Karmarts Public Company Limited (KARMART) operates core businesses in the fields of import, manufacturing and distribution of cosmetics and consumer products on an international scale under the concept ‘Unique Beauty Solution’. The determination to become the brand that can respond to all beauty needs of the women motivates the company to invent new product innovations that have distinct uniqueness and can respond to all demands of the modern women. Key products can be generally segregated into two groups:
solely distributed by KARMART within Thailand territory
Domestic house brands
whose trademark rights belong with KARMART
Domestic house brands whose trademark rights belong with KARMART. For the latter, the company plans and executes the concept and development of each brand through multinational product development teams across Thailand and abroad, effectively tapping on the teams’ solid understanding in global trends and consumer behavior. This facilitates consistent creation of new innovative products which meet the imminent needs of target markets across Asia. The primary objective of the business lies in the conception of new products which deliver aesthetic appeal and unique beauty solution to customers, thereby allowing mass consumers to enjoy shopping for each and every category of beauty products to satisfy their customized needs. Underlying the primary objective is KARMART’s promise to deliver high quality products produced across the globe at reasonable prices affordable to all.
Product development and sourcing are divided into two parts which are (i) finished goods that are developed and imported from abroad, manufactured by world-class factory that is widely accepted by various leading cosmetic brands, and (ii) semi-finished goods that are not fully assembled and are imported to Thailand to complete or separate packing process. Following excellent market responses from consumers in the past years, the company has since dedicated resources to the expansion of manufacturing factory locally to reduce the cost of international imports. This enabled the company to better control production capacity to respond to the growing demands in the market.
Apart from this, the company is also the sole distributor for international brands within Thailand territory such as Boya etc.
In terms of distribution channels, the company maintains an extensive distribution network nationwide encompassing both wholesale and retail sales, e.g. local cosmetic store, supermarket, pharmacy etc. Modern trade channels also constitute a strong arm in distribution and strategic collaborations have been established with various channels. Additionally, KARMART operates the largest cosmetic franchise system in Thailand under the trade name “KARMARTS” and retails an enchanting variety of beauty products marketed under various house brands of the company, all of which are managed centrally to exhibit consistent brand image, style and layout and implement centralized operating systems to meet the needs of consumers.