From Brazil to Thailand, TANACHIRA Group (TAN), a leading premium fashion and lifestyle brand operator in Thailand, has officially announced its partnership with and exclusive distribution rights for LIVE! a globally recognized active wear brand from Brazil.
This strategic move reflects TANACHIRA’s vision to embrace the fast-growing well-being lifestyle and movement culture trends in Thailand—particularly among the new generation of urban consumers who embrace health, active lifestyle, and expressive fashion as part of daily life. The brand’s first flagship store in Thailand is set to open at Dusit Central Park, a world-class luxury retail destination in the heart of Bangkok.
Mr. Tanapong Chirapanidchakul Chief Executive Officer, Tanachira Retail Corporation Public Company Limited (SET: TAN) stated “Bringing in LIVE! is a strategic addition to our lifestyle fashion brand portfolio and resonates strongly with modern consumers. LIVE! is more than just sportswear—it’s represents the confidence, strength, and beauty of modern lifestyles. We see tremendous market potential in Thailand, where health-consciousness and fashion have become a seamless part of everyday life. Active wear today is no longer limited to workouts—it has become ‘everyday fashion’ that combines comfort with style, especially for urban women looking for active wear that is functional, stylish, and confidence-boosting. LIVE! perfectly meets these needs with its thoughtful design, performance-driven functionality, and commitment to sustainability.”
Founded in Brazil in 2002, by Joice and Gabriel Sens, LIVE! has grown into a global brand with over 308 stores across Brazil, LIVE! Continues to expand internationally with strategic locations including Dubai, United Arab Emirates and now, Thailand. The brand is renowned for its ergonomic, designs that cater to all genders and body types, merging fashion with high functionality—for Yoga, Pilates, Running, or everyday wear.
At the heart of the brand’s success is its strong commitment to sustainability and innovation. 93% of LIVE! products are made in-house in Brazil using eco-conscious processes at the brand’s own fully integrated production facility. This approach allows LIVE! to maintain complete control over quality, innovation, and environmental standards-ensuring transparency, efficiency, and accountability from design to delivery.
Mr. Gabriel Sens, CEO and co-founder of LIVE! Brazil, added: “Our vision is to further integrate online and offline experiences, offering a seamless journey for our consumers while growing in strategic markets, Thailand is our first market in Asia – a region full of energy, movement and opportunity. We see tremendous potential here, and with TANACHIRA Group’s expertise in premium retail, we believe LIVE! will resonate with Thai consumers who value both fashion and function.”
The first LIVE! flagship store in Thailand will feature over 800 items, ranging from active wear, casualwear, to accessories and lifestyle gear. All designed to inspire movement and confidence. It is scheduled to officially open at Dusit Central Park. This launch is a milestone in TANACHIRA Group’s mission to bring world-class lifestyle brands to Thailand, curating experiences that reflect the evolving values of modern consumers: health, style, and sustainability.
