Adastria Group Launches GLOBAL WORK in Thailand, Aims for Regional Hub

Brickinfo News Agency – Adastria Group, the Japanese fashion conglomerate known for brands like niko and…, has officially launched its GLOBAL WORK brand in Thailand. The first store, located on the second floor of The Mall Lifestore Ngamwongwan, targets families and working adults. The move reflects Adastria’s assessment of Thailand’s potential as a regional fashion hub for its Southeast Asian expansion.

Established in 1994, GLOBAL WORK offers a range of apparel under the concept of “Good Feeling Wear,” focusing on quality at accessible price points. The brand currently operates 221 stores in Japan and 22 international locations, including its latest in Thailand. The introduction of GLOBAL WORK aims to broaden choices for consumers seeking diverse and quality fashion items.

Mr. Sekimori Kazushi, Managing Director of Adastria Thailand, stated that the company is actively pursuing expansion within ASEAN countries and is evaluating other subsidiary brands. With offices in Thailand and the Philippines, Adastria Group chose Thailand as the initial market for both GLOBAL WORK and niko and… due to its portfolio of over 50 brands, many of which are considered to have market potential in the country.

“One reason for choosing Thailand is its geographical characteristics, which enable it to become a hub for this region,” Mr. Sekimori said. He further noted that Thailand’s fashion taste and suitable infrastructure position it as a central point for expansion into other countries. Data gathered from the Thai fashion market will be adapted to suit the preferences of target customer groups in other nations. GLOBAL WORK is currently the top-selling brand among Adastria Group’s subsidiaries.

GLOBAL WORK’s target demographic spans ages 20-40, with additional segments for teenagers (16-19) and children (3-15). The customer base is segmented by gender, with 58% being women, 28% men, and 14% children. The brand positions itself in the mid-to-high price range, with T-shirts priced between 590-1,490 baht, while shirts, jackets, skirts, and pants range from 1,290-2,990 baht. Accessories, bags, and children’s items are priced from 290-1,990 baht.

Mr. Ota Satoru, Adastria Executive Officer, GLOBAL WORK Division, commented on the high interest in fashion goods among Thai consumers compared to other countries in the region, expressing confidence that the company’s products align with the Thai lifestyle. Pricing is benchmarked against Japanese prices and competitors in the local market to ensure competitiveness. Despite the competitive nature of Thailand’s fashion industry, the company maintains confidence in its product quality and design to meet consumer demands.

Regarding the store’s location, Mr. Ota Satoru explained, “The selection of The Mall Lifestore Ngamwongwan, 2nd floor, for GLOBAL WORK’s first branch was based on the brand’s target audience of families, including both adults and children, as the area is well-suited for this customer base.”