Central Department Store, under Central Retail, Massively Invests Bt 4 Bn to Transform Central Chidlom to a Luxury Department Store, “The Store of Bangkok” Set to unveil its luxury, beauty, and fashion zones in April, and the full new look in the fourth quarter of this year

เกริก บุณยโยธิน 26 March, 2024 at 11.59 am


Central Department Store, under Central Retail Corporation, has announced a substantial investment of 4 billion baht to transform Central Chidlom into “The Store of Bangkok.” Aspiring to establish itself as a luxury department store, it endeavors to provide customers with a comprehensive “One-Stop-Shopping” experience, boasting a diverse range of brands across all categories conveniently housed under one roof. Setting new benchmarks with its world-class sophisticated design, elegant architecture, and a curated selection of global luxury brands, Central Chidlom aims to offer exceptional services, positioning itself as an inspirational destination for discerning shoppers, thus ushering in a new era of luxury retail in Bangkok.

Natira Boonsri, CEO of the Central Department Store Group under Central Retail, unveiled, “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. Through meticulously designed spaces, carefully curated brands, and world-class service standards, 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.”

The new Central Chidlom, branded as “The Store of Bangkok,” stems from the Central Department Store group’s vision to serve as ” The Store of Endless Inspiration for Every Moment of Your Life.” Incorporating three key principles into its redesign, the store aims to establish itself as a luxury department stores:


The Store of Design & Concept

Central Chidlom collaborates with Thailand’s leading architectural firm and a global consultancy 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:

– Enhancing the Experience: 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.

– Elevating Architecture: Redesigning 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.

– Enhancing Accessibility: Adding 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 of Curated Destinations

Central Chidlom represents the unique feature of the store itself, serving 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, including:

World of Luxury: Offering a world-class luxury shopping experience with:

– Luxe Galerie 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.

– Shoes Avenue, 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.

World of Beauty: Beauty Galerie, a new pinnacle of luxury and grandeur in Thailand, sprawls across more than 6,000 square meters. It 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.

World of Youth: Expanding Customer Base among 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.

Best Curated Food Destination: Selecting eateries and cafes that cater to every lifestyle and preference, with an increase of threefold in the number of food outlets, totaling over 60 establishments. This expansion aims 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.

Best-in-Class Service: Elevated services such as upgraded concierge lounges, personal shopping assistants, and digital parking services have significantly enhanced

The Store of Communities

Central Chidlom continues to be a beacon of inspiration, aiming to foster strong communities by encompassing:

– Customer Focus: Catering to three main customer groups: (1) High-spending customers who appreciate well-curated products, (2) Creative and inspired young individuals who are into fashion, art, and innovation, and (3) Travellers and expatriates living or working in Thailand.

– Introducing CENFINITY to elevate the private loyalty program for top customers of Central Department Store, Robinson Department Store, and Central Embassy, as well as The1 members. This program, redesigned to be more personalized and tailored, aims to meet the lifestyle needs and preferences of the store’s esteemed customers.

– Establishing a new identity for Central Chidlom 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 Central stores.

– Positioning Central Chidlom as the store of endless inspiration for communities, which presents creative events spanning art, music, and gastronomy, in partnership with both local and global collaborators, to infuse vitality and attract crowds year-round. Moreover, Central remains steadfast in its dedication to sustainable business practices and environmental preservation, exemplified by efforts to diminish plastic bag consumption, advocate for the utilization of recyclable and natural materials in the store adornments, and beyond.

Central Chidlom is poised to debut its new identity, embodying the concept of “The Store of Bangkok,” inviting both local and international customers to experience the latest luxury, beauty, and fashion offerings in April. Moreover, valued 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 numerous branches nationwide to align with its business strategy for the year.


The spending trend remains robust among premium clientele and the younger demographic, with projections indicating a 20% increase in foot traffic and a 30% growth in sales following the full-scale operation of the redesigned Central Chidlom in 2025.

“Central Chidlom continually evolves to keep pace with changing dynamics, and this milestone is particularly significant. It’s not merely about refurbishing to adjust customer perceptions, but rather, it signifies our journey towards establishing Central Chidlom as The Store of Bangkok, a luxury department store, offering a world-class ‘One-Stop-Shopping’ experience and remaining the top choice for our esteemed clientele,” said Natira.

เกริก บุณยโยธิน

เกริก บุณยโยธิน

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