Samsonite (Thailand) plans to double annual sales to 2 billion baht over the next five years with various business strategies aimed at benefiting from the Asean Economic Community due to kick off late next year.
Samsonite International non-executive chairman Timothy Parker (right) and chief executive Ramesh Tainwala (centre) show off new Samsonite luggage with Samsonite (Thailand) country head Lida Chessadatawornwong.
The goal is in line with Samsonite's global policy of doubling worldwide annual sales in the same period from the current US$2.4 billion.
Country head Lida Chessadatawornwong said Thai sales were expected to reach 2 billion baht by 2019, up from an estimated 900 million this year.
Demand for luggage increases each year due to growth of the middle class and the boom in low-cost carriers.
The company plans to achieve its goal by continuously investing in marketing, developing new distribution channels, refreshing the Samsonite brand and adding new luggage lines and related products next year.
In July, the company kicked off its American Tourister luggage line and High Sierra outdoor backpacks via e-commerce.
On Friday, it will start offering American Tourister via TV home shopping channels to reach a wider customer base upcountry.
The products may be available via direct sales channels in the near future.
Next year, the company plans to open more points of sale for American Tourister, refresh the Samsonite brand image and renovate 63 Samsonite points of sale.
The company has earmarked 80 million baht to complete the renovation of points of sale over the next three years.
Samsonite has many brands under its umbrella including Hartmann, a US luxury luggage brand, High Sierra outdoor backpacks and Lipault women's luggage.
The Hartmann and Lipault brands will be available in Thailand next year.
Ramesh Tainwala, chief executive of parent company Samsonite International, said many people used no-brand or cheap luggage made in China.
"Our real challenge is to convince these people who buy cheap luggage to pay a little more, maybe 10% or 100 baht more, to get a good brand like American Tourister," he said.
Timothy Parker, non-executive chairman of Samsonite International, said the company's suitcase business was growing as more people travelled around the world.