Thai Luxury Brand BOYY Marks 20 Years, Targets 500M Baht Sales

BOYY, a Thai luxury brand celebrating 20 years in business, is setting a revenue target of 500 million baht this year while planning to reopen international pop-up stores and launch BOYYISH, a new mass-market fashion line. Co-founder and creative director Boy-Vannasiree Kongman held his first media briefing on September 8, 2569, sharing the brand's two-decade journey and announcing new business directions, sales targets, and international expansion plans after sales growth slowed over the past one to two years due to a sluggish luxury market.

The strategy aims to restore sales to peak levels by repositioning from a handbag obsession concept to a world-class Thai fashion brand. BOYY began in 2005 when Boy met business partner Jesse in New York. Despite lacking formal fashion or business training, the brand grew organically and has maintained its design identity, most notably the signature Buckle design launched in 2015, which became iconic to the brand.

The post-COVID luxury market has undergone dramatic change. Luxury once relied on an "unreachable" and "unapproachable" image, but consumer behavior shifted fundamentally after the pandemic. Shoppers now prioritize life quality over luxury purchases, while explosive growth in online retail—especially across Asia—has allowed smaller brands to reach consumers directly through digital channels, challenging large brands to adapt. Consumers have also become more flexible, willing to mix luxury with affordable items as long as they match their preferred style, upending traditional fashion industry standards.

To counter the weak luxury market, BOYY is expanding BOYYISH into lifestyle and activewear segments while maintaining its core handbag and accessory business, particularly the Buckle collection. The brand is also building awareness in the American and European markets through international pop-ups, with BOYYISH targeting 150 million baht in revenue. BOYYISH t-shirts priced around 3,000 baht are expensive for Thailand's t-shirt market, but over 50% of customers are repeat buyers returning to the BOYY brand, while the remainder are entirely new customers.

Currently, BOYYISH is sold in all four BOYY retail locations—Central Embassy, Kaeser Village, Siam Paragon, and Central Park—plus a pop-up at Mega Bangna Complex. The brand also launched its first e-commerce trial on Lazada three months ago, marking its first online sales venture, suggesting significant growth potential in digital channels. BOYY continues to develop new product collections for the coming year.