From its humble beginning in the northern town of Labasa, Fiji, some 27 years ago, Value City (SP) Ltd has grown into a renowned name for pre-loved clothes across the Pacific
The face and success behind Value City or ‘VC’ as it is popularly and affectionately called is the Managing Director, Vera Chute.
Chute owns and operates twelve branches and four major warehouses in Fiji as well as franchises in Samoa, Kiribati, Solomon Islands and Tonga.
Chute says she is always happy to know that she is able to bring people the latest and trending fashion at a much cheaper price.
“Seeing the many satisfied customers is my biggest motivation and I am always so appreciative for the products we bring in. This keeps our nation up to date with trends and fashion at very affordable prices,” she said.
Chute adds that the preferences for clothing in the various countries are similar, but countries like Kiribati and Solomon Islands have a smaller demand for warm clothing.
One of the challenges of doing business in the Pacific is meeting the needs of customers in the different markets.
Chute says sometimes these markets need a different and fresh approach to cater for the customers preferences.
“Customer responses have been positive in other regional countries but some countries need more advertising and awareness than others. In few other countries, the population is smaller so they have one or two branches with fewer opportunities for expansion,” added Chute.
Chute understands the cost of doing business in several Pacific island countries.
“It involves a lot of travelling to other branches but I have a team of awesome managers, supervisors and branch staff that help me run my business,” said Chute.
The 2006 coup in Fiji forced Chute re-think and the business was down-sized to four branches.
It has since grown to now employ 150 people.
As a family business, Chute has her brothers and sisters-in-law involved in managing businesses around Fiji.
Chute is also looking to open outlets in Timor Leste and Vanuatu in the future.
Running a successful business will require one to travel and learn about different people and their cultures, which is one thing that never fails to amaze Chute.
She also gave credit to her parents for her success and helping her reach her goals in the world of business today.
“My parents have retired now but they have taught me a lot with their vision and struggles. I guess that made us all aggressive in the business world, always striving to be the best in what we do,” explained Chute, the eldest of eight siblings.
In 2014, Chute’s perseverance and hard work paid off when she won the Fiji Businesswoman of the Year award.
Photo Facebook: Value City outlet in Tonga
Value City MD, Vera Chute (centre)
