Thai wellness brand PAÑPURI unveils first overseas store in HK

Thai holistic wellness and lifestyle brand PAÑPURI has opened its first overseas store in Hong Kong as part of its global expansion efforts.

Pramote Dechaboonsiripanich, managing director, PAÑPURI, said: "Hong Kong's consumers are known for their refined taste and demand for premium products, which presented a strategic opportunity for us to grow our customer base.”

“Additionally, Hong Kong serves as a gateway to the Mainland and a global business hub, making it an ideal location for expansion. Our data also shows that Hong Kong customers rank among our top clients, so this move allows us to better serve both local and international customers,” Dechaboonsiripanich added. 

Locating at K11 Musea, a cultural-retail shopping mall in Tsim Sha Tsui, the new store offers an array of fragrance and beauty products, such as essential oils, ambience diffusers, and fragrances.

The new store also provides an exclusive Hong Kong edition EXTRACT perfume oil collection and a bespoke sensorial bar for customers to design their own signature scent with the assistance of trained specialists. 

PAÑPURI aims to expand to three or four stores in Hong Kong and establish its Hong Kong office, capitalising on the city's status as a strategic gateway to Asia and a sought-after international hub.

“Our Hong Kong office will play a pivotal role in overseeing operations across Mainland China, Hong Kong, and Macao. Its key responsibilities will include driving sales, marketing initiatives, and planning, as well as enhancing our retail capabilities over the next few years,” Dechaboonsiripanich said.

Jimmy Chiang, associate director-general of investment promotion, ​Invest Hong Kong, said: "Cosmetics and personal care products are popular shopping categories for both locals and visitors. The opening of PAÑPURI in Hong Kong offers not only a premium choice for customers, but also shows the attraction of Hong Kong as a global hub for international brands. I wish PAÑPURI every success in Hong Kong and beyond."

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Founded in 2003, PAÑPURI operates under the belief that true holistic wellness involves the balance between inner health and outer beauty. It operated 27 stores across Thailand, a check by MARKETING-INTERACTIVE saw on PAÑPURI's official website.

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