Bata’s new Thailand boss eyes dramatic expansion

Grassi has more than 22 years’ experience with Bata and spent the last 11 years as managing director in Singapore, Italy and Malaysia. He oversaw retail networks, franchising and wholesale and streamlined team structures and business processes.
“Thanks to my strong and experienced team, I am confident we will be able to achieve our goals and keep the brand at the top of customers’ minds,” said Grassi. 
At Bata Thailand, Grassi is working on making the company the leading international fashion retailer in Thailand by providing high-quality, stylish and comfortable shoes at affordable prices at the 251 Bata stores countrywide. 
With Thailand’s fashion-conscious consumer base and a flourishing tourism sector, he sees a lot of potential for growth and expansion. 
To gain the necessary exposure, Grassi will lead Bata in building partnerships with popular local retail destinations and establishing collaborations with respected personalities as brand ambassadors. Bata’s marketing team will continuously revise strategy to create a larger market share by launching new collections supported by strong marketing activities. 
“We are looking forward to working more closely with our local retail partners to better distribute our products in the Thai market. With Bata’s hip style, frequently released new collections and focus on high-quality products, I am sure we can become the country’s top international footwear retailer,” said Grassi.