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Published on July 24, 2007

It will upgrade the look of The Mall store from the mass market to a luxury shopping mall like Siam Paragon.

The group owns The Mall department stores, The Emporium on Sukhumvit Road and the Siam Paragon on Rama I Road.

It expects to start renovating the 60,000-square-metre The Mall Bang Khae early next year and reopen it in October 2008. It has completed renovation of its branches in Bang Kapi and Taphra.

The Emporium's executive vice president Achara Umpujh yesterday said the upgraded Bang Khae branch would sell new products, but not all would be at the same high-end level as those in Siam Paragon.

She said the branch would attract higher sales and revenue after renovation as the district's population has consistently increased. Many local people have high purchasing power, with some nearby villages having houses worth more than Bt10 million.

The group has planned a marketing campaign to celebrate The Emporium's 10th anniversary, consisting of The Emporium 10th Ultrabloom Anniversaire from July 26 to September 26 and Emporium Ooh La La … Le 10th Anniversaire on July 26.

Both activities require investment of Bt50 million. At the same time, the group expects to achieve Bt1.2 billion in sales from the campaign. Big prizes are being promoted.

A strategy has been set for The Emporium to be more intense in finding strategic partners to provide facilities (such as limousines), shopping services and shopping campaigns, according to the complex's senior managing director Kriengsak Tantiphipop.

He said the baht's appreciation had become a positive factor as The Emporium witnessed a 7-per cent sales increase and 10-per cent rise in international visitors during June and July compared to May.

Many renowned global brands were able to decrease prices more than the usual 15-20 per cent to as much as 50 per cent.

Nitida Asawanipont

The Nation