Bangkok, Thailand – Brother Commercial (Thailand) Limited, a prominent player in the global printing and technology solutions market, today announced a landmark achievement, concluding its fiscal year 2024 with unprecedented sales figures and a growth rate nearly double the overall Thai IT market average. Buoyed by this record-breaking performance, the company unveiled its strategic vision for 2025, themed ‘Transforming for a Sustainable Future’. This forward-looking plan prioritises the advancement of products incorporating smart technology and user-centric design, enhancing services for both consumer (B2C) and business (B2B) segments, and deepening its commitment to societal and environmental well-being for long-term sustainable growth.
Brother Thailand’s remarkable 2024 performance stands out significantly against a backdrop of dynamic market shifts and persistent economic headwinds. While the overall IT market in Thailand demonstrated healthy growth of 5.8%, driven by the nation’s accelerating digital transformation as reported by Gartner, Brother surged ahead with an impressive 9% growth rate. This achievement not only marked the company’s highest-ever total sales revenue in Thailand but also underscored its successful penetration into new customer demographics across its diverse product portfolio. This success spans all seven of Brother’s core product categories: printers, scanners, label printers, embroidery sewing machines, audio equipment and peripherals (under the BMB brand), digital textile printers, and high-resolution UV inkjet digital label printers (under the Domino brand).
Mr. Teerawut Supapunpinyo, Managing Director of Brother Commercial (Thailand) Limited, elaborated on this success, stating, “Brother continues to drive robust growth despite evolving market conditions and changing consumer behaviours, including a noticeable shift towards paperless practices and ongoing economic challenges Amidst this transition, Brother achieved an impressive 9% growth, nearly double the market average, and reached its highest-ever total sales, a testament to our ability to expand into new customer segments across all seven product categories.”
He further emphasized the company’s forward direction: “Looking ahead to 2025, Brother will focus on refining its strategies to align with market shifts and technological advancements, with the aim of enhancing competitiveness. This includes product development that marries contemporary design with smart functionality, tailored to today’s digital lifestyles. We remain steadfast in our vision to be a leader across all business categories, committed to delivering value to all stakeholders in line with our ‘At Your Side’ philosophy.”
Building on the momentum of 2024, Brother’s 2025 strategy, ‘Transforming for a Sustainable Future,’ signals a clear focus on innovation and market adaptation. The core of this strategy lies in developing products that resonate with modern consumer lifestyles – blending sleek, contemporary aesthetics with intelligent features and intuitive functionality. Simultaneously, the company aims to strengthen its foothold in the crucial B2B sector, ensuring its solutions meet the complex demands of businesses. This involves a strategic expansion and refinement of offerings across its established seven product pillars, ensuring comprehensive market coverage.
Mr. Kittipong Kanokvilairat, General Manager of Sales and Marketing at Brother Commercial (Thailand) Limited, provided insight into the 2025 market approach. “What sets Brother apart is the diversity of our product range, which spans numerous business sectors and caters to a broad spectrum of consumers. This product variety gives us confidence that continued growth is achievable, even as Thailand’s economy faces ongoing challenges from both domestic and global factors.” Despite these challenges, Mr. Kittipong highlighted significant opportunities driven by consumer and private sector purchasing power, particularly within key industries like Small and Medium Enterprises (SMEs), retail and wholesale, healthcare, education, manufacturing, and through anticipated government stimulus initiatives.
To capitalize on these opportunities, Brother is launching its comprehensive ‘Brother All’ strategy for 2025. This initiative signifies a concerted push across the company’s entire product suite – printers, scanners, label printers, embroidery sewing machines, BMB audio systems, digital textile printers, and Domino high-resolution UV inkjet digital label printers. “This strategy is designed to serve every user group, with a clear goal to achieve business growth of no less than 7% this year,” stated Mr. Kittipong.
This growth ambition is supported by Brother’s established market leadership. In the previous year, the company successfully maintained the number one position in several key product categories within its Printing Business Division, including monochrome laser printers (45% market share), monochrome laser multi-function printers (55%), colour laser printers (51%), and colour laser multi-function printers (45%). Furthermore, Brother celebrated its 17th consecutive year as the global leader in A3 inkjet printers. Within its Business Expansion Division, Brother also secured the top spot for embroidery sewing machines targeted at SMEs, home sewing machines, P-touch label printers, and Direct-to-Garment (DTG) digital textile printers (GTX series).
Complementing its product strategy, Brother is refining its sales and communication tactics for 2025. A central focus is the integration of all products across every distribution channel to foster channel synergy, aiming for a fully realised omnichannel experience. The objective is to create a seamless connection between offline and online platforms, ensuring a frictionless journey for every customer. This involves a robust multi-platform communication strategy leveraging social media channels such as Facebook, Instagram, YouTube, TikTok, LINE OA, and X. This digital push will be amplified by sophisticated SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies, alongside targeted lead generation campaigns to maximize audience reach.
Brand visibility will be further enhanced through strategic use of Out-of-Home (OOH) media and digital signage. Significantly, 2025 will also witness the launch of Brother’s dedicated e-commerce platform and a customer loyalty programme, designed to facilitate more personalised engagement and maximise satisfaction, reinforcing the core ‘At Your Side’ philosophy. “We are not only standing beside our customers—we are moving forward together with every business, with confidence and a commitment to sustainable success,” Mr. Kittipong added.
Brother’s commitment extends deeply into its after-sales service, which has undergone significant strategic enhancement between 2022 and 2024. Ms. Rassiyakorn Tanthavanich, General Manager of Customer Service, explained the evolution: “This began with the 4C strategy—Customer, Channel, Convenience, and Community—which prioritised customer ease, expanded service channels, and strengthened user community engagement. The strategy then evolved into S5, focusing on Standard, Satisfaction, Superior Services, System, and Sustainability, designed to elevate service standards to be more cutting-edge and efficient.
Most recently, Brother adopted a 5 Keywords framework: Standardisation, Specialisation, Digitisation, Modernisation, and Sustainability.” Ms. Tanthavanich emphasized that this latest framework highlights the importance of consistent service quality, deep expertise, and the integration of digital tools for convenience, accessibility, and future-readiness. “Altogether, these initiatives have allowed Brother to foster stronger relationships with customers, enhance brand loyalty, and drive sustainable business growth,” she concluded.
Looking forward, Brother has outlined a comprehensive three-year customer service roadmap (2025–2027) titled ‘CoSE’ – Center of Service Excellence. This initiative rests on four fundamental pillars. The first, Service Quality Assurance, commits Brother to delivering services compliant with ISO 18295-1 standards and its internal BSQA (Brother Service Quality Assurance) framework, ensuring excellence in repair times, resolution methods, technician qualifications, support modes, and overall professionalism. The second pillar, Digitalisation & Innovation, focuses on leveraging digital transformation to enhance customer service. This includes developing a digital learning platform for staff and integrating AI and chatbots to improve efficiency, accessibility, and responsiveness, ensuring service delivery remains modern and effective.
The third pillar, Customer Engagement, involves proactive strategies to build lasting relationships, increase customer loyalty, and improve retention through targeted programmes. The final pillar, Sustainability, broadens the focus beyond immediate service interactions to encompass sustainable business growth, responsible service expansion, and meaningful contributions to society, communities, and the environment, aligning service goals with Brother’s overarching sustainability objectives.
Brother’s commitment to operating as a responsible corporate citizen is deeply ingrained in its operational philosophy. Mr. Pornpuck Upaisilsataporn, General Manager of Finance and Administration, affirmed this dedication: “Brother is firmly committed to operating as a socially responsible business, consistently prioritising the needs and wellbeing of all stakeholders. Over the years, we have actively driven a varietyiaety of corporate initiatives aligned with the principles of ‘At Your Side’ and the Brother Group Environmental Vision 2050.”
In 2025, Brother will continue championing Corporate Social Responsibility (CSR) with a strong emphasis on Environmental, Social, and Governance (ESG) principles, directly supporting the United Nations’ Sustainable Development Goals (SDGs).
Two flagship programmes exemplify this commitment. The first is the ongoing Mangrove Reforestation initiative, which critically aims for a seedling survival rate exceeding 80% to ensure meaningful, long-term environmental restoration. The second is the ‘Brother Beat Cancer Run’, a significant community event now entering its 12th year. This run raises crucial funds for underprivileged cancer patients while simultaneously promoting public health awareness. These initiatives align with the global Golden Ring Project, a Brother Japan-led mission focused on enhancing human health and quality of life.
The impact is tangible: in the past year alone, the Beat Cancer Run successfully raised over 16.3 million baht, directly benefiting more than 975 cancer patients. Brother’s social responsibility efforts also include continued projects like ‘No Ocean Waste’ and providing emergency donations for disaster relief efforts. Mr. Pornpuck concluded, “These further underlines Brother’s leadership not only in print innovation, but in its care for customers, communities, and the planet reinforcing our ongoing pledge to be a responsible organisation that grows hand in hand with society in a truly sustainable way.”
As Brother Thailand steps into 2025, it does so from a position of strength, armed with a record-breaking performance, a clear strategic vision for transformation, and an unwavering commitment to innovation, customer excellence, and sustainable practices. The company appears well-positioned to navigate future market dynamics while continuing to deliver value to its customers, partners, and the wider community.
Those interested in learning more about Brother’s diverse range of products, technological innovations, and corporate responsibility initiatives can find detailed information on the company’s official website at www.brother.co.th. Further updates and engagement opportunities are available through Brother Thailand’s social media presence on Facebook, TikTok, YouTube, Instagram, X, and LINE Official.
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