More Than Gear: Thule Highlights How Filipinos Bring Their Life, Their Way at the Thule MOA Concept Store

As Filipinos continue to embrace more active, experience-driven lifestyles, Swedish brand Thule is spotlighting how thoughtful design and everyday mobility solutions can support the way people live, work, and move.

Chuck Ronquillo at the Launch of Thule Store at MOA

Built on its global philosophy, Bring Your Life, Thule focuses on helping people carry what matters most to them safely, easily, and in style. From daily commutes and fitness routines to family travel and weekend adventures, the brand’s products are designed around real-life needs rather than specific activities alone.

Founded in Sweden in 1942, Thule’s design approach reflects Scandinavian values of simplicity, functionality, and durability. Every product undergoes extensive testing at the Thule Test Center™, where it is subjected to extreme conditions to ensure it can withstand everyday use and long-term wear.

For Filipino consumers, this approach resonates with a growing shift toward intentional living. More people are investing in quality products that support multiple aspects of their lifestyle, from work and travel to parenting, sports, and creative pursuits.

The brand recently gathered members of the media, content creators, and partners for a lifestyle showcase attended by Her Excellency Anna Ferry, Ambassador of Sweden to the Philippines. The event highlighted the shared values between Swedish design and Filipino adaptability, mobility, and family-centered living.

The New Thule Store in Mall of Asia

Launch of the Thule Store at MOA (L-R): SM Sr. Assistant Vice President for Mall Operations, Mr. Perkin So, Jake Bros Inc. Director Mr. Merrill Sua, Swedish Ambassadress H.E. Anna Ferry, APAC Regional Manager at Thule, Ms. Mandy So

“Filipinos today are constantly on the move. From work and travel to fitness, family time, and creative pursuits, people are balancing many parts of their lives,” said Merrill Sua, Director of Jake Bros Inc., “At Thule, our goal is to offer solutions that make it easier and safer to bring their life wherever life takes them.”

As more Filipinos seek balance between work, wellness, travel, and personal passions, Thule positions itself not just as a gear provider, but as a partner that helps people bring their life, their way.