Chic Republic eyes Asean invasion
The home decor chain's new Pattaya outlet is so popular with foreigners that expandsion is inevitable
BEYOND THE wardrobe, homeowners often turn their styling attention to every room in the abode, but too often they fail to consider how redecorating might best reflect their personalities. The help – and the terrific furniture – are available at Chic Republic.
The Thai “home-fashion store” follows a trend now common in the US and Europe, providing endless ideas for transforming a house or apartment with refreshing new looks. There are two outlets in Bangkok, another in Hua Hin, and, as of last month, a fourth branch in Pattaya, where the property market is growing fast even as tourism continues to boom.
President and “chief home fashion officer” Kijja Pattamasattayasonti says the influx of foreigners who have chosen to live in Thailand has boosted demand in addition to that of local residents. And they’re willing to pay for superior quality, he says.
The new Bt400-million outlet occupies 10,000 square metres just off Sukhumvit Road in South Pattaya, close to Big C. The interior layout is immediately appealing and the stock almost overwhelming – there are more than 5,000 pieces of furniture and decor, as well as a huge mattress and bedding centre.
“Nowadays people are spending more on quality sleeping products because they’re more aware of the importance of healthy sleeping,” says Kijja. “We have the ‘Sleep Gallery’ concept, offering the world’s leading brands, which gives customers a chance to change their lifestyle and their everyday living.”
The approach in furniture is “modtrad” (modern and traditional style) and the selection is enormous, from vintage and classical to ultramodern, and all at affordable prices.
The vintage items include Romantic and French collections that are warm and tender thanks to solid wood adorned with hand-made flourishes. The “period” furniture has made a comeback in the past four or five years in Europe, America, Japan and Thailand.
“Modern Chic” combines Contemporary and Master Piece to enhance the charm of the household. “Elegant American Contemporary”, another trend that’s popular at the moment, offers large pieces with the elegance of dark tones and lends any residence prestige and class.
The materials used in European Classic are all genuine, all original. Your home could take on an authentically noble air with such modern-classic pieces in walnut, and it’s drawing its share of younger buyers as well.
Garden & Beach furniture for outdoor spaces in private homes and for beach resorts like Pattaya features materials such as aluminium and teak so that it’s durable in the sun and rain.
Chic Republic also carries a range of chandeliers, lamps and other lighting ideas, cushions, mirrors, picture frames, clocks, cool-storage boxes, artificial flowers, jars, carpeting, curtains, wallpaper, electric appliances and kitchen dishes, cutlery and kitchen utensils.
Then, perhaps best of all, there is the “Style & Interior Designer Service” through which professional designers welcome any inquiries. The consultations are free – as is delivery and installation of all purchases.
“The designer service gives customers a clear understanding about mixing and matching decor items and offers fresh ideas and tips tailored to their tastes,” says Kijja. “The idea is to inspire people to be bold in their lifestyles and make their homes a personal design statement.”
Chic Republic Pattaya’s foreign customers account for more than 60 per cent of its clientele, which has convinced the chain to expand into other Southeast Asian countries. Investors are already eager in Malaysia and the Philippines, but no firm plans have been set as yet.
“Over the next three years we’ll continue expanding in Thailand, and then it will be the right time to look for opportunities elsewhere in Asean,” Kijja says. “We need to do the market research first and study the investment in more detail before entering any partnerships. But it’s our goal to develop Chic Republic as a premier destination for lifestyle home fashion.”
Chic Republic will have a store in Bang Na by the end of this year and a 12,000sqm outlet on Ratchaphruek Road late next year. Meanwhile it’s also mulling new product lines, including perfume for the home.
