<P>The Boonsiri Inter-national Group, an importer and manufacturer of 18 licensed brands and an original-equipment manufacturer, has restructured its organisation to modernise operations and offer "integrated" fashion products.

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<P>To facilitate Boonsiri's new business system, Cassardi International was established late last year to oversee marketing and management of the group's 18 brands. It will also be in charge of importing or creating any new brands.

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<P>Patcharawan Boonnamsap, executive director of Cassardi, said the new management company would pave the way for Boonsiri to become a holding company responsible for all investment plans.

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<P>Following the restructuring, the group intends to align more of its products stylistically by making and importing jewellery, accessories and clothing designed to match its other products and brands.

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<P>The group plans to add value to all of its current brands, particularly Feraud and Ungaro, through innovative technology and designs.

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<P>At the same time, the group intends to begin producing its own brands of men's clothing next year.

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<P>Patcharawan said the first new brand would offer work, sports and casual clothes. She said the company planned to work with international manufacturers to gain technological know-how, design assistance and access to international markets. Manufacturing and marketing investment for the first brand will be Bt200 million.

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<P>The group will also seek to create awareness of its current brands through marketing campaigns and events and by launching new collections. Yesterday, in cooperation with The Mall Group, Boonsiri held a fashion show at Siam Paragon that showcased the latest Feraud and Ungaro collections. In collaboration with Asia-Pacific Performance Chemicals for Textiles BASF (Thai), the event was also used to present a new fabric called "Non-Iron".

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<P>To reduce production costs, the group plans to use countries with cheaper labour to make products not targeted at the high-end market. At the moment, all manufacturing is based in Thailand, but it is establishing plants in China and Vietnam.

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<P>The Boonsiri International Group was established 50 years ago and holds manufacturing, marketing and distribution licences from the UK, the US and Germany. It generated Bt1.5 billion in sales last year, 60 per cent from exports.

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<P>This year, Patcharawan said the group would miss its original target of 20-per-cent sales growth, due to&nbsp; factors like the slowdown, political uncertainty, volatile currencies and higher oil prices. While the target for this year has since been revised, a similar high-growth target will be pursued next year.

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<P>Nitida Asawanipont

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<P>The Nation</P>