Director Lee Kiam Meng said it would penetrate more domestic markets by expanding business lines and brand names. For instance, it will import the Crocodile brand for women. It has imported the Crocodile brand for middle-aged men for 12 years.

The company also wants to expand is customer base to include teenagers by importing Levi's shoe design collections.

Lion City has signed a two-year contract with Central Department Store to open two new counters selling the Levi brand and three counters featuring Crocodile for women next month.

Central will allow the company to sell Levi's shoes at two Levi shops owned by Central at Siam Centre and Central Lat Phrao, starting next month.

Meng said the company would spend around Bt3 million to promote both Levi's and Crocodile's new collections via advertising in magazines and on the subway.

Recently, Meng also formed a joint venture with the Philippines-based Primer Group to set up Siam Primer. The company will import international shoe brands, initially focusing on French brand Kickers.

"We will focus on the market of premium casual shoes, which has few competitors and is experiencing rapid growth. We aim to be the country's market leader," he said.

Meng hopes that sales from Kickers and exclusive sales of Crocodile and Levi brands through the Central outlets will reach a combined value of Bt29 million this year.

To boost sales, Meng plans to open standalone shops within the next two years.

Meng said the stronger baht would reduce the company's import costs. However, the economic slowdown would affect consumer spending and the company business plan.

"I don't think we will gain much benefit from the stronger baht because we have had to give discounts of 20 to 50 per cent since the beginning of the year in order to attract customers," he said.

Chalida Ekvitthayavechnukul

The Nation