Department store/Central Chidlom transforming

Editorial staff

Central Department Store, under Central Retail, is transforming Central Chidlom to a Luxury Department Store, “The Store of Bangkok” with substantial investment of 4 billion baht , uplifting to its luxury flagship department store in Europe including Selfridges in UK

Natira Boonsri, CEO of the Central Department Store Group under Central Retail, unveiled that the company has allocated 4 billion baht to make over Central Chidlom during 2023-2024, transforming it into the first luxury department store in Thailand and its position will be in the same league of 8 luxury department stores in Europe including Selfridges in UK, Rinascente in Rome and Milan, Italy, KaDeWe in Germany, IILUM in Copenhagen, Denmark, Brown Thomas in Ireland and Globus in Switzerland.

Natira Boonsri

“Central Chidlom holds immense significance for our group. Established in 1974, the store has strategically positioned itself in the heart of the city to cater to high-end customers and pioneered the concept of 'One-Stop-Shopping' in Thailand. Evolving over more than five decades alongside Thai customers and the retail industry, today marks another significant step as Central Chidlom ventures towards becoming a luxury department store. 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,” she said.

Central Chidlom will be redesigned to establish itself as a luxury department stores. In addition, Central Chidlom collaborates with Thailand's leading architectural firm and another 3 global consultancy from US, UK and Japan to create contemporary architecture. Tailored to fit the Thai lifestyle, it excels in intricate detail while embracing international style. Furthermore, locally sourced materials are incorporated to enhance Central Chidlom across multiple dimensions:

Broadening the central space of the store to provide a spacious and airy ambiance, evoking luxury and relaxation, and offering a shopping experience designed to fit every product category, catering to the preferences and lifestyles of all customers.

It also redesigns the exterior façade of Central Chidlom, which serves as its signature, to modernize the store’s appearance. Opting for frosted white glass, capable of illuminating and changing colors at night. Central Chidlom will become a bright, vibrant, lively, and iconic landmark of Bangkok.

Customers will easily access to Chidlom due to the company adds a Sky Bridge on the first floor to directly connect to the luxury floor, and expanding the existing Sky Bridge on the second floor to provide customers with easier access to Central Chidlom.

The store serves as a destination that gathers a diverse array of brands under one roof. Brands are meticulously selected, categorized based on price ranges and brand standings, to deliver an unparalleled shopping experience that exceeds expectations and caters to the needs of Central Chidlom’s customers.

They include” Luxe Galerie “ which presents an opulent array of prestigious global brands, including Balenciaga, Bottega Veneta, Burberry, Celine, Chanel, Dolce & Gabbana, Emilio Pucci, Fendi, Gucci, Kenzo, Loewe, Louis Vuitton, Missoni, Miu Miu, Prada, Roger Vivier, Saint Laurent, and Versace, ensuring an exquisite shopping experience.

While “Shoes Avenue” will be the ultimate destination for a luxurious collection of designer footwear, offering a diverse range of brands and styles all in one place. Brands such as Bottega Veneta, Burberry, Christian Louboutin, Coperni, Cult Gaia, Dolce & Gabbana, GCDS, Gucci, Isabel Marant, Jimmy Choo, Marni, Prada, Proenza Schouler, Roger Vivier, Sergio Rossi, Sophia Webster, Tod's, Tom Ford, Tory Burch, and Vivienne Westwood are showcased, with exclusive debuts of brands making their first appearance in Thailand, including Giuseppe Zanotti, Mach & Mach, Rene Caovilla, and The Attico.

“Beauty Galerie”, sprawls across more than 6,000 square meters, houses an exquisite array of beauty products from over 150 esteemed global brands, including exclusive booths from prestigious names like Chanel, Dior, La Mer, and Gucci. Each booth presents a unique concept to elevate the beauty experience.

Moreover, Beauty Galerie offers exclusive distribution of elite brands such as Augustinus Bader and Officine Universelle Buly, alongside a dedicated space for organic and niche beauty products, ensuring customers can effortlessly discover and acquire products tailored to their desires.

It will expand to new generation by curating a destination that gathers fashion and street fashion products that cater to the needs of the younger generation.

Central Chidlom stands out as the first and only department store with Sneakers Boulevard, an area featuring over 800 pairs of sneakers, including the latest collections, special editions, and rare models from various renowned brands, catering especially to sneaker enthusiasts.

Number of food outlets will increase of threefold in the totaling over 60 outlets to cater to every lifestyle and preference and to fulfill the lifestyle needs of customers who visit the store not just for shopping but also for hanging out, making Central Chidlom feel like a second home and enhancing its role as a more comprehensive destination.

In addition, a new identity for Central Chidlom was established through revamped logos and fonts, inspired by the store's new design. The introduction of the distinct “Central Chidlom Rose Pink" color derived from the iconic flower event of Central Chidlom, will be exclusive to Central Chidlom. This fresh identity exudes vibrancy, creativity, warmth, and friendliness while setting Central Chidlom apart from other 75 Central stores across the country.

Central Chidlom is poised to debut its new look, embodying the concept of "The Store of Bangkok," in April this year and customers can anticipate the grand reveal of the fully revamped Central Chidlom in December this year.

Beyond this significant transformation, Central Department Store has outlined plans to progressively renovate 5 existing stores nationwide to align with its business strategy for the year.

Currently ,Central Chidlom caters to three main customer groups including high-spending customers , creative and inspired young individuals and travellers and expatriates living or working in Thailand.

The company expects a 20% increase in foot traffic and a 30% growth in sales following the full-scale operation of the redesigned Central Chidlom in 2025.