Sephora to branch out at Siam Center

Sephora, a France-based multibrand cosmetics store, will open its first shop in Bangkok in the next few months.

Along with that store, more than 20 brands of fashion products, food, cosmetics and accessories, both in Thailand and from abroad, will open their stores at the renovated Siam Center shopping mall, investing a combined 500 million baht.

Thailand remains an attractive destination for world-class brands to open flagship stores thanks to its strategic location in Asean and high tourist numbers, projected to reach 26 million this year.

Caroline Murphy, senior executive vice-president of Siam Piwat which is the operator of Siam Center, said the 650-square-metre store will open in two months.

The store will offer more than 1,500 items from Sephora and new cosmetics brands that have never had a presence in Thailand and feature the latest cosmetics trends from major cities around the world, she said.

Owned by Louis Vuitton Moet Hennessy, the world's leading luxury goods group, Sephora has more than 1,500 outlets in 28 markets.

The entry into Thailand by several leading fashion and cosmetics brands has indicated their confidence in Thailand's economy and retail industry, she said.

Victoria's Secret Beauty & Accessories will also open its first store at Siam Center to offer a wide range of cosmetics, skincare products, perfumes and accessories.

As well, Pull & Bear, a fashion flagship store for young people, will also be opened a 550-sq-m outlet. The store will be the first in Asia to offer the brand's new store concept.

Besides, Giorgio Armani SpA will open its largest Armani Exchange (A X) flagship store in Asia at the mall while DKNY Jeans will open a new store.

Siam Center plans to spend 200 million baht on activities in the last quarter of this year to spur customers' spending.

At the same time, the centre will launch a new mobile application on Apple's iOS and Google's Android smartphones called Siam Center app.

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Writer: Pitsinee Jitpleecheep
Position: Business Reporter