Superrich plans doubling in forex outlets 

The expansion plan is aimed at cashing in on growth in the tourism industry, which could reach about Bt2.7 trillion in total revenue in 2017.
Thanattzalin Susamawathanakun, the company’s managing director for corporate development, said an influx of travellers on premium tour packages was expected to spur demand for foreign exchange services and boost the company’s income.
Superrich Thailand’s exchange transactions last year reached Bt77 billion. The money exchange market in Thailand grew 26 per cent last year to Bt420 billion, from Bt333 billion in 2015.
The company posted 76 per cent growth in the value of exchange transactions last year, which totalled Bt77 billion, driven by the opening of branches. About 70 per cent of its customers are Thais, while the rest are in-bound tourists and expatriates.
With the 26 per cent gain in total transactions in the country’s money exchange market last year, Superrich Thailand says it is confident that market growth will stay above 20 per cent this year.
Thanattzalin said Superrich Thailand operates 14 money exchange outlets, 13 of them in Bangkok and one at Phuket International Airport.
“We plan to open about three new outlets this year, focusing on prime locations in the shopping malls, with the latest one to be opened this month at the Future Park shopping complex in Rangsit,” she said.
Thanattzalin, 37, and her sister Sittharmanin, 33, who is managing director for business development, are continuing the work of their father Apichai, 67, who founded the business 50 years ago as a teenager. The first branch under the Superrich brand was opened on Ratchadamri Road about 20 years ago.
“As the second generation, we want to run the organisation not just for the business performance, but to deliver good experience to our individual customers,” Thanattzalin said.
 “We're committed to corporate efficiency enhancement, to offer customers the best services through efficient, fast and trustworthy services and the professional attitude of our employees. This ensures customer trust, which is reflected by a continuous increase in customers at all branches.”
Superrich Thailand employs about 200 staff, with around 20 per cent of them serving for at least 30 years and 30 per cent putting in between 15 and 20 years. 
“In 2017, we’re confident that growth will supersede that of 2016, thanks to the Superrich Life brand-building strategy designed to fulfil customers' needs,” she said. “The strategy seeks to meet customers’ preferences and draw target|customers. 
“Despite the fierce competition in exchange services and new players in the industry, our professionalism and priority in nurturing staff's quality of life allow us to offer life-fulfilling services, to address demands of all customer target groups and support uninterrupted business growth.”
Thanattzalin said that the company had witnessed growing demand for the exchange of Asian currencies, particularly the Japanese yen, the Korean won, the Taiwanese dollar and the Hong Kong dollar. The demand is growing in tandem with an increasing number of tourists to Thailand from these places.
The Tourism Authority of Thailand recently revised up the Kingdom’s tourism revenue growth target to 10 per cent, at Bt2.7 trillion. The government of Prime Minister Prayut Chan-o-cha has reiterated its goal to make Thailand a quality destination that appeals to premium markets known for high-purchasing power. The growth will increase money-exchange demand by more than 100 per cent.
“Beating targets, our revenue grew 76 per cent on year while net profit rose 21 per cent. Despite extremely fierce competition and the arrival of newcomers every year, our professional services allowed efficient currency management, to support the demands of all groups of customers and maintain our growth path,” Sittharmanin said.