An employee displays spa products at Divana Massage and Spa.

When his employer, Swiss Air, decided to lay off some of its staff after the World Trade Centre attack in New York five years ago, Pattanapong Ranuraksa and five of his friends decided to go into business themselves and set up Divana spa.

The group discussed what venture they would embark on, contemplating a range of options before deciding on a spa.

 "First of all we considered opening a restaurant but we didn't feel we could offer anything that was really different from what was already on the market. Then our friend Krissana Ruangsri, who had graduated as a nurse and had experience opening a massage business, suggested we open a spa, saying this would be in tune with the current market trends as both Thais and foreigners are concerned about their health. Almost everyone agreed and we decided to use our friend's house on Sukhumvit 25, where we opened our first spa, Divana Massage and Spa," Pattanapong said.

Pattanapong and his five friends used what savings they had and raised additional funds from their families to set up DVN International Co Ltd with a registered capital of Bt1 million. They spent Bt6 million on renovating the house.

He said they had chosen the name Divana because in India it means passion, which suits the spa concept, which requires inspiration in providing customers with a relaxing experience and a good spa massage.

Before the business opened the group spent eight months researching and developing their concept and products to meet customers' demands. "Krissana was a key person in developing our products, using her experience as a nurse, which is why Divana's products are different from others spa products on the market," Pattanapong said.

Meanwhile, the team launched their marketing strategy, asking their friends who were still at Swiss Air to try out the service. After that their former colleagues recommended it to their own friends. News of the spa spread by word of mouth, becoming popular among foreigners visiting Bangkok.

Two years after Divana Massage and Spa opened, Pattanapong and his friends opened two new branches in Bangkok: Divana Wellbeing on Sukhumvit 35 and Divana Kaya Aesthetic and Spa on Soi Thong Lor 17.

About 95 per cent of their customers are foreigners.

The company now also sells its spa products in The Emporium and there are plans to open a Divana Shop at Siam Paragon within the next four months.

The Divana spa range comprises about 40 skin and hair-care products. By the end of the year the company hopes to launch a further 160 items.

Pattanapong said once customers use the Divana products at the spas, almost of them buy them to use at home, especially their foreign customers. This has persuaded the company to open outlets to sell its products.

"We expect sales to double once we have outlets at both The Emporium and Siam Paragon, and we may be at CentralWorld within the next two years," he said.

The company recorded revenue of about Bt10 million per branch last year.

He added that it had also recently started exporting its beauty products to Japan after signing a contract with a supplier who has a distribution channel at Daimaru Department Store.

Pattanapong said the key to the business's success was sincerity and a dedication to developing quality products and services.

"We don't want aggressive growth if we cannot provide a good-quality product and service for our customers. As a result we are pleased with our business growing slowly but healthily rather than aggressive growth which might weaken when faced with a crisis," he said.

Somluck Srimalee

The Nation