Elle distributor eyes Laos, Vietnam and Burma

ICC International, Saha Group's manufacturing and trading arm, has joined with Top Brands Hong Kong Co to sell Elle brand watches and jewellery in Laos, Vietnam and Burma.

Top Brands Hong Kong is the sole holder of the right to sell the France-based Elle brand worldwide. ICC International has been its distributor for 18 years, via an overseas agent.

The new direct ties between the two firms started this year. The contract will be renewed every three years, compared with six years previously. Ramida Russell Maneesatiean, ICC International's executive director and vice president, said dealing directly with the licence holder would accelerate business expansion. Most important, the company will gain a higher margin of more than 10 per cent.

Top Brands Hong Kong will work more closely with the company to expand its business into the three countries, providing consulting services and sharing marketing costs.

Thailand is considered a strategic market in the region because it is a shopping destination for people in neighbouring nations. Business opportunities will grow when the Asean Economic Community takes effect in 2015, resulting in faster movement of people across the region. Ramida said the firm would look for strong local partners overseas. In April, ICC will open its Elle flagship store at CentralWorld with retail space of 180 square metres, costing Bt10 million.

In addition to Elle watches and jewellery, ICC sells clothes, glasses, shoes, bags and other items at more than 1,000 selling points. Sales of Elle products contributed about Bt1 billion to the total sales last year. This year, it expects sales to grow 30 per cent.

Elle's marketing budget this year is Bt100 million.