Thai niche fragrance brand Panpuri has opened its first Mainland China store at Shanghai’s HKRI Taikoo Hui, advancing its broader expansion plans across Asia.
The new boutique carries Panpuri’s fragrance, home ambience and body care ranges, while offering an immersive retail experience including fragrance personalisation and the brand’s signature gift-wrapping service.
Founded in 2003 by Thai entrepreneur Vorravit Siripark, Panpuri draws inspiration from traditional Thai oil rituals and combines fragrance with skincare and wellbeing benefits.
The Shanghai opening extends the brand’s footprint in Asia following the unveiling of an ambitious regional growth strategy in May. Panpuri said it planned to open 16 stores across Asia this year.
Japan is also a key focus, with the company planning to begin its expansion in Tokyo before moving into other major cities. Its China strategy is initially centred on Shanghai and Beijing.
“Japan and China are very important markets for us,” Siripark previously told Inside Retail. “Both markets have highly discerning consumers who deeply appreciate craftsmanship, detail, atmosphere and emotional connection values that are very aligned with the DNA of Panpuri.”
