The Philippines’ Rustan’s Group has opened a new department store concept –Wellworth, targeting the middle market.

The first branch, with over 14,000 sqm over four levels, has opened in the new Fairview Terraces Mall in Manila. Developed by the architects and interior designers at Blocher Blocher Partners of Stuttgart – the interior design incorporates traditional Asian and modern western influences.

The basement is home to the children’s department, with multi-coloured decor. Above it is a floor for beauty and menswear, decked out in contrasting black and white.

Sports and women’s fashion are located on the first floor above ground, and on the next floor up is the home department – with everything from décor to furniture to household electronics.

Rustan’s Group plans two additional locations for Manila – one of about 9000 sqm in the Upis Mall, and another of about 11,000 sqm at the Retail Park Solenad.

Over five decades, Rustan’s, a family business, has become one of the most successful retail companies in the Philippines. Until now, the group has focused on the upscale market – with its own department stores as well as franchises such as Gucci or Hermes. Now, with its new Wellworth department store, the group hopes to expand into the midmarket.