What: After many years of work, Central Chidlom, an iconic location in Bangkok, is finally opened.

Why it is important: we reported the state of Central business in Bangkok in a previous exclusive, mentioning Chidlom as an important location in need of a significant upgrade Natira Boonsri, CEO of Thailand's Central Department Store Group, recently spoke about the transformation of Central Chidlom, one of the country's historic department stores, claiming it to be "redefining the shopping experience."

 The newly unveiled Luxe Galerie, a three-level, 8000 square meter luxury area within Central Chidlom in downtown Bangkok, marks a significant upgrade. This section hosts an array of top-tier brands like Versace, Burberry, and Louis Vuitton, and includes distinct spaces such as Shoes Avenue and Sneakers Boulevard, which cater to luxury footwear and younger fashion demographics respectively. Central Chidlom, which opened in 1973, faced competition and obsolescence over the decades, even experiencing a significant setback with a fire in 1995. However, this renovation appears to be a strategic move to reposition itself in a bustling retail landscape dominated by newer shopping centers. This makeover aligns with Central Retail's broader performance, which owns Central Chidlom. In the first quarter of this year, Central Retail reported fashion sales surpassing 2019 figures for the first time post-pandemic, with total sales 6% higher year-on-year. The company's omni-channel sales approach now accounts for nearly 20% of its retail sales, showcasing significant growth. Central Retail's overall net profit for the quarter also rose by 14% to approximately $72 million.

Inside Central Chidlom’s luxury makeover in Bangkok