Marks & Spencer, the British fashion chain, will focus on expansion in international markets to become a leading multichannel retailer.
Olga Lyudovyk, the head of franchise business at Marks & Spencer Asia, said the performance of Marks & Spencer Thailand has been strong amid competition from many global brands.
The company sees an opportunity to grow continuously in Thailand, as Thai customers buy Marks & Spencer products for their exceptional quality and stylish fashion.
As part of an ongoing strategy to become a leading multichannel retailer, Marks & Spencer will cut its dependence on the British market.
Group sales hit 10 billion pounds (505 billion baht) last year, of which 1.1 billion pounds came from international markets. Asian business rose by 13%.
"In Asia, our priority markets are India and China. However, Thailand is still an important market, as it's the fastest growing in Asean," Ms Lyudovyk said.
Marks & Spencer will continue to expand in existing Asian markets with franchise partners. The company arrived in Thailand in 1995 and now has 10 stores in Bangkok and one in Phuket.
Joshua Pycroft, vice-president of Marks & Spencer Thailand, said two new stores will open by year-end.
The first is a 1,100-square-metre store in CentralFestival Chiangmai due to open today. The other is a 1,000-square-metre store in CentralFestival Hatyai opening on Dec 14.
Mr Pycroft said both stores will feature Marks & Spencer's latest store format with an inspiring environment and new fashion displays.
Customers can shop an extensive range of quality, stylish fashions across womenswear, menswear and lingerie as well as accessories, footwear and sleepwear.
Also in store are wide ranges of beauty products, food and wine.
The new store format provides each clothing brand its own distinct look and identity, letting customers choose which brand best meets their personal style and preferences.