Who We Are

A period of economic recession in Thailand called, Tom Yum Kung, was a period of great change. Due to the sudden weakening of the baht overnight from 26 baht to 45 baht, the company seek an opportunity to change direction of doing business and invest in exporting business under customer brands in England and Europe. The company had started to create a brand for quite a while before that.

The company expanded its business into Yasothon and built its 4th factory there, which is the largest factory among its three other factories located in Tha Phra, Chainat and the Phutthamonthon 5, so as to meet the needs of increasing OEM customers.

Due to the trend of the baht appreciating at 36 baht / USD, forecast of the appreciation of 30-31 baht / USD, the cut off from the GSP privileges from Europe, and wages which are rising and causing the competition in the export of the company's products to decrease, the company changed from manufacturing for OEM to selling more brands. This means that the company will no longer benefit from OEMs, so the company has changed its strategy to focus on building more brands and reach the domestic market first.

The company started to look into the market from segmentation that no one was really interested and the company's positioning was in the production of Doomm Doomm (extra thick bra) for customers with small breast or Size A, which turned out to be a really good brand prepositioning. For the past 10 years, most people can still remember the brand Sabina and that it is number one choice for small sized women.

The company had to deal with the minimum wage that had gone up to 300 baht / day and the major flooding crisis in the country. Two-three years ago in 2011, the company adopted LEAN system that had been used to help improve production efficiency, changed the production process from sitting while sewing to standing while sewing, which could help reduce employees from 2 persons to 1 person. One production line normally needed about 40 employees, but the company currently need only 20 people and the company has this policy that does not find replacement for employees who resign. The number of employees were decreased from 5,100 people down to around 3,900 people, resulting in employees doing less overtime. And as a result, the company was able to overcome the minimum wage crisis.

The company targeted new large-sized customers and developed products that covered customers of all sizes and was able to increase the customer base formerly focused on small-sized customers only.

The company built a mold making sponge factory to help reduce the cost of production, speed up product development and keep up with market demand.

The company received the Top Brand Award from the Faculty of Accounting, Chulalongkorn University, in the category of Fashion, for the 5th consecutive year and won the Hall of Frame, which is regarded as a Brand Award that holds value to the SABINA brand.

The company received the Outstanding Operating Award in the event the "SET Awards 2019" by the Stock Exchange of Thailand. The award was only given to the listed company that had outstanding performance based on business performance, good corporate governance, action complying with the regulations of the stock exchange Information disclosure and the quality of financial statements

Although this was year requiring a battle against the COVID-19 epidemic, the company still won various awards during this year, such as the Outstanding Innovative Company Awards from the SET Awards 2020, The Best CFO Award 2020 from the Association of Investment Analysts at the "IAA Awards for Listed Companies 2020", Asia's 200 Best Under A Billion 2020 Award by Forbes Magazine (Forbes), the ”EXCELLENT CG SCORE” as an excellent level of corporate governance for the third year from the Thai Institute of Directors Association (IOD) in conjunction with the Stock Exchange of Thailand and the Office of SEC Committee, the ESG 100 for outstanding performance in environmental, social, and governance from Thaipat Institute, The Consumer Choice Award from the Shopee Brand Conference 2020, etc.

The year 2021 is yet another year with the COVID-19 epidemic; as a result, the company focused on risk management and adapting the organization to meet the rapid change in order to maintain as normal a level of production and product sales as possible. The company has modified its internal operation model and adjusted its operating methods with other stakeholders in the supply chain. This modification enabled the company to be awarded the Rising Star Sustainability Excellence Award and the Thailand Sustainability Investment 2021 Award for good adaptation to the COVID-19 epidemic and to continue to maintain an excellent management level. Another source of pride is the company’s certification to join the Collective Action Coalition Against Corruption (CAC) for the third consecutive term, reaffirming trust in transparent business operations.

In 2022, the domestic sales situation has recovered almost to normal. The company continues to adhere to management according to the brand’s DNA, which is SBN (Sustainability, Better Life, New Innovation), and continues to focus on adaptation and management using the concept to lead to a lean enterprise. This year, the company received awards that bolstered its success, including the Commended Sustainable Award 2022 and the Thai Capital Market Sustainability Model Organization Outstanding Award in the category of Disabled Support 2022, as well as the Stock Exchange of Thailand’s Outstanding Investor Relations Award 2022.

In the year 2023 was still to prioritize every sales channels’ development to minimize waste production and increase both efficiency and effectiveness in all business’ operational steps. Our priority is well-organized planning on each system of the working units to get them aligned with the market strategy that we have planned. We aimed to achieve our five main goals for our company. As we have earned the highest revenue ever in the year 2023, we can consider this as our successful year and use 2023 revenue as a new standard for the company’s growth.

Sabina had been acquiring its distributors in the Philippines for the whole 1st quarter of the year 2023 which was the great time to create growth. Other than that, Sabina also received three awards from IAA which are Best CEO Awards, Best CFO Awards, and Best IR Awards and Best Sustainability Awards 2023 from SET. At the end of the year, CAC gave Sabina ‘CAC Change Agent Award 2023’ which is a reward given to companies regardless of the company’s sizes, which are great contributors to CAC’s operational transparency. In other words, awards were given to companies that helped the anticorruption policy for sustainability of the company. This emphasizes SABINA’s position in which we have always been operating our business based on the ESG model that prioritizes environmental and society aspects and fair business practices.