Sabina tripling lingerie stores
Sabina has budgeted Bt40 million to expand its Sabina lingerie stores from 20 currently to 60 nationwide as part of its plan to boost its revenue by 15 per cent to Bt2.1 billion this year.
Bunchai Punturaum-porn, managing director and chief executive officer, said yesterday that the company succeeded in logging revenue of Bt998 million in the first half of this year.
It has launched its latest lingerie collection, Modern V, targeting working women, who now account for about 25 per cent of the Bt20-billion lingerie market.
A marketing budget of Bt10 million has been allocated to promote this collection. Sales of Modern V are targeted to reach Bt100 million this quarter.
The company has tried to increase its OEM (original equipment manufacturing) business from 10 per cent to 30 per cent this year after it lost the market when the massive flood hit last year.
Of the Bt20-billion market, Bt12 billion is from the middle-to-upper-income segment and Bt8 billion from the economy segment.
Sabina controls 16 per cent of middle- and upper-income markets. This is double its 8-per-cent share three years ago.
