Mr. DIY Thailand pushes white label products

True to its motto of “Everyday low prices”, the Thai operations of Malaysian home improvement retailer Mr. DIY has launched a campaign to promote private label products. In a statement, Arnupharp Kongmalai, Mr. DIY Thailand vice president for marketing, said the campaign, called “Mr. DIY Brand Sale” aims to emphasise the affordability of Mr. DIY’s house brands at a time when shoppers want more value for their money.

“Consumer behaviour has noticeably changed when compared to the recent past. There is a growing inclination towards private label products, aligning with the demands of cost-conscious consumers seeking the best value at affordable prices,” he said.

He added that house brands, which started gaining popularity during the Covid-19 outbreak, allow the company to deliver “quality products at consistently low prices”, provide a superior shopping experience for customers, meet their needs, and build long-term relationships with them.

Under the campaign, Mr. DIY Thailand is selling Mr. DIY-branded products with large discounts – up to 40 per cent off – for a month.

In its 2022 annual report, Mr. DIY Malaysia also stated that it was looking to strengthen its house brands after seeing a market shift towards value-driven options. It noted that the range, which now makes up 11 000 of the retailer’s 20 000 SKUs, accounted for 43.5 per cent of total sales in 2022, from 38.7 in 2021. The company pinned the change in spending patterns to the runaway inflation in the region, high cost of living, and rising interest rates.