SENIX and Global House Expand Alliance to Power Thailand’s Tool Industry

Strategic partnership drives local innovation, frontline training, and customer support for professionals and DIY users across the country.

SENIX, an international brand recognized for power tools, outdoor equipment and smart solutions, has strengthened its collaboration with Global House, one of Thailand’s largest home improvement retailers. The expanded partnership aims to deliver faster service, tailored training, and high-performance tools to Thai builders, contractors, and home users alike.

Over the years, the two companies have built strong momentum through co-hosted Muay Thai events, in-store activations, and roadshows nationwide. Now, they’re taking the next step—transforming market presence into a deeper, long-term commitment that combines sales growth with product education and reliable after-sales care.

On July 22, SENIX executives and technical specialists met with Global House leadership at the retailer’s Roi Et headquarters for a joint summit and immersive training. SENIX engineers ran a full-day hands-on workshop for retail staff and service teams, featuring live tool demonstrations, competitive challenges, and practical applications that showcased the brand’s precision and versatility.

The event also honored top-performing sales associates in a dedicated “Sales Star” ceremony—underlining both companies’ shared focus on empowering front-line teams and delivering best-in-class customer service.

Beyond the showcase, the partnership brings clear benefits to local users. With a major SENIX manufacturing site in Thailand, the alliance is designed to reduce lead times, respond to market needs faster, and ensure that every tool meets local conditions and standards.

“Our goal is simple: give Thai users the tools they need, plus the confidence and know-how to use them well,” said Victor Gu, Director of Product Management at SENIX. “This is how we deliver real, everyday support.”

“We’re proud to deepen our relationship with SENIX,”  Mr. Kriangkai Suriyawanakul, VP of Siam Global House PCL at Global House. “Together, we’re raising the bar for professional-grade tools and customer care in Thailand.”

Looking ahead, SENIX and Global House plan to keep expanding product availability, on-the-ground training, and localized service—building trust and resilience in Thailand’s growing tool market.

About Siam Global House Public Company Limited

Siam Global House is a leading modern trade retailer of construction materials, tools, and home improvement products in Thailand. Listed on the Stock Exchange of Thailand since 2009, the company currently operates 84 branches nationwide, with its headquarters in Roi Et and a central distribution center in Ayutthaya. Global House serves both professionals and homeowners, offering a wide product mix across building materials, hardware, and household solutions.

About SENIX

Founded in the United States, SENIX is a high-performance brand under YAT, built on deep user research and professional insight. SENIX delivers tools across power tools, outdoor power equipment, and lifestyle electronics—all powered by battery, corded, and gas-driven platforms. Today, SENIX has established seven overseas subsidiaries and service centers, offering tailored products and localized service worldwide. Learn more at www.senix.co.