Japanese baby products firm Ficelle makes full-scale Thai debut

Japanese baby products retailer Ficelle has launched its first outlet in Thailand.

In partnership with distributor K-AG Kin All Gen, it has opened a store in Bangkok’s Central Embassy shopping mall. This follows a six-month trial of online sales in Thailand last year, which raked in THB5 million (US$155,000).

Ficelle offers a range of brands, including Japan’s 10mois, with such items as baby and maternity clothes, sleeping vests, bibs and portable chairs.

K-AG Kin All Gen executive director Lukkana Jaovisidha says the luxury goods market in Thailand, particularly babycare products, is expected to grow. The trend of having fewer children means parents are likely to spend more on infant apparel and baby accessories per child.

Nearly a third of customers are expected to be expatriates in Thailand.

Two more stores are planned for Bangkok this year, including a flagship in a Takashimaya department store. The partners hope to have five shops in Thailand by 2020.

Ficelle has also just opened an outlet in Singapore following product launches in Hong Kong, South Korea and Taiwan.