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 LimitedQ3 2026 retail sales have begun to recover, driven by new lingerie and non-lingerie collections well received by consumers.
