Underwear producer Sabina lowers revenue target

CEO Bunchai Punturaumporn yesterday said his company expected local sales this quarter to be sluggish amid the political turmoil.

Sabina recorded a first-half net profit of Bt103 million on revenue of Bt941 billion.

The company expects a better net margin for full-year results by shifting its international focus from the US to Europe.

"Now Sabina's exports are focused on the UK and France, representing about 50 per cent of our total sales," he said.

The company has suffered no ill effects from the US financial crisis, he said. Although the UK and French markets were shaken by the US financial crisis, this will not undermine Sabina's exports, because its products for those markets are in the high-end segment, with less competition from rivals like China.

Sabina has reduced its production of underwear for the US market from 40 per cent of total sales to 5 per cent.

The company has returned its focus to the domestic market over the past few years, especially after the baht began appreciating against the US dollar, in order to avoid foreign-exchange losses.

Sabina yesterday also launched its marketing campaign under the theme of "Sabine Save the World" to promote its new collection for preteens aged 6-12. Sabine is its brand for that segment, and it expects to boost sales in it by Bt50 million.