Beauty Club plans expansion upcountry and border cities

The company currently operates 20 stores, of which 15 are small shops called Beauty Club Corner occupying retail space of no more than 20 square metres.
“We just opened our first Beauty Club House, which has retail space of 50-80 square metres, at Klang Plaza shopping centre in Nakhon Ratchasima in April,” said Napat Pokasumrit, chief executive officer and marketing director of Club Variety Co.
“We have also opened four Beauty Club Grand stores since March. They are at Major Cineplex Ratchayothin and Rangsit, The Mall Nakhon Ratchasima, and Major Cineplex Pinklao, each occupying retail space of more than 150 square metres,” he said.
Napat said the company would terminate the Beauty Club Corner format and all existing outlets would be shifted to Beauty Club House or Beauty Club Grand formats.
“With Beauty Club Corner outlets, we have faced limitations both in retail space and the number of products available, which can cover only 10 items of nutrition goods,” he said.

Full-product range 
“Meanwhile the Beauty Club House stores will be able to carry between 4,000 and 5,000 products on average and about 7,000 products for each of Beauty Club Grand stores. They cover all beauty products from colour and makeup to skincare, fragrances and nutrition products.” 
Napat said the company had signed rental contracts with Central Pattana to open four new Beauty Club stores at CPN shopping complexes in the first half of next year. There would be two Beauty Club Houses at CentralFestival Pattaya and CentralPlaza Bangna, and two Beauty Club Grands at CentralPlaza Chiang Mai Airport and CentralPlaza Phitsanulok.
“We are looking to expand our Beauty Club stores upcountry as well as border city locations, mainly with CPN’s shopping-mall network. They are to attract shoppers both domestically and from neighbouring countries,” he said.
He added that the company wanted the number of Beauty Club stores, both Beauty Club House and Beauty Club Grand, to total 12 next year, and up to 20 in 2018 and 28 by 2019. The cost of this expansion would be about Bt10 million per store.
“We have operated the Beauty Club business for almost three years, growing from 19 Beauty Club Corner outlets with Bt100 million in sales in the first year to Bt400 million sales expected this year. We expect our annual sales to reach Bt1 billion in three years,” Napat said.