Nature Of Business
The products vary in prices to fit with different target groups.
The lowest price products are distributed through modern trade, such as BigC and Tesco Lotus. The middle price products, which cost about 700-800 Baht, are distributed throughout the country, including Doomm Series, Wireless bras, and Modern V. For the top price products under the brand Madmoiselle, Maggiemae and Cris’s Collection, which cost over 1,000 Baht, are only distributed in big cities and in Bangkok area only.
Sabina's Characteristic
SABINA's characteristic is not only fashionable but also functional. The outside of the product is well-designed with lace and beautiful stuff, while the inside is well-tailored with good pattern to be able to fit with different body type of women.
For example, DoommDoomm series are made with different support sponges that are placed in certain places to get the desired shape for women. The company emphasizes on the importance of the patterns on each collection to suit with various body type, to create the best desired shape for customers, from small sizes to large sizes, with the selected fabric and pattern to support different shape of chests.
From OEM Manufacturer To Brand Developer
At the same time, the company has adjusted its business goals since 2007 by keep reducing the proportion of OEM products sales and proportion of Sabina brand sales in the country.
Until the last year 2025, the proportion of OEM products sales is 9% and the proportion of Sabina brand sales is 91% of the total income according to the consolidated financial statements but the company still hold the maintaining proportion of OEM products policy to be in the level of not more than 10 - 20 percent of the production capacity.
Revenue Breakdown
Sabina Brand
- During Q1/2025, the Thai government implemented economic stimulus measures such as the “Easy E-Receipt” program, which supported consumer purchasing power. In contrast, no similar stimulus measures were introduced in Q1/2026, resulting in a 14.4% decline in sales, in line with the overall retail market trend.
- The Company maintained effective cost discipline while balancing revenue generation and expenses, contributing to an improvement in net profit margin (NPM) to 13.4%.
- The Company is well-positioned to capture growth opportunities in non-lingerie product categories and unisex products, supporting broader customer reach and expansion into new market segment.
- The Company continues to invest in expanding its retail network in high-potential locations and expects to open no fewer than 10 new branches in 2026.
NSR
- Online Business continues to deliver consistent growth and remains the channel with the high consumer spending, while maintaining its position as the number one brand across all platform campaigns.
- TV and Catalog channels continue to experience a decline, reflecting a shift in consumer purchasing behavior toward online and emerging business platforms.
- New Business continues to grow steadily, supported by strong demand from both end consumers and resellers, and remains a key channel with high consumer spending.
OEM
- OEM sales in Q1/2026 reached THB 78 million, representing a 52% year-on-year increase and reflecting a strong recovery in the OEM business. Growth was primarily driven by orders from customers in the UK and EU, with confirmed orders secured through July 2026, demonstrating customer confidence and continued production utilization.
- Key products driving sales during the quarter were swimwear and lingerie, both of which received strong customer response.
- For Q2, although external factors related to the Middle East situation may cause some customers to delay purchasing decisions, the overall business outlook remains positive with continued growth potential.
- In addition, new product development for the second half of the year remains on track, while interest from new customers seeking product development partnerships has increased, signaling favorable growth opportunities for the second half of the year.
