Scaling with Purpose: How MR.DIY is building a people-first retail revolution in the Philippines

Roselle Andaya, Chief Executive Officer of MR.DIY Philippines and recently named “Woman Leader of the Year” at the 2025 Asia CEO Awards, shares how purpose-driven growth, inclusivity, and empowerment continue to define MR.DIY's rapid expansion across the country.

- By Roselle Marisol Belleza Andaya Chief Executive Officer, MR.DIY Philippines

In retail, growth is often measured in numbers — how many stores open, how many customers walk through the doors, or how much sales increase each quarter. But for us at MR.DIY, growth carries a deeper meaning. It’s about how many lives we can touch, how many communities we can uplift, and how many opportunities we can create along the way.

When we began our journey in the Philippines, our commitment was clear: to make everyday living simple, joyful, and complete for Filipino families. Today, that purpose lives in more than 800 MR.DIY stores nationwide, serving communities from city centers to far-flung towns. We open an average of 20 stores every month — a pace that reflects not only operational discipline but also our belief that accessibility and affordability are essential to improving daily life.

Yet behind every new MR.DIY store is a story of livelihood. Each branch creates new employment for residents in the area — cashiers, store associates, and stock personnel who now have the chance to work closer to home. For many, this means more time with family, greater financial stability, and pride in contributing to their community.