Brother Commercial (Thailand) is sharpening its business direction for fiscal year 2026, shifting from a product-focused approach to a solutions-driven model that integrates work and lifestyle needs under the concept “At Your Side, Every Side of Life.”

The strategy reflects changing customer behaviour, where the boundaries between professional and personal life are increasingly blurred. Brother aims to position itself as a brand that supports users across all aspects of daily living from productivity at work to convenience at home and opportunities for creativity and income generation.

Reframing work and lifestyle with real-world solutions that drive sustainable growth
Mr. Teerawut Supapunpinyo, Managing Director of Brother Commercial (Thailand), said the company is prioritising customer experience by designing solutions that simplify workflows and enhance everyday life.

“We are no longer focused solely on selling products. Our goal is to develop solutions that help customers work more efficiently, live more conveniently, and turn ideas or passions into real opportunities,” he said.

Brother’s solutions are designed to serve a wide spectrum of users from home-based entrepreneurs and small businesses to large organisations and industrial sectors that require precision and reliability. These include document management systems, digital workflow tools, and specialised solutions for industries such as manufacturing, healthcare and food production.

Driving growth through integrated solutions and customer lifetime value
Mr. Kittipong Kanokvilairat, General Manager of Sales and Marketing, said Brother continues to grow despite a contracting market, particularly in laser and ink tank printer segments. This growth reflects expanding customer demand across both professional and lifestyle use cases.
For FY2026, the company will focus on increasing customer lifetime value by delivering seamless, connected experiences across all touchpoints.

The strategy is structured around key usage scenarios spanning home, work and beyond. At home, Brother focuses on simplifying document management, home organisation and DIY activities, while in the workplace its solutions support high-volume printing, digital document workflows and enterprise operations. Beyond traditional printing, the company is expanding into non-print segments, including label printers, sewing machines and textile printers that serve both industrial and creative applications. At the same time, Brother is enabling customers to turn creativity and personal passions into income opportunities through product creation and small-scale businesses.

“Sales and marketing today are not just about pushing products, but about demonstrating how our solutions fit into customers’ real lives and businesses,” Mr. Kittipong said.

Advancing service excellence with precision, efficiency and end-to-end support
Brother is also enhancing its service capabilities under its Center of Service Excellence (CoSE) initiative, covering the period 2025-2027. The programme focuses on improving service quality, speed and consistency across all customer touchpoints.

Ms. Rassiyakorn Tanthavanich, General Manager of Customer Service, said the company is investing in technology, nationwide service infrastructure and workforce training to ensure efficient problem resolution and long-term customer support.

Brother’s service network is backed by international certification ISO 18295-1:2017 for customer contact centers, along with recognition from Thailand’s Office of the Consumer Protection Board for outstanding call center performance.

“Our goal is to make every service interaction more than just problem-solving, but an experience that enables customers to continue their work without disruption,” she said.

Leveraging AI and sustainability for long-term growth
Brother is integrating artificial intelligence into its operations to improve efficiency and reduce complexity, while enabling employees to focus on higher-value tasks.

Mr. Pornpuck Upaisilsataporn, General Manager of Finance and Administration, said the company is committed to responsible and transparent business practices, ensuring sustainable growth alongside technological advancement.

“True growth must be driven by technology alongside responsibility, ensuring that business, society, and quality of life progress together,” he said.

The company continues to implement CSR initiatives focused on environmental conservation, community engagement and health support, reinforcing its commitment to long-term sustainability.

A unified vision for work, life and beyond
Brother believes that solutions grounded in real-world usage can help individuals and organisations work more efficiently, manage businesses more effectively and navigate daily life with greater confidence.

The FY2026 direction underscores the company’s ambition to become a comprehensive solutions provider, delivering value across both professional and personal domains under a single, connected experience.