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Published on April 29, 2008

Kwanchai Rungfapaisarn

The Nation

 

Chattaweekij Corporation, manufacturer of casual clothes under the licensed Crocodile brand from Japan, announced yesterday that it would invest Bt1 billion this year to expand rapid growth in sales and distribution outlets.

About Bt200 million will be invested in the expansion of its factory in Bangkok's Yan Nawa district, while between Bt200 million and Bt300 million will be allocated into proactive marketing campaigns. The rest of the budget will be spent in expanding its Crocodile outlets throughout the country.

The company expects this year's sales of Crocodile products to grow dramatically by 130 to 200 per cent from Bt150 million posted last year.

Marketing manager Chalidda Luxameesathaporn said the company would spend more than Bt200 million this year to double its factory area to 5,000 square metres and to increase the production capacity of Crocodile apparel by 20 to 30 per cent.

The company will also increase its workforce at the Sathorn Road factory from 100 to more than 200.

Chalidda said the expansion would accommodate the rapid growth of Crocodile outlets throughout Thailand as well as the introduction of new lines aimed at younger people.

"We want to expand our Crocodile customers from adults aged between 30 and 35 and up down to younger customers aged 20 and up," said Chalidda.

New products for the younger market will include Croco Jeans and slim-fit casual wear. Polo shirts contribute about 60 per cent of sales.

"We plan to promote Croco Jeans into a new profit-oriented department," said Chalidda.

Chattaweekij last year invested between Bt100 million and Bt150 million to increase the capacity of its factory by 20 per cent.

The company operates 56 retail counter outlets at major department stores in Bangkok and major cities. It has one standalone shop at Amarin Plaza .

"We plan to open new 12 retail counters this year, mainly at provincial department stores," said Chalidda. "We also plan to open five to six standalone shops at prime locations in Bangkok and major cities. With retail space of more than 150 square metres, each Crocodile standalone shop will require an average investment of Bt30 million to Bt40 million."

Chalidda said the company planned to focus on the expansion of its export business in the next couple of years. It has acquired licences from the brand owner to sell and distribute Crocodile apparel in Laos and Cambodia.