GERMAN LEADING STATIONERY BRAND DRAWS UP GLOBAL EXPORT PLANS IN THAILAND - STAEDTLER LAUNCHES NEW MANUFACTURING PLANT WITH THB 80 MILLION EXPANSIONBusiness Press Releases Monday February 27, 2017 09:07
STAEDTLER, one of the world's leading manufacturers and suppliers of writing, colouring, drawing and creative products is set to draw bigger profits and become a stationery leader in Thailand with a recently completed THB 80 million renovation and expansion project at one of its two manufacturing sites in Bangkok.
STAEDTLER Thailand operates two factories in the kingdom: STAEDTLER Manufacturing (Thailand) Ltd. (established 1989) which manufactures ball point pens, erasers, and rulers and is located in Bangkok's Lad Krabang district and Siam Pencil Co., Ltd. (established in 2001) which manufactures graphite and coloured pencils and is located in Nong Chok district.
The expansion is part of the plans drawn up to boost the reach of STAEDTLER into existing, new and emerging markets in the Asia-Pacific region and beyond, as Markus Handfest, Managing Director of STAEDTLER Thailand explains.
"We want to increase sales within Thailand and also export STAEDTLER worldwide from Thailand. With the combination of our high German quality and recent innovative refurbishment which includes energy efficient and eco-friendly machineries, we will continue to grow. Beside that we also have more flexibility to meet the needs and expectations of the Thai and other Asian consumers at the best."
"STAEDTLER Thailand exports to more than 60 countries and within the APAC region, serves Malaysia, Indonesia, Vietnam, Myanmar, Cambodia, Hong Kong, Singapore, South Korea, and Japan as well as Australia and New Zealand. We see STAEDTLER Thailand as the main pillar of our Asian business. Thailand is a hub for this region and we are excited to see how the picture of production and sales develops in the near future."
The STAEDTLER brand has been a well-known name for over 180 years and is well-regarded globally for its high quality and fine production standards, exporting to over 150 countries. STAEDTLER Thailand is adding its signature to this legacy with a strategy for STAEDTLER to be the top stationery manufacturer in the Kingdom. With pencils, erasers and fineliners being the top 3 best-selling STAEDTLER products and a total sales turnover in Thailand of THB 830 million in 2016, Thailand's year-on-year growth is around 5%.
Mr. Handfest added that STAEDTLER Thailand's marketing strategy for the next years will be to strengthen the school business. While the stationery market in Thailand is very competitive, he is confident that the region's interest and trust in STAEDTLER's high quality brand products will keep growing.
Dr. Konstantin Czeschka, Chief Technical Officer at the STAEDTLER Group pointed out that STAEDTLER continues to integrate with the ever-evolving digital marketplace. Inventiveness has always been part of tradition at what is one of German's oldest industrial companies. With innovative technologies STAEDTLER continuously succeeds to design more and more efficient production techniques and to enlarge the lifecycle as well as the consumer benefits of its products.
The relevance for creative, analogue tools remains high even in a more and more digital world. One indicator is for example the worldwide adult colouring trend where colouring books for adults have seen a surge in popularity, prompting high demand for coloured pencils and felt tip pens produced by STAEDTLER. In 2015 and 2016 the STAEDTLER Group, which was founded in 1835, recorded its best years of the history. One unexpected revenue driver was the global adult colouring phenomenon.
But Dr. Konstantin Czeschka does not put this down to the trend alone. "Adult colouring is a key driver for our sales. Consumers have bought more art supplies over the last few years in general and in this age of digitization, that really is remarkable. We are convinced that analogue technologies, such as writing, drawing and crafting play a necessary and complementary role in the digital world as they build a foundation for human development".
A decade ago, STAEDTLER signed an international social charter to protect the human rights and declare social responsibility for its employees. This in-built corporate commitment is essential to running operations in Thailand according to Jutta Winkelsträter, Head of STAEDTLER Group Human Resources.
"STAEDTLER owes its success in part to the skilled and hardworking individuals who make up our strong corporate teams. In Thailand, the principals of social justice with fair pay and employment welfare are just as set in stone and as a Group we are audited on our performance both internally and externally. As we expand, our employees are and always have been part of that success."
Latest Press Release
From now to April 2, 2017, the international footwear manufacturer, Bata, is hosting a unique lucky draw with exciting prizes awaiting the fortunate winners. All Bata Club members that make a purchase of THB 2,000 or more in this timeframe have the...
NESCAFÉ RTD by Nestle (Thai) Ltd., the leader in food and beverages that enhance quality of life and contribute to a healthier future, is moving forward to gain more share in the market for ready-to-drink (RTD) coffee with new NESCAFÉ...
Coffee has become a part of everyday working life. How fantastic it would be for health-conscious coffee lovers to fully enjoy and not have to worry about drinking coffee. Nestle (Thai) Ltd. introduces NESCAFÉ "Black Ice" Ready-to-Drink Coffee...
Nestle is moving forward in the breakfast market by launching a major campaign for 2017 called the "Nestle Warm Up Thailand Campaign." It encourages Thais to start each new day in a positive way with three warm-up strategies: Warm up with proper...
MILO, the world's top-selling chocolate malt beverage and market leader, introduces its latest innovation, the "MILO Champ Squad," which consists of the "MILO Champ Band" and the "MILO Champion Application." The MILO Champ Band works efficiently with a...