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 2023, the proportion of OEM products sales is 7% and the proportion of Sabina brand sales is 93% 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
- Offline sales channels for Sabina in 1H2024 have increased by 1.7%
- Mobile pop-up sales, part of the DTC channel, in 1H2024, show a strong opportunity.
- Department store sales have shown solid performance, driven by the reopening of The Mall Bangkapi and The Mall Bangkhae, as well as the opening of new branches of Central Group at Nakhon Sawan and Nakhon Pathom.
- Sabina is expected to maintain about 520-525 stores by the end of this year, new stores will be focusing on high-traffic locations.
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- Online Sales Growth: Sabina is leading in online sales in Thailand, with monthly campaigns and seasonal product launches driving increased sales on platforms like Shopee, Lazada, and TikTok.
- Decline in Traditional Marketing: The TV and catalog market for Sabina has decreased due to a shift in consumer behavior towards online purchasing channels.
- Expansion to International Markets: Online marketing efforts have successfully attracted new customers abroad, contributing to increased sales through new business channels.
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- The economic environment in Q2 remains slow for our main customers in both the EU and the USA. A significant challenge has been the shortage of container stock, leading to high prices and limited space availability, especially in June. Some shipments scheduled for June have been pushed to Q3.
- However, the positive trends observed at the beginning of Q2 are expected to be reflected in Q4. We have initiated business with new customers, all of whom are focused on sustainability in both processes and products. These aspects will be key drivers for new projects together. Our strengths lie in delivering the best quality and service, which are crucial factors in competing with other countries.
