Luck is only a small part of National Book Store's success. Through the hard work and powerful leadership of Socorro Cancio-Ramos and the late Jose Ramos with their family, the company has evolved from its humble beginnings into the biggest and strongest bookstore chain in the Philippines.

1930's -1940's: Humble Beginnings

The first National Book Store started as a stallshop in Escolta before the Japanese occupation selling supplies, GI novels, and textbooks. When war came, however, Mr. and Mrs. Ramos' business was threatened by the censors, forcing them to shift their trade to soap, candies, and slippers. They bought their merchandise from wholesalers and peddled them to smaller retailers.

Liberation came, but the whole Escolta area was burned to the ground. Having all their stocks reduced to ashes left the couple with nothing but determination and an undying drive to succeed. And their persistence paid off. They were able to rebuild a barong-barong in the corner of Soler and Avenida Rizal in time to catch the post-war business boom. They went back to business using their door as a counter for selling textbooks, notebooks, pad papers, and pencils. Business went very well because during that time, there were only a few stores that sold school supplies and books. National Book Store's opening was strategically timed to welcome the first postwar school year.

1948 brought another trial to the Ramos' life. Typhoon Gene destroyed their store and soaked all the merchandise. But this did not dampen the spirits and tenacity of these entrepreneurs to pursue their dream and build a mother house for National Book Store. Adversity forced them to work harder. They slept for only three hours a day, spending the rest of their hours at work. They were eventually able to build a two-story house with a mezzanine, which was to become their home for many years.

1950's-1960's: New Initiatives

In the 1950's, Mrs. Ramos thought of producing a line of greeting cards and postcards with a Philippine motif. It was a brilliant move for her to earn more by creating a distinct design and at the same time to promote Filipino customs and traditions to the rest of the world. Later on, they acquired the Philippine franchise for Hallmark cards. It was also at this time that the couple began a publishing program through the assistance of international publishers such as McGraw-Hill, Prentice Hall, Lippincott, Addison-Wesley, and others.

In 1955, the Ramoses were able to acquire a much sought after lot owned by the Guerreros after five years of negotiations. It was only in 1963, however, that the construction of the Albecer Building began. This building was named after their three children -- Alfredo, Benjamin, and Cecilia. Little did they know that this nine-story building was the first of many that they would build.

1970's-1990's: Steady Expansion

When their children grew, they persuaded their parents to expand beyond Avenida Rizal. Although they were reluctant at first, the Ramos couple realized the opportunity envisioned by their children. They opened a new branch on Recto Avenue, a place catering to students. In the 1970's, they were able to acquire space in new shopping centers opening up in Cubao and Makati. This started the National Book Store chain's steady growth, with 37 branches opening across the country.

A New Company Logo

1996 brought significant change to National Book Store. The family decided to change the company logo and commissioned a Singapore design company to execute the new company identity. A modernized script evolved, the stripes made solid with a bolder shade of red. This change has spawned a change in the store layout as well. Color-coded signages and logical merchandise displays provide a customer-friendly atmosphere in the branches. The company is currently linking all branches and improving business processes to achieve world-class retailing.

National Bookstore: An Institution

Over fifty years of struggle has brought National Book Store to where it is now: the pinnacle of the bookstore industry in the Philippines. But more than that, the National Book Store family takes pride in its role as an institution that supports education and enhances lives by providing the best and widest selection of educational, professional, and social communication products.

The values that took Mr. and Mrs. Ramos through adversity -- hard work, shrewd business skills and a strong sense of social responsibility, remain the driving force for the whole Ramos family and their 2,500 employees, and will keep National Book Store ahead in the next century.

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