In just five years, MERGE has emerged as a significant player in the Thai fashion market, generating an impressive 86 million baht in revenue as of 2023. The brand, founded by a dynamic husband-and-wife duo, aims to tackle a specific pain point: providing stylish jeans for women with smaller waists and larger hips, a common challenge in the fashion industry.
Founded in 2020, during the tumultuous period of the COVID-19 pandemic, MERGE has not only survived but thrived. The brand has seen a remarkable growth trajectory, with expectations to increase revenue by 200-300% in 2024, as they set their sights on becoming a global brand. The founders, Klot and Jii, recognized the lack of options available for women with unique body shapes and decided to fill that gap with their innovative designs.
Klot, who graduated with honors in medicine from Chulalongkorn University, initially planned to pursue a career as a medical professor. However, after witnessing the rapid growth of MERGE, he pivoted his career to focus fully on the brand. "I realized that this business was not just a passion project but a viable career path that could sustain us," Klot explained. Jii, on the other hand, studied literature but found her calling in e-commerce, igniting the spark that led to the creation of MERGE.
The couple's journey began when Jii struggled to find jeans that fit her body type. She often faced the dilemma of finding jeans that would accommodate her larger hips while still fitting her smaller waist. This frustration prompted them to create a brand that would cater to women facing similar challenges. "We wanted to create something that would empower women to feel confident in their own skin," Jii said.
MERGE's success can be attributed to its strong online presence and innovative marketing strategies. The brand has utilized social media effectively, showcasing diverse models, including plus-size and LGBTQ representatives, to promote the message of inclusivity and real beauty. This approach has resonated with consumers, helping the brand gain traction and popularity.
In just five years, MERGE has become a household name in Thailand, with a revenue target of reaching a billion baht within the next five years. The brand's commitment to quality is evident in its use of locally sourced denim, with nearly 100% of its fabric coming from Thai mills. This focus on local production not only supports the Thai economy but also aligns with the brand's goal of becoming a global player.
As of 2023, MERGE has expanded its product line beyond jeans to include crop tops, t-shirts, and bags, all of which have been well-received by consumers. The brand's unique selling proposition lies in its ability to combine fashion with function, offering stylish options that cater to various body types.
Looking ahead, Klot and Jii have ambitious plans for international expansion. They aim to enter foreign markets within the next year, with a particular focus on the Asian region. "We're excited about the potential to introduce MERGE to a wider audience and make Thai people proud of our brand on a global scale," Klot stated.
The couple is also keen on enhancing their retail presence, having already opened several physical stores to complement their online sales, which account for 70% of their total revenue. This strategy allows customers to experience the brand in person, bridging the gap between online and offline shopping.
In a rapidly changing fashion landscape, MERGE continues to adapt and innovate. The founders are committed to staying ahead of trends and listening to customer feedback to improve their offerings continually. Jii emphasizes the importance of understanding consumer needs, stating, "Fashion is not just about looking good; it's about feeling good and being comfortable in what you wear."
As MERGE gears up for its next chapter, the brand remains focused on its mission to empower women and provide them with stylish, well-fitting clothing. With their eyes set on becoming a global brand, Klot and Jii are determined to make a mark in the international fashion scene. Their journey from medical aspirations to fashion entrepreneurs is a testament to the power of passion, resilience, and innovation.
In conclusion, MERGE is not just a fashion brand; it's a movement towards inclusivity and body positivity. With their unique approach to denim, commitment to quality, and plans for international expansion, Klot and Jii are well on their way to achieving their goal of becoming a billion-dollar brand.
