Bangkok, Thailand – 3rd December 2024 – Central Chidlom, the flagship store of Central Department Store Group under Central Retail, is set to redefine the retail landscape with its concept ‘The Store of Bangkok.’ This strategic transformation positions the iconic department store as Thailand's no. 1 luxury department store. The grand reveal, scheduled for 12th December 2024, will feature the store's first brand ambassador, Nam Joo Hyuk, alongside numerous celebrities, and socialites who will join the celebration of this momentous occasion. The Store of Bangkok strategically positions Central Chidlom as a global shopping destination, catering to both Thai and international shoppers, driving Thailand's luxury retail sector growth with a targeted 30% sales increase.

Ms. Natira Boonsri, CEO of Central Department Store Group, under Central Retail, remarked, “For over 50 years, Central Chidlom has captured the hearts of shoppers in Thailand and around the world by placing customer satisfaction at our core. Our comprehensive approach—from strategic location to meticulously curated assortments and services—has been our hallmark. With a substantial investment of 4 billion baht and over 77 years of retail expertise, we are transforming Central Chidlom into Thailand's no. 1 luxury department store. We aim to empower every customer to curate their unique lifestyle and personal identity. Luxury is not defined by cost, but by the ability to express individual style and taste. The potential for Thailand's luxury market remains incredibly promising. In just the past six months (1st June to 30th November 2024), we've already achieved a remarkable 25% growth. As we complete our transformation in 2025, we project a 30% increase in sales."

Elevating Retail Excellence: Central Chidlom Redefines Luxury Shopping Experience

1. The Store of Curation

The heart of Central Chidlom's concept is a curated retail environment that turns the space into a celebration of innovation and luxury, featuring a selection of luxury brands from around the world. This includes

Beauty Galerie, a comprehensive beauty destination, featuring over 150 world-class beauty brands. This extraordinary space showcases prestigious names like Chanel, Dior, Gucci, Prada Beauty, and La Mer. Highlights include a premium organic skincare zone, an exclusive Niche Fragrances section, unprecedented brand offerings such as Augustinus Bader, Officine Universelle Buly, and Valentino Beauty, as well as the first-in-Thailand Prada Beauty boutique.

With over 500 fashion brands, Central Chidlom presents unmatched retail innovation:

Luxe Galerie: Thailand's Exclusive Shop-in-Shop Luxury Experience Features world-renowned brands including Bottega Veneta, Balenciaga, Burberry, Celine, Dolce & Gabbana, Emilio Pucci, Fendi, Gucci, Kenzo, Loewe, Louis Vuitton, Miu Miu, Missoni, Prada, Roger Vivier, Versace and more, with the upcoming addition of Chanel in December.

Shoes Avenue: where customers are invitied to explore and try luxury footwear in one seamless walk from brands like Christian Louboutin, Cult Gia, Coperni, Jimmy Choo, Marni, Proenza, Schouler, Sergio Rossi, Sophia Webster, Tory Burch,and Tod's. The zone introduces the exclusive Christian Louboutin Bar – a first in Asia, offering special beverage experiences.

Exclusive International Brands Bringing global fashion directly to Bangkok, the store features unique brands such as Archivépke, C.P. Company, GCDS, Giuseppe Zanotti, Mardi Mercredi Actif, Mach & Mach, René Caovilla, Rockfish Weatherwear, Simkhai, SUNNEI, Samo Ondoh, Versace Jeans Couture, and TAW&TOE - many making their first appearance in Thailand.

Sneakers Boulevard & Streetwear Studio Dubbed Thailand's largest sneaker destination, this zone offers over 800 unique sneaker pairs, including limited edition collections, street fashion for the next-generation consumer, and special edition releases from multiple international brands.

Home Market: Curated with the concept of "Circle of Life," this department is a must-visit for home lovers. It offers ‘The Best Curation For Every Home,’ featuring top-quality brands, including exclusive Only @ Central brands. From home essentials and décor to electrical appliances, this department has everything to suit every family and home size, catering to all key spaces in your home.

My Little World: Featuring over 30,000 items from 400 top global brands, this department reinforces its position as the number one choice for mums seeking the best for their children. It provides a new shopping experience beyond just purchasing, with the exclusive Baby Advisor service offering expert guidance for modern-day mothers. Discover exclusive brands Only @ Central such as Mamas&Papas, Smiggle, Mardi Mercredi Les Petits, and Kenzo.

To create a space where everyone can live happily together, we have introduced the PUBLIC LANE - PUBLIC MARKET zones, featuring leading restaurants such as: Ba Hao Tian Mi, PASH Juices, Grazia Gelato & Coffee, John Donut, Guljak Topokki & Chicken, PHED PHED POP, Little Market, Kam's Roast, Jao Khao Soi Chicken, The Rolling Pinn, Taproom, Tiengna Patisserie, Shichi Japanese Restaurant, Ăn Cơm Ăn Cá, Fa Pla Than, SALADSTOP!, Sava Modern Thai Flavour, Fox princess kitchen w/ rabbit, Mozza by Cocotte, Nose Tea, Greyhound Café, and Muji Café. The LOFTER area brings together over 30 street food vendors offering both Thai and international cuisines. The versatile event spaces including the Atrium Open Space on the G floor, Residence Space on the 1st floor, and the Event Hall on the 2nd floor, each designed to host variety of events in dynamic and engaging setting, creating a vibrant community hub that goes beyond traditional shopping experiences.

2. The Store of Design

Central Chidlom, as a flagship store, combines world-class architectural concepts with Thai design elements, emphasizing diversity as the foundation of its vibrant and dynamic space, developed in collaboration with global consulting experts. The design begins with a unique glass façade that can be illuminated, and features a new Sky Terrace entrance directly connecting the Chit-Lom BTS station to the first floor of Central Chidlom. This redesign concept builds upon the original Central store's rose symbol, decorating the space in the 'Garden of Rose' theme. The store features Terrazzo stones in a distinctive Chidlom Pink, creating an atmosphere reminiscent of shopping in a luxurious European department store. Central Chidlom also introduces a fresh identity for its #CitizenofChidlom community through a ‘New Brand Identity,’ which includes a redesigned logo in ‘Chidlom Pink’—a colour that extends across key touchpoints to enhance the overall shopping experience. Additionally, the newly redesigned ‘Chidlom Pink’ shopping bags, which immediately evoke a sense of positivity, embody the unique identity of #ChidlomCitizens—individuals with distinct style and character. The store also unveils new uniforms for its staff, completing the refreshed look and feel.

“Symbol Mania” “Symbol Mania,” under the concept A Symbol Can Be Anything, highlights Central Chidlom’s identity through diverse perspectives and creative collaborations with over 25 emerging artists. Inspired by the Chidlom Pink symbol, these works emphasize co-creation over traditional advertising, integrating Chidlom Pink into everyday lifestyles such as fashion, art, coffee, dining, and hobbies.

‘Chidlom Pink Take Over’ captures attention with a comprehensive 360-degree communication strategy, including:

• Six BTS train carriages in Chidlom Pink
• Advertising media within BTS stations and carriages
• A panoramic display at centralwOrld
• Commercials and billboards across Bangkok
• Social media presence on Facebook, Instagram, and TikTok @CentralChidlom

3. The Store of Excellent Services

At Central Chidlom, every visit begins with a warm welcome from our knowledgeable staff, committed to making each shopping journey exceptional. Services include Personal Shopper for tailored assistance, Personal Stylist for finding the perfect look, and Gift Advisor for personalized recommendations. The Central App ensures convenient shopping anywhere, supported by AI-driven suggestions to suit individual preferences.

CENFINITY members enjoy the exclusive CENFINITY Lounge, a luxurious retreat offering unparalleled comfort and privacy. All customers are welcome to enjoy the Work Work Co-working Space, a modern and inviting area designed for working, reading, or relaxing in a comfortable environment. Additionally, the Personal Shopping Suite | Sounds by Devialet offers an elevated experience, combining refined interiors, premium audio by the renowned French brand, and luxurious seating crafted with Jim Thompson fabrics.

4. The Store of Communites: Everyone is a #CitizenofChidlom

Ms. Natira Boonsri, CEO of Central Department Store Group under Central Retail, highlighted Central Chidlom's mission to welcome a diverse audience, building on its core customer base of mid-to-high-income shoppers, including international tourists and expatriates (20% of clientele). Post-transformation, the store aims to attract 30,000 visitors daily, spanning both local and global markets:

CENFINITY and Wealth & Premium Customers: High-spending VIPs enjoying exclusive privileges and bespoke services.

Families & Kids: Families finding quality time with engaging activities in a welcoming setting.

Gen Y & Gen Z: Trend-savvy young shoppers drawn to modern, high-end fashion, tech, and luxury goods.

Expatriates & Tourists: Visitors seeking world-class shopping and leisure experiences, with added convenience through partnerships with airlines, credit card companies, hospitals, and services like Tax Refunds.

Get ready for an unforgettable experience at ‘The Store of Bangkok’ Grand Opening

"Central Chidlom is committed to elevating every aspect of the retail experience, aiming to become Thailand's luxury department store that enhances both shopping and tourism, driving Thailand's economy forward. On 12^th December 2024, Central Chidlom will create a historic moment in Thai retail as we officially celebrate the opening of the new Central Chidlom. To express our gratitude to valued customers, we’ve planned an extraordinary celebration featuring a special appearance by Nam Joo Hyuk, Central Chidlom’s first brand ambassador, alongside global artists like Henry Moodie and top Thai celebrities, including Phopthorn, Nene Pornnappan, Modern Dog, Bella, Mai Davika, Kimberley, Mario, James Ji, Alex, Phuwin, and more. The event will also host socialites, CENFINITY members, ambassadors, Central Group management, and distinguished guests. This grand opening marks the beginning of a year filled with exciting activities, celebrating Central Chidlom’s continued growth and long-term success.”

Stay connected and follow the transformation of Central Chidlom on Facebook, Instagram, and TikTok @CentralChidlom.