Written by Francine Y. Medina
DIY, the fastest growing do-it-yourself chain in the country, is behind Mr. MR, the woman who has been in charge of the company's expansion in the Philippines since 2018. More than five years and 500 stores later, Roselle Her Andaya continues to break new ground. As a CEO and a woman, she simultaneously champions excellence, meritocracy, and work-life balance.
Of course, there is a place for women everywhere. And there is a beautiful, quietly strong confidence among women today when it comes to tackling the challenges of home improvement.
In fact, learning how faucets work and mastering the art of fixing leaks using a screwdriver, hex wrench, and pliers is no longer just a men's job at a hardware store.
Whether such women indulge in retail therapy or are domestic goddesses on a mission, MR. DIY Philippines is becoming the third space between home and work, where women can enjoy sourcing everything they need to spruce up and repair their homes . Confidence and elegance.
With 500 stores across the Philippines, the country's fastest-growing home improvement store is led by a woman who is leading the way in building stores that not only improve homes but also bring ease to life. No wonder I have a boss.
Roselle Andaya, CEO of MR. DIY Philippines has joined the pioneering team of MR. DIY He became COO in 2018. He was then promoted to CEO in 2022 as the company was recovering from the economic shock caused by the pandemic.
Looking back, Andaya shares her joy and the difficult challenges she had to face: DIY Philippines is amazing. As we expanded our business to 200 stores over the course of three and a half years, I was honored to be promoted to CEO. It has been an incredibly rewarding and fulfilling experience full of challenges and opportunities for growth. All in all, this has been an amazing journey and I am grateful for the trust and support of my team in getting me to this position. ”
mother, wife, housewife
Andaya is a mother, wife, and devoted homemaker whose role keeps her abreast of the latest in the industry. Emphasizing the benefits of her work-life balance, she has a variety of interests, including golf, diving, reading, and “dancing and pampering myself to the rhythm of life. This is… , a combination of professional commitment and personal fulfillment.”
In a way, Andaya's thriving lifestyle proves her general perspective on living life to the fullest. Andaya says, “I strongly believe in leadership through responsibility and work-life balance. I work with purpose and value time with my family.”
Andaya is the epitome of a fearless, fierce woman who has hit the proverbial glass ceiling and has played a key role in MR DIY's incredible '500+ store' journey.
“Achieving 500 MR Stores The achievement of DIY in the Philippines in just five and a half years is an amazing achievement in the local retail industry. The average area of each of these stores is approximately 600 square meters, reflecting the Company's successful expansion and extensive presence across the country. “500 Stores Strong” means strong growth for our brands, deepening impact, and an unwavering commitment to serving communities across the country,” Andaya said.
More than just general hardware
With so many home centers and neighborhood hardware stores popping up, what is it that makes MR. true? As Andaya shares, the unique combination of affordability, quality, and convenience of a strategic location is what makes DIY so popular.
“We offer a wide range of products at competitive prices to meet a variety of home improvement needs. Our stores are strategically located for easy access and ensure a pleasant shopping experience. We prioritize customer service.
“Additionally, our commitment to continuous improvement and innovation sets us apart as an industry pioneer, constantly introducing new products to meet the ever-changing needs of our customers. By bringing DIY into every Filipino household, we are driving continuous and aggressive expansion across the Philippines. This is a key characteristic that distinguishes us from other retailers.”
With the motto “Always Low Prices”, MR. DIY shows that anyone can actually have a comfortable and functional home, whether you're on a tight budget or want to completely renovate it. Ta. Andaya further attributes the exponential growth to four factors: “Firstly,[MR. DIY’s]wide range of high-quality products and very good value for money. Secondly, the convenience of accessible and thoroughly researched locations across the country. Thirdly, having an efficient and effective supply chain. And finally, a cohesive, collaborative and responsible organization,” she says.
Mr. DIY has certainly come a long way, not only in its breadth and depth as a home improvement chain, but also in its outlook as an all-encompassing retail space. It's all about investing in excellence, Andaya says. “While there may be traditional gender stereotypes in the home improvement industry, my focus has always been on breaking barriers and proving that leadership is about ability, not gender.
“Challenges have come, but I have met them head-on by fostering a work culture that values merit, providing equal opportunity, and encouraging diversity. Overcoming stereotypes requires persistence. It takes a lot of hard work and resilience, but I'm proud to lead by example and prove that success in this industry is not limited to gender.”
Mr. Staying true to its purpose of improving homes and making the dream home an accessible reality for everyone, DIY plans to open more stores this year. Credit MR. DIY and its friendly, well-trained staff can help you install the right shelving with power tools, organize a messy room with nifty stackable drawers, or repaint old furniture. It gives this new power to people who never believed they could do it.
With MR. DIY, yes anyone can do it!