Thai Retailer Invests Heavily to Revitalize Struggling 'Berwick' Brand

Thai retailer TP Refinement has announced a significant strategic shift to revitalize its struggling 'Berwick' brand. The company plans to invest intensively in its seven existing Berwick stores. Furthermore, TP Refinement aims to expand its own brand (Own Brand) offerings nationwide, targeting a revenue goal of 400 million baht within the next two years. This move is seen as an effort to bolster the company's position in Thailand's increasingly competitive retail market. The Berwick brand has reportedly faced declining sales in recent years due to changing consumer preferences and the rise of competing brands. TP Refinement's investment is expected to focus on store renovations, product line reviews, and enhanced marketing strategies to restore brand image and broaden its customer base. The strengthening of its own brands is part of a strategy to improve profit margins and differentiate itself in the market, indicating a future focus area for TP Refinement.