Brother has announced its strongest-ever performance in Thailand, closing 2024 with record-breaking sales and growth far exceeding expectations—nearly twice the pace of the overall market.
The company now sets its sights firmly on 2025, aiming to carry this momentum forward under the theme ‘Transforming for a Sustainable Future. Brother’s strategy for the year ahead focuses on developing products that combine modern design with smart technology and user-centric functionality, catering to the evolving lifestyles of new-generation consumers, while also reinforcing its B2B customer base.
The product line-up will be expanded to cover all seven core categories: printers, scanners, label printers, embroidery sewing machines, audio equipment and peripherals, digital textile printers, and high-resolution UV inkjet digital label printers under the Domino brand. At the same time, Brother will continue to enhance its customer experience through the ‘CoSE’ (Centre of Service Excellence) initiative and reaffirm its dedication to corporate social responsibility through projects inspired by ‘At Your Side’ and the Brother Group Environmental Vision 2050. These initiatives reflect Brother’s position as a true leader in print innovation—one that places customers, society, and the planet at the heart of everything it does.
Teerawut Supapunpinyo, Managing Director of Brother Commercial (Thailand) Limited, commented, “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. According to a report by Gartner, the overall IT market in Thailand grew by 5.8% in 2024, underscoring the country’s accelerating digital transformation.
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: printers, scanners, label printers, embroidery sewing machines, audio equipment under the BMB brand, digital textile printers, and high-resolution UV inkjet label printers under the Domino brand.
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.”
Kittipong Kanokvilairat, General Manager of Sales and Marketing at Brother Commercial (Thailand) Limited, shared the company’s 2025 vision, “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. That said, we continue to see opportunities, particularly through consumer and private sector purchasing power, with strong potential in key industries such as SMEs, retail and wholesale, healthcare, education, manufacturing, and through government stimulus budgets.
In response, Brother is adopting a bold, comprehensive approach in 2025 through its ‘Brother All’ strategy, expanding across its full suite of offerings: printers, scanners, label printers, embroidery sewing machines, audio systems under the BMB brand, digital textile printers, and high-resolution UV inkjet digital label printers under the Domino brand. This strategy is designed to serve every user group, with a clear goal to achieve business growth of no less than 7% this year. At the same time, Brother aims to strengthen its leadership position, building on its achievement of maintaining the No1 spot across multiple product categories in the previous year, including:
Printing Business Division:
- No1 in monochrome laser printers (45% market share)
- No1 in monochrome laser multi-function printers (55%)
- No1 in colour laser printers (51%)
- No1 in colour laser multi-function printers (45%)
● No1 in A3 inkjet printers worldwide for 17th consecutive years
Business Expansion Division:
- No1 in embroidery sewing machines for SMEs
- No1 in home sewing machines
- No1 in P-touch label printers
- No1 in Direct-to-Garment digital textile printers (GTX series)
In terms of sales and communication strategy, Brother is focusing on integrating every product with all distribution channels to create channel synergy, laying the foundation for a fully developed omni-channel experience. The aim is to seamlessly connect offline and online platforms, providing a frictionless customer journey. This includes multi-platform communication across social media channels such as Facebook, Instagram, YouTube, TikTok, LINE OA, and X, supported by SEO and SEM strategies, as well as lead generation campaigns to maximise reach to targeted audiences.
Additionally, Brother is utilising Out-of-Home (OOH) media and digital signage to enhance brand visibility. Looking ahead, 2025 will also see the launch of Brother’s own e-commerce platform and loyalty programme, designed to enable more personalised engagement across all customer segments, while delivering the highest level of satisfaction—true to Brother’s core philosophy of being ‘At Your Side.’
“We are not only standing beside our customers—we are moving forward together with every business, with confidence and a commitment to sustainable success,” Kittipong Added
Rassiyakorn Tanthavanich, General Manager of Customer Service at Brother Commercial (Thailand) Limited, stated, “Between 2022 and 2024, Brother has made significant strides in enhancing its after-sales service, underpinned by a strategic focus on continuous improvement. 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, all with the goal of achieving maximum customer satisfaction.
Most recently, Brother adopted a 5 Keywords framework: Standardisation, Specialisation, Digitisation, Modernisation, and Sustainability. This approach underscores the importance of consistent service quality, expertise in specialised areas, and the integration of digital technologies to make services more convenient, accessible, and future-ready. Altogether, these initiatives have allowed Brother to foster stronger relationships with customers, enhance brand loyalty, and drive sustainable business growth.”
To further strengthen its customer service excellence, Brother has laid out a three-year strategic roadmap (2025–2027) under the initiative ‘CoSE’ – Center of Service Excellence, focusing on four core pillars. The first pillar, Service Quality Assurance, Brother is committed to delivering services that meet ISO 18295-1 standards, along with comprehensive compliance under the BSQA (Brother Service Quality Assurance) framework. This covers every aspect of service, from repair turnaround times and issue resolution methods, to service provider qualifications, on-site and off-site support, and a high level of professional expertise. The second pillar, Digitalisation & Innovation, Brother aims to enhance customer service through digital transformation, including the development of a digital learning platform and the integration of AI and chatbots.
These tools will boost efficiency, accessibility, and responsiveness, ensuring that service delivery remains modern and comprehensive. The third pillar, Customer Engagement, A proactive approach will be taken to build long-term relationships with customers. Through targeted engagement programmes, Brother seeks to increase customer loyalty and retention, cultivating a strong and lasting connection with its user base.
Finally, Sustainability, beyond service, Brother is committed to sustainable business growth, service expansion, and meaningful contributions to society, communities, and the environment. This reflects the brand’s dedication to holistic, long-term development aligned with its broader sustainability goals
Pornpuck Upaisilsataporn, General Manager of Finance and Administration at Brother Commercial (Thailand) Limited, stated, “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 variety of corporate initiatives aligned with the principles of ‘At Your Side’ and the Brother Group Environmental Vision 2050. This year, Brother continues its focus on CSR activities with a strong emphasis on ESG principles, supporting the United Nations’ Sustainable Development Goals (SDGs) through two flagship programmes.
The first is the Mangrove Reforestation initiative, which aims for a seedling survival rate of over 80%, contributing to long-term environmental restoration. The second is the ‘Brother Beat Cancer Run’, now entering its 12th year, which raises funds to support underprivileged cancer patients while also promoting public awareness of health and wellbeing.
These initiatives reflect Brother’s alignment with the global Golden Ring Project, a mission led by Brother Japan that focuses on enhancing human health and quality of life in all its forms. In the past year alone, the Beat Cancer Run raised over 16.3 million baht, benefitting more than 975 cancer patients. Beyond these efforts, Brother has also continued projects such as ‘No Ocean Waste’ and emergency donations for disaster relief, reinforcing our ongoing pledge to be a responsible organisation that grows hand in hand with society in a truly sustainable way. These further underlines Brother’s leadership not only in print innovation, but in its care for customers, communities, and the planet.” Pornpuck concluded.
Red Hat boosts enterprise AI across the Hybrid Cloud with Red Hat AI
Orbix CUSTODIAN, Officially launches digital asset custody services
