Robinson gets exclusive rights to world brands

Beginning with Payless ShoeSource, Claire’s and Babyshop, Robinson says it is responding to the changing needs of consumers, especially those who prefer high-quality imported products, with affordable prices.

Alan George Thomson, president of Robinson Department Store, said |his company was moving |forward in selecting new brands to bring a greater variety of products to its customers.

"This year, we [are operating] under the ‘Robinson New International Brands for Differentiation’ vision to create greater competitiveness and uniqueness. With careful selections, Robinson is focused on introducing the latest products to match our consumers’ lifestyles and current trends. These products will not only be unique and different from those offered by our competitors, they will also be of great quality [at] affordable prices," he said.

Recently, Robinson was selected as the exclusive distributor in Thailand for several international brands. Payless ShoeSource, is a US multi-brand shoe supplier; Claire’s is a world-class fashion and accessories brand, also based in the United States; and Baby Shop, part of the Landmark Group, the largest retailer in the Middle East, offers fashion, toys and baby basics for children of all ages from world-class brands.

Strong reputation

"We carefully select these international brands that already have a strong reputation and successful marketing strategies that can be easily adapted and expanded on," Thomson said. "More importantly, Robinson can effortlessly bring these brands nationwide through out locations and branches that are spread throughout the country.

"Robinson will be responsible [for] expanding the market, creating [promoting] the brands and distributing the products nationwide. With our business-strategy experts, we plan to bring these international brands to our locations outside of Bangkok to respond to the purchasing power and lifestyles of those provincial residents.

"These brands will be available as stand-alone retailers at Model Lifestyle Centre locations and as ‘shops-in-shops’ at other locations within the department stores."

Payless ShoeSource positions itself as a shoe store for everyone in the family. At Payless, the average price is Bt890 for women’s shoes, Bt950 for men’s shoes and Bt550 for children’s shoes. The first Payless ShoeSource stores will be open at Robinson Rayong and Jungceylon in Phuket. Sales are projected at Bt100 million by the end of this year.

Claire’s is a retailer of women’s accessories and fashion products. It is focused on more than 1,000 accessories, makeup and fashion items and has 3,500 branches in 17 countries in Europe, Asia and North America.

Claire’s will open in several Robinson locations, including Future Park Rangsit, Fashion Island, Saraburi, Jungceylon, and the new Robinson Rayong. This year, Robinson projects sales of Bt62 million and plans to add 15 more stores. Within three years, 42 Claire’s stores will be available nationwide.

Robinson Department Store has also entered an agreement with Dubai-based Landmark Group to bring Baby Shop to Thailand. Robinson is ready to launch 500-square-metre Baby Shop Zones at three locations this year. The first will open at Robinson Rama 9 in August, targeting Bt48 million in sales this year. Within three years, nine Baby Shops will be open nationwide.

Yves Rocher is the best-selling beauty-care product brand in France. Founded in 1959 by Yves Rocher, there are now more than 4,000 branches in more than 90 countries, and more than 30 million active members. For Robinson, nine standalone Yves Rocher stores will be open in its Lifestyle Centre complexes in the near future.

Robinson targets total sales this year of Bt250 million from its international brand portfolio.