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 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 Q3/2025 declined by 14.8%, in line with the overall market trend.
- To drive growth, the company plans to increase same-store sales by expanding product offerings beyond women’s underwear, leveraging its nationwide retail presence.
- Additionally, six new stores are planned for Q4/2025 in locations with proven sales performance, bringing the total number of retail outlets to an estimated 516 stores by year-end.
NSR
- Online Business continues to grow steadily, with the highest consumer spending occurring through this channel. Sabina remains the number one brand across all platform campaigns.
- TV & Catalog channels have shown a decline in growth, as more consumers are shifting their purchases to online platforms.
- New Business continues to expand consistently, with customers purchasing products both for personal use and for resale purposes.
OEM
- OEM sales grew 37.1% in Q3/2025, driving a 32.3% YoY increase for 9M2025
- Growth was supported by Sabina’s selection as a strategic supply-chain partner by a leading UK&EU brand, reflecting the company's consistent product quality and reliable on-time delivery- key strengths we aim to uphold going forward.
- Sustainability continues to be a priority for UK&EU brands, leading to stronger engagement from both existing and new customers seeking solutions aligned with sustainable practices.
- Sabina expects full-year 2025 OEM sales to grow by more than 30%
