Sabina Public Company Limited

Duangdao Mahanavanont, Chief Executive Officer of Sabina Public Company Limited, or SABINA, disclosed that sales in the third quarter of 2026, from July through the present, have begun to recover in the retail channel, which is the main channel with the largest share of sales, covering both sales through Sabina shops and Sabina counters in department stores. She expects the key factor to be the launch of new product collections across both the lingerie and non-lingerie groups, which have been well received by consumers. Earlier, SABINA reported second-quarter 2026 results showing that the retail channel, which accounts for 56% of revenue, saw sales fall 9.4% compared with the same period a year earlier, while the no-store retail channel, or NSR, which accounts for 35%, saw sales drop 13.5%, and the original equipment manufacturing channel, or OEM, which accounts for 9%, saw sales rise 1.5%. Duangdao said the return of sales in the retail channel in the third quarter is starting to be a clearer positive signal, even though overall purchasing power may be lower because of household debt problems and the shift into an ageing society. The company will turn these obstacles into opportunities by offering good-quality products at prices that are not too high, while managing costs efficiently in both sourcing and raw material cost management, and she is confident it can maintain profitability, especially the net profit margin, or NPM, this year in line with the target set. In dealing with Chinese goods in the online channel, SABINA is focusing on research and development of new innovations such as SMART STRETCH lingerie, and stated that it has not been significantly affected by online platforms raising their gross profit, or GP, fees, because it is one of the leading brands in the online market and still maintains good margins from the platforms. As for its strategy going forward, it will add new product lines, especially activewear in line with the exercise trend, such as HYROX competitions and running, which is expanding the non-lingerie product portfolio, and it is expected to rise to 5% of the total portfolio this year in line with the target.

Sabina Public Company Limited, or SABINA, has launched a new underwear collection called SMART STRETCH, featuring special Ultra Stretch fabric that expands with the body and recovers well without sagging, to reduce traditional size limitations. Ms. Picha Thanalongkorn, Chief Marketing Officer, said this innovation meets the needs of women whose body size changes due to menstrual cycles, weight, or age, and helps reduce concerns when buying online or as a gift. The collection includes bras, panties, and outerwear tops, available in two sizes: free size and extra free size. Bras start at 690 baht and panties start at 250 baht. The collection is now available at TikTok Shop and all Sabina Shop branches, while the website sabina.co.th will begin sales on 1 September 2026.

Sabina Public Company Limited reported a first-half net profit for 2026 of 203.2 million baht, up 0.03% from the same period last year, with a net profit margin of 13.2%, reflecting profitability from efficient cost management. The board approved an interim dividend of 0.58 baht per share, equal to 100% of net profit. The record date for shareholders entitled to receive the dividend is 25 August 2026, and payment will be made on 9 September 2026. First-half total revenue was 1,535.9 million baht, down 9.3%, while second-quarter revenue was 766.7 million baht, down 9.6%, and net profit was 100.2 million baht, down 0.3%. The chief executive officer said purchasing power is expected to improve in the second half, and the company plans to continue launching new products across both its lingerie and non-lingerie categories.

Sabina Public Company Limited, or SABINA, is adjusting its strategy in response to low economic growth, shifting its main goal from driving sales to preserving profitability through efficient cost management and margin improvement. Chief Executive Officer Duangdao Mahanavanont said that in the second half of this year, especially the fourth quarter which is the festive season, the company plans to stimulate purchasing power by continuously launching new products, both in the lingerie and non-innerwear segments. The non-innerwear portfolio has significantly increased its share and delivers good margins, as the company employs a customer-centric product development strategy. In addition, SABINA plans to collaborate with various brands, including Thai brands, to expand into international markets and become a regional brand, while also leveraging AI to enhance cost management efficiency and customized production, in order to sustain profit growth in line with targets.