BIW has launched a strategy to penetrate the high-end curtain market valued at over 5 billion baht, promoting products under the concepts of elevating quality of life and protecting lives. The company has introduced innovations from two renowned European brands, Coulisse and Serge Ferrari, to meet the trends and lifestyles of modern users.

Mr. Sirichai Ruttipanyawong, CEO of BIW Products Co., Ltd., a manufacturer and distributor of high-end interior and exterior curtains, stated that the current global curtain market trends focus on four aspects: Quality, Smart technology, Space Management, and Sustainability. As a leader in introducing new curtain trends to Thailand, BIW is actively entering the market by offering products that align with these emerging trends under two concepts: "elevating quality of life and protecting lives" to provide choices for users, partnering with Coulisse from the Netherlands and Serge Ferrari from France.

The curtains focused on elevating quality of life that BIW emphasizes this year aim to create new living spaces through products from Coulisse and Serge Ferrari, enhancing user comfort and lifestyle. For instance, the Eve Motion smart curtain from Coulisse is the world's first curtain that operates without cords or remote controls; it can be raised or lowered with a gentle tug on the chain or controlled via a mobile app. It is the first and only curtain that connects with Apple Home Kit without additional devices and is compatible with other platforms like Google Home and Samsung on a single application. This includes affordable home automation curtains that are easy to set up and curtains that adapt to lifestyles, making waking up refreshing by simply setting the time and opening style of the curtains easily.

In the same category, BIW has also introduced the Zip system curtains from Serge Ferrari, an innovation that maximizes space utility by allowing curtains to serve as movable partitions, such as dividing areas within a room, connecting indoor spaces with outdoor gardens, or creating a garage that opens and closes without sacrificing usable space. Additionally, they have expanded their line of high-quality curtains and awnings for lightweight outdoor structures using Serge Ferrari's proprietary technology, making the fabric exceptionally strong, taut, thick, soft, and natural-looking, resistant to mold, durable, and long-lasting.

For the curtains focused on protecting lives, the emphasis is on creating sustainable living conditions and high-standard product quality. The newly launched product in this category is the Eco Luxury roller curtain from Coulisse, which combines natural aesthetics with environmental friendliness. It is the only brand in Thailand with a sustainable production process, minimizing pollution and utilizing recycled materials through a quality manufacturing process to create high-quality curtains.

Regarding quality standards, every brand that BIW markets focuses on safety, certified to be free from carcinogenic substances such as mercury, formaldehyde, and VOCs. Additionally, Coulisse's sun-blocking fabrics have passed high-level testing standards from Greenguard Gold, suitable for use around children or those with allergies.

“The high-end curtain market in Thailand is valued at approximately 5 billion baht and has significant growth potential. Currently, BIW holds about 15% of the roller curtain market, ranking among the top three market leaders. We are confident that the launch of these new concept products will enable us to grow by 50% within this year,” Mr. Sirichai stated.

Ms. Saengsuree Intadech, General Manager of BIW Products Co., Ltd. added, “BIW has received positive feedback from customers as we meet their needs with quality products. We are the only brand in Thailand with the most certifications, including safety standards, energy-saving standards, and sustainability standards, along with a variety of functions that provide homeowners and designers with more options. Additionally, we offer after-sales services that instill confidence in our customers. Currently, there are over 1,000 stores nationwide featuring BIW catalogs. Our plans for this year include expanding dealers in major provinces, increasing production capacity by establishing a new factory, expanding product lines, and targeting new customer segments, focusing on large projects and property developers.”

Mr. Brian Bo An Chang, an executive from Coulisse Netherlands, stated that Coulisse's philosophy in curtain production focuses on elevating quality of life and protecting lives, aligning with the needs of modern homeowners and designers. One example reflecting Coulisse's commitment to developing products that protect users is their choice to test product standards at high levels from Greenguard. Furthermore, Coulisse aims to offer products that do not harm the planet, including smart-function products that enhance happiness and improve users' lives.

“With BIW as a market leader and an interesting marketing plan, combined with Coulisse's distinction as the world's number one in design and fashion, along with the introduction of products that meet consumer demands, we are confident that the curtains from Coulisse, including Eve Motion and Eco Luxury, will be well received by the target audience, just as they have been in many countries worldwide where they have previously launched,” Mr. Brian stated.

As for Serge Ferrari, it is recognized as the world's number one expert in outdoor curtains. Serge Ferrari fabrics stand out from ordinary fabrics, having earned trust from numerous global projects, including the roof of the World Cup stadium in Qatar, as well as significant football fields and yachts worldwide. They offer a variety of products, both permanent and lightweight structures, focusing on technology to enhance users' quality of life while being environmentally conscious.

 

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