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Published on November 23, 2007

Art & Technology contemplates expanding its Pinn hobby and handicraft stores into foreign markets through franchising in the medium term.

"Our Pinn hobby craft products are quite fashionable and trendy, and through franchising we have to make sure that we can maintain the trendy character of our products. It will take us a few years before deciding to franchise the retail outlets of our Pinn hobby craft products abroad," managing director Bussaya Tejasen said yesterday.

The company has been approached by an investor in Singapore about a franchise, she said.

Neighbouring countries would potentially be the first step as their people's living patterns and hobbies are similar to here.

Art & Technology manufacturers and distributes hobby and craft products such as cross-stitch kits and knitting accessories under the Pinn brand.

It also sells Pinn craft products through 52 outlets, of which nine or 10 are franchised.

Sales counters have been located in leading department stores, including The Mall, Robinson and B2S Book Store.

Its flagship store, with 100 square metres of retail space, is in CentralWorld.

Its franchised stores are mainly in leading shopping malls upcountry, including Chanthaburi, Udon Thani, Hat Yai, Chon Buri and Rayong, besides Central Rama II in Bangkok.

"Next year we'll expand our distribution network by opening sales counters for our hobby crafts in stationery departments of modern shopping complexes. The move is aimed at capturing new, younger customers aged 12 to 24 who would like to add hobby crafts with their stationery items such as pencil boxes and mobile phones," Bussaya said.

Existing customers are 25 to 45.

Pinn is penetrating the hobby craft market with the introduction of fashion marketing and the launch of the latest fashionable creations to tap into the Korean fever. The move is expected to help boost cross-stitch sales by about 20 per cent during this peak festive season.

A big event - Pinn Hobby Craft Festival 2007 - will be held from November 29-December 5, bringing new handmade products and activities altogether. Visitors will have a chance to try Pinn's Colourful For Winter collection.

Bussaya said the weather around the world had been eccentric this year due to global warming. Winter here will come earlier and stay longer than usual.

This year's winter collection features knitting kits and accessories for making woollen coats, scarves, shawls, hats and other seasonal apparel.

The products have been designed in Korean style, with a combination of fresh colours appropriate to the cold season, such as violet and classic grey, maroon red and chocolate, tangerine orange and dark green.

Kwanchai Rungfapaisarn

 The Nation