At Tracey Star Sdn Bhd, our journey began in 2008 when our founder, Johnson Tan, envisioned a brand that would redefine women's fashion accessories. Over the years, we have achieved remarkable milestones, with an annual peak sales volume of 400,000 women's handbags. Today, we stand on the cusp of becoming the "largest fashion accessories conglomerate in the nation."
Our portfolio includes four in-house brands - Tracey, Hilly, Lancaster Polo, and Royal Field - as well as two agency brands, British Polo and Valentino Creations. With a presence in over 130 counters across major department stores in Malaysia and Brunei, such as Parkson, Sogo, Aeon, Pacific, and The Store, we have also embraced the digital age, expanding our sales channels through e-commerce platforms and television shopping networks. This strategic approach allows us to share our women's handbag brands with discerning shoppers in regions including Singapore, Hong Kong, Taiwan, the Philippines, and Indonesia.
During the challenging times of the pandemic, we initiated the "Bantu Rumah, Bantu Wanita" program in 2020. This initiative not only bolstered our sales performance but also reflected our commitment to corporate social responsibility. It helped over 500 women, especially homemakers, earn extra income to support their households, with some participants seeing their monthly earnings soar to as high as RM10,000.
Our dedication and excellence have not gone unnoticed, as we have received several prestigious awards, including the "Sin Chew Business Excellence Awards," "Golden Eagle Awards," and "Platinum Business Awards" in 2018.
As we look ahead, our vision is to go public with an IPO within the next five years. We are steadfast in our pursuit of becoming the "largest fashion accessories conglomerate in the nation." During this exciting journey, we aim to establish an eco-friendly handbag factory, championing the recycling of old bags and giving them a "second life." Additionally, we aspire to create a handbag tourism center that promotes Malaysian brands, thus contributing to local tourism and the growth of our nation's economy.
OUR COMPETITIVE EDGE
Despite facing initial challenges in traditional sales channels during the early stages of our company, we have successfully navigated our way to prominence. Particularly since 2018, and notably after the onset of the pandemic, we have excelled in the realm of e-commerce and television shopping platforms.
Given the relatively new and less recognized nature of our women's handbag brands, we recognized the potential of e-commerce as a future trend. Consequently, as early as 2015, we invested in the e-commerce sector and established an online sales department. We progressively entered platforms such as Lazada, Shopee, and Zalora, pioneering new sales channels.
Furthermore, in 2019, we forged partnerships with local television networks to tap into the television shopping platform market. During this period, our research and development department responded swiftly to market demands and customer appreciation by launching a series of women's handbag products within six months. This resulted in our company setting the record for the highest sales in the women's handbag category within one year.
In the face of the unexpected COVID-19 pandemic, our e-commerce segment had matured, boasting its own database and a dedicated following. This allowed us to achieve outstanding results even during periods of movement restrictions.
As part of our long-term vision, we have diversified our brand portfolio, catering to various customer segments. Starting from a single brand, we now have six distinctive brands. We are currently in the process of revitalizing our Tracey women's handbag brand.
Furthermore, in 2018, we restructured our development strategy, appointing professional managers for each of our three sales channels to oversee and manage them. This approach has fostered healthy competition among our sales teams. Recognizing the importance of transparency, we ensure that our employees are well-informed about the company's objectives, strategies, and directions. This has cultivated a shared sense of "the company is a collective endeavor" among our staff.
From department store counters to the online marketplace, television shopping platforms, and personal shoppers, our company reached its sales zenith in 2019, with a remarkable 147% surge in sales performance. Online sales figures continued to grow year after year, with a 101% increase in 2020. Even in the post-pandemic era, our annual sales performance has steadily risen, with a 31% increase in 2020 and a 32% increase in 2021.