Blims: The next generation
MANILA, Philippines - Did you know that not all king size beds are the same? They typically come in two sizes 72x75 inches and 72x78 inches. When choosing the mattress for your bed, remember to consider the three S’s: softness, support, and size. A good mattress should support your entire body. When lying on the bed, your mattress should be at least six inches longer than your body. You should feel comfortable and relaxed.
“Spend at least 10 to 15 minutes trying on the mattress of your choice,” says Gregory “Greg” Lim, VP for marketing of the Blims Lifestyle Group (BLG). At the Mattress Gallery in the Blims Showroom at the Ortigas CW Home Depot in Pasig City, you can do that. “We’ll provide you with a clean pillow and fresh sheets so you can try and sleep on any of our mattresses and experience the comfort level that is perfect for you. We call this our Sleep Clinic.”
“It’s not enough for us to explain to you the different features. It is best that you experience it for yourself,” says Katrina Lim, BLG merchandising officer. “While other stores would normally carry just one brand, Blims is one of the few retailers that carry five well-known mattress brands — Ambassador, King Koil, Uratex Premium Mattress, Slumberland and Salem.”
“It’s nice that Blims has the Mattress Gallery, so I don’t have to take my clients from one store to another,” says Marichi Costelo, director for finance of the Philippine Institute of Interior Designers (PIID). Marichi remembers going to the Blims store as a young interior designer just out of college. “They had a wide range of office furniture, and then they built up a home section. I’ve seen them grow and evolve. Now, they have this one stop shop.” Blims has 16 showrooms — in Metro Manila, Sta. Rosa, and Davao.
Blims traces its history back to the 1890s when the family’s ancestors came to the country from China.
“They were craftsmen who made furniture that were exported to Europe,” Greg relates. “By the 1940s, the family operated the largest furniture stores in downtown Manila. After the war, my grandfather started selling appliances, particularly transistor radios. That’s the start of Automatic Center in 1948. It has since grown to a multiple retail operation, including Blims Fine Furniture, which officially started in 1977. Next year, we will be celebrating our 40th anniversary.”
Greg is a graduate of Business Management at the Ateneo. After college, he lived for 10 months in Beijing where he learned Mandarin and was exposed to China’s booming economy. “They did everything in a big way,” he says. “It changed my perspective.”
Greg is the youngest among five boys. Katrina, who studied interior design at the Art Institute of Vancouver, is the only girl and the youngest in the family. An older brother, Frederick Lim, is president of BLG. They represent the third generation in the family business that their grandfather, Benito Lim, started. Their father, Samie Lim, who is recognized as the “Father of Philippine Franchising,” is chairman of the Blims Lifestyle Group (BLG).
“As a company, we focus on quality products,” Frederick says. “We source the world for the best products that we can introduce to the Philippine market.” BLG carries six big brands that cater to different segments of the market: Blims Fine Furniture, Sogo Home and Office Center, Home Factory Outlet, Cellini, and Gautier. Blims is the exclusive distributor of La-Z-Boy, the famous brand that has become synonymous with comfortable recliners.
“Besides the recliners, we also carry La-Z-Boy premier sofas as well a sofa beds, which feature patented comfort core cushion technology,” Katrina shares. “It’s really like sleeping on a mattress. You want your guest also to have a good night’s sleep.”
“We’ve been here a long time. We understand the market. We’ve also seen a lot of new concepts from our travels, ” Greg says. “We used to furnish big houses but now, with the condo units, space is a luxury.” Blims carries multi-functional and modular furniture, inspired by contemporary Scandinavian style. They also work with local manufacturers.
“People are looking for more time saving and space saving pieces,” Katrina observes. “We offer customizable options so you can customize your standard size furniture to fit your space. But it’s not just about downsizing. It’s about downsizing correctly so that it still looks nicely proportioned. We can customize fabric finishes and wood finishes as well. We also offer free design services.”
When buying furniture, Katrina’s advice is to get as much information as you can. Throughout the showroom, you will find prominent informational signs, tips and suggestions, such as how to choose your mattress, or how to care for your leather furniture. If you are not sure of what you want, you can come to the showroom to get ideas. “We want the best shopping experience for our customers, so they find what they want here,” Katrina says.
“Blims has a wide selection,” says Kathleen Obcemea, PIID corporate secretary “They listen to our clients’ needs. Some of our clients may like the look in other stores but not the price. Blims has both the look and the price. But, Greg asserts, “We will not sacrifice quality for price.” They do offer easy payment terms.
“Our focus is on quality and timeless pieces that are meant to last,” Katrina says. “Our mission is to help every Filipino turn their house into a home.”
