center for all levels of branding:

- Fashion - classic to trendy and seasonal styles
- Prestige - has heritage and cache in its category
- Performance - beats the competition


Product Strategy

Ensure good quality materials used and trusted services

- Lead with innovation
- Be distinctive
- Create unique category offerings

Evolve core footwear, bags, and leather goods to include strong offerings for urban discriminating aficionados

Evolve to a lifestyle brand
- Leverage core equities into a broad range of products
- Create impulse and add-on sales
- Build gift business
- Provide offerings at entry price points

Founder of "The Best Shoe Club"
- Keep loyal customers
- Provide opportunities to gain customer network


The Besa's Difference


Besa's Shoes and Services is THE NUMBER 1 Footwear & Bag service provider in Asia having institutional accounts in Hong Kong, Singapore, Japan including individual patronage from England, Australia and North America.

Besa's maintain the use of only world class quality materials from Europe combined with excellent craftmanship that have produced the industry's highest standard of service to its customers and product difference.