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RETAILING
PORNNALAT PRACHYAKORN
Presenters show off The Loft's renovated stationery section yesterday. |
The local operator of Loft specialty stores has delayed its plan to open two new stores this year due to delays in securing locations and political insecurity, according to a company executive.
Mayuree Chaipromprasith, an executive of BIHC Trading, said the company was waiting for a decision from the Loft in Japan on potential locations of the two new stores, which were expected to be in downtown Bangkok.
''It has nothing to do with the economic slowdown or high oil prices. We just have to wait for the (political) situation to become more stable. We hope our plan will be finalised by the year-end,'' she said.
Initially, the company planned to add two new Loft outlets sized from 800 to 1,000 square metres in the second half of this year. The Loft now has only one outlet, located on the third floor of Siam Discovery, which has been operating for almost 12 years.
The company recently renovated its stationery section by adding more variety and changing the way the products were categorised to focus more on colour. It also expanded the section to cover 30% of the total space of 1,200 sq m, up from 20% previously. The improvement is expected to increase stationery sales by 30% in the second half.
''We improved the stationery section because we saw rising sales since our major renovation last August. We then decided to add computer-related accessories to draw a wider group of customers,'' said Suwipha Wannamanomai, senior manager for merchandising and marketing.
Both executives said sales at the Loft had not been affected by the poor economy as its customer spending had risen to 600 baht per bill, up from 400-500 baht last year, thanks to continual promotions and marketing.
It enjoyed 30% sales growth in the first six months and is confident it will generate the same growth in the second half.
The company aims to focus more on its existing 18,000 members in the second half through aggressive promotions and activities with a marketing budget of 30 million baht. It aims to increase its customer base by 50% to 35,000 with expected sales growth of 25% this year.
Last year, the company earned 250 million baht, a 20% increase.
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