Professional Documents
Culture Documents
Our History
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 stall shop in Escolta before the Japanese occupation
selling supplies, GI novels, and textbooks. When war broke out, strict book censorship forced
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 paper, 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 spirit and tenacity of the couple to pursue their
dream and rebuild 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
construct a two-story building with a mezzanine, which was to become their retail store for many
years.
1950s-1960s: INCREASING PRODUCT LINES
In the 1950's, Mrs. Ramos thought of producing a line of greeting cards and postcards using
Philippine views and artwork. 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 and after five years of negotiations, the Ramoses were able to acquire a piece of prime
property owned by the Guerreros. 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.