Index Living Mall Public Company Limited (SET: ILM) is set to invest over 200 million baht in its expansion plan for “Flying Tiger Copenhagen”, with the opening of 20 new outlets nationwide. These stores will be strategically located in prime central business districts (CBDs), leading shopping malls and major tourist destinations.
The outlets are poised to offer creative Scandinavia-originated products under the new ‘Designed with Love in Denmark’ philosophy, along with ILM’s strength of the continual emphasis on the ‘affordable prices and unique designs’ concept. In the big picture, the Company is confident that, in 2026, the lifestyle retail market still has plenty of room to grow, as it continues to cater to all consumer groups with over 3,400 products, together with hundreds of new items rotating throughout the year. This year’s target is to achieve revenue of at least 300 million baht.
Miss Kridchanok Patamasatayasonthi, Managing Director of Index Living Mall Public Company Limited (ILM), Thailand’s leading integrated retailer of furniture, home furnishings and decorative items, revealed that after the Company has introduced “Flying Tiger Copenhagen”, a variety and lifestyle brand of products from Denmark, in Thailand in 2025, the brand has become a key piece in creating a fun and diverse Scandinavian-style shopping experience for all generations at six ILM branches: M Sphere, Index Living Mall Pattaya, Fashion Island, Seacon Square, Platinum Fashion Mall, and The Mall Bangkapi.
This famous Danish brand has received an overwhelmingly positive response, achieving total sales exceeding 30 million baht, and has successfully captivated various customer groups, including Gen Z, office workers, young families, and foreign tourists. Customers typically spend an average of 20-30 minutes shopping per visit, and many make spur-of-the-moment purchases. Late last year, the Autumn and Christmas collections, along with attractive gift items, were particularly popular campaign products, attributable to their unique and distinctive Scandinavian designs. Those, in combination with the festive atmosphere of year-end holiday season shopping, have resulted in enthusiastic acceptance among shoppers.
For 2026, the Company is launching a full-scale market expansion plan with an investment budget of approximately 15 million baht per branch, with the aim to open 20 new branches across Thailand, both in Bangkok and throughout the regions. The strategy, based on the “Designed with Love in Denmark” philosophy, continues to highlight the “Flying Tiger Copenhagen” brand’s DNA, combining Creative design, Fun, Functionality, and Accessible Pricing, while also prioritizing sustainability under the “Changing Together” concept.
On all counts, the Danish brand aims to spread happiness and inspiration and improve the quality of life for people worldwide on a daily basis. As for the new branches, ILM will target high-traffic locations in the Central Business Districts (CBDs) and tourist destinations in the country, including Siam Square, Silom Complex, Zpell@Future Park Rangsit, Central Ladprao, and Central Rama 2 – all of which attract high traffic of families and young people. Also on the radar screen are locations at tourist destinations around the country, such as Jungceylon in Phuket, and Central Hat Yai, along with large and prestigious shopping malls in Chiang Mai City.
Each branch will have an average size of 200-250 square meters, with the conceptual designs following the concept of “Treasure Hunt” or a maze to inspire and encourage exploration and to spur impulse buying. The array of products will encompass about 3,400 stock-keeping units (SKUs). Approximately 280-300 new SKUs to be added monthly with the aim to attract repeat purchases, and to alleviate customers’ boredom, as there will always be new items to peruse and purchase. More importantly, the prices are affordable and accessible, under the “Danish Design at Affordable Prices” concept.
The highlighted Campaign Collection products this year started with “Valentine’s Day”, followed by “Easter”, which was characterized by vibrant colors and iconic Easter egg and bunny symbols. This was closely followed by “Spring Vibes” (spring & summer), featuring items with bright, cheerful designs and lively floral patterns, including those on DIY items, party and picnic sets such as water pitchers, mugs, plates, flower vases, candle holders, cake trays, and tote bags. Also featured in this collection are household goods, home decorations, stationery, creative items for children, and exercise equipment. Those on display include the Christmas and year-end gift collections packed with items to spread joy.
These seasonal items have been designed to transform ordinary days into year-round fun experiences, motivating “social shareability” – sharing social media contents to build awareness, brand recognition, and ultimately to generate sales. At the same time, opportunities are being explored to enter into partnerships with various credit card companies, such as TTB, Kbank, and KTC, as well as for collaborations with celebrities to engage their fan bases and convert them into customers.
Miss Kridchanok said further that, in a time of economic pressure from rising oil prices and consequently increasing living costs, consumers were adjusting their spending behavior and becoming more cautious in their spending. On the other hand, consumers with considerable purchasing power are still willing to pay for products that provide emotional value, whether to reward themselves or to fulfill their happiness and provide emotional comfort. This phenomenon aligns with Euromonitor’s figures, indicating that 58 percent of consumers are experiencing moderate to high levels of stress in daily lives.
Meanwhile, value-oriented consumers carefully consider functionality and durability before making their purchases. “Flying Tiger Copenhagen” stands out as a brand that offers a competitive price point and a strong design philosophy – “Value through Design”, that caters to the demand for a satisfying shopping experience and emotional value at a reasonable price.
More importantly, all items in the store embody sustainability, as all products are carefully selected and are manufactured to high safety standards from wood and paper sourced from socially and environmentally responsible sources. Over 48 percent of products are recyclable, while plastic use has been significantly reduced. These responsible considerations are aligned with the purchasing behavior of the younger generation, who are willing to support brands that are environmentally sustainable.
Furthermore, the impact of volatility in energy supplies is likely to lead to a home-centric lifestyle trend, where people spend more time at home to save money instead of going out. This is expected to make DIY products, kitchenware, and home decor items designed to create a more relaxing home atmosphere becoming more desirable for consumers who will then be willing to spend more.
“This round of business expansion reflects ILM’s confidence in the high growth potential of the Thai lifestyle market, especially among consumers seeking unique, fun, and accessible products. We expect sales of ‘Flying Tiger Copenhagen’ to grow by at least 300 million baht in 2026,” concluded Miss Kridchanok.
