Nature Of Business
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 2024, the proportion of OEM products sales is 6% and the proportion of Sabina brand sales is 94% 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 in Q1 2025 decreased by 10.8%, which is consistent with the overall market trend.
- We plan to increase sales per point of sale by introducing new product categories beyond women’s lingerie, and by forming partnerships to offer additional products at our retail locations. This strategy leverages the strength of our extensive sales network to expand revenue opportunities.
- Sabina intends to maintain the number of stores at approximately 520-525 by the end of 2025. New store openings will be carried out more selectively, focusing on high-traffic locations to maximize sales potential.
NSR
- Sabina continues to be a market leader in Thailand’s online retail sector, demonstrating sustained growth through monthly campaigns on major platforms such as Shopee, Lazada, and TikTok.
- As consumer preferences shift increasingly toward online shopping, sales through traditional channels-such as television and catalogues-have declined.
- Product development aligned with the demands of emerging markets has contributed to increased revenue through the expansion of new business channels.
OEM
- The situation in Q1 remained stable compared to 2024. Our export volume was unchanged overall, with growth observed among certain clients and a declining among others. Notably, clients demonstrating growth tend to place a strong emphasis on quality, which underscores the effectiveness of our company’s long-term focus on quality and service as a sustainable business strategy.
- Furthermore, Q1 saw a significant increase in client engagement through factory visits and inspections. This heightened interest is expected to contribute positively to sales in the upcoming months. In addition, we successfully secured several new business partners during this period.
