Subdued Debuts in Thailand with First Store, Partners with Gill Capital Group

Subdued accelerates in Asia. The Italian company specializing in women’s clothing has signed an agreement with Gill Capital Group, which has also led the expansion of companies such as Decathlon in the territory, with the aim of continuing to grow in Southeast Asia. It starts with a first store in Pattaya (Thailand).

As The spin off has advanced this Friday, the new store has an area of about 100 square meters and is located on a single floor, in one of the most central areas of the city. The store offers collections designed for customers between the ages of 12 and 20.

The aim is to open new stores in Bangkok, Phuket and Singapore by 2027. Asia is thus consolidating its position as a strategic area for the company, which has opened three stores in China in the past year: in Shanghai, Chengdu and Guangzhou. The entry into Thailand, however, is part of a broader international growth plan.

Subdued opens its first store in Thailand and plans three openings in the territory by 2027.

Subdued’s president, Enrico Maria Sconciaforni, said that its acceleration in the territory allows the company “to access young and high-potential markets” and highlighted the opportunities offered by the region.

Sconciaforni pointed to the success of its openings in China and assured that its goal is to “strengthen ties with an increasingly global community”. Subdued’s network of stores exceeds one hundred outlets in Europe and Asia.

In 2024, the Rome-based company had a turnover of 163.9 million euros, 37.2% more than in 2023, and managed to double its gross operating profit (ebitda) to 51.5 million euros. It thus confirmed the profitability of its business model, driven by control of the retail channel and internationalization.

Foreign markets already represented two thirds of the total, accounting for 63.9% of the business, compared to 57.5% the previous year. Revenues generated outside the country of origin, Italy, amounted to 104.8 million euros. Despite these figures, the local market did not lose steam either, with Italy posting a turnover of 59.2 million euros, 16.5% more than in 2023.

Founded in 1994 in Rome by Enrico Maria Sconciaforni and Alessandro Orsini, Subdued is committed to an aesthetic approach aimed at a young public and a positioning in the accessible fashion segment.