Star fashion's health range

Excluding Fitflop sales, the company expected sales this year to reach Bt1 billion, on par with last year, Star Fashion's managing director Vitoon Tatiyamaneekul said.

He said Fitflop shoes are designed to prevent muscle soreness and expects sales to total around Bt50 million.

"Despite consumers' lower purchasing power, Fitflop should get a good response from the healthy-lifestyle sector. It is not aimed at being a fashionable product," he said, adding that the footwear was certified by the American Podiatric Medical Association.

Vitoon said Fitflop sales next year should increase thanks to a new design collection being planned. Prices range between Bt2,990 and Bt3,590.

Star Fashion sells footwear products through leading hospitals, drugstores, Zen and Central Department Stores.

The company expects to expand its distribution channel to fitness centres in the near future.

Vitoon said the company has set a Bt3-million marketing budget for Fitflop shoes. Of this amount, Bt2 million has been allocated for the grand opening and the rest is for roadshows to inform prospective customers.

Fitflop is the eighth brand imported by Star Fashion.

Vitoon said its existing brands had generated stable sales-revenue growth, allowing the company to organise more activities and offer discounts.

However, this has trimmed the company's margins by nearly 15 per cent.

He said the company also plans to import Timbuk2 brand laptop bags in the third quarter.

The company also exports its Hazard clothing brand to neighbouring countries, accounting for 10 per cent of its total revenue.

"The company is in talks with possible partners to enter more markets in Asia," Vitoon said.