Datuk James Selvaraj

The scent of rubber does not escape them. It is not meant to.

As they look up from their workstations, an extensive line-up of the fruits of their labour stares back at them – shoes, shoes and more shoes. Such is the unique yet purposeful working conditions of Bata Marketing (M) Sdn Bhd’s buyers and distributors.

How Peng Pheng wears the pants in the ladies section as product category manager of the company’s largest and biggest selling division.

Explaining the "store within" concept of the company’s new head office in Menara Bata, Damansara Perdana, she says the layout helps buyers remember what goes where in the city shops or family stores.

"Usually the new collection goes on the gondola and the windows, or they house the volume projects or value-buy items," How said.

Bata Marketing senior manager Datuk James Selvaraj said the work environment mirrors the stores. "It is our new way of bringing forward the inspiration of buyers and distributors."

Selvaraj said the concept gives an insight into what customers would be attracted to at the store, thus helping to craft marketing strategies and provide new shopping experiences.

The marketing team moved from their previous office in Klang at the end of August. "We are the first tenants in this new office building," Selvaraj said, adding that Bata spent RM19 million to take up four floors of the tower.

The opening of the new head office was officiated by Sonja Bata, wife of the late Thomas Bata, who was the son of the company’s founder Tomas Bata.

The new-concept office in Damansara Perdana.

Split into three pools, each is surrounded by Bata’s major sections – ladies, men and children – with a small corner dedicated to slippers, belts, handbags and sunglasses. Sunglasses, which were introduced at select stores during the Aidilfitri period, will be further stocked in 15 stores next year.

The best-seller is the ladies section, which also carries the Comfit and Marie Claire brands. In the men’s section, which houses the Weinbrenner brand, the lazy-man shoe is still popular, with the longest lasting design running for eight years, alongside newer designs of loafers and summer sandals. Then there is the evergreen Bubblegummers.

From next year, Bata’s beach thongs or summer sandals will be tagged Patapata instead of the current "Island". Selvaraj said Patapata will have a European concept while bearing the tagline "Sunny side of life", and its designs – from scented soles to sequins and beads – will cater to the young at heart.

Despite the popularity of their house brands – casual wear, Power for sportwear and B. First for school – Bata is constantly on the lookout for new and trendy designs.