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Published on October 4, 2007

They're among the group running Loft, the speciality store that BIHC Trading operates on the third floor of Siam Discovery in Bangkok.

The shop - packed with goodies imported from Japan - has just celebrated a decade of success with extensive renovations and new concept: "Play it Twist" offers items guaranteed to make any day cheerier. 

Ordinariness is hereby banished.

Loft was born in Tokyo's Shibuya district in 1987 and quickly earned a reputation for transforming mundane products with creativity and colour.

Mayuree, who's on the Bangkok outlet's executive committee, thinks Loft is like a treasure house, always full of surprises.

"The stock turnover is very fast, about twice a month," she says, "so every time a customer comes in there's always something new, which is what makes the store so much fun."

Senior manager Suwipha proudly points out that "it's impossible to buy a plain-looking stapler here", one of many indicators that this is a prime destination for gift shopping.

"I've never been bored working here," she says. "My desk in the office is full of Loft stationery."

Housewife Mayuree, meanwhile, casts her vote for the home-decor section.

The shop's original concept was "beyond ordinary", set up with the "neo-family" in mind, says Mayuree. It's like a grown-up version of the trendy stores that cater to youth. Both women shopped in teen-oriented Siam Square when they were younger.

Loft is packing in something like 8,000 browsers a day at the moment. There are young customers, mostly students, along with people just starting their careers and young executives and business owners.

Sixty per cent of the merchandise comes from Japan and the rest is made in Thailand, 10 per cent of it specifically for Loft. There are a lot of interactive products, plenty of collectibles, and a wide choice of items to suit any occasion.

"We encourage local designers and artists to form a partnership with us," says Suwipha. "Thais are talented. Sometimes they come to see us with a book full of good drawings and ideas that they don't know what to do with."

"DIY is always a big attraction," adds Mayuree. "People come looking for fresh notions and playful characters. When I'm feeling stressed I like walking around the store - it renews my energy and enthusiasm.

"That's why we try to bring in innovative gadgets and accessories all the time - customers can have a good time even if they don't buy anything. We don't like to keep any products behind glass or under the counter. Loft is a cheerful place - it's supposed to be fun all the time!"

Kupluthai Pungkanon

The Nation