SET-listed Robinson Department Store Plc (ROBINS) has earmarked 1.45 billion baht to increase the number of international brands in its portfolio over the next three years.
Robinson has bought the distribution rights to Payless ShoeSource, a US family shoe brand, from Thailand's Central Marketing Group and six Payless branches are now run by Robinson at its branches including Megabangna, Fashion Island, Seacon Square, Phuket, Chiang Mai and Hat Yai.
The company has also secured the distribution rights for Claire's fashion and accessories, and the Babyshop brand. It has also bought the rights from Yves Rocher (Thailand), the famous beauty brand from France, to operate Yves Rocher shops at all Robinson Lifestyle Centres in the provinces.
The three brands will be available only at Robinson branches nationwide, while beauty products under Yves Rocher will be sold only at its upcountry stores.
"The strategy is aimed at strengthening Robinson and differentiating our business from competitors," said Alan George Thomson, the company president.
Last week, Robinson opened the first three branches of Claire's and plans to open the first two Babyshop outlets this year.
Yves Rocher shops in Bangkok are run by Yves Rocher (Thailand), but in provincial locations they will be under Robinson, he said.
A new division has been set up to supervise international brands, leading the company to have four divisions that also include department stores, lifestyle plazas and Vietnam operations.
The expansion will ensure the company meets sales growth of 15%, up from the 23.9 billion baht fetched in 2014.
The four international brands will be a new key growth driver, generating 1.3 billion baht in sales to Robinson Department store over the next three years.
To accelerate the brands in the market, Mr Thomson said that the number of Payless ShoeSource and Claire's stores would each be increased to 60, with 20 Yves Rocher outlets and nine Babyshop stores over the next three years.
ROBINS shares closed yesterday on the SET at 47.50 baht, up 50 satang, in trade worth 28.3 million baht.