- Business
- Newcity (Bangkok) Public Company Limited, founded in 1964 and headquartered in Bangkok, Thailand, engages in the manufacturing and distribution of fashion and personal care products. The company operates primarily in the textiles and cosmetics segments, offering a diverse range of core products including hosiery such as pantyhose and legwear under the Cherilon and GOLDENLEGS brands; innerwear and nightwear marketed under the Kara and CHERILON INTIMATE brands; exercise and ballet apparel through CHERILON-EX and DANS MATE; and casual fashion items including shirts and trousers branded Cherilon Basic and Cherilon Leggings. Additionally, Newcity distributes cosmetics and personal care products under the Scruples brand. The company sells its products through wholesalers, retailers, and direct mail channels, with operations concentrated in Thailand and an expanding export market.
Recent strategic developments include an increased focus on product diversification and market expansion to address shifting consumer demands. In the past 1-2 years, Newcity has enhanced its production capabilities by leveraging its own manufacturing facilities, reinforcing sustainability and quality innovation. The company has also pursued growth through higher export volumes, particularly in personal care products. Notably, it maintains a close affiliation with Saha Pathanapibul Public Company Limited, supporting distribution and expansion efforts. Newcity emphasizes corporate governance and sustainability, reflected in its participation in Thailand’s Private Sector Collective Action Coalition Against Corruption program, positioning itself for long-term sustainable growth within the fashion and cosmetics industry in Southeast Asia.