As more health-conscious Thai men want to look good, they are turning to top fashion, skincare and spa brands.
The 300-sq-mMOU shop at Megabangna offers up to 30 international fashion brands comprising clothes, shoes, bags, hats and accessories. About half of the brands are from the US and Europe.
Several companies have exploited the craze and made their debuts in the business of beautifying men.
Star Fashion (2551) Co, the maker of Hazard fashion clothing and distributor of Britain's FitFlop shoe brand, will officially open its first men's multi-brand shop at Megabangna in Bangkok today.
The MOU shop, covering 300 square metres, offers up to 30 international fashion brands comprising clothes, shoes, bags, hats and accessories. About half of the brands are from the US and Europe.
General manager Sukris Vareerajuthai said men's multi-brand shops have been popular in European market for years and are expected to spread throughout Asia in the coming months.
Thailand is a top destination for US and European lifestyle brands as it is known that Thai men are willing to spend their money on fashion, Mr Sukris said.
"Moreover, the country has various nationalities and expats, while Bangkok was also voted for three consecutive years as the world's most interesting city to visit," he said.
With experience in dealing with many fashion brands worldwide through trade shows and exhibitions, he is certain that the lifestyle of Bangkokians suits fashion retailers.
"Many Thais have good taste in their dressing, like travelling and open their minds to new things," said Mr Sukris.
A market analyst said that within the next 10-13 years Chinese consumers will account for 50% of lifestyle and luxury products in the world market. "And now the Chinese are in the top ranking of tourist arrivals to Thailand," he said.
Many international brands covering fashion, food and magazines have made their debuts in Thailand over the past few years.
"When I visit fashion exhibitions overseas, nobody is interested in me initially. When they know that I come from Thailand, everything becomes easier," Mr Sukris said.
After enjoying double-digit sales growth for several years, Star Fashion will open more lifestyle fashion shops in all formats next year.
Three Shoe Cafe stores will be opened in Ubon Ratchathani, Hua Hin and Chiang Mai at a total cost of 30 million baht, bringing the number of shoe stores under the group to 15.
It will also open two more MOU shops in Bangkok in the Siam Center area with a total investment of 16 million baht.
The company also plans to open Asean's biggest flagship store for FitFlop shoes at CentralWorld.