Jun 23, 2016
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Thai distributor Pacifica Group plans mass fashion retail rollout

Jun 23, 2016

Pacifica Group, the importer and distributor of fashion brands including Coach, Max Mara, Camper, Keds and American Eagle Outfitters, announced plans to increase the number of free-standing shops for its 14 brands from 80 currently to 140 over three years.

Thailand's Pacifica Group will operate up to 20 American Eagle Outfitters stores by 2019 - Aerie

The mass rollout will cost about Bt400 million(US$11.3 million), of which 60-70 per cent will be allocated to fashion brands, Opras Lavichant, chief executive of Pacifica Group, told local newspaper The Nation.

Lavichant, who has been part of the group for 14 years, said the remaining 30-40% of expenditure will go to luxury store expansion.

"We earlier this year reshuffled our operations within the group with the buy-out of all minority shares in our subsidiary Pacifica Element Co Ltd, which is in charge of the import and distribution of premium fashion products," Lavichant said.

"The move will allow me and my family 100 percent control over all subsidiaries and will be able to consolidate their operations, back-office work, and marketing to go in the same direction."

The reshuffle will help the company overcome the uncertain economic situation and the growth of the lifestyle fashion sector, he added. The Thai market is becoming increasingly competitive, while customers are seeking more alternatives.

"We will focus on store expansion and our imported mass fashion brands because of their tremendous opportunity for growth in the domestic market, both in Bangkok and many first and secondary provinces throughout the country," he said. 

The company is planning to expand its American Eagle Outfitters offering from five stores to as many as 20 outlets over the next three years.

Meanwhile, NYX cosmetics points of sale, one of the firm's fastest-growing brands, will grow from 16 to 28 stores by the end of next year.

The group is also looking for opportunities to expand outside Thailand, he said.

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