Boonthavorn to push growth via new showrooms in provinces
Boonthavorn plans to double its sales of home products and furniture to Bt20 billion in three years by opening one or two showrooms in major provinces every year.
Each would cost Bt300 million-Bt500 million. The company spent more than Bt700 million on its latest showrooms in Phuket and Chiang Mai.
The Phuket showroom will use seven of the 29-rai site in the Bt400-million first phase, which will be launched by year-end. The Chiang Mai showroom occupies 40 rai and costs Bt300 million-Bt500 million.
CEO Sittisak Thananuwat said yesterday that at least Bt250 million would be used to refurbish the branch on Rama II Road as a “green” store and expand its display area to 18,000 square metres.
“We achieved more than Bt6 billion in sales in the first seven months of this year, up 20 per cent over the same period last year. We are quite confident of racking up more than Bt10 billion in sales for 15-per-cent growth in the full year,” he said.
The overall furniture market worth about Bt25 billion was growing at 15-20 annually. Boonthavorn has been recognised by consumers as a leader in ceramic and sanitary products, but has an unclear image for kitchen furniture.
“To solve that problem, we have promoted kitchen furniture as a new business unit, under ‘Kitchen Studio’, which will be an integrated distribution centre for kitchen furniture and will target new generation customers, who like to cook and prepare food at home. They love the kitchen, which is functional and beautiful, which suits their modern lifestyle,” Sittisak said.
Kitchen furniture now contributes about Bt1.2 billion in annual sales, or about 10 per cent of Boonthavorn’s total business. With Kitchen Studio, kitchen furniture sales are expected to surge 60 per cent to Bt2 billion this year.
Kitchen furniture sales have already soared 35 per cent in the first seven months of this year on renovations of flood-hit homes and the boom in the real estate industry.
