Pena aims to give shoppers an 'amused' experience
Cha-am prototype concept to be applied to group's other locations
Pena Group plans to rejig its retail operations from the “outlet mall” concept to “amused shopping experience mall”, in expectation that a prototype complex at Santorini Park in Cha-am can be applied to its existing mall locations.
“We think we’re on the right track,” president Supoj Tantichirasakul said when asked about the group’s future business expansion.
The recently opened Santorini Park has already managed to draw as many as 10,000 visitors on some days, especially during weekends. Tourists make up about 10-20 per cent, with the remainder mainly Bangkokians wanting to relax in a tourist province and corporate clients.
Pena Group has diversified its textile and garment operations into other businesses over the past 10 years and is now involved in hotels, retail under the Premium Outlet Mall brand and food.
Supoj, 62, said that although he had not retired, he had passed the garment business to the second generation of the Tantichirasakul family.
“We will keep the garment business, which has been able to turn around from losses to profit. Though we won’t expand it, we will not give it up, as the garment business can form a synergy with retail,” he said.
“We also don’t develop property for sale, but for rent. However, this also challenges us, as we have to make the shop owners that rent our Outlet Mall space grow together,” he added.
Santorini Park, which was developed under the “amused shopping experience” concept and holding its grand opening last weekend, has inspired Supoj to expand the new business model.
He said the group would invest in a water park and three-star low-rise resort over the next few years on the same site as Santorini Park, where only 20 rai of the prepared 60 rai is currently being used.
The group also plans to acquire another 20 rai adjacent to the site.
Santorini Park has undergone a Bt500-million investment for development of an amusement theme park and shopping mall, comprising five main zones: Park, Village, Rest, Event and Sunday Art Market.
The park will feature 6,000 square metres of retail space developed on 15 rai in the first phase. More than Bt50 million was invested in architecture inspired by the Greek island of Santorini and decorations including sculptures in pop-art and modern-art styles, as well dancing fountains.
“If we stick on plan, the water park can be opened next year,” he said.
The group plans to build a low-rise resort with at least 150 rooms to serve higher demand from tourists travelling to Cha-am and nearby areas.
As to applying the “amused shopping mall” concept to other areas, this will primarily be used in its seven Outlet Malls in tourist provinces.
“The first targets are the Outlet Malls in Khao Yai and Phuket. However, this depends on how successful Santorini Park proves to be,” Supoj said.
This year, the group expects Bt4 billion in overall revenue, up 20 per cent from last year. About Bt2.4billion will be from retail, Bt1 billion from garments and the rest from hotel and food.
