Jaspal Group, the Bangkok-based ready-to-wear clothing company, is taking strategic steps to enhance its brand awareness and engage a diverse customer base by introducing new CPS Coffee café concepts during the latter half of this year.
According to Apisit Singhsachathet, the group's general manager for CPS Coffee, having successfully launched CPS Coffee in 2019 under the concept of "coffee, passion and specialty" to reflect the brand's character, the company now plans to launch two new CPS Coffee café models in the second half of this year to cater to a wider range of customers. These will be pop-up stores and coffee trucks. The aim of the concepts is to make CPS Coffee more accessible to consumers.
The CPS Coffee pop-up stores will be strategically located in high-traffic shopping malls. The first-ever CPS Coffee pop-up store was inaugurated on July 5, 2023 at Siam Paragon shopping mall, with the aim of increasing the brand's visibility. The store's unique and aesthetically appealing design provides an ideal backdrop for selfies and attracts café enthusiasts who enjoy sharing their experiences on social media. The target audience for this concept is trendsetting customers.
Meanwhile, the CPS Coffee trucks will be located at various events such as concerts, food and beverage-related festivals, and music and art festivals, catering to diverse consumer preferences. These will be launched during the second half of 2023.
The group currently operates four CPS Coffee branches, featuring two distinct models -- the "coffee bar" and "flagship" concepts. Coffee bar stores are situated at Iconsiam, Terminal 21 Asoke, and Central Festival Eastville, while the flagship store model was launched on Sukhumvit Soi 53.
"With the company's vision to be a leader in the lifestyle fashion business, serving people worldwide, we have expanded from our foundation of strength in fashion retail to more comprehensive lifestyle businesses," he said, adding that Jaspal Group ventured into the coffee industry a few years ago, as the café business tends to grow continuously, and café culture has become an integral part of people's lives, with "café hopping" fast becoming a hobby and lifestyle choice.
The coffee market in Thailand is currently valued at roughly 10 billion baht, with an average annual growth rate of 10%. CPS Coffee aims to grow sustainably by offering an exclusive coffee menu, carefully selecting outlet locations, and creating inviting shop environments.
Malika Chawla, senior director of CPS Coffee, said that in the second half of the year the company planned to open two more CPS Coffee bar stores. These new stores will be located at Jungceylon and Central Phuket shopping centres in Phuket, and Bangkok's Vivre Langsuan project.
"Through these diverse coffee models, we are confident of reaching a broader and more comprehensive span of target customers and build brand awareness faster,'' Mr Apisit said. "By doing so, Jaspal Group aims to further solidify its position as a leader in the lifestyle fashion industry."