Parker pen agent plans Bt55m drive

“As Parker marks its 50th anniversary in Thailand, this is the largest investment by the company in a decade,” general manager Voraphot Seungdhammaros said yesterday.

The development is a part of Newell Rubbermaid’s strategy to re-position the Parker brand from the premium to the “affordable luxury” segment, targeting young executives, Voraphot said. 

He cited the example of Parker’s flagship store, which opened yesterday at Central World department store. This is the first flagship store in Asia and the third in the world created by Bruno Moinard, a globally renowned artist and designer. His first two creations are in Moscow. 

After opening the Bt15-million flagship store, this year the company will invest at least Bt20 million in two more stores in Bangkok, and about Bt35 million in a series of marketing campaigns through magazines, newspapers, billboards and online media. It also plans marketing events to promote its shops and create brand awareness for Parker. 

In the first quarter, the company will focus on expanding its line of leather goods and accessories. 

Voraphot said the company aims to increase the sales proportion of this product line to 10 per cent, while pens will make up 90 per cent of total sales. In Thailand, Parker currently offers 140 stock-keeping units (SKUs) of pens and 70 SKUs of leather goods and accessories, such as rings and cufflinks.

The Thai market for premium pens is valued at Bt700 million, with 10 per cent year-on-year growth. 

The Parker brand is expected to see 20 per cent growth in sales this year, capturing 30 per cent of the overall premium pen market. Parker’s sales in Bangkok contribute about 60 per cent of total sales, while the remainder comes from counters in the provinces.

Newell Rubbermaid (Thailand) is a subsidiary of US-based Newell Rubbermaid Inc, the producer and global distributor of Parker pens.