Tops, a leading retail brand owned by Central Retail, is expanding its influence in Thailand’s thriving beauty sector by introducing an independent Looks store concept.
The initial independent Looks store will be inaugurated on May 20th at Robinson Lifestyle Srisamarn, underlining a significant shift in strategy for the wellness and beauty brand as it ventures into dedicated specialty retail.
This expansion is part of a broader, long-term growth plan for the brand. The company has ambitions to increase the presence of Looks to 100 locations across various formats over the next seven years.
Historically, Looks has operated mostly as beauty sections within Tops supermarkets. However, the brand’s new direction aims to appeal to the emerging ‘new-gen’ market and the progressively expanding masstige segments.
The independent store concept is set to offer an impressive range of over 5,000 SKUs, encompassing skincare, makeup, and inner wellness products. Approximately 15% of the stock will consist of exclusive items that will only be available in Looks stores.
In addition to the diverse range of products, the store will also host a ‘Solution Bar.’ This feature will offer customers personalized recommendations and consultations from beauty specialists at Looks.
Despite the implementation of the standalone model, the brand will continue to uphold its strong omnichannel presence. This includes maintaining the 105 dedicated Looks zones in Tops stores and the 17 Tops Daily branches throughout the country.
What is the new strategic direction for the Looks brand?
With the launch of an independent store concept, Looks is expanding from simply being beauty zones within Tops supermarkets to becoming a standalone specialty retail brand.
What unique features will the standalone Looks store offer to customers?
The store will offer a wide range of over 5,000 products across skincare, makeup, and inner wellness. It will also provide exclusive products unavailable elsewhere. Additionally, customers will benefit from personalized advice and recommendations at the in-store ‘Solution Bar.’
Will the brand maintain its presence within Tops supermarkets despite the new direction?
Yes, despite the launch of the standalone stores, Looks will continue to operate its dedicated sections within Tops supermarkets and Tops Daily branches nationwide.
