New CEO unveils vision to build SABINA into regional brand with 2022 goal of 20% growth, pushing toward 3.2 billion baht of revenue

Wednesday 12 January 2022 10:24
Duangdao Mahanavanont, new CEO of SABINA, commences her role by announcing the 5-year vision of elevating the Thai brand to the regional level, wherein SABINA will take proactive approaches through every channel and has set this year's sales target at 3.29 billion baht, a 20% YoY increase. SABINA reiterates its short-term goal to repeat its all-time high revenue in 2019 in spite of the surrounding challenges. As the highlight for 2022, SABINA will add more items in its sustainable product segment, focusing on environment conservation and waste mitigation, as well as driving the organization with innovative manufacturing. In terms of marketing planning, instead of distributing mass products to all storefronts, SABINA will cater to target groups in each area, thus offering a more personalized inventory to each shop's local customers.
New CEO unveils vision to build SABINA into regional brand with 2022 goal of 20% growth, pushing toward 3.2 billion baht of revenue

Ms. Duangdao Mahanavanont, CEO of Sabina Public Company Limited (SABINA), manufacturer and distributor of SABINA lingerie, disclosed that SABINA's 2022 sales target is 3.295 billion baht, a 20% YoY growth. In order to attain such a goal, SABINA will be driven by 2 key plans -- ?the sales support plan and the management enhancement plan.

For the sales support plan, SABINA has restructured its sales channels into three core channels. The first one is the local retail business channel, which is SABINA's main portion of sales. The plan is to achieve continuous growth and the 2022 growth target for this channel is 20%. For the non-store retailing (NSR) channel which is a channel with high growth and profitability, in addition to driving the growth of existing sales channels, this year SABINA continues to launch more new sales channels in conformity with the changing trends and demands of customers.

"We also restructured the NSR channel by integrating the existing export channel into the online sales channel because the majority of SABINA brand products exported to the CLMV countries (Cambodia, Laos, Myanmar, and Vietnam) are sold via the online channel, so the structure will more accurately reflect this channel's actual growth. This year, we set a growth target of 20%, similar to the primary channel. Last but not least, for the OEM channel, we still focus on profitable customers, given that SABINA's selling points in OEM are our speed and craftsmanship in manufacturing fashion items of high standards for the European market. It is forecasted that SABINA's OEM revenue in 2022 will surpass the 2021 revenue by about 10%," said Ms. Duangdao.

For the management enhancement plan, SABINA will emphasize boosting efficiency, which will be assessed with the improvement of the expense-to-sales-ratio, ultimately directly impacting SABINA's net profit.

In this regard, for 2022, SABINA has set growth targets across all channels and is determined to repeat its record-high performance in 2020, especially in the part of the sales volume, for which the important factor was quality products. This year, SABINA's products will be more varied and liven up the market. Moreover, SABINA plans to add more sustainable products, emphasizing social responsibility by implementing manufacturing innovations to mitigate the amount of waste. In terms of product distribution, SABINA will use data to sort customer needs in order to offer products that satisfy target groups and lower the burden of distributing goods to storefronts, resulting in more accurate and efficient sales.

The CEO of SABINA also stated that in SABINA's goal for the next 5 years (2022-2026), all functions will jointly propel SABINA into a regional brand, and she is positive that this goal will be reached within 5 years thanks to the conducive factor that SABINA is renowned for its product quality, design, and comprehension of consumers' anatomy as a lingerie manufacturing expert with more than half a century of experience. At the same time, SABINA is able to devise marketing activities for consumers in various forms, always succeeding in its viral social media campaigning to garner customers' attention, so it is absolutely certain that the SABINA brand will become a Thai brand capable of stepping up as a regional brand.

Source: i2C Communications