The newly appointed CEO of Bata, Mr. Alexis Nasard is currently visiting Thailand to give a sneak preview of Bata’s stylish Heritage Collection, as well as the company’s global strategy and the new vision and approach to expanding its reach in the Thai market.
Appointed as the new CEO of Bata (www.bata.com) on April 4, 2016, Mr. Alexis Nasard is coming to Thailand to promote both the company’s global and local strategies. He has 24 years’ experience in the consumer goods sector, and has held various senior management roles where he defined the strategies for new product categories and retail channels both in developed and emerging markets.
“I am very excited about the opportunity to work with the Bata team to further develop the brand in the fast-changing consumer and retail environment, building on the company’s strong assets and global footprint, now with a focus on Thailand. I am confident we will be able to further establish Bata in emerging markets and increase our market share,” said Alexis Nasard.
At Bata, Mr. Nasard is working on realising the company’s new vision of being the leading international fashion retailer in Thailand by providing surprisingly affordable, stylish and comfortable shoes, currently available at 251 Bata stores and 25 FOOTIN stores countrywide. With a very fashion conscious local community and a strong tourism sector, he sees a lot of room for expansion in Thailand, aiming to increase the market share from the current 3.7% to 4% by 2020. To gain the necessary exposure and build the brand, Bata is currently in the process of formalizing exclusive strategic partnerships with the owners of leading ultra-modern malls, to market and distribute the classic Bata Heritage Collection.
This special collection features two of Bata’s most successful models from its 122-year history of producing shoes, namely Bata Bullets and Bata Tennis. The recent Bata Tennis X Peanuts collaboration, featuring Charles Schulz’s famous Peanuts comic’s, immediately went viral around the world. Further exciting new collaborations will be announced in the coming months and will also be available in Thailand via exclusive channels only.
“We are looking forward to working with leading retailers, to distribute our Heritage products more effectively in Thailand. People here are very fashionable and stylish, which is why we have set ourselves the high goal of 110% growth in the second half of 2016 compared to last year. And by 2020 we want to increase our turnover by 35% and double our profitability. With Bata’s cool style and constantly renewing collections, we can become the country’s number one international fashion retailer specializing in footwear,” says Alexis Nasard.