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Value Chain and Stakeholder Engagement

The company places importance on managing the supply chain to achieve business goals, as well as supporting ESG operations within the supply chain.

This starts from resource usage in production, improving production efficiency, product distribution and sales to consumers, and managing after-sales products. The objectives are to conduct business in a fair and transparent manner, and to be responsible for resource consumption in production without impacting the resource usage of future generations, as well as being accountable to stakeholders.

The company prioritizes supply chain management to achieve business goals and sustain long-term profitability. It actively supports ESG practices within the supply chain, starting from resource utilization in production, improving efficiency in manufacturing processes, product distribution and delivery to consumers, post-sale services, and disposal of product remnants.This approach is based on principles of fair and transparent business operations, with a strong emphasis on accountability for resource usage, environmental and social responsibilities, as well as a commitment to stakeholders throughout the supply chain.

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Raw materials and raw material suppliers

The company emphasizes the use of materials that are safe for consumers, environmentally friendly, and incorporates recycled materials to develop sustainable products. It selects reliable partners who comply with legal requirements and operate in accordance with international standards, such as OEKO-TEX Standard 100 (The International Association for Research and Testing in the Field of Textile Ecology) or ISO certifications.Additionally, the company prioritizes environmentally and socially conscious business practices while collaborating with partners to develop raw materials that enhance the value of its products.

The company is committed to optimizing material utilization by refining production formulas (consumption) through collaborative efforts among multiple departments in the form of Cross-Functional Collaboration.

Electricity

The company recognizes the importance of fuel energy usage in operational processes and product distribution. It is committed to managing fuel energy utilization for maximum efficiency by using high-performance tools and equipment, improving operational effectiveness, and planning transportation routes strategically through methods such as Milk Run to avoid empty trips or overlapping routes. These initiatives support the management and reduction of Scope 1 greenhouse gas emissions in line with the SABINA NET ZERO 2065 Roadmap.

Employees

The company recognizes the vital importance of its employees, who are considered the most valuable resource of the organization. It actively supports the enhancement of employee potential and skills by promoting the acquisition of new skills (Reskilling) and the advancement of higher-level skills (Upskilling) to enable employees to take on different roles and adapt to new technologies, contributing to greater success in their work. In parallel, the company adheres to labor management standards such as WRAP to ensure compliance with basic human rights, as well as providing employee welfare and fostering healthy labor relations. This creates a work atmosphere that is joyful, engaging, and challenging, thereby strengthening Employee Engagement and cultivating a sense of belonging among the workforces. including welfare and labour relations initiatives aimed at fostering a positive working environment that is enjoyable, engaging, and challenging, thereby strengthening employee engagement.

The Company places great importance on its products, beginning with the design process to ensure suitability for all ages and all wearing occasions, while also focusing on reducing resource consumption in production. This approach has led to the development of product lines such as the Wireless Bra, Seamless Fit, and Braless collections. In particular, Sustainable Products are produced through efficient and environmentally responsible manufacturing processes. The Company also applies Lean principles to create value across all processes and eliminate various forms of waste, thereby shortening product delivery times and promoting responsible use of production resources under the Zero Waste Project. Moreover, the Company ensures that its operations do not generate negative impacts on surrounding communities, as wastewater and air emissions are treated to meet all legal standards, and waste is properly disposed of or recycled in accordance with prescribed procedures

The company distributes products under both its own brand and through contract manufacturing, serving both domestic and international markets via three channels: Retail Business, Non-Store Retailing, and OEM (Original Equipment Manufacturer). Products manufactured under the OEM model are delivered to international customers, while products sold under the SABINA brand are sent to the warehouse for distribution through two channels:

  1. Distribution of products to sales points nationwide: The company operates both its own retail stores and sales points through trade partners, maintaining a self-managed sales ratio of 45%. It has also developed AI systems and implemented a Point of Sale (POS) system at sales points to monitor product sales and inventory levels. This enables efficient product distribution and replenish stock at the right place, at the right time., and in alignment with consumer demands ensures optimal stock levels at each sales point, increasing sales opportunities. Additionally, for transportation, the company employs a Full Truck Load (FTL) approach, including the Milk Run method, to eliminate empty vehicle trips. Trucks are also equipped with GPS tracking to provide detailed information and monitor delivery statuses in real-time.
  2. Online Product Distribution: The company sells its products through its own website and marketing platforms of trade partners. Managing this channel requires high efficiency to ensure product delivery within 24-48 hours after order confirmation. To achieve this, the company has developed a comprehensive system for order processing, product picking using handheld devices, billing, delivery, and customer interaction to communicate order and shipping details.Additionally, the company has implemented a No Questions Asked Return Policy to boost customer confidence when purchasing online, as customers cannot physically see or touch the products. This strategy has driven rapid and continuous growth in online sales, accounting for an increased share of 32% of total sales.

The company is dedicated to producing high-quality and safe products that exceed customer expectations (Product Beyond Expectation) to deliver maximum satisfaction and create lasting impressions for customers of all genders and age groups. Guided by the Sabina Purpose & Vision, the company is committed to creating valuable products through modern innovations that enhance consumer confidence and improve their quality of life every day. Accordingly, under the Sabina Promise, the Company places strong emphasis on comprehensive product research and development. This encompasses product designs for women of all age groups and gender diversity, offering a wide variety of options tailored to meet all functional needs while ensuring comfort, elegance, fashion, and affordability.

The company has established a Customer Relationship Management (CRM) department to communicate and build relationships with customers. This department listens to customer feedback, suggestions, and complaints, and provides after-sales services to resolve customer issues. It also forwards problems to the relevant departments to implement corrective and preventive measures.

Additionally, the company has initiated the New Life BRA-CYCLE “Where Do They Go?” project for unwanted or worn-out bras. Launched on December 24, 2021, this initiative is in collaboration with partners Insee Ecocycle Co., Ltd. and Kerry Express (Thailand) Public Company Limited. In 2025, Customers can drop off their unwanted bras at any Sabina sales point, workplace locations, stores, or designated "bra collection boxes" in various areas. and shipped through Thailand Post, with Sabina assuming full responsibility for all postage and handling costs. These collected bras are sent to Insee Ecocycle Co., Ltd. for proper disposal using environmentally safe methods. The process involves closed-system incineration to convert waste into clean energy, ensuring no harmful pollution is generated.
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This is a stakeholder group that the company pays significant attention to and has a major impact on any operating decisions, because employees are an important resource that enables the company’s operations to be accomplished successfully and achieve set goals. Employees are ranked second in the Key Player level of stakeholders, which the company operates to respond to as follows:

  • Develop employees’ Multi Skills and potential so they can produce good work and take full responsibility, by conducting Training Needs identification and building capabilities, both Reskilling and Upskilling, so they can work efficiently and in line with current technological changes.
  • Conduct annual performance assessments transparently, fairly by considering both performance and potential, to appropriately determine compensation and advancement opportunities.
  • Take care of working conditions and provide basic safety to enable employees to work safely, have good occupational health, and avoid accidents.
  • Operate for employee human rights to ensure employees receive equal and fair treatment, as well as protection regarding labor rights, employment conditions, non-coercion and violations.
  • Promote employees’ freedom of thought by supporting the election and meetings of the Welfare Committee, to serve as employee representatives and express opinions in building understanding and cooperation to drive the company’s goals, as well as listening to employees’ opinions in the organization through various channels.

This is a stakeholder group that the company pays significant attention to but has a relatively little impact on any operating decisions. Raw material suppliers are ranked fifth in the Keep Informed level of stakeholders, which should be notified of operating information to foster cooperation regarding pricing, which affects product costs, quality, and raw material delivery, as well as jointly developing raw materials - which is important for product development. Operations are as follows:

  • Complying with mutually agreed upon commercial terms and conditions based on ethics and transparency, under the Code of Conduct regarding Responsibility to Business Partners and inviting participation as anti-corruption partners through the CAC Together with Suppliers project.
  • Preparing raw materials requirements, plans to negotiate raw materials prices and on-time raw materials delivery. QC tours are also conducted to control raw materials quality at the production source.
  • Caring for supplier human rights by not discriminating and conducting fair supplier assessments, as well as supporting human rights practices within the supply chain and being a partner in operating for society through the New Life Bra Cycle project.
  • Ensuring that suppliers operate without negative environmental impacts through environmental supplier assessments, to promote legal environmental compliance.

This is a stakeholder group that the company pays significant attention to and has a major impact on any operational decisions, because it is necessary to operate to build good relationships and promote cooperation, which leads to opportunities to secure suitable selling space or top website pages, or participate in partner special programs, impacting sales, revenue, and business performance. Trade partners are ranked third in the Key Player level of stakeholders, which the company operates to respond to as follows:

  • Timely and agile marketing plans
  • Organizing various promotions with partners
  • Designing points of sale and website pages
  • Taking action to replenish products appropriately

This is the stakeholder group that the company pays the most attention to and has the most impact on any operating decisions, because it plays a very important role in sales and business performance. Customers are ranked first in the Key Player level of stakeholders, which the company operates to respond to as follows:

  • Developing product innovations: Comprises Fong Dee and sustainable products that utilize environmentally friendly materials and processes. In 2023, this consists of three main collections:
    • Perfect Bra : Underwear for large cup girls
    • PANTY ZONE : CLOUD ON SERIES
    • Sabina x Pony
  • Operate after-sales services by establishing a Customer Relationship Management (CRM) department to communicate and build relationships with customers, listen to feedback and resolve various issues in order to meet customer needs and satisfaction
  • Operate for customer human rights by not discriminating against customers, establishing operating standards and controls for health and safety in using products, providing consumers with complete/accurate product information and protecting customers’ personal data according to the Personal Data Protection Policy (PDPA).

This is a stakeholder group that the company pays significant attention to and has a major impact on any operating decisions, because the company wants to gain recognition from society and communities to build the brand image, and the company wants to conduct business with participation in creating positive impacts on society and communities through various projects. Communities are ranked third in the Key Player level of stakeholders, equal to trade partners, therefore, operations are as follows:

  • Providing educational scholarships and continuous opportunities up to bachelor’s degrees for underprivileged youths through Jintana Thanalongkorn Foundation, which the company provides funding and employee support to accomplish the foundation’s operations successfully.
  • Supporting and encouraging breast cancer patients who have undergone mastectomies by delivering prosthetic breasts through the Sewing Cup Sewing Heart project.
  • Caring for impacts from the company’s operations affecting community health and safety by surveying and assessing risk impacts regarding wastewater, air pollution, noise, solid waste, and traffic.
  • Participating in developing community income through the Zero Waste project, making products from production leftovers, and making arm sleeves, etc. in Yasothon Province – Ban Nam Pho and Chai Nat Province – Ban Dong Kon.

This is a stakeholder group that the company pays a lot of attention to but has relatively little impact on any operating decisions. Shareholders are ranked fourth in the Keep Informed level of stakeholders, which should be notified of business operations information to gain acknowledgment and support.

The company operates to respond to this stakeholder group by communicating business operating information through various channels for their awareness and support. Good dividends payment rates are also set, with the company promoting an understanding among shareholders and investors through periodic factory visits and presentations at Opportunity Day events.

This is a stakeholder group that the company pays relatively little attention to but has a very high impact on any operating decisions. Government agencies are ranked sixth in the Keep Satisfied level of stakeholders, which the company closely monitors and is prudent with to comply with relevant laws and regulations, which may change.

Therefore, the company must make changes or operate in accordance with the requirements, rules, and laws to not conflict with or obstruct its operations.