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 channel sales for Q3 2024 increased by 1.1%.
- Department store sales performed well, with Q3 growth of 13%.
- DTC sales continue to grow steadily, with a 4% increase in Q3 2024.
- This growth is attributed to the rising number of tourists, particularly from January to September 2024, which boosted sales in key tourist-focused stores such as MBK, Central World, Siam Paragon, Terminal 21 Asoke, Central Pattaya Beach, T21 Pattaya, and CPN Phuket.
- Sabina plans to maintain the number of stores at 520-525 by the end of 2025. New store openings will be more selective, focusing on high-traffic locations.
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- Sabina remains a leader in online sales in Thailand, consistently driving growth through monthly campaigns across platforms like Shopee, Lazada, and TikTok.
- As consumer behavior continues to shift towards online shopping, sales through traditional channels like TV and catalogs have declined.
oem
- The increase in transportation costs impacted the shipment plan for Q3, causing it to be moved and consolidated with October shipments to save costs.
- A significant number of customers visited between Q3 and November, indicating a positive outlook for the OEM business. Existing customers placed repeat orders through May, while new customers continue to submit development sheets for next year’s shipments.
