Retail in Asia


Penhaligon’s makes Thailand travel retail debut with King Power International

Puig has partnered with King Power International Group to open Penhaligon’s new counter at King Power Rangnam in Bangkok. The opening marks the niche fragrance brand’s first-ever travel retail space in Thailand.

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The 15-square-metre counter is located in the store’s niche and luxury beauty section. The retail design is based on the concept of ‘Oud de Nil’ which pays tribute to the Nile River. The Nile has inspired countless fragrances over the years and also served as the inspiration for Penhaligon’s signature colour. The counter connects Penhaligon’s architectural codes with its brand colours.

Penhaligon’s new counter at King Power Rangnam offers three fragrance pillars: Portraits, British Tales and Trade Routes. Source: Penhaligon’s

The counter offers three Penhaligon’s fragrance pillars: Portraits, British Tales and Trade Routes. Soon it will also offer the brand’s Home and Bath & Body Collection.

A tribute to English spirit and irreverence, Portraits is a storytelling-driven collection that tells the tale of a fictional aristocratic fragrance family.

British Tales celebrates 150 years of British perfumery and takes inspiration from history, myth, lore and legend; while Trade Routes is inspired by the luxury goods traded at the London Docks during the turn of the 19th century.

The King Power Rangnam counter offers an elevated, digitally driven shopping experience. It is equipped with Penhaligon’s Magic Monocle digital fragrance discovery tool which unlocks key fragrance information and product recommendations with the scan of a QR code.

Penhaligon’s Fragrance Profiling tool is another key feature. It immerses travellers into the rich world of the brand and tells the story of its values, heritage and products. This experience is supported by one-on-one engagement with on-site brand ambassadors.

A sampling experience completes the Penhaligon’s journey. Shoppers are invited to try the scents at the end of their fragrance profiling experience via sprayed handkerchiefs that can be tied onto their writs.

The retail design pays tribute to the Nile River, which served as the inspiration for the brand’s signature colour. Source: Penhaligon’s

The opening is being supported with digital and social media activity through a powerful partnership with King Power and Chinese online payment platform Alipay.

Penhaligon’s unveiled a premium brand page on at the end of April, alongside advertising on the retailer’s website. The partners have also teamed up to roll out KOL activities to further boost awareness of the counter in the local market.

Running throughout June, Puig and Alipay hosted the first-ever Alipay Media Buy partnership outside of China, targeting Chinese consumers travelling to Thailand.

Puig’s executive vice president for global travel retail, Kaatje Noens, commented: “King Power Rangnam is a world-class shopping destination with an outstanding beauty offer befitting the luxury appeal of Penhaligon’s. The launch of Penhaligon’s in Thailand marks a strategic step in our growth ambitions for the brand and we are confident that consumers in the Thai capital will be captivated by Penhaligon’s unique storytelling.”

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King Power International Group EVP, group merchandising division Nunchanin Viriyatharakij added: “With its compelling brand story, exquisite product offer and beautiful retail activations, Penhaligon’s is an exciting new addition to our exclusive niche beauty offer at King Power Rangnam. Both King Power and Puig are aligned in our commitment to delivering memorable shopping experiences and we look forward to a flourishing partnership.”