Thai fragrance brand Panpuri has unveiled an ambitious regional expansion strategy, announcing plans to open 16 new stores across Asia this year.
The expansion is part of the brand’s long-term growth roadmap, with Panpuri targeting more than 80 retail locations across nine countries by 2029. New stores will focus on luxury shopping malls and prime business districts.
Since 2024, Panpuri has expanded into markets including Hong Kong, Singapore and Macau. This year, the company plans a major push into Japan, beginning with Tokyo before expanding into other key cities, followed by entry into China in the fourth quarter with a focus on Shanghai and Beijing.
“Japan and China are very important markets for us,” Vorravit Siripark, Founder and CEO of Puri Company Limited, 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.”
Siripark also added that localisation will play a critical role in the company’s expansion strategy, with each store designed to reflect the culture and rhythm of its surrounding city while maintaining the brand’s signature atmosphere. The next generation of Panpuri stores will place greater emphasis on immersive sensorial experiences, combining fragrance storytelling with wellness, hospitality and emotional design elements.
