Magazines Archives - 2007 May

CRC’s Zen Department Store set to become must-visit shopping destination
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CENTRAL RETAIL CORPORATION (CRC) is positioning its revamped Zen Department Store as a must-visit shopping destination for tourists.

Newly billed as a lifestyle store, the 2.8-billion-baht (US$85.75-million) outlet spanning 19 floors is five times larger than before and will be opened in stages, said Allan Namchaisiri, president of Zen Department Store and senior vice-president and head of marketing for CRC.

A 50,000sqm department store occupies the first to seventh floors of the refurbished building while a ‘lifestyle tower’ rising from the eighth to 19th floors will consist of a 2,000sqm exhibition hall, a fitness-and-wellness centre, beauty spas as well as bars and restaurants.

Because of its prime location and proximity to CentralWorld, affluent tourists are expected to account for 30%-40% of the 30,000-40,000 shoppers anticipated daily on weekdays and 50,000-70,000 on weekends. The company has also earmarked 200 million baht for marketing, promotions and events for this year.

Zen Department Store is not expected to pose as competition to CRC’s flagship Central Department Store. According to Yuwadee Chirathivat Bhicharnchitr, managing director of Central Department Store, Zen will cater to the urban lifestyle of teenagers and young-at-heart adult trend-setters, while Central offers mainstream products.

The new lifestyle department store is expected to rake in 4.8 billion baht in revenue in its first year.