Yen Global's branding strategy pays off

23 Mar '10

1 min read

Yen Global Bhd's strategy to slowly switch over from being a job–worker for other international brands, to setting up, managing and managing its own brand is beginning to show good results, revealed the Chairman, Goh Kok Beng.

He said that, as of date, 75 percent of the firms business came from brand retailing and the rest from the export business. Yen Global is the company behind well-known denim brands like Edwin, GA Blue and Mustang in the domestic market.

Other in-house brands include People's Market, Once Upon a Time, Dexter Wong and UGP, along with which it is also a also a licensee in domestic market for global denim brand; Wrangler of USA, which it launched in August 2008.

According to Goh, manufacturing now accounted for less than 5 percent of Yen Global's business as more than 90 percent of their merchandise stocks like T-shirts and jeans are outsourced from factories in various AFTA countries.

He concluded by saying, "A consolidation process is underway, since the end of 2008, which we hope to complete by the middle of 2011 and I do not expect 2010 to be rosy as we are still undergoing changes."

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