Traditional Trade

The Traditional Trade channel remains a vital distribution network that relies on intermediaries to deliver products to consumers. While Modern Trade outlets have expanded nationwide, local Traditional Trade businesses continue to play a crucial role in driving sales. This channel ensures extensive market penetration, reaching customers in all regions through both large-scale and small-scale retailers. Currently, the Company has built an extensive network of authorized distributors and retail partners across the country, ensuring wide product accessibility and sustained business growth.

1. Beauty stores focus primarily on the sale of beauty and personal care products (Beauty & Personal Care), with cosmetics, skincare, and body care products accounting for more than 60% of total products in-store. These are traditional retail stores that have grown from community demand and specialized expertise in beauty.
2. Local supermarkets are community-level modern trade retailers operated by local entrepreneurs. Their store format and management are similar to general supermarkets but are appropriately sized for provincial, district, or community locations. They offer a wide range of fast-moving consumer goods (FMCG), including daily necessities, dry food, beverages, household products, as well as beauty and personal care products, enabling one-stop shopping for local consumers. Typically, local supermarkets have a strong base of regular customers from nearby communities. They are flexible in product selection and promotional activities based on local demand and play an important role in distributing products to regional consumers through accessible and well-covered retail networks.
3. Minimarts are small - to medium-sized retail stores with characteristics similar to convenience stores.
4. Drug Stores are traditional wholesale and retail pharmacies operated by licensed pharmacists or authorized sellers. In addition to pharmaceutical products, they also offer health and beauty products, with beauty products accounting for approximately 20–40% of total products. These stores are typically small- to medium-sized and are located in community areas, condominiums, residential areas, or near hospitals.
5. Online stores purchase products for resale through their own websites or e-commerce platforms, such as websites, landing pages, or social commerce channels. These operators are typically small-scale sellers or SMEs, rather than large marketplace platforms.
6. Live Streaming Sellers have grown rapidly, particularly in the Beauty & Personal Care category. Products are sold via live streaming on platforms such as Facebook Live and TikTok, typically focusing on affordable products to enable quick sales. Sellers often use strategies such as low-priced items or giveaways to attract viewers and increase engagement during live sessions. Some sellers purchase products for their own inventory, while others sell first and then place orders after confirming sales. Sales are driven through frequent live streaming sessions to accelerate sales volume.
7. Specialty stores include channels such as hospitals, hotels, and industrial factories. These outlets distribute products for internal use within their organizations.

Additionally, cash van distribution plays a crucial role in expanding market reach by delivering small-sized products directly to local communities, traditional mom-and-pop stores, small-scale supermarkets, and community shops across various districts and sub-districts. This strategy effectively broadens consumer access in rural and suburban areas, strengthening brand recognition through word-of-mouth marketing and fostering consumer trust.

In 2025, the Company remains dedicated to expanding its distributor network across various regions to enhance product distribution to local community stores. With a goal to increase the number of distributors and community retailers, the Company is focused on driving growth within the mass market segment, particularly in the Personal Care category. This initiative aims to ensure that the Company’s products are widely accessible, meeting the diverse needs of all consumer groups.

Export

Thai brands are experiencing growing popularity and demand in international markets, driven by several key factors. These include high product quality, outstanding innovation, modern product design, diverse offerings, and competitive pricing. These elements have significantly contributed to the increasing recognition of the Company’s house brands, expanding their presence and appeal on a global scale.

In additional, Karmarts has partnered with significant distributors in various countries to establish a structured marketing strategy across both online and offline channels. The Company actively conducts ongoing marketing campaigns in each country to enhance brand credibility, increase product awareness, and strengthen its presence in target markets.

Currently, Karmarts' products are distributed in over 30 countries worldwide, receiving an overwhelmingly positive response from consumers. The Company prioritizes expanding its distribution channels, ensuring greater accessibility for consumers and comprehensive coverage across key sales channels in each market. The focus remains on:

• Modern Trade Channels: Distribution through modern trade retailers such as Watsons, Seven-Eleven, Guardian, Family Mart, Robinsons Retail, Poya, Cosmed, and Donki.
• Traditional Trade Channels: Distribution through authorized distributors and local retail stores.
• Online Channels: Distribution through online platforms such as Shopee, Lazada, Amazon, and TikTok.

In 2025, the Company recorded strong and continuous sales growth in Asian markets, particularly in Vietnam, the Philippines, Indonesia, and Japan. In addition, the Company achieved increased sales in South Asian markets, including India and Bangladesh, and has begun expanding into new markets such as the United States and Canada.

Moving forward, the Company remains committed to developing products that align with global consumer needs while strategically expanding into new international markets to enhance brand presence and drive sustainable growth.