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
- Sale of offline Q4,2024 has decrease 2.4% , which is in line with the market trend but overall sales offline 2024 has grew increase 0.5%
- As the result of increasing in number of tourists, especially in 2024 which increased made higher sales from tourists’ shops has growth 7.6%
- Sabina is more likely to keep stores number at 520-525 stores by the end within 2025. The opening stores will be more selective at the high traffic location
NSR
- Q4 experienced the highest online growth as consumers focused on year-end shopping. Sabina maintained its position as the leading online seller in Thailand, ranking No.1, and continued to drive growth through monthly campaigns on platforms such as Shopee, Lazada, and TikTok.
- With the shift in consumer behaviour towards online shopping, sales from traditional channels such as TV and catalogues have declined.
- Additionally, increased marketing efforts have contributed to the expansion of both domestic and international markets, leading to sales growth through additional business channels.
OEM
- The European market showed positive momentum in Q4, with an increase in customer visits compared to Q3. This surge drove a 67% year-over-year sales growth, as customers stocked up on new products for the New Year and Valentine's season.
- New customer acquisition also saw an uptick, particularly in cutting, sewing, and packing services. Our strategic collaboration with raw material partners in Southeast Asia helped mitigate tariff barriers, enhancing operational efficiency.
- Our commitment to locally sourced raw materials and comprehensive customer support at every stage remains a key strength. Additionally, our strong focus on sustainability and environmental responsibility aligns with the evolving priorities of our customer base.
