Bangkok--19 Jun--MT Multimedia
With rapid changes in fashion industry and highly competitive market environment, many Thai and international fashion brands are seeking an optimal solution to ensure the continuation of their business growth. Mudman PCL ("MM"), owner of Greyhound and Greyhound Cafe brands and a master franchisee of many global brands, has announced new strategic direction to turn around 'Greyhound Original' from only fashion brand to become a true lifestyle brand offering various products and services by exploring its strong brand equity and renown brand style over the past decades to its full potentials. It will also strengthen and regulate the fashion unit to better achieve its goal and business target, venturing into 'Licensing Business' and build on Greyhound Cafe, the proven example of successful brand leverage for further growth both regionally and Globally.
Mr. Nadim Xavier Salhani, CEO of MM, said that the company is focusing on leveraging the brand value of Greyhound to create new business opportunities through the following strategies:
Turnaround of Fashion Unit: by focusing on product development and its flagship stores, expanding popular and already profitable brand 'Smiley Hound' to a wider market target, and reducing opposing expenses by closing non-performing branches.
Remodeling: to enhance brand equity and create business opportunities. Licensing business, for example, is very popular among international brands all over the world for many years; through it is still uncommon in Thai market. With licensing concept, Greyhound will be able to unlock its brand value to capture the new opportunities. MM is working with 2-3 partners for licensing business which will be finalized by this year.
Lifestyle brand: Greyhound will explore its brand property, venturing into new direction to capture new trendy lifestyle market e.g. the latest product 'GH Life Juice' the cold-pressed juices developed to respond to the new trendy lifestyle of 'Health Conscious' consumers. Now available at all Greyhound Cafe and Au Bon Pain branches.
Robust International Growth of Greyhound Cafe: With the continued success of Greyhound Cafe, MM is taking the business to the new level by expanding more branches in Malaysia and Singapore this coming year plus expanding to new cities across Asia like Jarkata by the 4th quarter of 2017. And even bigger leap to European territory by opening its first showcase flagship store in London at the end of this year.
"We truly believe that this new strategic move of Greyhound will get positive feedback from our existing customers and attract newcomers to experience the unique concept of Greyhound brand. With solid experience in creativity and business development, we are confident that we can also join hands and collaborate with strategic partners to create many more new and interesting concepts and ideas, reflecting in strong sustainable growth for stakeholders" Mr. Salhani said.