Central Phuket Updates Brand Movement Strategy – Welcoming Global Luxury Brands and Expanding to Accommodate High-Spending Travelers in a World-Class Luxury Tourism Hub
Now welcoming luxury brands such as BVLGARI, PRADA, Alo, COS, and Orlebar Brown, reaffirming its status as a global luxury landmark.
Expanding with an additional 20,000 sq.m. (GFA) in a new phase, bringing the total project value to over THB 23 billion, with the first phase scheduled to open in Q3 2026—set to be Thailand’s largest luxury brand collection outside of Bangkok, expecting to increase daily traffic to 100,000 visitors.
Leveraging Data & AI to enhance personalized shopping experiences, boost premium customer engagement, and strengthen the loyalty program—aiming to elevate Thai retail and local economies sustainably.
Phuket – Central Phuket, Thailand’s premier beachfront lifestyle destination, continues to set new benchmarks by hosting the largest collection of global luxury brands outside of Bangkok. Recently, it welcomed world-renowned names such as BVLGARI, PRADA, and premium lifestyle brands including Lululemon, Alo, COS, and Orlebar Brown, solidifying its reputation as a Global Luxury Landmark.
With an additional THB 3 billion investment, Central Phuket is expanding with another 20,000 sq.m. (GFA), bringing the total project value to over THB 23 billion. The first phase of the expansion is slated to open in Q3 2026, establishing the center as Thailand’s most luxurious shopping destination outside of Bangkok, with over 45 luxury brands catering to high-spending international travelers, especially from Russia, China, and India. This growth underscores Central Phuket’s ability to serve as a premium hub for affluent global travelers.
Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer at Central Pattana Plc., stated: “Central Pattana continues to build on the success of Central Phuket, Thailand’s only luxury mall outside Bangkok, to become a world-class landmark. With over 400,000 sq.m. spanning the Floresta and Festival zones, plus adjacent residential developments, we are expanding the luxury zone by another 20,000 sq.m., investing THB 3 billion, which brings the total mixed-use project value to over THB 23 billion. The first phase will open in Q3 2026, positioning Central Phuket as a critical force in elevating Phuket into a Luxury & Lifestyle Destination, drawing luxury brands from around the world.”
“We recently welcomed flagship stores such as BVLGARI, PRADA, Alo, COS (first locations outside Bangkok), and Orlebar Brown (first in Thailand), reaffirming Central Phuket as a global luxury shopping center. This development is poised to drive Thailand’s retail and tourism economy forward, while creating a comprehensive ecosystem for sustainable local economic growth.”
Central Phuket is also leveraging Data & AI to deliver a personalized shopping journey and developing a Loyalty Program tailored to premium customers. With current footfall averaging 80,000 visitors per day, it is expected to increase to 100,000 per day once the new zone opens in 2026. This growth not only boosts mall traffic but also opens up new opportunities for Thai retailers and SMEs, driving sustainable income distribution to local communities. It reflects Thailand’s potential to become a true world-class shopping destination.
Highlight Brands at Central Phuket
BVLGARI
The Roman high jewelry brand, a symbol of contemporary Italian lifestyle artistry, opens its new boutique at Central Phuket Floresta, the heart of luxury on the island. Inspired by Roman architecture, the boutique offers a luxurious and refined design that brings the essence of Roman charm to life—delivering a memorable experience under the concept of “Eternally Reborn,” where history is reinterpreted in a contemporary light.
PRADA
PRADA’s new boutique at Central Phuket spans 597 sq.m., featuring iconic curved glass and triangle patterns. The interior, inspired by the brand’s original Milan boutique at Galleria Vittorio Emanuele II, boasts black-and-white checkered marble floors and curved pastel green sculptural walls. The boutique offers clothing, leather goods, footwear, and accessories for men and women, including a summer collection tailored for travel and leisure.
Alo
The luxury activewear and lifestyle brand Alo opens its first store outside Bangkok at Central Phuket Floresta (2nd floor), with over 480 sq.m. of space. Offering fashion-forward, functional, and everyday wear for women, men, and unisex customers, the launch includes exclusive events such as tennis workshops, mat pilates, and sunset sound healing—promoting holistic well-being through lifestyle experiences.
COS
Designed by experts in interior and sustainability, COS’s first store outside Bangkok occupies 340 sq.m. with a natural, neutral aesthetic. The walls use locally sourced clay, bamboo showcases, and 100% recycled Smile Plastics. The terrazzo flooring contains over 90% recycled materials, and the Kasthall carpet is made from surplus yarn. Vintage and modern furnishings—like Giancarlo Piretti’s Alky chair, a Six the Residence table, and a NOR11 daybed—enhance the space. Bon Bon lights by Helle Mardahl add playful warmth.
Orlebar Brown (OB)
The British resortwear brand launches its first boutique in Thailand, offering luxurious summer-ready apparel for sophisticated getaways. With Thailand’s global reputation for tropical beach beauty and coastal charm, Orlebar Brown’s debut offers inspiring resort fashion—from swimwear to beachwear—designed to enhance every traveler’s holiday experience.
For more updates from Central Pattana, visit: https://www.centralpattana.co.th/th/
