Ambitious plan for BHPC brand
Pongsak chotitada has outlined an aggressive five-year plan for BHPC.
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A year after it relaunched the Beverly Hills Polo Club (BHPC) clothing brand in Thailand, Thesis International plans to make it one of the top five brands in premium casual apparel within the next five years.
Thesis will introduce complete new BHPC lines for women and children as well as leather accessories next year, and a cosmetics line within the next three years.Before Thesis won the distribution and marketing licence, BHPC clothing was marketed in Thailand by another independent distributor for almost 10 years without much success. "We have set an aggressive investment plan, both in terms of expanding retail network and marketing, to promote the Beverly Hills Polo Club brand in the Thai market," said Pongsak Chotitada, managing director of Thesis International. "We have already opened 21 boutique BHPC outlets, particularly at leading department stores including Central, The Mall and Robinson. The company will invest about Bt50 million next year to open more 20 boutique outlets at major department stores," said Pongsak, adding that the company would also open five stand-alone shops in shopping malls, with an average retail space of 30 square metres. Another Bt50 million will be allocated for marketing next year. Pongsak said BHPC apparel was positioned as a premium clothing brand, targeting men between 28 and 45 years old. The new clothing line for women will target the 26-40 age group. "We will introduce cosmetic products under the BHPC brand within the next three years," he said. Pongsak added that the company expected to sell Bt300 million worth of BHPC clothing and accessories next year. "We are also seeking a distribution and marketing licence for another international apparel brand, to be introduced in the Thai market sometime next year. The discussions will be concluded next week," he said. He said Thesis would spend nearly Bt100 million on opening retail outlets and marketing for the new brand. If the new brand is a success, the company expects sales of about Bt100 million in the first year. Pongsak said nearly half of its licensed apparel would be imported, and the remainder sourced locally from subcontracting manufacturers. "We plan to expand BHPC products to neighbouring markets such as Vietnam and Cambodia, for which the company also has marketing and distribution licences," he said. Kwanchai Rungfapaisarn The Nation
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