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Since the company launched in 1977, it grew at the rate of 25% per year, breaking even after its third year. Within a decade, the House of Natori was selling $25 million a year and employing nearly 700, including its New York design center, offices, showrooms and factories in the Philippines. The Natori Company now sells lingerie, sleepwear, loungewear, underwear and other high-end women’s fashion to upscale department stores in the US, and to at least 15 countries internationally. In addition to women’s clothing, the company is also in the home furnishings industry, and in May, 2008 signed a licensing deal to sell Natori perfume. The perfume is set to debut in the US in September 2009, with international distribution to follow.
Josie finds the craftsmanship, quality and handling of products superior in the Philippines, which is why she established a factory in the country to handle 50 percent of Natori Company’s production. “It is a combination of design and quality that you can’t get done elsewhere at those prices,” said Josie. She also attributes the Filipino craftsmanship to a native aesthetic sensibility and understanding.
Inspite of founding and building a multi-million dollar fashion company, Natori revealed that her greatest fulfillment lie somewhere else. “I love my work, but success in fashion is not enough. I want to be able to give something back, to make a difference in people’s lives. Only then will I feel as if I’ve accomplished something,” she said.
No wonder, Natori has involved herself in organizations that seek to reach out and help others in the community. The still very energetic Natori CEO sits on the Board of Trustees of the Asian Cultural Council; the Board of Directors of the Orchestra of St. Luke’s Hospital; and the Boards of the Philippine American Foundation and Women In Need Organization. She is also a member of the Council of Fashion Designers of America, the Committee of 200 and the Chairperson of The Women’s Forum for the Fashion and Design Council of the Philippines. (www.asianjournal.com)
(Published November 12, 2008 p.mgzn5 LAMDWK)
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