SME  /  E-COMMERCE

By FedEx | January 22, 2025

Thai fashion brand Repleat has been crafting and exporting handbags for almost a decade. With buyers in over 15 countries, Repleat’s core focus is to enhance the customer experience and drive international growth.

• Repleat, a Thai fashion brand renowned for its distinctive pleated bags, is making waves internationally.
• Founded in 2016 by Nicharee “Lee” Prasitrattanaporn, the brand is targeting international expansion, with a key focus on customers in the Middle East.
• To boost growth, Repleat has upgraded its logistics strategy to reach more customers around the world.

Founder Nicharee “Lee” Prasitrattanaporn launched Repleat in 2016, inspired by her passion for sustainable fashion and textured fabrics. On a mission to create fashionable, eco-friendly bags, she turned to an unusual source: surplus materials from a Thai umbrella factory.

Lee experimented with different ways to use the material, before finally discovering her signature style: folded and double-pleated bags in various colorways. The bags were an instant hit with handbag fans and local Thai shoppers.

A homegrown Thai brand finding fans overseas

The brand initially made its mark at craft fairs, where Repleat’s eye-catching designs and novel use of repurposed materials appealed to customers looking for upcycled or eco-friendly handbag options.

As Repleat’s popularity grew, Lee expanded her footprint to department stores in Bangkok, where the brand started gaining exposure with overseas shoppers and visiting tourists. 

In response, Lee added more designs, materials and styles, expanding the product line to include durable polyester silk. A major milestone came in 2018, when Repleat won first prize in the ‘Vogue Who’s On Next’ competition, a prestigious platform for emerging Thai designers. This achievement introduced the brand to new audiences, and opened doors to a broader customer base beyond Thailand. 

Today, Repleat sells to customers in over 15 countries, with a strong presence in the Middle East, including Saudi Arabia, Kuwait, and the United Arab Emirates. In addition to a thriving e-commerce store catering to international shoppers, Repleat has rolled out four brick-and-mortar stores locally in Bangkok and Phuket.

The challenges of expanding internationally

Repleat’s journey to international expansion was not without challenges. In the early days of setting up their e-commerce business, Lee struggled with handling orders because everything was done manually. This led to errors and inefficiencies in their operations. In addition, a lack of transparency on international shipping costs at checkout negatively impacted the overall customer experience.

To address these challenges and improve the shipping experience for customers in Thailand and beyond, Repleat started working with FedEx on a one-stop-shop digital solution. With immediate access to our extensive global network and customs clearance expertise, Lee finally had the support she needed to accelerate business growth.

One-stop-shop support for global growth

At FedEx, we’re committed to driving global growth for businesses of all sizes, including SMEs, by simplifying cross-border trade with innovative logistics solutions. This dedication has enabled Repleat’s smooth delivery of products to customers around the world. 

By integrating its e-commerce store with FedEx Ship Manager, Repleat has significantly improved its operational efficiency through shipping automation. As well as ensuring timely, reliable deliveries, they can provide customers with convenient, near-real-time tracking of their orders. 

“Choosing FedEx as our logistics service provider has been instrumental to Repleat's growth and expansion into international markets,” Lee explains.

“By integrating FedEx Ship Manager into our e-commerce platform, we’ve streamlined the shipping process with automatic shipping rate calculations, timely product deliveries, reduced product damage, and more.” 

“As well as enhancing the customer experience, the collaboration has made a positive impact on sales. With every bag we ship and sell, Repleat continues to build trust and enhance our brand.”

At FedEx, we’re dedicated to empowering Thai businesses of all sizes to expand internationally. By offering a range of comprehensive logistics solutions and digital tools, we can help SMEs in Southeast Asia bring their products to new markets and contribute to the region’s economic growth.

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Looking for a reliable logistics provider for your e-commerce business? Find out how we can support your international expansion here.