Kii'Z distributor takes the middle ground

       Kii'Z-brand bath and body-care products have survived the country's political uncertainty and global economic crisis, thanks to its unique concept: high quality at affordable prices.
       Thanyaporn Kunakornpaiboonsiri, founder and marketing director of Kii'Z distributor Fukai Intertrade, said the company was established with capital of Bt1 million in 2007 in the wake of the previous year's military coup.
       "That was a tough time to start my first business, during that gloomy market environment. But entering the market at a time of low competition was a good opportunity," she said.
       Fukai Intertrade now has four Kii'Z shops, all located in shopping malls, and the high quality of the spa products have been acclaimed.
       "Our strong brand and unique concept mean Kii'Z can survive even though the home-spa market is no longer booming," said Thanyaporn.
       She said Kii'Z products were different from other spa products, coming in white instead of earth tones, translating into brightness and modernity. They are quality products at affordable prices, sold in high-end locales like CentralWorld, Siam Paragon and Isetan Department Store.
       "We need a modern image but with an Asian sentiment, but not too traditionally Thai, as there's already a lot of that in the market. Kii'Z offers happiness and fun, making customers feel truly refreshed, both physically and emotionally," she said.
       Kii'Z products cost Bt300 to Bt700 apiece.
       Before Thanyaporn came along, the local spa-product market consisted of only two segments: high-end and One Tambon One Product brands. Prices were also of only two kinds: either below Bt200 apiece or nearly Bt1,000 apiece.
       This prompted her to market products priced between the two extremes.
       "As a newcomer, I decided to start go with both quality and affordability, say between Bt395 and Bt690. That persuaded our target group - middle-upper income earners - to try them out and then become hooked," she said.
       Kii'Z also carries a line of non-spa bath and body-care products, including shower massage oil, shower jelly scrub, shower cream and shower gel, with a wide range of essential oils from Thai flowers, fruits and herbs.
       The company has spa and hotel customers nationwide and exports the products, both under its own Kii'Z brand and customised, to South Korea, Taiwan, Morocco, India and Brazil.
       Exports now account for 10 per cent of sales revenue, and that is expected to rise to 30 per cent next year after the company conducts more roadshows in foreign markets.
       Fukai expects to see Bt8 million in retail sales this year and more than Bt15 million next year.