Retail in Asia


Central Retail’s Central Chidlom to undergo luxury transformation

Central Retail Natira Boonsri

Central Department Store, a subsidiary of Central Retail Corporation, has disclosed an infusion of THB4 billion (USD109.7 million)  into the redevelopment of Central Chidlom, aiming to fashion the property into a luxury hub in Bangkok.

The redevelopment aims to cater to three main customer groups: high-spending customers seeking well-curated products, young individuals passionate about fashion and art, and travellers and expatriates in Thailand.

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Natira Boonsri, CEO of the Central Department Store Group under Central Retail, said the announcement is “another significant step” in the development’s evolution.

“We no longer see Central Chidlom simply as a department store, it is now ‘The Store of Bangkok,’ the epitome of shopping sophistication for both Thai and international clientele,” Boonsri said.

A rendering of the new Central Chidlom project. Source: Central Retail

Central Department Group projects a 20 percent increase in footfall and a 30 percent rise in sales after it reveals the new Central Chidlom, expected to complete in 2025.

The new Central Chidlom will offer a distinctive shopping experience, bringing together a range of upscale and contemporary brands under one roof.

Its Luxe Galerie and Shoes Avenue will showcase luxury brands including Chanel, Gucci, Prada, and Versace, as well as the exclusive debuts of brands making their first appearance in Thailand.

An expansive Beauty Galerie is planned to occupy 6,000 square metres, housing 150 prestige beauty brands with dedicated spaces for niche labels.

Central Chidlom will also cater to next-generation shoppers with a footwear-focussed wing, Sneakers Boulevard.

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The retail offering will be complemented by at least 60 food outlets to boost the development’s lifestyle component, in addition to services such as concierge lounges, personal shopping assistants, and digital parking services.

To enhance customer loyalty, Central Chidlom will introduce Cenfinity, an elevated private loyalty programme exclusively for top customers of Central Department Store, Robinson Department Store, Central Embassy, and The1 members.