Central Watson Co Ltd, Asia's biggest health and beauty retailer, will spend 250 million baht to refresh its brand, bringing a new look to all stores this year and next.
Rod Routley (right), managing director of Central Watson Co Ltd, together with marketing director Nuanphan Jayanama, present the new-look Watsons beauty and pharmacy store.
Rod Routley, newly appointed as the company's managing director, said the budget will go to transforming the existing 254 Watsons stores across the country into something fresher and trendier.
The changes are taking place globally, but Thailand is first up in Asia because the country is among the biggest markets for Watsons in the region, with still more room to grow.
Thailand's retail market is competitive, teeming with long-established local and global chains.
"This is the reason why we have to roll out a refreshed brand look and feel," said Mr Routley.
The company debuted the new look yesterday at the store in The Mall Bang Kapi. The roll-out will be complete by the end of 2014.
The revamp includes modified brand visuals, new storefront facades and new store interiors and signage, said marketing director Nuanphan Jayanama.
Store zoning will be improved with more prominent displays and colour-coded store areas for beauty, personal care, health and pharmacy.
New staff and management uniforms feature a smart tailored look, and better lighting adds to the overall ambience.Watsons offers more than 600 world-renowned brands, including at least 120 exclusive to Watsons stores.
Ms Nuanphan said the company will open an additional 50 stores this year, bringing the total to 304 nationwide.