The Business of 100 Brands: Inside Primer Group’s Strategy for Long-Term Retail Growth, According to CEO Jimmy Thai
You know the brands–Bratpack, Birkenstock, and Travel Club are just a few. Now find out how the Primer Group of Companies rose to dominate retail in the Philippines.
In the brand-crazy Philippines, one company is responsible for the lion’s share of retail brands you see in malls and online: Jimmy Thai’s Primer Group of Companies. With the company’s founders starting in 1992 with one brand, Primer Group quickly grew to cover retail and distribution for over a hundred brands. Perhaps what’s most remarkable about the group isn’t how it rode the retail boom inspired by the explosion of malls around the country; it is how the company has reimagined itself through the changing decades. Today, the Primer Group of Companies is a leader in categories such as industrial solutions, wellness, logistics, and–critically for the retail space–e-commerce.
This remarkable journey has been led by the resilience, innovation, and strategic thinking of Jimmy Thai, Co-Founder, President and CEO of the Primer Group of Companies. Under his leadership, Primer has grown into a powerhouse in the retail and distribution industry, handling global brands not just in the Philippines but across Asia.
The Business Manual spoke to Jimmy Thai to offer aspiring entrepreneurs valuable insights on navigating the complexities of business growth and leadership. Here are five key lessons from Jimmy’s experience that can help budding entrepreneurs build and sustain successful businesses.
1. Maintain a clear vision
Primer Group’s expansion across numerous brands and multiple countries didn’t happen overnight. Jimmy Thai emphasizes that entrepreneurs must define their company’s purpose early on and align every decision with that vision.
Jimmy says, “Just be clear on what you want to do, where you want to be, and what kind of company you want to build. Then work backward from that and figure out how to get there.”
Today, the Primer Group of Companies plans to bring in even more brands, such as Mizuno, to its over 150-strong stable. It currently carries brands such as World Traveller, Herschel and Tumi as travel brands have long been Primer’s forte. It is also strong in outdoor brands like Reef and Columbia, as well as in footwear with brands like DC, Sledgers, Birkenstock, Allbirds and Sanuk.
Moving backwards in time to its pioneering years, these strengths began when the company represented footwear brands like Kickers, and luggage brands like Samsonite, which was Primer’s first brand in the category.
Jimmy expounds on the vision of Primer Group, saying, “Basically the focus there is trying to look for brands where we see potential–and more underground brands and incubating brands. And then we brand build in our region. And of course, by this scheme, we also started getting recognition from the mainstream brands, legacy brands.”
2. Build a strong foundation
Beyond setting a clear vision, the foundation of the Primer Group of Companies was also built around the strength of its founding partners.
Jimmy Thai explains that the business began with the five founders working in their own businesses or for local conglomerates, and the company was just a way for them to do quick trade transactions on the side.
“That's how we started,” Jimmy recounts. “It's not really to aspire [to become] your primary livelihood. It's more of a sideline. Because, of course, the friendship was the root, the foundation.”
That friendship would be tested early on, when a buyer backed out of a large trade.
“We brought in almost 60 containers at one time, 40-footer containers... The buyer then said, no, I won't take it because the price has dropped. So we ended up with no buyer, and we had 60 containers all lined up, creating monumental traffic on Roxas Boulevard.”
Where other business partnerships would, perhaps, devolve into infighting, Primer’s founders looked for solutions.
“We made a very big mistake, and we are really tight. Instead of blaming, they said, okay, well, let's calm down. What can we do?
“And I said, okay, maybe there's a future in this partnership.”
3. Adaptability and resilience are key to growth
The business landscape is unpredictable, with challenges ranging from economic downturns to shifting consumer behavior. Through the Primer Group of Companies’ 40 years of existence, it has weathered two financial crises, a worldwide pandemic, and changing retail habits. JImmy Thai has led Primer through these periods by being agile and adaptable—whether by diversifying the product portfolio, entering new markets, or leveraging e-commerce.
“We’ve had our fair share of rough times,” Jimmy says. “The key is to stay agile, keep learning, and be ready to pivot when necessary.”
Staying agile for the Prime Group meant spotting opportunities in retail and distribution and being quick to grab these opportunities when they presented themselves. Throughout the decades, this strategic agility is visible in a number of ways:
Expansion into other categories
After the company’s early success with retail and distribution for luggage brands, they quickly grew into the footwear category.
“We expanded by category,” Jimmy continues, “from travel, outdoor, footwear, fashion, bags, and we always center the customer.”
The company’s expansion didn’t stop there; it also expanded into the industrial market, specializing in full-scale printing, creative digital graphics, eco-friendly bathroom essentials, and HVAC systems.
This horizontal expansion has continued through the years with the Primer Group of Companies venturing into hospitality, wellness, and training.
Becoming a brand owner
Not only has the Primer Group of Companies expanded its reach, it has also leveled up its capabilities. From being a distributor, a retailer and a regional franchisee, the company is now also a brand owner.
“The next step is to be a brand owner,” Jimmy Thai explains. “We started exploring the idea of acquiring brands, especially emerging brands because that's where we believe we're good at.
“I'm very proud to mention that WorldTraveler right now is really competing with global brands, not only in the Philippines. In the Philippines, we have a strong presence, but in Southeast Asia, we're doing some good penetration.”
