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Trisula looks to expand access to domestic market
Fancy pants: PT Trisula International president director Lisa Tjahjadi (center) and retailer director Rudolf Simarmata (second right) smile during the launch of The Worx Smart Pants in Jakarta on Wednesday
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span class="inline inline-center">Fancy pants: PT Trisula International president director Lisa Tjahjadi (center) and retailer director Rudolf Simarmata (second right) smile during the launch of The Worx Smart Pants in Jakarta on Wednesday. The pants are designed for workers who want to look both formal and stylish. JP/Ricky Yudhistira
Garment manufacturer and fashion retailer Trisula International says it is looking to enhance its domestic presence, hoping to tap opportunities in Indonesia's promising consumer market.
The publicly listed firm's president director, Lisa Tjahjadi, said that despite the significant burden of currency depreciation upon Trisula's financial performance last year, her company would boost domestic sales to increase revenue rather than rely on already enormous exports.
'Last year, domestic sales accounted for around 20 percent of our total revenue. This year we are aiming to increase that contribution to around 25 percent of our total revenue,' Lisa announced on Wednesday.
'That does not mean we are planning to reduce exports. What we are going to do is increase our sales in the local market. We see there is a huge opportunity to expand in our own country,' she added.
Trisula exports its products to Australia, Europe, Japan, Malaysia, Singapore, South Korea and the US.
Lisa said that Trisula registered around Rp 750 billion (US$60.06 million) in sales last year, about 12 percent more than the Rp 670.29 billion the company booked in 2013. This year, she said that Trisula aimed at registering around 15 percent growth in its top line.
Among the strategies that will be used, Lisa said, included boosting domestic expansion, raising customer brand-awareness, increasing online sales and adjusting the company's selling prices by around 8 percent.
The company, she said, had allocated between Rp 10 billion and Rp 15 billion for promotion, domestic marketing and brand-development this year.
She added that Trisula was aiming to open 33 new stores to supplement its existing 297 outlets.
The company has also launched The WORX® Smart Pants, a spin-off of the company's formal men's clothing line, JOBB, as part of a strategy to access the country's growing middle-class market.
'The new line will target the country's middle class, given the significant growth in middle-class population, most of whom are active workers,' Lisa explained.
'Sales of JOBB rose by 22 percent throughout 2014, motivating us to focus on expanding the brand.'
The company currently has five main apparel brands: JOBB, Jack Nicklaus, UniAsia, Man Club, and G2000.
The company has yet to announce its official full-year 2014 financial report, and Lisa declined to disclose its net profit.
According to its nine-months result last year, however, the company saw profit fall by 21.65 percent year-on-year to Rp 16.65 billion.
Lisa attributed the slumping profit to the depreciation of the rupiah, which affected the company's bottom line due to the reliance on imported materials for garment production. Imports account for around 70 percent of the total material the company processes.
Lisa added that the company would also remain focused on developing auto-machine technology, having dedicated $1 million this year to the effort.
The company began pursuing automation two years ago. Automation which is expected to help the company cut labor costs.
By the end of 2013, Trisula's garment-production capacity stood at 4.83 million units, all produced in three garment factories in Bandung, West Java.
'JP/Anggi M. Lubis
