Economy
Thai Luxury Brand 'BOYY' Targets 500 Million Baht Sales in 20th Anniversary Year
Thai luxury fashion house BOYY aims for 500 million baht in annual sales as it marks two decades of operations with international pop-up stores and a new mass-market sub-brand.
On September 8, 2026, Wannasiri 'Boy' Kongman, co-founder and creative director of the Thai luxury brand BOYY, announced a strategic roadmap to celebrate the company's 20th anniversary. Following a period of slowed growth due to a global luxury market downturn, the brand is targeting 500 million baht in sales for the current year.
Founded in 2005 in New York by Kongman and her business partner Jesse, the brand evolved from a niche passion project into a globally recognized fashion label, notably defined by its signature 'Buckle' design introduced in 2015. To regain momentum, the company is launching international pop-up stores and introducing a new sub-brand, 'BOYYISH,' designed to reach a broader mass-market audience.
For residents and travelers in Thailand, this expansion signifies the continued evolution of local design houses into international players. The shift toward a more accessible sub-brand may offer new retail opportunities for those interested in Thai-led fashion. While the company has outlined its ambitious sales targets and expansion plans, the specific locations for the upcoming international pop-up stores and the official launch timeline for the BOYYISH line remain to be confirmed. According to Khaosod Online, the brand is currently focusing on a comprehensive strategic pivot to restore its sales to previous peak levels.