What: Inside Retail analysis of the key success factors at Central Retail.

Why it is important: Due to the intense competition there, Thailand has become a playground for experiential retail innovation.

Central Retail, a major Thai conglomerate, inaugurated its second eat-shop-play lifestyle center in the Chalong district of Phuket on October 6th. This follows the opening of their first Robinson lifestyle center in Thalang, Phuket, a year prior. The new Chalong mall boasts 17,000sqm of leasable area, with an 8,000sqm Robinson department store as its anchor. Central Retail has launched 28 such lifestyle centers across Thailand, hosting 4,700 tenants and receiving 120 million customer visits yearly.

Although located in tourist hotspots, these centers primarily cater to Thais. They fill a niche in areas that don't necessarily draw primary tourism but have enough consumer demand for a sophisticated shopping experience. The design is sleek, functional, and compact, accommodating a variety of merchandise, food, and leisure options.

Each center is modified slightly for local preferences. For instance, the Chalong center is themed as a “carnival village,” reflecting Phuket’s tourist culture. These centers follow a formulaic design: a ground floor with a Robinson department store, fashion brands from Asia, a mixed merchandise zone, and a Tops supermarket. They also feature Moshi Moshi, a popular Thai chain offering diverse lifestyle products. The upper floor transitions to hard goods, food, and entertainment with brands like Major Cineplex, Banana, Jaymart, Power Buy, Office Mate, B2S, and a food court.

Central Retail's potential influence in Vietnam is anticipated through their growing Go! mall chain. Central Retail ranks as one of Thailand's largest retail conglomerates, with sales being led by its fashion segment, recording a 22% growth year on year.

Eat, Shop, Play at Central Retail malls