Francisco “Patxi” Elizalde, 43, is managing director of ELRO Corporation and vice president of its Consumer Goods Business Unit. He was educated in the United States at Portsmouth Abbey School and the University of Vermont where he obtained a Bachelor of Science degree. Elizalde is owner and president of Bambu Retail Ventures, Inc., a subsidiary of ELRO Corporation. Bambu is the exclusive distributor in the Philippines of the brands Grendha, Ipanema, Rider, Dup e , and the soon-to-be-introduced Ed Hardy. His other business affiliations are ELRO Trading Corporation (food distribution and fastfood), ELRO Land Corporation (real estate development) and Bais Multi Farms (agribusiness). Business Agenda chats him up and gets a good sampling of the retail whiz’ trade secrets.

BA: What is the scope of your job as managing director of ELRO Corporation?

PE: I manage the consumer goods unit, anything that has to do with the retail and fashion sector. I’m in charge of managing the brands, importing, warehousing, logistics, marketing, brand image…We decided to open the Bambu store because our brands were presented in a limited scenario in other stores, just in modules in boutiques and salons. We were unable to showcase the brands because there was no real venue to present the full lines. We intend to have six stores by the end of the year.

BA: What are the key ingredients of your success?

PE: One is the individualized display of our products, so the buyer can feel and touch them. Two, personalized service—we have extensively trained our sales people in good customer service. Three, control of our merchandise, which includes seeing to it that we don’t go out of stock.

BA: What is your management style?

PE: I am very hands-on. I used to be more into the little details. Whether it’s purchasing a new truck or materials for a marketing campaign, I’d like to see the P.O. I’m very much involved in all aspects of finance. I am not someone looking over your shoulder all day, but when I come around and ask questions, I expect answers. For the business, I look for new concepts. I surf the Net extensively looking for leads. I am looking for new brands to go into Bambu. I go to trade shows. I subscribe to industry magazines…

BA: What’s a day in the life of Mr. Patxi Elizalde?

PE: I’m up by 6:30 to 7 a.m. I leave the house around 8 and I’m in the  office by 8:30. I check e-mails for about an hour, then I attend meetings, go out for lunch, then come back. I also make store visits, check the warehouse… I leave the office by 5 p.m., do my exercise, and I like to be there when my kids come home from school. For sports, aside from running, which I’ve been doing for 25 years, I’m also into motorcycling. I’m with a group of riders, we ride on and off road. We take weekend trips, and join international tours.

BA: What drives you?

PE: A sense of fulfillment. A sense of accomplishment. I set targets and goals. When I hit those unrealistic targets, the feeling is extraordinary for me. I like to provide the best possible environment for my staff—a happy staff is a productive staff. I keep moving forward. I don’t get content very easily. When we achieve something, I always say we can do better than this.

Having been involved in the business for 10 years already, I believe the possibilities are endless. I see the company being present in areas outside of the Philippines.

BA: What advice can you give young businessmen?

PE: Never give up. I started out in the Agribusiness Division of San Miguel Corporation, managing the export of seafood products. I was also into farming, fastfood franchising… I never felt, “Oh gosh, this failed, and I’m gonna stick my head in the ground and give up.”

BA: What are the advantages and challenges of being in a family business?

PE: Decisions are made very quickly. In the board, we are four family members, and projects are funded and put into motion right away. Another is we talk freely about the business, anytime, anywhere—it’s casual. And we have support systems. You kind of work as a team, you strive for a common goal. Our father has been instrumental in keeping the family together.

BA: What do you consider your weakness?

PE: To a certain extent, I am limited in my capacity to absorb numbers. That’s why I need good accountants and people like that. My strength is in my ability to multi-task.

BA: What’s the smartest thing you’ve ever done?

PE: Putting up an in-house logistics department last year. We were in a very high-growth time and we needed to spread our wings and get the product out in the market with more speed. We got our own warehouse, had it fully fitted out with trucks, manpower…the difference was tremendous. When we were dealing with outsourced groups, there was always finger-pointing… With this, we were able to take control of the situation, and most complaints disappeared, especially from provincial clients. Our growth spurt in mid-2009 was a result of that decision.