Central Marketing Group (CMG) has officially inaugurated the global debut of the new Guess store concept on the second floor of Central Ladprao, marking a significant first for the brand’s international retail strategy. This launch transforms Thailand into a primary testing ground for Guess?, Inc’s ‘elevated luxury’ direction, utilizing a refined architectural language of clean lines and neutral tones to maximize product visibility. The move is strategically timed as Thailand’s apparel market prepares to reach a valuation of $2.63 billion by late 2025, fueled by a 6.6 per cent CAGR. By prioritizing a seamless, customer-centric journey over traditional high-density shelving, CMG is positioning Guess to capture a larger share of the affluent urban demographic that is increasingly moving toward ‘quiet luxury’ aesthetics.
Strategic move amidst $3 billion global growth
This premier launch coincides with a period of robust financial performance for Guess, Inc, which recently reported total net revenues nearing $3 billion - an 8 per cent Y-o-Y increase. The Ladprao flagship serves as a definitive case study in the 2025 ‘Experience First’ retail trend, where physical outlets are redesigned to counter digital saturation. Industry data indicates, premium store refreshes can drive local footfall increases of up to 15 per cent in high-traffic hubs like Bangkok. ‘This store represents the bridge between our global vision and the local desire for world-class experiences,’ states a spokesperson from CMG, highlighting that the investment is a core part of a wider regional plan to future-proof the brand’s physical footprint ahead of major global corporate transitions.
A part of Central Retail, Central Marketing Group (CMG) manages 40+ global brands including Casio and Dyson. Operating 200+ Guess points of sale, CMG drives growth through premiumization in high-density urban hubs. With double-digit sales growth in 2025, the group continues its 70-year legacy of dominating Thailand's fashion landscape.
