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CentralPlaza Lardprao poised to reopen in trendier fashion

Central Department Store (CDS) will reopen its Lat Phrao branch on Sunday with more than 100 brands and services aimed at stylish and trendy customers.

President Yuwadee Chirathivat yesterday said the 900-million-baht renovation of CentralPlaza Lardprao is now finished.

The five-storey building, with retail space of 41,000 square metres, has been given a new young and fun look, she said.

“The most significant change is the interior design, which will feel more modern. We want the Lat Phrao branch to be a lifestyle hub, with service quality on a par with Central Chidlom,” said Mrs Yuwadee.

Each department is adding new brands and services from local and international producers including more shop-in-shops in the watch department.

New offerings include Bridges fashion apparel and a Saeco boutique coffee corner along with the Flour Shoppe, a shop-in-shop cake and bakery house with vintage decorations and a menu aimed at teens.

“We’re making our store more hip to cash in on a younger demographic despite being established for 65 years,” said Mrs Yuwadee.

To celebrate CentralPlaza Lardprao’s trendy new look, more than 100 million baht has been earmarked for marketing activities including a Central Midnight Sale at all branches, Aug 31-Sept 6.

Sales from the Lat Phrao store are expected to total 1.8 billion baht in the fourth quarter and 5.6 billion baht for all of next year.

Mrs Yuwadee said the ongoing global economic problems do not worry her.

“We have ways of confronting that and ensuring continued business growth. What’s really affected us is local politics, which spun out of control in recent years,” she said.

CDS plans to offer more luxury products at all its branches, as Thais have higher incomes and more sophisticated lifestyles nowadays.

It has obtained the rights to market and distribute many international fashion brands including Gucci, Polo and, for children, Armani jeans and Burberry.

Mrs Yuwadee remains confident that many Thais will continue to buy luxury-brand products domestically although some of them travel abroad to shop.

Imported products from Italy, France, the US and some Asian countries now contribute 15% of CDS’s retail sales.

The company will also focus on improving its service and encouraging staff to surpass customer expectations, Mrs Yuwadee added.

Source: Bangkok Post

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