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Published on December 20, 2007

 It is now a year-and-a-half since Thanasut Chiu, 25, decided to take an executive role in his family's leather manufacturing firm, MBP Leather Industries. And still, he seems to work harder than most men his age.

"After graduating from Ohio State University and returning to Thailand in June 2006, I started my career at MBP Leather Industries immediately. I had only one day to rest," he says.

MBP Leather Industries is a manufacturer of men's leatherwear under the Albedo brand. Established in 1983, it also produces Ausfie-brand desk sets and office accessories. It is also an original-equipment manufacturer.

Thanasut, who is now the company's export and marketing manager, is a second-generation member of the Chiu family working for the company. His father, David, is managing director. However, he has dedicated himself over the past three years to the Thai Leathergoods Association as its president, and he has been away from the business for much of that time.

"I saw how very hard my father worked for the Thai Leathergoods Association. So I thought I should not hesitate to help him run our family's business. It's my duty," Thanasut says.

He has an older sister working at the company and a younger brother studying industrial engineering.

Thanasut returned to Thailand with a bachelor's degree in financial management. However, his job does not involve finance.

He began in the company's Export Department, because he had been living abroad for many years and was thus familiar with foreigners and their preferences. Later, he moved to focus on designing, and despite the company receiving advice from Italian design consultants, he found he could design products by himself. At present, Thanasut is in charge of marketing.

Last year, Thanasut suggested to the company's board that MBP Leather Industries rebrand Albedo and shift the target group from men aged 40-60 to younger executives aged 25-50.

"Albedo fashions seemed to look 'old style' and appropriate only to the company's classic customers. I wanted to widen the company's target group to catch the younger generation. Therefore, I also proposed to our executives that we change the fashion style of Albedo to look more modern, urban and chic," he says.

MBP Leather Industries rebranded Albedo last month. The company changed the colour of its leather products and its shops in All Seasons Place and Siam Paragon.

Beyond rebranding Albedo's image, Thanasut also proposed that the company create a new leather brand called Jay Chiu - based on his nickname, Jay. He positioned the new brand to appeal to customers of both sexes aged 20-40. Jay Chiu products are more colourful and modern than those of the Albedo brand. At present, Thanasut is handling all of the processes in the new business.

"I wanted to change Albedo to a new name, in order to refresh the brand. However, other company executives disagreed with my idea. They pointed out that Albedo had had its own loyal clients and style for a long time. Therefore, I widened the Albedo target group by redesigning the products and built a new leather brand to create another customer group," he says.

The company launched the new brand in March, and to begin with, Jay Chiu products are sold only in Italy, because, as Thanasut points out, Italy is a fashion capital.

"I want to make Jay Chiu a strong leather brand in the toughest fashion market in the world. If I can do this, it will be very easy to bring the brand back to launch it in my home market."

Thanasut says there are well-established local designers in Italy and France who are designing and marketing Jay Chiu products. Having worked hard to build his own leather brand, he has learned how to select raw materials, recognise trends in fashion and create a brand's image and character. After eight months on the market, Jay Chiu products are performing well.

Thanasut plans to expand the company's foreign business to cover European markets within five years and bring the Jay Chiu brand back to promote in Thailand within three years. The Italian partners will operate the business abroad while he handles the domestic market.

After being involved in the family business for a year-and-a-half, Thanasut now understands the difficulties involved in running a business smoothly.

"I'm younger than many employees in the company, and that can be a problem. I also have my own ideas about doing business, and sometimes they do not harmonise with those of other company executives and my father," he says.

One thing he has experienced is the problem of counterfeit copying of the company's products. A South Korean manufacturer copied Albedo products and sold them under the brand name Albero. But Thanasut says this problem does not scare him. He would find it difficult to run away from his work simply because someone copied his leather goods.

He says, however, that since beginning his career in leatherwear, his lifestyle has changed. He starts work early each morning and returns home late.

"I rarely go to parties with my friends, but I'm not tired or thinking of giving up. I believe nothing is impossible. I must keep moving and developing. Creativity and innovation will bring me success in this business," Thanasut says.

Nalin Viboonchart

 The Nation