Central Ramindra ready for restart

B2bn makeover attempts to draw high-spending customers

Central Pattana Plc (CPN), a retail and property developer, unveiled yesterday its revamped Central Ramindra mall aiming to draw customers with high purchasing power and strengthen its retail network in eastern Bangkok.

CPN and all business units of Central Group, including Central Department Store, allocated a combined 2 billion baht to overhaul Central Ramindra, the second-oldest mall for the group, hoping a fresh look can make it an area landmark.

Nattakit Tangpoonsinthana, executive vice-president of marketing for CPN, said the outlay represents the largest renovation in 30 years, as this area has changed to a more urban location driven by infrastructure such as the MRT line and several modes of transport.

He said the makeover is part of the company’s new “Strategic Ring Extension” that aims to support city growth from Lat Phrao and Phahon Yothin to Ram Intra, from the MRT Green Line to the Pink Line.

Central Ramindra has retail space of 90,000 square metres.

Mr Nattakit said the renovation is meant to establish a “new face, new destination” theme to support growth in the Ram Intra area, which saw a boom in residential properties, particularly houses worth more than 10 million baht. The hope is there are more consumers with higher purchasing power, he said.

A survey estimated the area population at 1.3 million, with density increasing 2.5% per year.

“The new Central Ramindra was designed based on the customer’s journey, as we try to offer more than just a mall,” said Mr Nattakit.

The B2S outlet has a new design concept with a farmhouse theme, offering its stationery and craft products, appealing to youngsters and families, he said. Tops added a new zone called Cuisine Masters, which features imported ingredients, while a redesigned SF cinema follows the “home cinema theme. There are 200 new brands at the mall, said Mr Nattakit.

Olivier Bron, chief executive of Central Department Stores, said the company invested 200 million baht to decorate the Ram Intra branch.

The store wants to feature “local essence” in its decorations, including “Muay Thai Experience” with contemporary crafts from the Akha community.

The decorations include 80% handmade crafts from environmentally friendly materials, he said.

Creative events are scheduled during the year, starting with the “Good Vibe” market.

From left are Chanavat Uahwatanasakul, chief development officer of Central Pattana, Mookda Chirathivat Uahwatanasakul, vice-president Central Group, Sudhitham Chirathivat, chairman at the advisory board of Central Pattana, and Wallaya Chirathivat, president and chief executive of Central Pattana.