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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.

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Raw materials and raw material suppliers

The Company focuses on using raw materials that are considered safe and environmentally friendly for consumers, and has begun utilizing recycled materials in some of its product models sourced from reliable partners that operate with strict compliance to the law and according to internationally accepted standards, such as being certified OEKO-TEX Standard 100 (The International Association for Research and Testing in the Field of Textile Ecology) or ISO. It also conducts its business with regard to environmental and social management, especially with regard to respect for human rights, as well as cooperating with business partners to exchange knowledge and developing raw materials that can add value to its products.

Electricity

The company recognizes the importance of electricity and fuel usage in production. We are committed to energy management to maximize benefits, using efficient tools and equipment, improving production processes and conserving energy through employee awareness building, as well as pursuing renewable energy initiatives.

Employees

The Company recognizes the importance of its employees, which are considered as the organization’s most important resource. Therefore, it gives its full support for the development of human resources in every aspect by allowing employees to learn new skills (Reskill), as well as providing enhanced knowledge (Upskill), so that employees can apply new approaches and technologies to their work practices, which can then contribute positively towards their success. Additionally, priority is also given to the employees’ basic human rights in order to create a happy, fun, and challenging work environment.

The Company focuses on its products, starting from the design process, to ensure that it is suitable for all generations and ages while also taking into account the reduction in the use of resources in its production process, which is the origin of the Wireless Bra and Seamless Fit product line. The Company also gives great importance to efficiently managing the production process by applying the Lean principle to create value for every process and eliminating work processes that does not create value, thereby helping to reduce the product delivery time and excessive waste. Additionally, it also takes into account the responsible use of resources in its production processes and has therefore implemented the Zero Waste project. Moreover, the Company also emphasizes not creating negative impacts resulting from the Company’s operations, whereby the wastewater or air discharged from the factory will be managed and treated until it meets internationally accepted standards. This is to strive towards becoming a Green Industry.

The Company distributes its own branded products and also manufactures domestic and international contracted products through three channels: Retail Business, Non-Store Retailing, and OEM (Original Equipment Manufacturer), which are delivered to both domestic and international customers. As for the sales of the SABINA brand, the products are delivered to the warehouse which is then managed through two channels, namely:

  1. Product distribution to sales outlets across the country. The Company has its own sales outlets, as well as of its business partners, whereby the Company occupies 18% of the total sales outlets. It has also installed a Point-of-Sales system to closely monitor product sales and inventory to enable it to efficiently distribute its products in the right place, at the right time, as well as being in accordance with the needs of consumers in each area. This is also to ensure effective product replenishment management to increase sales opportunities. Additionally, transportation is carried out in Full Truck Load or Milk Run formats. There is also a vehicle tracking system using software to obtain transportation details and status.
  2. Online distribution. The Company also distributes its products through its own website and the marketing platform of its trading partners. Sales through these channels require efficient management to ensure that products can be delivered within 48 hours of receiving an order. The Company has developed a specialized platform for accepting orders, preparing products with handhelds, generating invoices, delivering, and performing customer interactions, to communicate information regarding their orders and delivery time. In addition, to give customers confidence in their online purchases in which customers cannot actually see or touch the product, the Company has also established a “No Questions Asked Policy,” which has contributed continually and positively towards the rapid growth of this sales channel.

The company focuses on manufacturing quality and safe products that meet customer expectations (Customer Expectation) for customer satisfaction according to the Sabina Mission, which is: Sabina attaches importance to product research and development. This is in line with the Sabina Purpose & Vision, which is: to be committed to creating product value through modern innovations, to build confidence so that consumers can have better lives every day. This is achieved by delivering products that exceed expectations (Product Beyond Expectation) to create maximum impression for customers of all genders and ages. The company’s products cover all ages of women and gender diversity, in various formats, meeting every usage need and suitably matching the desire for comfort, beauty, fashion and price. We have continuously introduced product innovations to meet customer satisfaction.

The Company has established a Customer Relationship Management (CRM) unit to communicate and build relationships with its customers, as well as listening to opinions, suggestions, and complaints, to enable it to solve customers’ problems and refer issues to relevant departments to take corrective and preventive actions. Additionally, the company has created the New Life BRA-CYCLE project for products that consumers no longer want to use or old and deteriorating underwear sets. The project was launched on December 24, 2021, in collaboration with partners: Energy and Environmental Service Co., Ltd., which is a company in the SCG Cement Group and Kerry Express (Thailand) Public Co., Ltd. In 2023, customers can return used Sabina underwear products that they no longer want at all Sabina’s points of sale and company locations, shops, and used boxes distributed in various areas. These underwear sets will be sent to Energy and Environmental Service Co., Ltd Co., Ltd. for proper disposal without causing toxic environmental pollution, by incinerating them in a closed system to convert them into clean energy.
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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.