Thailand has become an important destination for internationally renowned brand names looking to establish their presence.
Following the pandemic, a multitude of brand names spanning fashion, lifestyle, beauty, food, bags, jewellery and eyewear have eagerly opened new concept shops in Bangkok.
This influx is reshaping Thailand's retail landscape.
A roster of notable brands has opened Bangkok shops this year. The list includes Fred Jewelry under the LVMH Group; Foot Locker, the New York-based athletic speciality retailer; Lululemon, the Canadian athletic apparel and accessories brand; Craft, a Swedish sportswear label; Gentle Monster, a Korean eyewear brand; Nitori, a leading Japanese lifestyle furniture and home furnishing retailer; On-Running from Switzerland; Sundububu & Mil Toast Express, a Korean restaurant and bakery; L:A Bruket, a premium organic skincare line from Sweden; and Shiori Udon Ginza.
More brands are poised to enter the Thai market in the coming months, including Loro Piana, an Italian fashion brand; Cult Gaia, a US-based affordable luxury brand; By Far bags and shoes from Bulgaria; GCDS, a luxury fashion brand for men and women from Italy; Alo, an American activewear fashion brand; and Golden Goose, an Italian lifestyle fashion brand known for its iconic sneakers.
Even the American franchise Duck Donut plans to test the waters in Thailand.
Demand at EmDistrict
Onthira Bharksuwana, senior managing director of The EmDistrict, said demand surged significantly for luxury products among local consumers since the onset of the pandemic and this trend continues to flourish.
"Sales of luxury brands at The EmQuartier and The Emporium skyrocketed during the pandemic, and even after the pandemic they continue to thrive. Thailand and Korea have emerged as rising stars in the eyes of luxury companies, attracting visits from owners of major global luxury groups," she said.
"The demand is so great we have a long list of renowned luxury brands waiting to open shops at Emporium and EmQuartier malls. While space is limited at both malls, it's a happy problem to have."
With demand for luxury goods showing no signs of abating, the company plans to reconfigure The EmQuartier next year, allocating space for new and first-time brands to cater to a diverse range of lifestyles, from business professionals to kids and families, said Ms Onthira.
"Although Emporium and EmQuartier may not be the first choices for foreign tourists compared with downtown retail projects, we have a strong local customer base including expats thanks to our proximity to high-end residential areas," she said.
Several new brands have opened their doors at Emporium and EmQuartier in recent weeks, including Korean eyewear brand Gentle Monster, which unveiled its first shop on the ground floor of EmQuartier last month.
Cartier's new flagship store at Emporium mall opened its doors just last week, following the debut of Fred Jewelry under the LVMH Group.
The EmQuartier is set to welcome two more brands this year. The US activewear fashion brand Alo is scheduled to open its first Asian store next month on the M floor of The EmQuartier, boasting 450 square metres of space.
In December, the mall plans to introduce Golden Goose, a unique streetwear brand with a café concept, marking its first store of this kind in the world.
For its part, The Emporium is gearing up to unveil luxury shops Burberry, Tod's, and the debut of AMI Paris.
Sundububu & Mil Toast Express, a Korean restaurant and bakery, on the second floor of Siam Discovery.
Meanwhile, both Central Department Store and Paragon Department Store are expanding their fashion offerings to cater to evolving customer preferences.
Siam Paragon is renovating to accommodate a long waiting list, transforming its M floor into a luxury zone. The mall plans to soon feature new luxury brands Givenchy, Versace, Berluti, Loro Piana and Roger Vivier.
Adidas plans to open a new flagship store at Siam Paragon by the end of the year, alongside a larger Lego toy shop.
Siam Piwat
Siam Piwat Co, the operator of Siam Center, Siam Discovery and Siam Paragon malls, recognises the importance of food in attracting customers to retail stores.
The company is reconfiguring the third floor of Siam Discovery into a food destination following the success of the recently opened Sundububu & Mil Toast Express, a Korean restaurant and bakery, on the second floor of Siam Discovery.
The US doughnut chain, Duck Donut, plans to open its first store at Siam Discovery in October, followed by the debut of Bornga, a Korean restaurant, in December.
Ms Onthira expressed that Thailand and Korea have emerged as rising stars in the eyes of luxury companies, attracting visits from owners of major global luxury groups.
Central Group
Central Group plans to transform its Chidlom branch by focusing more on fashion products to differentiate itself from rivals.
The goal is to introduce affordable luxury brands unavailable elsewhere in Thailand at Central Chidlom. By the end of this year, several brands plan to launch, including Cult Gaia luxury brand; By Far bags and shoes; and GCDS fashion brand for men and women.
The company said more fashion and affordable luxury products will be unveiled at Central Chidlom in the coming year.
Nattakit Tangpoonsinthana, the executive vice-president of marketing at Central Pattana Plc, a property and retail developer, reported a flurry of activity at CentralWorld this year.
Several food brands and sportswear stores opened restaurants or shops at the mall, including Mak's Noodle; Yakiniku Like eatery; Canton Paradise; Hoka; On-Running; and Japanese home furnishings store Nitori.
Over the next four months, CentralWorld is poised to welcome the debut of more than 10 global brands, spanning food, fashion, and sports equipment categories, he said.
"These store debuts from renowned international brands are set to distinguish CentralWorld from its competitors and cater to a wide range of customer segments," Mr Nattakit said.
BRAND FOCUS
Uniqlo is renovating its shop to present a new format, offering exclusive and limited edition products akin to those available at its Ginza store in Japan. The reopening is scheduled for November this year.
"CentralWorld has become a global destination for renowned brands, with more of them interested in locating here because middle class Thai customers have more disposable income and are increasingly sophisticated, as evidenced by their enthusiasm for the brands we offer," he said.
According to Mr Nattakit, spending at CentralWorld has been vibrant, especially after the Tourism Authority of Thailand shifted its focus to promote tourism to India and the Middle East.
The mall also attracts more independent and weekend travellers from Vietnam and Malaysia, increasing foot traffic at the retail complex, he said.
Sikanya Saktidej Bhanubandh, chief executive of Maneeya Concepts Co, the authorised distributor of Kipling bags, said the company is considering adding 3-5 lifestyle and fashion brands to its portfolio.
The Gentle Monster store at The EmQuartier retail complex.
Pop-up stores flourish
Various brands opted to set up pop-up stores in Bangkok to showcase new product concepts and collections.
"In the first half of this year, the number of pop-up stores at retail locations under Siam Piwat and Iconsiam is on par with the total from the previous year," said a source from Siam Piwat who requested anonymity.
The source attributed the trend to both Siam Paragon and Iconsiam being world-class destinations known for their exceptional design, service and product offerings, appealing to diverse customer profiles, both domestic and international.
IF THE SHOE FITS
Foot Locker, the New York-based athletic retailer, entered the local market with the aim of attracting Thai youth and reinvigorating the sneaker segment.
The inaugural Foot Locker store spans 1,321 sq m in Siam Center, marking the brand's 33rd store in Southeast Asia, with other large outlets in the Philippines and Singapore. The store opened on Sept 1.
Deepak Tomar, the country general manager and director of MAP Active Adiperkasa, the official licensee of Foot Locker in Thailand, expressed optimism about the Thai market's potential as the growing sportswear, sneakers, and lifestyle clothing segments are worth 30 billion baht.
MAP Active Adiperkasa plans to open a second Foot Locker store in December at The Emsphere on Sukhumvit Road, with plans for 8-10 more stores in Thailand over the next three years.
MAP Active Adiperkasa has been operating in Thailand for two decades, distributing and marketing various fashion, athletic and toy products, representing brands such as New Balance, Aldo, Dr. Martens, Nine West, Hasbro and Moose.
The Thai subsidiary operates under the umbrella of PT MAP Aktif Adiperkasa Tbk in Indonesia.
The group generates US$1.5 billion in sales across Southeast Asia and aims to double this figure within three years by expanding its regional licensing agreements with global brands, notably New Balance, Aldo and Foot Locker.
"The sportswear, sneakers and lifestyle clothing market in Thailand, which is worth 30 billion baht, are categories that are steadily growing," said Mr Tomar.
"Following the pandemic, consumers are returning to engage in group activities, sports and live sporting events, necessitating the latest gear from top brands. Coupled with the enduring popularity of streetwear and a robust youth community, this is the opportune moment for Foot Locker to introduce its Power Store concept, the biggest store type for Foot Locker."
