Central Department Store

Central Department Store is a Thai department-store chain and one of the principal retail businesses associated with Central Group. Its history traces back to 1927, when Tiang Chirathivat, an immigrant from mainland China, opened a small Bangkok shop called Keng Seng Lee. The business subsequently moved to Charoen Krung Road and operated as Central Trading Store, selling a broad selection of domestic and imported goods as well as newspapers and magazines. This early variety-retailing model established the commercial identity that later developed into the Central department-store format. During the 1950s, Central expanded its store network and became known for importing merchandise and using organized product displays at a time when these practices were relatively uncommon in Bangkok retailing. The company’s modern department-store strategy became especially visible with the opening of Central Chidlom in 1973. The branch was organized around a one-stop-shopping proposition, allowing customers to purchase multiple categories of goods within one store. Subsequent openings, including Central Lad Ya in 1981 and Central Ladprao in 1983, extended the chain’s scale and its connection with large shopping complexes. Central Ladprao was described at the time as the largest shopping mall in Thailand. The brand’s merchandise mix has traditionally covered fashion apparel, accessories, cosmetics and personal care, home products, electronics, and other general merchandise. Its positioning is generally more premium and experience-oriented than a discount department store, with emphasis on curated brand assortments, store presentation, service, and integration with major retail and mixed-use developments. Central stores operate both as standalone department stores and as anchor tenants or department-store components within shopping centers. Central received a Thai Royal Warrant in December 2005 for services to the Thai Royal Family. The warrant allowed the company to display the Royal Garuda emblem and became a notable institutional distinction associated with the business. By 2010, the chain operated 15 stores in Thailand and continued to expand its domestic presence. The brand began overseas expansion in 2014 with a store in the East Wing of Grand Indonesia in Central Jakarta. It also operated a second, short-lived location at Neo Soho Mall in West Jakarta from 2016 until 2019; that location was closed after weak sales. Central’s international footprint therefore remained much smaller than its Thai network. In 2019, Central announced a major modernization program intended to reposition selected stores around a broader lifestyle concept. The company planned to invest at least 10 billion baht between 2020 and 2024 to renovate 20 stores. The program followed the conversion of the former Zen lifestyle megastore identity into the Central brand, with the CentralWorld branch intended to act as a prototype. Initial renovation plans named Central Chidlom, Central Ladprao, and Central Rama II. Robinson Department Store locations were also brought under Central Department Store management following the merger of the two businesses, broadening the network of stores operating within the Central retail portfolio. Central remains an active department-store brand in Thailand, with a presence in Bangkok and multiple provincial markets, as well as its Jakarta operation. Its current identity combines traditional department-store breadth with lifestyle retail, shopping-center integration, premium international and local brands, and ongoing physical-store renewal.

Central Department Store began in Bangkok in 1927, when Tiang Chirathivat established a shop called Keng Seng Lee. The store later moved to Charoen Krung Road and adopted the name Central Trading Store. Its early business was characterized by variety retailing: it carried local and international newspapers and magazines alongside other merchandise, creating a broad assortment rather than focusing on a single category. The business expanded during the 1950s as Central opened additional stores and increased its use of imported products. It was also an early adopter of organized merchandising displays in Bangkok. These practices helped move the company away from a small emporium model and toward the more structured department-store format that subsequently defined the brand. Central Chidlom opened in 1973 under a one-stop-shopping concept. The store sought to provide customers with a wide range of daily and discretionary purchases in one location, an approach that became central to the chain’s identity. Central Lad Ya followed in 1981 and was described as the largest store of its kind at the time. Central Ladprao opened in 1983 and was then associated with Thailand’s largest shopping mall, strengthening the relationship between Central department stores and large-scale retail complexes. The chain received a Royal Warrant from King Bhumibol Adulyadej on 20 December 2005. This recognition allowed Central to display the Royal Garuda emblem and marked the company’s established role in Thai retail. By 2010, Central operated 15 Thai stores. The first major overseas expansion came in 2014, when Central opened a department store at Grand Indonesia in Jakarta. A second Indonesian location at Neo Soho Mall in West Jakarta operated from 2016 to 2019 but closed because of low sales. Indonesia remained the brand’s principal overseas market identified in the available reference material. Central announced a substantial store-renewal strategy in 2019. It planned to spend at least 10 billion baht during 2020–2024 to renovate 20 stores into a lifestyle-oriented format. The initiative followed the transition of the Zen lifestyle megastore brand into the Central identity. CentralWorld was selected as the prototype, while Central Chidlom, Central Ladprao, and Central Rama II were named for the first phase of renovations planned for 2020. The Central portfolio was further affected by the integration of Robinson Department Store. Following the merger, Robinson department-store locations were placed under Central Department Store management. This added former Robinson sites to the broader Central network and supported the group’s effort to organize its department-store operations under a more unified brand and management structure.

• 2019

  Neo Soho location closes

  [1]Central Department Storeen.wikipedia.org

  The Neo Soho store is closed after a short operating period attributed to low sales.

• 2019

  Lifestyle-store renewal plan announced

  [1]Central Department Storeen.wikipedia.org

  Central announces a planned 2020–2024 renovation program covering 20 stores.

• 2016

  Second Indonesian location opens

  [1]Central Department Storeen.wikipedia.org

  Central begins operating a second Indonesian department store at Neo Soho Mall in West Jakarta.

• 2014

  First Indonesian store opens

  [1]Central Department Storeen.wikipedia.org

  Central enters Indonesia with a store at Grand Indonesia in Jakarta.

• 2010

  Thai network reaches 15 stores

  [1]Central Department Storeen.wikipedia.org

  Central is reported to operate 15 stores in Thailand.

• 2005

  Royal Warrant granted

  [1]Central Department Storeen.wikipedia.org

  Central receives a Royal Warrant for services to the Thai Royal Family and gains permission to display the Royal Garuda emblem.

• 1983

  Central Ladprao opens

  [1]Central Department Storeen.wikipedia.org

  The Ladprao branch opens within what was then described as Thailand’s largest shopping mall.

• 1981

  Central Lad Ya opens

  [1]Central Department Storeen.wikipedia.org

  Central opens what was described at the time as the largest store of its kind.

• 1973

  Central Chidlom opens

  [1]Central Department Storeen.wikipedia.org

  The Chidlom branch introduces a one-stop-shopping department-store concept.

• 1950

  Expansion and organized merchandising

  [1]Central Department Storeen.wikipedia.org

  During the 1950s, Central grows its store network, imports more goods, and adopts merchandising displays.

• 1927

  Keng Seng Lee opens in Bangkok

  [1]Central Department Storeen.wikipedia.org

  Tiang Chirathivat establishes the shop that later develops into the Central retail business.

• 1927

  The business becomes Central Trading Store

  [1]Central Department Storeen.wikipedia.org

  After moving to Charoen Krung Road, the store operates under the Central Trading Store name and sells varied merchandise, newspapers, and magazines.

A mid-to-high-end department-store and lifestyle retailer emphasizing broad merchandise selection, curated brands, customer experience, store presentation, and integration with major shopping centers.

• Apparel

  Fashion and accessories

  Central’s department stores carry fashion apparel, footwear, bags, accessories, and related merchandise. The assortment supports the chain’s mid-to-high-end positioning and its role as an anchor retailer in major Thai shopping centers.

• Beauty

  Beauty and personal care

  Beauty counters and personal-care merchandise form a major department-store category, including cosmetics, skincare, fragrance, and grooming products from local and international brands.

• Home

  Home and household

  The home assortment includes household goods, furnishings, and lifestyle products. These categories support Central’s broader one-stop-shopping proposition and its transition toward a lifestyle-oriented store format.

• General merchandise

  Electronics and general merchandise

  Central also sells electronics and other general merchandise, maintaining the broad category coverage associated with a conventional department store rather than specializing solely in fashion.

• 2019Central lifestyle-store transformation

  Thailand

  Central announced a multi-year program to renovate 20 stores and develop a lifestyle-oriented retail experience, with CentralWorld designated as the prototype.

  Outcome. The program was intended to refresh the chain’s physical stores and consolidate the former Zen lifestyle identity under the Central name.

  Source
• 1973One-stop shopping concept

  Thailand

  The opening of Central Chidlom introduced a store concept centered on meeting a wide range of customer needs under one roof.

  Outcome. The concept became an important part of Central’s department-store positioning.

  Source

• 2019

  Approve a multi-store lifestyle renovation programStrategy

  Background

  Central aimed to modernize its department stores and develop a broader lifestyle proposition after the Zen megastore identity was renamed as Central.

  Action taken

  The company announced planned spending of at least 10 billion baht from 2020 through 2024 to renovate 20 stores, beginning with Central Chidlom, Central Ladprao, and Central Rama II.

  Aftermath

  CentralWorld was selected as the prototype for the new store concept.

  Planned renovation investment. At least 10 billion baht planned (2020–2024)

  Source

• 2016

  Open a second Indonesian locationStrategy

  Background

  Following its Grand Indonesia entry, Central expanded its Indonesian presence.

  Action taken

  A second department store opened at Neo Soho Mall in West Jakarta.

  Aftermath

  The location was short-lived and closed in 2019 because of low sales.

  Source

• 2014

  Enter the Indonesian department-store marketStrategy

  Background

  Central sought to extend its department-store model outside Thailand.

  Action taken

  The company opened its first Indonesian store at Grand Indonesia in Central Jakarta.

  Aftermath

  Central later operated a second Indonesian location at Neo Soho, although that store closed in 2019 after low sales.

  Source

• Integrate Robinson department-store operationsM&A

  Background

  Robinson Department Store was merged into the Central retail structure.

  Action taken

  Former Robinson department-store locations were transferred under Central Department Store management.

  Aftermath

  The change expanded the store network managed under the Central department-store organization.

  Source

1. 1Central Department Storeen.wikipedia.org
2. 2Central Thailand official websitecentral.co.th