its interesting because it's a bit of a con- servative process a traditional process in an electronic world." Coming from a fashion background, he is keen to market Lampe Berger Thailand as a fashion product rather than a generic homestyle item, hence their pop-up shop placement. "We are not selling on the top floor we are selling on the first floor and we want to push Lampe Berger products as a fashion item in Thailand. Genin sees the world and the markets in terms of trends, an important asset to the company that needs to stay ahead. He points to the year 2000, where fruit scents were all the rage in perfumes.