slowdown or not, true quality looks to expanding stores

Vice president Boonying Khon-archapat said on Saturday after the opening ceremony of its latest True Value store in Phuket, it was true the global economic crisis had affected power spending among its target group, mainly in the upper-high end market.

However, "after soft launching our store at the HomeWorks in Phuket last October, we received good feedback," he said.

Boonying said the company expected to expand its stores to where its targeted customers are living, such as Bangkok 's high-end communities in the Sukhumvit zone or in big cities like Chiang Mai.

He said True Value's 600 imported brands can serve the demands of expats who are its major customers, currently representing 70 per cent of its total sales.

"New stores will need more than 600 square metres in space, with an investment per store of not less than Bt10 million ," he said, adding that the store format would allow it to manage a bigger variety of products than the corner or on-shelf format.

True Value in Phuket is the company's third branch in the store format, following branches in Nonthaburi and Pattaya. It has sub-branches in Central Food Hall and distributes through  Central Chidlom, Villa Market, Siam Paragon, The Emporium, Home Fresh Mart, Tops Supermarket, Rimping Supermarket in Chiang Mai. With a space of 600 sqm, True Value in Phuket has a different display from other stores emphasising relaxation, beauty.  

Boonying said the company had been in talks with HomePro home-product store chain to distribute its products through the chain's stores.