Unique plans Bt170m store expansion drive
Unique Trading (Thailand), a footwear manufacturer, importer and exporter, plans an aggressive expansion of the number of shops it has across the country, from 15 now to 100 within three years at a cost of Bt170 million.
Unique Trading (Thailand) managing director Uthaiwan Theeravachirakul, centre, and staff present the company’s new footwear collection to celebrate its 25th anniversary this year.
Managing director Uthaiwan Theeravachirakul yesterday said the company expected to have at least one store in each province, to ensure that its brands remained close to consumers, thus maintaining customer loyalty and enhancing exposure.
Unique Trading manufactures three footwear brands - D'Arte, Maria Pia and Biosoft - and imports the Rotelli and Torresin brands from Italy. It has also been exporting under other labels for 25 years.
D'Arte targets mass consumers, while Maria Pia is fashion footwear, and Biosoft is a range of "health" shoes. Rotelli and Torresin target wealthy consumers.
Unique Trading's main current marketing thrust is upcountry, testing the market for its footwear and trying at the same time to catch the consumer's eye. It will later introduce its provincially targeted brands to the cutthroat Bangkok market.
The company now sells in leading shopping complexes and department stores in addition to its 15 shops nationwide. It also acts as an originalequipment manufacturer for supercentres like Tesco Lotus.
To maintain strong brand loyalty and widen awareness of all its brands amid the econom¬ic downturn and political turmoil, Uthaiwan said the company had to increase its efficiency in all respects, not least in manufacturing performance and the skills of its human resources.
Unique Trading is taking the opportunity of its 25th anniversary this year to arrange a special cam¬paign from late August to December. The campaign, which requires a Bt20million investment, features a "buy one get one free" offer during the final three days of each of the four months.
The company hopes the promotion will boost sales during the period 30 per cent.
Uthaiwan said the company had added leather bags to its product line, starting with bags imported from China for sale under its D'Arte brand in some of its shops. It also expects to import other lines, such as leather belts.
The company last year achieved 20percent sales growth to Bt400 million and expects the same level of growth this year. D'Arte contributes the highest sales proportion, at 40 per cent.
Twenty per cent of Unique Trading's overall sales are accounted for by exports.
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