Chief executive Worawoot Vangvorawong said the company began importing the seven jean brands - 1921 Jeans, Sacred Blue, Blue Cult, J&Company, Miss Me, Indian Rose and Indian Rag Denim - for their 7 Steps concept shops in the second quarter.

Worawoot said the new brands were for niche markets and would not compete directly with leading general brands such as Lee and Wrangler.

"Demand for our products has grown at an average of 20 per cent per month over the first five months of this year because our target customers are at the high end of the market. These customers have not suffered any impact from the economic downturn," he said. The company's customers spent Bt2,000 to Bt4,000 per bill on average, he said.

Worawoot established the firm with a registered capital of Bt7 million in 2002 and began importing Playboy jeans for its 7 Steps outlet. It opened its first Chic Club shop in October 2003.

Worawoot said the company expanded its portfolio this year because it expected to benefit if the free-trade agreement (FTA) with the US was signed this year or next year. If Thailand signs the FTA, import prices will be reduced by between 40 and 60 per cent, Warawoot said.

His company plans to spend Bt10 million to open flagship Chic Club and 7 Steps stores at Central World Plaza on Rajprasong Road in the fourth quarter.

The company currently operates 12 Chic Club outlets and two 7 Steps outlets in Bangkok, Chiang Mai and Phuket.

Somluck Srimalee, The Nation