Singer Launches Flood Relief Plan With Discounted Appliances

Singer Thailand is executing its "New S Curve" strategy across four pillars: new product series, SG Finance+ and SG Subscribe+ payment options, expanded Singer Network retail presence, and smart digital technology integration. SGC, the group's financing arm, is rolling out its Lock Phone service and targets 14 billion baht in new lending. The company is also offering specially priced appliances to flood victims as a relief measure.

Naradhip Virulchatapandh, Chief Executive of Singer Thailand, said the company is building growth following a century of operations and ownership changes, including JMART's investment in 2015 and SGC's market listing. The Lock Phone launch in 2024 marked a turning point for renewed growth in both product sales and financing. Current flooding is expected to cause short-term impacts in key markets including Sakaeo, Chonburi, and Rayong—which rank third in sales—but Bangkok and surrounding areas, which are not core markets, face less direct impact.

Under the New S Curve strategy, Singer introduced new appliance lines including the S-PRO Series with inverter air conditioners, refrigerators, washing machines, smart TVs, and commercial freezers. New sewing machine models include Smart Heavy Duty, Heavy Duty Next Evolution, and Heavy Duty Serger, launched after Singer Thailand attended the Global Singer Summit in Tennessee. Heavy Duty models will be available in Thailand from November. Some new sewing machines integrate with smartphones, tapping demand from younger generations and DIY and influencer communities. Sewing machines are currently the company's top-selling category online.

SG Subscribe+ is a new subscription service launching with Solar Roof, offering monthly payment plans with additional maintenance services for customers seeking flexible cost management and enhanced care.