Central Group to expand in Vietnam, launch 2nd Robins store

Corporate December 15, 2014 01:00

By The Nation

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Robins, a subsidiary of Central Retail, one of the largest conglomerates in Southeast Asia, is making deeper forays into Vietnam.



After the first launch in Hanoi, Robins Department Store is finding favour with the local people because of its products, prices and attractive marketing programmes, that attempts to meet the needs of a wide range of consumer lifestyles. 
It is now taking the experience to Ho Chi Minh City’s consumers. The lease for a Robins Department Store has been sealed with Crescent Mall, one of the most modern shopping complexes in the city.
Philippe Broianigo, CEO of Central Group (Vietnam), said last week that this second Robins is spread over four floors with more than 12,000 square metres of retail space at Crescent Mall. Each floor will attract cus-
tomers with well-arranged merchandise. 
Created by Dubai-based Zebra Group, the special design of Robins aims to bring a new shopping experience to the locals.
“We look forward to further developing our business in Vietnam, transferring know-
ledge to local staff and helping develop a new shopping standard for all areas of retail for our customers. 
“We also have confidence since we’ve opened the first branch of Robins in Hanoi and also in Jakarta. Then this store will be the door to the AEC [Asean Economic Community] for our company and all Thai brands,” he said. 
The three brands in Asean will be regional flagship stores, which can draw tourists from over the globe and serve over 300 million people from Vietnam and Indonesia.
Investment in this second store is over US$4 million and over 200 job positions have been created in Ho Chi Minh City. 
Thousands of quality products have been selected from leading local and international brands. Marketing programmes will focus on the interests and lifestyles of local consumers. 
Customers will also be offered the benefits of The1Card, the customer loyalty programme initiated by Central Group. 
Merchandise is divided into key categories – fashion apparel and footwear for men, women and kids, modern home products, cosmetics and fragrances, luggage and bags, and sports gear at Supersports. 
The store would also be a distributor for all Thai brands, Thai suppliers and Thai SMEs to the AEC in the future, he added.