Sabina Public Company Limited or SABINA, Thailand number one lingerie manufacturer and distributor with several distributing channels cover all over the country and expand to neighboring countries in the ASEAN Economic Community, especially CLMV (Cambodia, Laos, Myanmar and Vietnam) including other regions of the world. Moreover, a lingerie manufacturer and distributor according to the orders of customers who are lingerie suppliers in foreign countries (OEM)
Sabina lingerie product has distinctive collection feature which cover all age and price segment and outstanding both fashion and function. Beautiful design outside while inside there is a function support the body of the wearer, suitable for the shape of the target customers individually. By using research data and market survey results to analyze for product development, Sabina is currently able to meet the needs of women, small breasts and large breasts. As well as applying innovation in production for great lingerie and comfortable to wear.
August 17, 1995
The company was found on August 17, 1995 formerly name is J&D Apparel Public Company Limited with registered capital of 1 million baht to operate lingerie manufacturing & sales business for Subsidiaries and customers who are lingerie suppliers in foreign countries (OEM - Original Equipment Manufacturer) which the subsidiary is Sabina Fareast Company Limited was found on January 11, 1977.
The Company and Subsidiaries were founded by the 2nd generation of "Thanalongkorn" Family led by Mr. Viroj Thanalongkorn, who has expertise in lingerie industry for over 40 years. The 1st generation of the family started lingerie business from “Jintana Lingerie Limited Partnership” (Currently is Jintana Apparel Company Limited) operate lingerie business which was founded by Mrs. Jintana and Mr. Adul Thanalongkorn, parents of Mr. Viroj Thanalongkorn who is management and major shareholder of the company.
J&D Apparel Public Company Limited changed its name to Sabina Public Company Limited on May 18, 2007 with registered head office at 177 Moo 8, Wangkaituen Sub-district, Hanka District, Chainart and 4 subsidiaries located at 12 Arun-Amarin Road, Arun-Amarin Sub-district, Bangkoknoi District, Bangkok; 30/5 Moo 12, Putthamonthon 5 Road, Raiking Sub-district, Sampran District, Nakorn Pathom; 236 Moo 10, Dootung Sub-district, Muang District, Yasothon; 81,106 Moo6, Nongbout, Sub-District, Nangrong District, Burirum
Originally, OEM production & sales operation of the company is a production and distribution for subsidiary company who receives production order from customer because the subsidiary has been operating for a long time and better recognition to foreign customers. When the company being recognize by foreign customers then more OEM product direct distribution has begun which turn this operation into the main income. After the company change policy by reducing distribution to overseas distributor since 2008, now the company’s main income came from the production and distribution to subsidiary under the brand name "SABINA" primarily.
Important changes and developments of the company and subsidiaries related to business operations.
Thailand’s economy was at a very low point from the Tom Yum Kung Crisis, with changes in various aspects, caused by abrupt depreciation of the Baht currency overnight from 26 Baht to 45 Baht. Hence, the Company could identify opportunity to adjust the direction in the export business under the customers’ brand in the United Kingdom and European countries, since the Company had already been developing the brand for some time back then.
The Company launched the fourth factory in Yasothorn province, which is the largest one. Prior to this, there were 3 factories located in Tha Phra, Chainat and Putthamonthon Sai 5. Given higher OEM sales in the USA, the Company had decided to launch a new factory.
The Company shifted focus from the OEM market to building brand awareness, given the appreciation of the Baht currency at 36 Baht/USD and the absence of GSP between Europe and Thailand, coupled with higher cost of labor, leading to less intense competition in the export market. Hence, the Company took a forward-looking vision that the Baht currency might drop to 30-31 Baht/USD, meaning that the Company will not enjoy the privilege of operating the OEM business as before. Thus, the Company needed to adjust the strategy and emphasize on the brand, and penetrate the domestic market more actively, given a small number of competitors. Existing competitors were Japanese and German brands, and none of Thai brands.
The Company started to identify the segment that no one took any interests in at that time, by launching the product ‘Doomm Doomm’ (a bra padded with thick sponge) for
A cup customers. This is a great move that defines the Company’s positioning, and it has been 10 years since then that people recognize SABINA as the brand that develops products for women with small cup size.
The period of time when the minimum wage increased to 300 Baht/day and the major flood crisis took its toll. A few years before that, the Company had brought in the LEAN system to improve production efficiency. However, in 2011, the LEAN system was incorporated to improve the sewing line by changing from a sitting position to a standing position, resulting in a smaller number of employees required from 2 persons to 1 person. Normally, one production line will require about 40 sewers, but now the number has been reduced to 20 sewers, and the Company made it a policy that new employees would not be recruited in replacement of those who resigned. At that time, the number of employees decreased from 5,100 to 3,900, leading to higher income for those who remained and lower OT wages, allowing the Company to overcome the high minimum wage crisis.
The Company had catered towards customer group with larger cup size, after having been focusing on customers with A-cup all along, which accounts for only about 35-40% of the market. Hence, the Company had shifted focus to customers with B, C, D and E cup sizes, which account for about 60-65% of the market. Currently, customers are 100% present in each segment, leading to higher sales revenue in 2017 and 2018 compared to previous years.
The Company built a factory for mold production to produce padding-typed molds to reduce production cost since the Company normally imports molds from Japan and Taiwan, which cost about 45-50 Baht for each pair. Now, with the in-house production, the mold cost has been reduced to only about 18-20 Baht for each pair, and as a result, the Company had to recruit 200 additional workers during 2017-2018.
The Company won a Brand Award from the Faculty of Commerce and Accountancy, Chulalongkorn University in the Fashion category for the 5th consecutive year, and has been recognized in the Hall of Fame. This is considered the brand award that has earned so much value for SABINA.