British consumer and shopping television brand JML has strengthened its foothold in the Far East by signing a joint venture with Thai based multichannel marketing company TV Direct.

The two companies have formed JML Direct Thailand to take the in-store screen concept to Thailand for the first time, where it will feature several large retail chains including Tesco Lotus and Makro.

In the UK, JML in-store screens already feature in over 3500 stores including Asda, Boots and Wilkinsons.

The JML range of products will be located on a display unit with an accompanying demonstrable video screen above the stands and then supported by promotional TV advertising campaigns and TV shopping channels on Thai TV.

“With TV Direct’s multi-channel background and JML’s in-store retail and home shopping experience this is a fantastic opportunity and one in which I see great success,” said JML CEO Ken Daly.

JML Direct Thailand aims to have presence in over 800 retail stores in Thailand by 2014 with forecasted sales of 120 million baht.

“The partnership between JML and TV Direct will strengthen our business in Thailand. JML Direct Thailand will bring a brand new retail experience to shoppers in Thailand. Customers can expect great quality and innovative products,” adds TV Direct CEO Songpol Chanmartkij.

Thailand’s home shopping market is expected to be worth 10 billion baht this year.