RESILIENCE REIMAGINED
Annual Registration Statement | Annual Report 2021
(Form 56-1 One Report)
CONTENTS
Vision and Mission, Principles, and Purpose 4
Core Values 6
Central Retail Ecosystem 8
Financial Highlights 14
Message from the Chairman of the Board of Directors 16
Message from the CEO 18
Board of Directors 20
Managements 22
Awards and Recognitions 24
Part Business Overview and Performance
33
1 1. Business Structure and Operations 159
2. Risk Management
3. Business Sustainability Development
177
4. Management Discussion and Analysis (MD&A) 213
5. General Information 234
Part Corporate Governance
263
2 6. Corporate Governance Policy 280
7. Management Structure / Director, Sub-committee, Management,
Employee and other Information
8. Report on Corporate Governance 316
9. Internal Control and Connected Transactions 349
Part Financial Statements 389
3
Glossary of Terms and Retailing Terms 478
Enclosure
Enclosure 1
Details of Directors, Executive, Controlling Person, Person in charge of
Finance and Accounting, Head of Controller and Company Secretary
and the representative for contract in case of foreign company
1.1 Details of Directors, Executive, Controlling Person, 480
Person in charge of Finance and Accounting,
Head of Controller and Company Secretary
1.2 The Company Secretary and agents scope of duties and responsibilities 521
1.3 Details of Directors, executives, controller of central subsidiaries Click
and independent subsidiary operating core business
Enclosure 2 Click
Details of the Directors of the Subsidiaries
Enclosure 3 Click
Details of Head of Internal Audit and Head of Compliance
Enclosure 4 Click
Operating Assets and Details of Asset Assessment
Enclosure 5 Click
Corporate Governance Policy, Code of Conduct and Charters
Enclosure 6 Click
Audit Committee’s Report
“In case this Annual Report (Form 56-1 One Report) references information is disclosed on the Company’s website,
the disclosed information shall be deemed to be part of Form 56-1 One Report. The Board of Directors certifies
the correctness and completeness of disclosed information and annual information disclosure in Form 56-1 One Report.”
Business Overview and Performance Corporate Governance Financial Statements Enclosure
VISION AND MISSION
PRINCIPLES AND PURPOSE
Principles
Vision and Mission
Honesty, Diligence,
To be the best, sustainable and Commitment
and most admired customer-centric to Customers
Omnichannel retailer wherever
we operate
Purpose
Central to Life
4 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Principles
Vision and Mission
Honesty, Diligence,
To be the best, sustainable and Commitment
and most admired customer-centric to Customers
Omnichannel retailer wherever
we operate
Purpose
Central to Life
Annual Report 2021 (Form 56-1 One-Report) 5
Business Overview and Performance Corporate Governance Financial Statements Enclosure
CORE VALUES
BECAUSE WE CARE..I•CARE
Central Retail has defined I • CARE as the core values that
need to be transferred and instilled in all employees to ensure
that its operational goals are aligned, contributing to good
organizational culture. I • CARE comprises:
ETHIC INNOVATION
BECAUSE WE CARE.. CUSTOMER
I•CARE
RELATIONSHIP
ALLIANCE
6 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
INNOVATION
Creation of new products, welcome every opportunity and challenge
to improve quality and produce more effective performance
The Company stands ready to encourage and support all personnel in facing
changes without pre-judgement, in overcoming all limitations and achieving
all possibilities, inconsistently examining and exchanging knowledge, and in
fearlessly innovating with readiness to modify and improve in the turning of ideas
into real practice.
CUSTOMER
Focus on customers, determined to provide excellent service with care
and attention for internal and external customers
The Company listens to customers’ needs and trains its personnel to understand
products and customers’ requirements in depth to provide service beyond
expectation, all the while considering customers’ points of view, even in tough
times. The Company is ready to admit mistakes when they are made and find
immediate solutions to respond to customers’ changing requirements.
ALLIANCE
Work as a team for the progress of the business group
The Company drives its personnel to work for the corporation under the same
overarching goals and bases its business decisions on choices that lead to
the highest benefit for all. The Company listens to and respect all viewpoints,
building new knowledge networks to raise expertise standards and foster joint
experiences, as well as creating cooperation between branches and business
groups, to become an organization of unity.
RELATIONSHIP
Common spirits with colleagues, business partners and society,
for sustainable growth
The Company recognizes the importance of valuing and respecting differences and
diversity in age, culture, and gender to promote a workplace where care, sincerity,
flexibility and consideration of colleagues, business partners and society are key factors.
The Company emphasizes the keeping of promises to foster confidence and trust
in its work, as well as creating an awareness of social responsibility for sustainable
growth.
ETHIC
Respect of ethics in business operations
The Company upholds ethics in all our business dealings, emphasizes good
corporate governance, and promotes personnel responsibility in forging integrity
and trust worthiness for oneself and others. Our employees work with transparency,
full disclosure and accountability, do not tolerate wrongdoings in the company,
as well as obey all rules, regulations, and the Company’s Code of Ethics.
Annual Report 2021 (Form 56-1 One-Report) 7
Business Overview and Performance Corporate Governance Financial Statements Enclosure
CENTRAL RETAIL
ECOSYSTEM
FOOD Call & Shop Social Commerce FASHION
Personal Shopper
DIGITAL PLATFORM Supermarket Chat & Shop O2O Call Center Webstore: LOYALTY PROGRAM
E-Ordering
Department Store
Specialty Store
Brandshop
BU.com
DIGITAL
PHYSICAL
Hypermarket
Convenience Store
PROPERTY
Mobile Application
Retail Plaza Quick Commerce Marketplace
Sales Counter
HARDLINE
SUPPLY CHAIN
& LOGISTICS
8 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
CENTRAL RETAIL
ECOSYSTEM
FOOD Call & Shop Social Commerce FASHION
Personal Shopper
DIGITAL PLATFORM Supermarket Chat & Shop O2O Call Center Webstore: LOYALTY PROGRAM
E-Ordering
Department Store
Specialty Store
Brandshop
BU.com
DIGITAL
PHYSICAL
Hypermarket
Convenience Store
PROPERTY
Mobile Application
Retail Plaza Quick Commerce Marketplace
Sales Counter
HARDLINE
SUPPLY CHAIN
& LOGISTICS
Annual Report 2021 (Form 56-1 One-Report) 9
Business Overview and Performance Corporate Governance Financial Statements Enclosure
MULTI CATEGORY
HARDLINE SEGMENT
Central to Everyday Living
Selling products that meet all the needs for home, which consists of electronic products, construction materials and
equipment, home decoration products, DIY products, stationery, office supplies, and e-Book under retail brands
(1)
such as Thai Watsadu, Baan & Beyond / BNB Home, Power Buy, OfficeMate, B2S, MEB, and Nguyen Kim.
THAIWATSADU.COM
FOOD SEGMENT
Central to Everyday Consumption
Keeping up with food trends and continuous improvement to meet the needs of consumers, with a wide range of
consumer products under various retail brands such as Central Food Hall, Tops, FamilyMart, Big C / GO! Vietnam,
Lan Chi Mart, Tops market Vietnam, and go!.
(1) It is being rebranded to BNB Home
10 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
FASHION SEGMENT
Central to Everyday Style
Retailer of fashion products, covering a variety of brands from high-end to everyday use. Complete all your
fashion needs at Central Retail’s stores in Central Department Store, Robinson Department Store, Supersports,
Central Marketing Group and Rinascente Department Store.
PROPERTY SEGMENT
Central to Everyday Life
Innovator and leader in commercial real estate managed under retail brands such as Robinson Lifestyle,
Tops Plaza, and Big C / GO! Vietnam.
Annual Report 2021 (Form 56-1 One-Report) 11
Business Overview and Performance Corporate Governance Financial Statements Enclosure
MULTI FORMAT
PHYSICAL PLATFORM (Offline)
SUPERMARKET
Department Store Specialty Store Brandshop Supermarket
RETAIL PLAZA
HYPERMARKET
Hypermarket Convenience Store Retail Plaza Sales Counter
DIGITAL PLATFORM (Omnichannel)
www
Webstore Mobile Application Quick Commerce Marketplace
OFFLINE TO ONLINE (O2O)
CHAT
Personal Shopper Call & Shop Chat & Shop Social Commerce
e-Ordering Call Center
12 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
MULTI MARKET
As of 31 December 2021
Italy Thailand Vietnam
8 cities 57 provinces 40 provinces
9 stores 2,051 stores 120 stores
Total Net Selling Space Total Net Selling Space Total Net Selling Space
S SALES AREA
ALES AREA
61,036 sq.m. 2,865,197 sq.m. 329,562 sq.m.
Annual Report 2021 (Form 56-1 One-Report) 13
Business Overview and Performance Corporate Governance Financial Statements Enclosure
FINANCIAL HIGHLIGHTS
1. Total Revenue (THB million) 2. EBITDA (THB million) 3. Net Profit (THB million)
222,737
194,311 195,654 25,814
20,059
18,965
12,359
341
277
2019 2020 2021 2019 2020 2021 2019 2020 2021
Note: EBITDA and net profit from continuing operations
Sales Contribution 2021
By Segment By Country By Format
Hardline Food Thailand Digital Platform (Omnichannel)
36% 40% 72% 20%
Fashion Italy Vietnam Physical Platform (Offline)
24% 6% 22% 80%
EBITDA Contribution 2021
By Segment By Country
Hardline Food Thailand
38% 27% 77%
Fashion Italy Vietnam
35% 11% 12%
Note: Sales and EBITDA from continuing operations contribution in Thailand include other countries.
14 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Financial Highlights
2019 2020 2021
Statement of Comprehensive Income (THB million)
Total revenue 222,737 194,311 195,654
Total cost of sales of goods (1) 144,856 134,948 135,847
Gross profit (2) 59,153 44,999 45,944
Selling and administrative expenses 62,332 57,088 57,068
EBITDA from continuing operations 25,814 18,965 20,059
Normalized EBITDA (3) 22,455 18,149 20,110
Net profit from continuing operations 12,359 341 277
Normalized net profit (3) 9,016 (614) 407
Profit attributable to owners of the parent 10,633 46 59
Statement of Financial Position (THB million)
Total assets 183,505 239,180 263,228
Total liabilities 145,986 183,465 204,147
Total equity 37,519 55,715 59,081
Financial Ratios
(2)
Gross profit margin (%) 29.0 25.0 25.3
Normalized EBITDA margin (%) 10.1 9.3 10.3
Net profit margin from continuing operations (%) 5.5 0.2 0.1
Normalized net profit margin (%) 4.0 (0.3) 0.2
Return on total assets (ROA) (4) (%) 6.8 0.2 0.1
Return on equity (ROE) (5) (%) 23.6 0.7 0.5
Net interest-bearing debt / Equity (times) 1.4 0.9 1.0
Earnings per share (THB / share) 2.26 0.01 0.01
Notes:
(1) Cost of sales of goods and cost of rental and rendering of services
(2) Gross profit and gross profit margin from sale of goods, rental services, and rendering of services
(3) EBITDA and net profit reported on normalized basis. From 1 January 2020, the Comapny has adopted the amendment to
Thai Financial Reporting Standards (“TFRS”) 9 Financial Instruments and TFRS 16 Lease
(4)
ROA = Net profit margin from continuing operations / Average total assets
(5) ROE = Net profit margin from continuing operations / Average total equity
Annual Report 2021 (Form 56-1 One-Report) 15
Business Overview and Performance Corporate Governance Financial Statements Enclosure
MESSAGE FROM THE CHAIRMAN
Dear Shareholders,
Central Retail Corporation has long been conducting its retail business in parallel with social responsibility, clear
corporate goals and steps towards becoming a model organization for sustainable development and the future of
retail business. Our mission is to operate a business that realizes not only the short-term solution but also the long-
term impact, focusing on quality over quantity, and committed to quality growth in the eyes of all stakeholders,
including customers, employees, business partners, communities and society. The Company emphasizes Creating
Shared Values (CSV) based on the principles of organizational development through a business concept
under sustainability, which is consistent with the ESG concept, namely Environment, Social and Governance.
E – Environment. We place significant
importance on waste management under
the principle of the Circular Economy that
consists of Reuse, Reduce and Recycle,
including the use of environmentally
friendly packaging, elimination of single-
use plastic bags and promoting reuse. One
exemplary project is “Journey to Zero” which
creates cooperation among all business
groups, with an aim to reduce solid waste
and promote carbon reduction through the
development of the value chain and effective
management, whether to reduce the use
of single-use plastic and food wastage,
and to modify compostable packaging,
for example. The project also includes
collaboration with the Scholars of Sustenance
Foundation (SOS) to donate excess food
from daily sales to vulnerable groups of
people in the community, and to reduce
food waste generation through a more
efficient system management development.
S – Social. We understand that for the
organization to develop further, it requires
personnel with potential. We pay great
attention to the occupational health and
working environment for the good life quality
of all employees. We are always ready to
enhance employees’ potential in all levels of
the organization and create job opportunities
for all groups of people, including employees
with disabilities. We ensure their sustainable
career path and their independence. We
also comply to the principle of human rights
respect, with some examples of important
projects such as the Contact Center for
People with Disabilities, in collaboration
16 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
with the Redemptorist Foundation. The Company is management process and is equipped and always ready
committed to reducing inequality in society, supporting to adapt to new business competition opportunities,
careers to help people with disabilities to have a regular especially during the challenging time of COVID-19.
income and the ability to live sustainably on their own.
In 2022, we realized that business growth must go
G – Governance. We attach great importance to hand in hand with social responsibility and sustainable
business ethics, which is the foundation of good corporate development. Hence, Central Retail Corporation is
governance implementation in a company. We are committed to developing and growing together with all
committed to conducting business with transparency, sectors by placing importance on corporate governance
accountability and anti-corruption, as well as creating excellence, focusing on the rights and benefits of all
credibility and trust among all groups of stakeholders, stakeholders and the effect on the Company’s operations
promoting innovation as a tool to develop further service and business sustainability, including environmental and
potential to meet the needs of customers, along with anti-corruption issues. The implementation of the plan
managing risks that may arise from various factors is as follows:
while focusing on customer database protection as well.
1) Compiling principles of good corporate governance
Throughout 2021, although the COVID-19 epidemic in various aspects into one handbook to define roles,
continued to directly and indirectly affect our society, duties and responsibilities. This handbook also serves
Central Retail Corporation was able to effectively utilize as a guideline for the Company’s personnel to follow.
it’s strengths in retail business to support public health and The handbook will be announced and effective in
help consumers in various areas. For example, we made early 2022.
use of areas in our shopping centers across the country 2) Preparation of work plans for risks prevention and
as vaccination centers for people to facilitate vaccination internal controls for Check & Balance between various
and reduce congestion within the hospital. We also activities and to generate long-term competitiveness.
supplied medical equipment, food and essentials, as The Company has declared of intend against
well as took great care of our employees’ wellbeing by corruption through Thailand’s private sector
establishing a “Community Isolation Center by Central Collective Action Coalition Against Corruption (CAC)
Tham”. We also cooperated and strictly followed the project in March 2021. Currently, the Company is
measures of the Ministry of Public Health, complying in the process of submitting documents to apply
with safety regulations and employees’ and customers’ for membership in 2022.
hygiene standards at the heart of our operation. 3) Preparation of work plan to obtain “5-star” or
“Excellent” rating of good corporate governance
Central Retail Corporation has always emphasized assessment results from the Thai Institute of
on sustainable business growth, and with this strong Directors Association in 2 consecutive years.
commitment, we were included by S&P Global as a
listed organization on 2022 Sustainability Yearbook All of these are our intentions and goals which we have
Member (DJSI) in the retailing industry. This recognition been working on continuously. We remain committed
reflects the commitment to drive our business to the to adapting, adjusting our strategy and managing the
global level. Moreover, we were selected as “Sustainable organization based on good governance principles.
Stocks” Thailand Sustainability Investment (THSI) for We also attach great importance to sustainable business
2021 from the Stock Exchange of Thailand since our operations abroad in both Vietnam and Italy. We aim
first year of assessment participation. This could be for the business sector to be a part of creating quality
regarded as confidence building for investors, and long-term positive results, uplift people’s lives, society,
a reflection on Central Retail’s ability to establish and the world to a better place. This is what we consider
guidelines and bring organizational potential to the creation of values along with sustainability in business
support social and environmental problems solving, to grow together.
as well as pushing forward strategies for sustainable
development as an essential part of business
management, in alignment with the United Nations Prasarn Trairatvorakul
Sustainable Development Goals (UNSDGs). It also (Dr. Prasarn Trairatvorakul)
showcases that the Company has a comprehensive risk Chairman of the Board of Director
Annual Report 2021 (Form 56-1 One-Report) 17 17
Business Overview and Performance Corporate Governance Financial Statements Enclosure
MESSAGE FROM THE CEO
Dear Shareholders,
The year of 2021 was still a challenging year for the operations of the Company due to the COVID-19 outbreak
that has persisted around the world for over 2 years. Throughout the past year, the Company emphasized
and considered the health and safety of customers, employees, partners, and communities as its first priority,
and had implemented stringent hygiene measures in all establishments and offices. The Company has
cooperated with the government and strictly complied with official disease control measures. As a result,
non-food stores and certain stores of the food segment in Thailand and Vietnam were temporarily closed in the
second quarter through to the third quarter, and in Italy at the beginning of the year, which inevitably affected
business performance.
Nevertheless, the Company had learned to deal with and adapt to the COVID-19 crisis and reinvent our
operational strategy, focusing on creating proactive approaches in combination with reactive ones to turn the
crisis into opportunity. The Company has applied the concept of “Resilience Reimagined” to flexibly adapt and
create new opportunities and a new corporate
culture while also instilling the concept of Digital
First. We have armed over 50,000 digitally
savvy employees and scaled their workflows
to be omni-centric in every dimension and
continue to invest in the development of the
Central Retail Ecosystem and full-fledged
omnichannel platforms that seamlessly connect
offline and online experiences. At the same
time, the Company has strategically adjusted its
business model and portfolio to a business that is
sustainable and growing at a fast pace in line with
shifting market trends and consumer demands
in every business segment. This started from
the fashion segment, which gathers world-class
premium brands, where the network of Central
Retail Europe was leveraged to magnify
product varieties and truly meet the needs of
high-end lifestyle customers, through to hardline
and food segments by focusing more on the
mass market. We expanded our branches in
Thailand and Vietnam, having Thai Watsadu as
our flagship business for hardline products and
launched a model store of daily home convenience
to respond to service needs of all customers
anytime, anywhere called go! WOW. Moreover,
we introduced Thailand’s successful Tops market
in Vietnam and continued to thrive with M&A
strategy as we successfully acquired COL, the
leading office supplies, book, entertainment
media, lifestyle product, and No. 1 e-Book
provider under trademarks OfficeMate, B2S,
and MEB.
18 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
As for the operating results in 2021, the Company achieved and minimizing inequality in the society; provision of
a total revenue of THB 195,654 million, an increase assistance to society and medical personnel during the
of 1% and a normalized net profit of THB 407 million, COVID-19 situation; and adoption and adaptation of the
an increase of 166% compared to that of 2020. Overall, Good Corporate Governance Principles (CG Code) of
the Company’s performance turned out to be significantly the Securities and Exchange Commission (SEC) to suit
improved in Q4, as we were able to deliver sales and the contexts of the business while reviewing Company’s
profits close to the figures achieved in the same quarter governance policies to ensure they are in line with the
of 2019 before the COVID-19 outbreak began, despite principles of good corporate governance, and upgrading
the persisting negative factors of cross-country travel the operating standards to be in line with international
that had not yet recovered. principles. The above actions resulted in the Company
being selected as a Thailand Sustainability Invesment
The results of our dedication to running our business Stock (THSI) in 2021 from the Stock Exchange of Thailand
under challenging circumstances are reflected in the and was chosen as a member of Sustainability Yearbook
awards and pride we received in 2021. For example, 2022 in the Retail Industry at its first year participating
the Asian Excellence Awards for CSR, Investor Relations, in the S&P Global Sustainability Assessment (DJSI).
and Best Corporate Communications in Asia by
Corporate Governance Asia, Hong Kong’s leading The year of 2021 has been a challenging year and a
economic magazine; Asia’s Best Employer Brand Award test for Central Retail. However, we were indeed able
granted by the Employer Branding Institute, a leading to adjust our business even more promptly and firmly
human resource institute of India, for being the best than before. It has already been proved that the rapid
(No.1) company that provides quality care for employees adaptation of the organization and personnel could
within the organization among various companies enable Central Retail to overcome many obstacles in an
in more than 38 countries throughout Asia; Top 10 “Antifragile”, or strong but flexible way. After all, I would
Reputable Retail Companies Award for Central Retail like to take this opportunity to express our appreciation
Vietnam, as being named the Best Retailer of 2021 by to all customers, partners, and employees for being
Vietnam Report Joint Stock Company based on our part of this crucial driving force that helps Central Retail
financial management capabilities, good reputation, continually enhance the business and be ready for
and also consumer and stakeholder surveys; and, sustainable growth, as well as becoming a leader in the
Global CSR Awards for Best Program Community from global retail and service arena with full pride.
th
Jing Jai Farmers’ Market Program at the 13 Annual
Global CSR Summit & Awards hosted by the Pinnacle From now until 2022, we shall keep adhering to our
Group International, Singapore. All awards and honors brand purpose of being “Central to Life” alongside
received in recognition of being a leading retailer are achieving sustainable growth by expanding the business
a result of the success that the Company aims to carry on through upgraded omnichannel platforms, deploying
and further develop to upgrade the overall performance. new technologies and digital to accelerate growth of core
business groups, both domestically and internationally,
In addition to the continuous business development as well as collaborating with international partners and
in 2021, the Company has elevated the organization creating new businesses that resonate with the global
to meet international standards at the global level trends and consumer demands while also expanding
in the context of environmental, social sustainability, the business under the concept of Inclusive Growth
and governance through a number of projects. to accomplish inclusive success with partners for
These projects include Journey to Zero, which aims to sustainable growth.
reduce the amount of solid waste at source, promote
waste sorting in the right way, switch to renewable energy,
and increase green areas; careers for the disabled Yol Phokasub
where the Company has cooperated with public, (Mr. Yol Phokasub)
private sectors and local municipalities to drive equal Chief Executive Officer
opportunities for people with disabilities, unlocking career
opportunities, enhancing potentials of the handicapped,
Annual Report 2021 (Form 56-1 One-Report) 19 19
Business Overview and Performance Corporate Governance Financial Statements Enclosure
BOARD OF DIRECTORS
Dr. Prasarn Trairatvorakul Mr. Suthichai Chirathivat (1) Mr. Suthikiati Chirathivat Mr. Sudhitham Chirathivat (2)
Chairman Vice Chairman Vice Chairman Director
Mrs. Pratana Mrs. Patareeya Mrs. Atchaka Sibunruang (3) Mr. Sompong Tantapart
Mongkolkul Benjapolchai
Independent Director, Independent Director, Independent Director, Independent Director,
Chairman of the Audit Chairman of the Corporate Chairman of the Nomination Member of the Audit
Committee Governance and Remuneration Committee,
and Sustainability Committee, Committee, Member of the Nomination
Member of the Audit Member of the Corporate and Remuneration Committee
Committee and Member of Governance and
the Risk Policy Committee Sustainability Committee
(1)
Mr. Suthichai Chirathivat, Vice Chairman, resigned from the position of Vice Chairman and director, effective 25 November 2021.
(2)
Mr. Sudhitham Chirathivat was appointed as a director, effective 21 December 2021.
(3)
Mrs. Atchaka Sibunruang, Independent Director, resigned from the position of Director, effective 27 December 2021
20 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
BOARD OF DIRECTORS
Mr. Kanchit Bunajinda Prof.Dr. Suthiphand Mrs. Yuwadee Chirathivat Mr. Suthilaksh Chirathivat
Chirathivat
Independent Director, Director, Member of the Director and Director
Chairman of the Risk Policy Nomination and Remuneration Member of the Executive
Committee Committee Committee
Mr. Prin Chirathivat Mr. Tos Chirathivat Mr. Pichai Chirathivat Mr. Yol Phokasub
Director, Director, Chairman of the Director, Member of the Director, Member of the
Member of the Risk Policy Executive Committee, Corporate Governance and Executive Committee,
Committee Member of the Nomination Sustainability Committee Member of the Risk Policy
& Remuneration Committee Committee, Member of the
Corporate Governance and
Sustainability Committee,
Chief Executive Officer
Annual Report 2021 (Form 56-1 One-Report) 21
Business Overview and Performance Corporate Governance Financial Statements Enclosure
MANAGEMENTS
Mr. Yol Phokasub Mr. Piya Mr. Olivier Langlet
Nguiakaramahawongse
Director, Member of the Member of the Chief Executive Officer
Executive Committee, Executive Committee, Central Retail Vietnam
Member of the Risk Policy Chief Financial Officer
Committe, Member of the
Corporate Governance and
Sustainability Committee,
Chief Executive Officer
22 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
MANAGEMENTS
Mr. Pierluigi Cocchini Mr. Philippe Jean Broianigo
Chief Executive Officer
Chief Executive Officer – Property
Rinascente
and Business Development
(Central Retail Italy)
Annual Report 2021 (Form 56-1 One-Report) 23
Business Overview and Performance Corporate Governance Financial Statements Enclosure
AWARDS AND RECOGNITIONS
1. Corporate Achievement & Governance Excellence
Asian Excellence Awards IDC Future Enterprise The Certificate of Merit
Awards from the Minister of
Industry and Trade
Vietnam
Central Retail received 5 awards Central Retail received the 2021 IDC Central Retail in Vietnam was
from Asian Excellence Awards Future Enterprise Awards Thailand- honored to receive the Certificate
2021, reflecting leadership in retail the greatest innovation award of Merit from the Minister of
and excellent international-level throughout the Asia-Pacific region Industry and Trade for Outstanding
corporate governance. The 5 in the category of Best in Future Achievements to Celebrate the 70 th
awards are Asia’s Best CEO, Asia’s of Work by The Future Enterprise Anniversary of the Foundation of
Best CFO, Asia’s Best CSR, Best Awards Singapore, a renowned Vietnam’s Industry and Trade.
Investor Relations Company, and global provider of market intelligence
Best Corporate Communications and advisory services. The award
Asia’s Outstanding
Team. The Asian Excellence recognizes innovative organizations
Companies Poll
Awards are presented by Corporate that showcase forefront initiatives
Governance Asia, a leading known as one of the largest
Hong Kong-based magazine innovation awards throughout the Central Retail has been named
covering topics of economics and Asia-Pacific region. Central Retail the winner in Asia’s Outstanding
good governance. was honorably awarded under the Companies Poll 2021 under the
invention of the C-Coin Application- category of Consumer Discretionary
based on blockchain technology, in Thailand by Asiamoney, a leading
a reward management tool that financial publication. The rankings
establishes stronger employee are based on votes from over 1,000
engagement within the organization. institutional investors and analysts.
The application consists of a C-Coin
Wallet and a digital currency that can
be used as a substitute for cash for
products and services partners under
Central Retail.
24 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
5 Star or an Excellence of Institutional Investor IR Magazine Awards
the Corporate Governance (II Awards) South East Asia
Report of Thai Listed
Companies
Central Retail received 5 Star or an Central Retail has been honored Central Retail received 2 awards
Excellent Scoring of the Corporate to achieve 3 prestigious awards in from IR Magazine Forum and
Governance Report of Thai Listed 3 categories of Best CEO, Best CFO Awards 2021 for Best Overall Investor
Companies 2021 (CGR) from the and Best IR Program by Institutional Relations (Mid-cap) and Best in
Thai Institute of Directors (IOD) and Investor’s 2021 All-Asia Executive Sector: Consumer Discretionary
the Stock Exchange of Thailand Team rankings, in the Consumer in the Southeast Asian region. The
(SET). Discretionary sector, Sell Side. award is organized by IR magazine,
Institutional Investor is the US-based a global publication in the field, and
a leading research and international recognizes companies leading best
publisher, focused primarily on practices in IR throughout the region.
international finance. Central Retail
won recognition as a Top 3 listed
company in all 3 categories against
the Rest of Asia (exclude China and
Japan).
Annual Report 2021 (Form 56-1 One-Report) 25
Business Overview and Performance Corporate Governance Financial Statements Enclosure
AWARDS AND RECOGNITIONS
2. Business Excellence
Thailand Corporate Excellence The Best eService The Best Retail
Excellence Awards in Agricultural Provider Award Franchise Award
Commodity and
Food Standards
Central Department Central Food Retail OfficeMate received OfficeMate Plus+, the first
Store received Thailand receives 2 awards of the Best eService Provider convenience store for B2B
Corporate Excellence Excellence in Agricultural Award from Thailand Top customers in Thailand,
Awards 2021 in the Commodity and Food Company Awards 2021, received the Best Retail
category of Product / Standards 2021 from organized by Business+ Franchise at the Thailand
Service Excellence, one of the National Bureau of Maga zine and the F ranchise A wards
HRH Princess Maha Chakri Agricultural Commodity University of the Thai 2021, organized by the
Sirindhorn’s Trophies for and Food Standards, Chamber of Commerce, Department of Business
the organizations with Ministry of Agriculture to stress on the number 1 Development under the
management excellence and Cooperatives, on the online B2B platform ranking Ministry of Commerce.
in various fields. occasion of the Bureau’s and the most trustworthy The award recognizes
th
19 anniversary. The two B2B e-commerce with OfficeMate Plus+ for its
awards are a Q Modern m or e t ha n 1 00,00 0 outstanding achievement.
Trade Award for the 10 th business and office items. In addition to being
consecutive year, and It completely answers a popular brand offering
an Organic Standardized business demands as quality products, the
Supermarket Award, a One-Stop Shop and is award-winning retailer
covering Central Food Hall, convenient, fast, match has a good corporate
Tops, and Fresh food with SME and modern image, a standardized
distribution center for the purchasing organizations. business management
th
4 consecutive year. system, and truly meets
the operational goals of
enterprise.
26 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Top 10 Reputable Retail The Certificate of Merit Top 8 Stores to Visit
Companies in Vietnam from the Ministry of
Agriculture and Rural
Development Vietnam
Central Retail in Vietnam has Central Retail in Vietnam was Central Food Hall, Ladprao is
been honorably crowned #1 in the honored to receive the Certificate selected to be one of the Top 8
Top 10 prestigious companies in of Merit from the Ministry of Stores to Visit Worldwide Most
retail industry of 2021 by Vietnam Agriculture and Rural Development Favorite Stores by Retail Analysis
Report Joint Stock Company. for the excellent achievements in from Institute of Grocery Distribution
The Top 10 companies were selected promoting supply and consumption (IGD), an education and training
in a logical and subjective approach of agricultural products as well charity located in the food and
based on financial capacity, media as supporting the community in grocery industry over a hundred
reputation, and survey concerning the control and prevention of the years ago in the United Kingdom.
consumers and stakeholders. COVID-19 pandemic.
Annual Report 2021 (Form 56-1 One-Report) 27
Business Overview and Performance Corporate Governance Financial Statements Enclosure
AWARDS AND RECOGNITIONS
3. Corporate (Staff) Well-Being & Sustainability Excellence
Thailand Sustainability The Asia’s Best Employer Best Employers Awards
Investment (THSI) Brand Awards Thailand
The Company was selected to be Central Retail received the Best Thai Watsadu and Central
included in Thailand Sustainability Employer Award under the Asia’s Marketing Group received the Best
Investment (THSI) 2021 by the Stock Best Employer Brand Awards 2021 Employers Awards Thailand 2021
Exchange of Thailand in its first year by the Employer Branding Institute, a from the Kincentric Best Employers
of participation in the assessment leading human resource organization Thailand 2021 Awards organized by
despite having just recently listed from India. The award is given to Kincentric Thailand in collaboration
in the Stock Exchange of Thailand. outstanding organizations with with Sasin School of Management of
This builds more confidence for prominent management throughout Chulalongkorn University.
investors and reflects that the 38 countries across Asia.
Company plans and uses the
company competencies to support
and the solution for social issues and
environmental problems.
28 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Organization that CSR Certificate of AMCHAM Corporate
Empowers Persons with Recognition Social Responsibility
Disabilities Awards Excellence Recognition
Awards
Central Retail received the award Central Retail in Vietnam was honored Central Food Hall, Tops, and
for Organization that Empowers to receive the 2021 CSR Certificate FamilyMart received the AMCHAM
Persons with Disabilities 2021 of Recognition from The Saigon Corporate Social Responsibility
th
for 2 consecutive year from the Times for its great contribution to Excellence Recognition Award
Department of Empowerment of local communities through corporate 2021: Platinum Status for the 11 th
Persons with Disabilities, Ministry of social responsibility (CSR) activities. consecutive year from the American
Social Development and Human Chamber of Commerce in Thailand
Security. (AMCHAM).
Annual Report 2021 (Form 56-1 One-Report) 29
Business Overview and Performance Corporate Governance Financial Statements Enclosure
AWARDS AND RECOGNITIONS
3. Corporate (Staff) Well-Being & Sustainability Excellence
Global CSR Awards Excellent ISO 45001 The Outstanding
Contribution to Certification in Award for Safety,
the City in the Occupational Occupational
Prevention and Health and Safety Health and Work
Control of COVID-19 Environment
Pandemic
Central Retail received Central Retail in Vietnam The Company has made Thai Watsadu, Baan &
the Gold Award for Best was honored to receive another big step towards Beyond / BNB Home,
Community Programme for the Certificate of Merit the next level of sustainable OfficeMate, Powerbuy,
Jing Jai Farmers’ Market from the HCMC People’s business operation by and Robinson Lifestyle
th
Project at The 13 Annual Committee to Central obtaining the ISO 45001, were awarded the
Global CSR Summit & Retail’s retail channels the Occupational Health Outstanding Award for
Awards, organized by including Big C / GO! and Safety Management Safety, Occupational
The Pinnacle Group and Tops market for their System, for the Company’s H eal th a nd W or k
International, Singapore. Excellent Contribution to distribution center. It is the Environment 2021 from
the City in the prevention first large-scale distribution Department of Labour
and control of Covid-19 center in Thailand with this Protection and Welfare,
pandemic. During the ISO certification. Ministry of Labour.
4 wave, Central Retail in
th
Vietnam have joined hands
with the City government in
maintaining price stability
and sufficient supply of
food and essentials to
best meet the needs of the
people.
30 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
3. Corporate (Staff) Well-Being & Sustainability Excellence 4. Marketing & Branding Excellence
Asia’s Top Spikes Asia Award Thailand’s Most Best Brand
Influential Brands Admired Brand Performance on Social
Awards Media – Supermarket
Awards
Central Dep ar tment Central Department Store Central Department Store Tops received 1 prize in
st
Store, Tops market, and and Wolf BKK received received the Modern Best Brand Performance on
FamilyMart received 3 3 awards; Grand Prix Sales Channel award Social Media – Supermarket
nd
prestigious awards of and Gold Spikes Awards in department stores for 2 consecutive years
2021’s Asia Top Influential in the film category, and and supermarkets that at the 9 Thailand Zocial
th
Brands Awards at the 2021 Bronze Spikes Award in consumers trust and the Awards 2021 by Wisesight
Asia’s CEO Summit & entertainment category most reliable for the 15 th (Thailand) which recognizes
Award Ceremony, organized at the 2021 Spikes Asia consecutive year and a brands, influencers, and
by Influential Brands Award, the largest special award with the entertainment icons who
(Singapore), in collaboration commercial film festival Global Thai Brand Award, have had outstanding
with NEO Target. Central in the Asia-Pacific region the award that reflects performance on social
Department Store received held in Singapore, from the success of global media.
the award as Top Brand: the Central Midnight Sale marketing. The survey was
Dep ar tment St ore. campaign. conducted with consumers
Tops market received nationwide which is
the award as Top Brand: organized by Brand Age
th
Supermarket for the 5 magazine, in collaboration
consecutive year, while with the country’s leading
FamilyMart rec eived universities.
the award as Top Brand: MobEx Awards
Convenience Store for
nd
the 2 consecutive year. Robinson Department Store received Silver Medal in the Best Location-Based
The awards are based Marketing category at the MobEx Awards for its outstanding Payday campaign.
on a survey of consumers The campaign is successful and suitable with targeted customers. MobEx Awards
in Thailand. are given to marketing campaigns on the mobile platform in South Asian countries,
Southeast Asia, Australia and New Zealand.
Annual Report 2021 (Form 56-1 One-Report) 31
Part
1
Business Overview and Performance
1
Part Business Structure and Operations
1
Business Overview and Performance
Business Overview and Performance Corporate Governance Financial Statements Enclosure
1.1 Business Overview
Central Retail Corporation Public Company Limited (“the Company” or “Central Retail”) is the leading multi-format
and multi-category retailing platform in Thailand. Central Retail is also growing internationally, securing leadership
status in Italy, and becoming one of the leaders in Vietnam. Central Retail is a pioneer in omnichannel retailing
in Thailand, complementing its retail store network and merchandise offerings with leading positions among
store-based retailers in online traffic. The iconic “Central” brand, whose reputation for excellence and
a customer-centric approach to retailing dates back over 70 years in Thailand, unifies and stands behind its
portfolio of diverse retail banners, many with leading market positions across the most attractive retail categories.
Central Retail uses the “Central” (both in Thai and English) trademarks, service marks, and tradenames in business
operations under certain licensing agreements.
Central Retail believes we have helped to drive the evolution of consumer lifestyles and shopping habits in Thailand
and Vietnam by repeatedly introducing new retail formats to the customer, including department stores, specialty
stores, supermarkets, hypermarkets, convenience stores and retail plazas.
As of 31 December 2021, Central Retail operated its business under its key retail banners across multiple formats
in Thailand, Vietnam, and Italy as follow:
Thailand Vietnam Italy
2,051 120 9
Stores Stores Stores
Backed by over 70 years of customer-centric retail experience in Thailand and its established and growing leadership
position in Vietnam, and by leveraging the resources and prestige of its business in Italy, Central Retail believes it
is a well-positioned to grow into one of the most successful multi-format retailers in Southeast Asia and beyond.
Central Retail is also helping to guide the next phase in the evolution of consumer lifestyles through its leadership
in omnichannel retailing and continued innovation in store-based retailing formats.
34 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Understanding the changes in customers’ tastes and preferences has always been a key drive of the Company’s
growth since Central Retail was founded as a single small shop house in Bangkok in 1947. Later, Central Retail
introduced Thailand’s first full-scale department store to serve customers’ needs for shopping experiences with a wide
and complex range of products. When Thailand’s household income increased, Central Retail decided to expand
the business beyond Bangkok, starting with its first department store in Chiang Mai in 1992. Until now, Central
Department Store and Robinson Department Store ultimately have owned 74 stores across Thailand (Updated as
of 31 December 2021) Central Retail has become a pioneer in the new retail formats and the distribution business
of specialty products such as electronics, sports apparel, DIY home improvement and decoration, and health
products focusing on vitamins and dietary supplements, etc. In addition, Central Retail has continued its success
with the expansion the multi-format retailing business to Vietnamese with the customer centric strategy. Central
Retail developed retail plazas, hypermarkets and specialty stores to penetrate the market in the urban and rural
areas of Vietnam, and also built the business model distinctive from that of Thailand with the business strategy
to satisfy the needs of Vietnamese customers. For Central Retail’s business in Italy, Central Retail established 2
flagship department stores in Milan and Rome and 2 mini flagship stores in Turin and Florence to cater the needs
of customers with high purchasing power and tourists. Furthermore, Central Retail operates 5 other department
stores in major cities around the country to serve the customers’ need in broader scales with shopping experiences
of a wide variety of products and premium selections. Last but not least, Central Retail has become a pioneer of
omnichannel retailing in all mentioned above countries, emphasizing its strong ambition to offer services through
the customer focused approach.
Central Retail believes it can satisfy the full spectrum of the customers’ shopping needs through comprehensive
merchandise offerings and its diversified portfolio of retail banners. Central Retail’s merchandise mix addresses the
majority of consumer expenditure categories, including consumer staples like food and clothing to discretionary
items like luxury fashion, electronics and home improvement. Through consistent network expansion, Central Retail
has broadened its customer base to encompass all income levels and age groups, and extensive store footprint has
brought Central Retail closer to where the customers live, work and entertain just as they are increasingly seeking
out greater convenience in their shopping experience. Central Retail operates under a diverse slate of retail banners
which can be divided into 4 segments based on business units, including
(1) Hardline banners, such as Thai Watsadu, Baan & Beyond* / BNB Home, Power Buy, OfficeMate, B2S, MEB,
and Nguyen Kim
(2) Food banners, such as Central Food Hall, Tops market, Tops daily, FamilyMart, Big C / GO! Vietnam, Lan Chi Mart
and go!
Note: *Under rebranding to BNB Home
Annual Report 2021 (Form 56-1 One-Report) 35
Business Overview and Performance Corporate Governance Financial Statements Enclosure
(3) Fashion banners, such as Central Department Store, Robinson Department Store, Rinascente Department
Store, Supersports, and Central Marketing Group
(4) Property banners, such as Robinson Lifestyle, Tops Plaza, and Big C / GO! Vietnam
Central Retail is the partner of choice for global brands like Gucci, Bottega Veneta, Polo Ralph Lauren, Nike, Skechers,
Muji, Garmin, and Bose. By aiming to provide a differentiated offering across global and domestic merchandise
while still catering to local customer tastes and preferences, Central Retail believes to be one of the customers’ first
choices in each consumer expenditure category where Central Retail operates.
With strong commitment to adapt to customers’ diverse needs, Central Retail has continuously developed
omnichannel platforms to integrate the online and offline shopping experience seamlessly. Even though more
and more customers demand convenience from online shopping, Central Retail has forecasted that the in-store
shopping remains the first choice of customers and the pillar of retail business in Thailand in the next 5 years, with
the seamless integration of online and offline experiences. Therefore, the stores in Central Retail network have
combined the in-store product distribution through salespersons with the online distribution channels and created
the connection with customers through a variety of services as follows:
Click & Collect enables customers to shop online and pick
up at the store. This allows salespersons to serve customers
and increase the opportunity to cross sell and upsell more
products. Moreover, Reserve & Collect lets the customers
make online booking, then pick up and pay at the store.
Chat & Shop allows customers to communicate and receive
assistance in purchasing products from salespersons via
mobile phones. This also includes product ordering service
via messages on social media platforms such as Facebook
or official LINE stores under Central Retail’s brands.
Personal Shopper a new service that allows customers
to easily order products through a personal assistant who
is ready to supply any demand for any products, notify
customers about promotions and privileges. All of this in
only one call away to 1425. This includes Call & Shop of
Central Retail’s affiliates that allows customers to order
products via phone calls, along with the service from
assistant at the end of the line, ready to provide product
information, delivery, and installation to your home.
e-Ordering facilitates customers to order products not
displayed in the store, and customers can choose between
delivery at home or store pick-up.
Shop & Drive Thru allows customers to drive through and
pick up their ordered products while our staff prepares
products for delivery to customer’s vehicle.
Moreover, in-depth customer information acquired
via omnichannel will enable positive changes towards
new offerings of shopping experience that truly fits
36 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
the customers. Central Retail believes that integrated and complete omnichannel will influence shopping behaviors
of its current customers, increase customer loyalty, retain regular customer base as well as attract new customers
who not only need online shopping convenience but also want the seamless shopping experience from both online
channel and physical store that can respond to such demand (such as physical fitting or product inspection).
Central Retail expects that its omnichannel platforms, a combination of online and offline platform, will create
a unique and comprehensive shopping experience for the next-generation customers, as well as continuously
driving growth for both Thailand and overseas markets.
Central Retail’s core purpose is Central to Life. Part of the organization’s mission is to give back to the people,
communities, and the nation. Central Retail operates its business with awareness of its impact and creates values
with all groups of stakeholders on good governance principles to create sustainability for the next generation.
Central Retail has been taking continually and seriously actions to create a positive, long-term and quality outcome
to uplift people’s living, society and preserving the environment, as well as creating values and benefits for the society
where Central Retail is running business, along with building the sustainability of the business to grow together.
Up to date, Central Retail has operated its business with the 4P framework to drive business for sustainability as follows:
PEOPLE PROSPERITY PLANET PEACE &
PARTNERSHIPS
1) Well-being of the people 2) Sustainable economic 3) Quality of the environment 4) Peace, arts and culture,
growth and cooperation
Various projects have been carried out to support sustainability in all dimensions, such as the use of green energy
from solar panels installation at Robinson Lifestyle, Thai Watsadu, and GO! Vietnam. Central Retail was also the
first retailer to support plastic bags reduction since 2018 in efforts to preserve the environment. Expansion of Central
Retail’s business was done with focus on spreading new stores to potential areas in the provinces to create jobs
and help stimulate the economy, providing support to society and communities during the COVID-19 epidemic,
including Jing Jai Farmers’ Market project that supports farmers, etc.
Annual Report 2021 (Form 56-1 One-Report) 37
Business Overview and Performance Corporate Governance Financial Statements Enclosure
1.1.1 Competitive Strengths
Central Retail believes the Company has several core competitive strengths to achieve its strategic objectives as follows:
1. 2. 3.
Leading Muti-Format Retail Platform Focus on Customer-Centric to Diverse Ecosystem Attracts Prestige
with Retail Banners and Omnichannel Drive Continuous Innovation and Brands and Drives Synergies and
Platform across Multiple Retail Customer Engagement Customer Engagement
Categories
4. 5.
Suc c ess of Track Rec ord of A Capable and Experienced
Acquisitions and Expansion into Management Team Comprising
Other Markets in Asia and Abroad Professional Management from the
Retail Industry and the Chirathivat
Family
38 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
1. Leading Muti-Format Retail Platform with Retail Banners and Omnichannel
Platform across Multiple Retail Categories
Central Retail is the leading multi-format retail platform in Thailand, offering a portfolio of leading retail banners
across various attractive retail categories. Central Retail believes that its retail banners have become trusted
household names with modern trade retailing in Thailand, widely recognized by the customers for its best-in-class
service, quality, variety, and value. Central Retail’s extensive list of retail brands equips Central Retail with
a diversification in merchandise and shopping experiences for the customers and proper adaptation to customers’
changing tastes and preferences. Central Retail receives much attention from various brands and business alliances
seeking business expansion channels in Thailand and other markets. As Thailand’s pioneer retailer, Central Retail
has laid the foundation for the omnichannel platform since 2012. Central Retail is a largest physical store network
retailer who also offer online channel in Thailand. Its merchandise mixes available both in the store and omnichannel
platforms can respond to the majority of the consumers’ spending, enabling Central Retail to gain higher market
share in consumer spending than other competitors. At present, Central Retail has provided various channels and
services for customers such as:
(1) Digital Channels:
• Webstores under Central Retail’s various retail brands
• Mobile applications that meet the needs of customers’ lifestyles. Central Retail has introduced Central
Application, Supersports Application, OfficeMate Application, and Tops Application in Thailand and
the GO! Application for customers in Vietnam.
• Quick Commerce
• Online Marketplace
(2) Offline to Online or O2O Channels such as Call & Shop, Chat & Shop, Social Commerce, e.g., Facebook,
LINE, and e-Ordering. New sales channels and services will be added to strengthen its omnichannel
platform, such as Personal Shopper, where customers will be served by a personal assistant in their purchases.
Central Retail is the leading multi-format retailer in Thailand. As of 31 December 2021, Central Retail’s store footprint
for its key retail banners in Thailand comprised approximately 2,051 stores nationwide, including 587 department
stores and specialty stores, 378 brand shops, 281 supermarkets and 805 convenience stores, with a total net selling
space of approximately 2,865,197 square meters. Central Retail also operated 1,419 sales counters, which are in its
own retail locations as well as leading department stores and other retail outlets operated by third parties.
Central Retail leverages its diverse and comprehensive portfolio of store formats to optimize extensive real estate
platform, which includes areas where Central Retail locates its stores as a stable tenant under long-term lease
agreements (including significant space leased from Central Pattana, a company within Central Group), and areas
for its retail plazas, which Central Retail locates on space that its own, and where Robinson Lifestyle is a leader
retail leasing in Thailand with over 422,937 square meters of net leasable space as of 31 December 2021 across
24 locations. Being a stable and long-term tenant allows Central Retail to exercise significant control and flexibility
in adapting formats at a given location to meet customer needs, and by clustering multiple formats at a single
location, Central Retail positions its retail plazas as lifestyle destinations for local communities, particularly in rural
or otherwise underserved areas. For example, each of Robinson Lifestyle is anchored by a Robinson Department
Store and Tops Plaza locations is anchored by a Tops Superstore, and all of its retail plazas will typically host
a variety of other formats that Central Retail can mix and match as needed. Multi-format model therefore makes
Central Retail a leading direct retailer and a large lessor of retail space in Thailand.
Annual Report 2021 (Form 56-1 One-Report) 39
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Furthermore, Central Retail’s network extends beyond its physical store footprint through expanding omnichannel
platforms to cover all its business segments. In addition, our omnichannel sales from our business units were delivered
to provinces where Central Retail does not have a physical retail outlet. Central Retail believes that significant
time, capital investment, and efforts would be required for any new competitor, foreign or domestic, to challenge
the robust, comprehensive, multi-format nationwide retail platform which we have built over the last 70 years.
Throughout history of Central Retail, it has developed its retail banners into leadership positions across multiple
retail categories in Thailand, Vietnam, and Italy.
Leveraging Central Retail’s successful retail experience and ability to adapt to the local market, Central Retail has
also established leadership positions in multiple retail categories in Vietnam. Central Retail also operates Rinascente
Department Store in Italy with stores located in major cities such as Rome, Milan, and Florence.
Customers can access Central Retail’s retail banners from any location through its omnichannel platforms, a retailing
strategy Central Retail has helped to pioneer this platform in Thailand. The strength in omnichannel would not be
possible without our dedication to customer service, which ensures that Central retail’s omnichannel offerings meet
the rapidly changing demands of the customer in this new and evolving retail era. The established store network
also lends authenticity and credibility to online sales channels, assuring customers, for instance, that offerings are
free from the counterfeit products that plague many online shopping or marketplaces. Omnichannel offerings comes
with the same warranties and guarantee of authenticity that in-store offerings provide. Omnichannel initiative seeks
to foster genuine interactions with customers and reinforce the quality and credibility of merchandise and services.
This unique and differentiated retail channel expands Central Retail’s services, while reconfiguring Central Retail’s
store offerings and tailoring the online sector to meet the needs of the customer. Omnichannel offerings are backed
by powerful e-commerce infrastructure and logistics and distribution network for store merchandise, which can
help underpin Central Retail’s “last-mile” delivery options for customers.
2. Focus on Customer-Centric to Drive Continuous Innovation and
Customer Engagement
40 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Central Retail has always been Thailand’s pioneer of innovation for consumers in retail business, as Central Retail
was the developer of Thailand’s first department store and also the first to open lifestyle shopping centers and
specialty stores catering to shoppers in second-tier provinces such as Supersports and Power Buy, which began as
unbranded sections within department stores and later nurtured into retail banners, and finally as specialty stores.
The innovative retail concepts, including omnichannel and online strategies, comprise of well-considered multiple
factors that truly impact the lifestyles of the consumer. This includes weather and traffic conditions, real estate
prices, residential areas and macro-trends in consumer lifestyles.
In addition, Central Retail has continually developed new formats and distribution channels to expand their business
to markets or areas with potential and growth opportunities, especially in the provincial areas of Thailand. For this
purpose, Central Retail has launched new formats under various brands of all business types under Central Retail,
such as go! WOW, go! Power, Tops Vita, CHEF YIM Application, CHO YIM Application, THE BAKER, PET ‘N ME,
Baby & Me, etc.
Having various retail brands and store formats under Central Retail can provide a different shopping experience and
satisfy customers’ tastes as well as the needs of customers in each area where Central Retail’s stores are located. For
example, Central Retail has high-end retail stores located in the city to serve the customers with high-purchasing
power, stores under the retail brands for the mass market located in the suburbs, small shops located in urban areas
that have limited space, and large plazas located in provincial areas. In this regard, when the needs of customers,
the competition conditions or the laws of each area are changed, Central Retail always promptly responds to such
changes by offering new retail brands or new formats in the area, or even quickly switching to a more suitable retail
brands or store formats. For instant, Central Retail has changed the operating structure of the department store
business in Thailand by transforming Robinson Department Store into Central Department Store at Mega Bangna
store and Udon Thani store in 2020, and at Khon Kaen store in 2021. In addition, there will be more potential stores
to transform in the future, which are under consideration, in order to responding the changing in local customers’
demand. Furthermore, Central Retail will be able to select from a variety of their retail brands, concepts or store
formats that is responsive and best suited for that area when it expands its business to the new region or market.
Central Retail has a proven ability to engage a diverse and
evolving customer base within its retail ecosystem through
innovative technologies. Central Department Store has
had a dedicated its webstore since 2012, and Central
Retail currently has 12 webstores for its all-retail banners.
In 2020, it has launched the full e-commerce websites
of Rinascente Department Store – www.rinascente.it,
and of Thai Watsadu – www.thaiwatsadu.com, to serve
as selling channels for a wide array of products and
facilitate for customers. In addition, it also has 5
mobile applications which are: Central Application,
Tops Application, Supersports Application, OfficeMate
Application, and GO! Application (launched in 2021)
to better facilitate their customers. There are also 11
webstores that the company is a distributor, such as
Dyson and Clarins, etc. In 2016, Central Retail launched
Click & Collect, an omnichannel feature that allows
the customer to make purchases online and collect
the products at their preferred store location or other
collection point. In 2017, it has launched the “Rinascente
ON DEMAND” service for Rinascente and the Chat &
Shop for Central Department Store, which integrates
Annual Report 2021 (Form 56-1 One-Report) 41
Business Overview and Performance Corporate Governance Financial Statements Enclosure
the services with social networks, such as LINE, WhatsApp, and WeChat, and can connect customers with sales
representatives from anywhere. This helps to drive sales through targeted promotions and accessibility. In 2021,
Central Retail has expanded the Chat & Shop service to all its business units. In addition, it has cooperated with
business partners in Thailand and Vietnam, such as Grab, Foodpanda, etc. to provide Quick Commerce services,
including Marketplace platform providers, such as JD Central, Tiki or Zalo, to better respond to customer spending.
It has also embraced the Cashless Society concept by deploying digital payment platforms such as Alipay,
WeChat Pay, Dolfin and other online payment platforms offered by banks in Thailand to help streamline purchases,
and has implemented e-Ordering, which allows sales staff to fulfill online orders in the store while increasing the
range of product categories available to them for promotion and cross-selling. According to The 1 loyalty program,
our omnichannel customers spend 4-5 times more than single-channel customers, with more variety categories as well.
Digital technologies make data collection and analysis possible on an unprecedented scale. Central Retail’s sales
staff have innumerable interactions with customers in-store and online and across omnichannel platforms. Central
Retail has total 25.3 million loyalty members form The 1 in Thailand, Big Xu Card in Vietnam and Rinascentecard
in Italy. See “Nature of Business – Loyalty Programs” for more details. These loyalty programs allow Central Retail
to extract valuable customers insights, develop personalized their profiles and identify their tastes and preferences.
As a result, it has developed a deep understanding of its customers, and it believes that this technology can help
identify what customers want in advance.
3. Diverse Ecosystem Attracts Prestige Brands and Drives Synergies
and Customer Engagement
Central Retail believes that its portfolio of diverse retail banners, together with its vast retail network and business
scale, has made the trusted partner of choice for global luxury and premium brands and mainstream merchandise
brands who seek distribution channels in Thailand and, increasingly, in Vietnam. Furthermore, the comprehensive
multi-format retail ecosystem benefits Central Retail’s brand partners and merchandise suppliers, while achieving
synergies and efficiencies through integration into Central Retail’s operations. Central Retail has attracted numerous
leading global merchandise brands to its platforms with its diverse selection of retail banners, broad retail network
coverage and strong customer loyalty. Brand partners include Apple, Casio Watch, L’Oréal, Guess, and Adidas.
In addition, Central Retail has been the only regional “preferred sporting goods strategic partner” for Nike in
Southeast Asia since 1999, which provides Central Retail with retail, online marketing, and merchandise support in
Thailand. It also has exclusive retailing rights in Thailand for brands such as Polo Ralph Lauren, Marks & Spencer,
New Balance, Calvin Klein and Speedo. As of 31 December 2021, it operated business with more than 20,000
suppliers. None of the supplier provide products to Central Retail exceeding 10% of the total purchase value.
Central Retail believes that it has healthy and stable relationships with the suppliers since it pays attention to all
suppliers. Also, it is a trustworthy, fair and reasonable business alliance, thereby leading to the relationships that
have lasted for more than 15 years.
Furthermore, the track record of long-term relationships, strong execution and professional trustworthiness provides
Central Retail flexibility in how Central Retail work with its merchandise suppliers, whether it be through exclusive
distribution and licensing arrangements, such as our licensing arrangement with Lee and Sanrio, or joint venture
arrangements, such as with Muji and Samsonite. Additionally, some suppliers provide Central Retail with exclusive
promotions and product lines, further differentiating Central retail’s merchandise selection with other domestic or
foreign competitors.
42 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
The vast retail network and business scale of Central Retail provide significant operational advantages in
merchandising, which drives lower unit costs in procurement and distribution and helps bolster margins. Central
Retail achieves significant economies of scale in numerous aspects, including centralized distribution, consolidated
transportation and logistics and shared support functions, which help to optimize productivity and operating
efficiency. For example, Food segment changed its structure and combined merchandising units for both products
and procurement as well as other related units between FamilyMart and Central Food Retail. Fashion segment
also changed its organizational structure by merging business units of Central Department Store and Robinson
Department stores to increase more efficiency and effectiveness in operations and resource efficiency. Also, Hardline
segment which some business units’ operations have been improved to increase the efficiency and effectiveness
of operations and to manage resources more cost-effectively. Central Retail also believes that its scale helps to
attract and retain talented and experienced managers and staff in the retail industry, while also making Central
Retail as an attractive business partner for large suppliers and other vendors. In addition, with Central Retail’s strong
position, it has the ability to negotiate with suppliers and other counterparties. Central Retail also leverages its size
in securing prime retail locations at favorable rates, for example, it can deploy multiple store formats to optimize
leased retail spaces collectively.
Being part of the broader Central Group ecosystem, close affiliation and strong synergies with other members
enhance Central Retail’s competitive position in the retailing industry, delivering numerous benefits to the customer,
partner and overall business.
Customer Relationships
Central Retail participates in Central Group’s The 1 loyalty program in Thailand, which grew from 13.1 million
members in 2017 to approximately 18.5 million members as of 31 December 2021, representing approximately 28%
of the total Thai population. Approximately 3.0 million members were the active monthly users who had made at
least one purchase on the platform per month. Central Retail believes that such a strong loyalty program helps
to deepen customer’s engagement and increase average spending per customer. Acquisition of new members is
carried out in-store, through omnichannel platform, webstores, Mobile application of each business segment (such
as Central Application, Tops Application, and Supersports Application) and The 1 Application, and the ability to
earn points through purchases with other external partners, such as gas stations, digital banking platforms and
other businesses help make the program more attractive to new users.
Real Estate
Central Retail also has access to some of the most prestigious shopping mall locations in Thailand through its synergy
with Central Pattana Public Company Limited (“CPN”), a subsidiary of Central Group. Certain of Central Retail’s
retail banners, particularly Central Department Store, enjoy anchor tenant status in the shopping malls owned by
CPN, which are typically located in prime locations with strong foot traffic. Given the close working relationship with
CPN, Central Retail is at times provided with the early-stage opportunities to evaluate the commercial feasibility
of establishing a store at a particular site where CPN intends to build a shopping mall, which allows Central Retail
to more easily secure prime locations while also influencing store concepts and customer experiences planned
for the shopping mall. Additionally, the close relationship with CPN and Central Group allow Central Retail to be
nimble in adapting and renovating its retailing space to better respond to changes in consumer spending patterns.
Additional Benefits
Further, Central Group has shown its continued support through HCDS, Central Retail’s major shareholder,
and its subsidiaries, by providing Central Retail with certain Rights of First Refusal and call options allowing Central
Retail certain preferences in negotiating mergers and acquisitions, either in whole or in part and on arm’s length
terms, with respect to certain of its retail assets, including the KaDeWe, Oberpollinger and Alsterhaus department
stores in Germany, the ILLUM department store in Denmark and the Central Department Store in Indonesia,
Annual Report 2021 (Form 56-1 One-Report) 43
Business Overview and Performance Corporate Governance Financial Statements Enclosure
subject to certain limitations. Central Group has also provided Central Retail with certain Rights of First Refusal with
respect to the JD Central JV, subject to certain limitations. HCDS has designated Central Retail as the flagship
company for its retail business, and therefore has a policy not to invest in any retail business, whether in Thailand
or abroad, which may be of the same nature as Central Retail’s business and may compete with Central Retail’s
business, except where Central Retail’s Board of Directors has resolved that Central Retail does not wish to invest,
whether in whole or in part, in such business. These benefits, combined with opportunities in overseas markets
that come with Central Retail’s global relationships, can help to further support rapid growth and scale business
to another level.
4. Success of Track Record of Acquisitions and Expansion into Other Markets
in Asia and Abroad
Central Retail has replicated the success of its retail story in Thailand in other global markets by adopting local
know-how and approaching each new location in its own right. Central Retail has a strong track record of
international expansion, primarily through acquisitions and joint ventures in Italy and Vietnam. International
revenue represented 25.0%, 27.9%, and 27.9% of Central Retail’s total revenue in the years ended 31 December
2019, 2020, 2021, respectively. The outbreak of COVID-19 periodically occurs in Vietnam and Italy since 2020
till now and all stringent control measures are implemented, thereby being inevitably affected to the Company
performance. However, Central Retail has adjusted operational plans by focusing on formulating proactive strategies
in combination with reactive ones. Moreover, the operational plans have been regularly followed up. Additionally,
the availability of the omnichannel for all segments in every country helped enable the Company to continue
providing services of product purchasing through various channels and adjusting products to meet customers’
needs, all of which contributed to the Company’s sales, i.e., 2% growth in overseas sales in 2021 compared to 2020,
despite the intermittent COVID-19 outbreak. The proven execution track record has increased confidence in being
able to apply operational excellence and adapt to other markets all around the world.
44 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Central Retail entered the Vietnam market 8 years ago with fashion category offerings, formed joint ventures with
Nguyen Kim (and acquired the remaining shares of Nguyen Kim in June 2019) and Lan Chi Mart in 2015, then
acquired Big C Vietnam in 2016. Central Retail spent the two years following Big C Vietnam acquisition revamping
the brand and restoring customer confidence in the quality of products and services. Central Retail did this by
sourcing almost all of food products locally and cancelling the majority of the prior owner’s private label food
products, enabling Central Retail to offer customers better value for money while ensuring the freshness of food
items. Additionally, Central Retail upgraded its software and set internal limits to provide customers with a speedy
shopping experience. Central Retail also acquired and invested in an experienced team of devoted individuals to
operate each store independently. As a result, Central Retail successfully turned around Big C Vietnam, achieving
an increase in revenue every year, the first full year of results after the acquisition, to 2018. In November 2018, Central
Retail opened its first Big C location, and as a result of its strong performance, local authorities from around the
country have contacted Central Retail to discuss opening GO! stores in their respective provinces, which Central
Retail expects will help to expedite its land procurement processes in the future. Central Retail believes that Central
Retail’s market position in Vietnam is comparable to the position in Thailand, with leadership across numerous
retail banners and store formats in the most attractive retail categories, including Big C / GO! Lan Chi Mart, Tops
market, go!, Supersports, and Nguyen Kim in Vietnam.
Central Retail entered Italy in 2011 with the acquisition of Rinascente Department Store till now and was achieved
by adapting offerings in response to the demands of Italian customers to increase domestic sales while also
catering to tourist demand in key Italian tourist centers, where Central Retail has successfully applied its valuable
experience with Chinese tourists shopping in Thailand to capture the similar market in Italy. For instance, Central
Retail successfully refreshed the Rinascente Department Store brand by moving away from a predominantly
“private label” orientation to an “affordable luxury” and “luxury” position, offering brands such as Louis Vuitton,
and others, and implemented the “flagship” store concept in certain locations, which has helped Central Retail
deliver a differentiated experience for the customer while also attracting luxury and affordable luxury brands.
Central Retail also has a proven and robust track record of broadening its portfolio of retail banners through
successful acquisitions, such as Robinson Department Store and Tops, and joint ventures, such as FamilyMart
and Lan Chi Mart. Recently, in May 2020 Central Retail acquired an additional 49% interest in Central
FamilyMart Co., Ltd, increasing its ownership interest from 51% to 100%. In addition, Central Retail made a tender
offer for all COL Public Company Limited (COL) (Completed acquisition in February 2021) bringing in the strengths
of CRC’s retail portfolio as a leader of office supplies, stationaries, lifestyle products, books and e-books, to expand
Central Retail’s leading omnichannel retailing platform in hardline segment and expand customer base to corporate
customers, creating added value from synergy between Central Retail’s business units.
Annual Report 2021 (Form 56-1 One-Report) 45
Business Overview and Performance Corporate Governance Financial Statements Enclosure
In addition, in December 2021, the Company acquired 67% stake in Porto Worldwide Limited (Porto WW), of which
Porto WW has 40% stake in GrabTaxi Holdings (Thailand) Co., Ltd., which is the leader of an online-to-offline
service platform that provides a wide range of services to customers. Moreover, it is growing rapidly, especially
in Thailand. This acquisition is an aim to strengthen the Ecosystem and Omnichannel Platform of Central Retail,
including collaborating with Grab to help improve the service to better meet the needs of customers.
Central Retail believes the success of the above acquisitions and overseas business expansions has enhanced
Central Retail to grow significantly in the national and international levels. Moreover, Central Retail has personnel
with expertise and the capabilities of acquiring and integrating retail brands into its retail business network,
and Central Retail is an attractive and trustworthy partner for other businesses given its solid financial status.
5. A Capable and Experienced Management Team Comprising Professional
Management from the Retail Industry and the Chirathivat Family
The Chirathivat family is the pioneer of modern trade retailing in Thailand. It was the first in Thailand to start
a sizeable department store in Bangkok’s Wang Burapha district in 1956 and then the Central Chidlom Department
Store in 1974. It founded the highly successful Big C hypermarket in Thailand in 1994 and founded Thailand’s number
one mall developer Central Pattana in 1995. It also opened Thailand’s first specialty retail stores in 1996 and has
been a leader in online innovation in Thailand since the early 2000s.
Central Retail boasts an experienced and dedicated professional management team consisting of retail industry
veterans and top professionals from other disciplines, who work hand-in-hand with Chirathivat family sponsors,
as well as well-qualified managers from the Chirathivat family itself. The majority of managers have over twenty
years of retailing experience in Thailand, Vietnam and Italy.
As an industry leader and pioneer, Central Retail has consistently been able to attract the most talented employees
locally and globally that also align with its customer-centric operating model. Central Retail engages professional
managers from both Thailand and abroad to join in management team and Central Retail believes that now Central
Retail has a strong and diverse management bench. Managing the diverse portfolio of retail banners, store concepts
and formats (from large department stores to small convenience stores and brand shops) requires specialized
management and execution skills, and Central Retail believe there are few other retailers with a management
pool that could match our expertise and experience.
46 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
1.1.2 Business Strategies
In 2021, Board of Directors had reviewed the Company’s business strategies to be in accordance with its competitive
strengths to drive the Company’s performance as follows:
Extend Domestic Continue to Improve
Leadership through Omnichannel Platforms
Organic Growth to Enhance Customer
Experiences
Introduce Extract Synergies
New Brand / across Businesses
New Format
Continue Exploring
Optimize
Future Growth
Customers Data
Opportunities in
Analytics to Foster
Asia and Globally
Customer Loyalty
with Merger,
and Drive Sales
Acquisition, and
Joint Venture
Annual Report 2021 (Form 56-1 One-Report) 47
Business Overview and Performance Corporate Governance Financial Statements Enclosure
1. Extend Domestic Leadership through Organic Growth
Although Central Retail is a leader in retail business of a variety of products through various formats and channels
in Thailand. However, Thailand is the market with fragmented competitors in all types of retail business, ranging
from department stores, supermarkets, hypermarkets, convenience stores to specialty stores. Therefore, Central
Retail’s primary goal in extending its leadership is to maximize its retail space utilization, expand the store network
rapidly, and integrate with its omnichannel platforms to increase market share and support higher customer
spending volume, especially in the areas outside Bangkok. The access to secondary markets is deemed as a good
opportunity for its business growth. During the past few years, Central Retail has noticed the growing volume of
customer spending in such areas than that in greater Bangkok. For this reason, Central Retail aims to increase its
market share significantly in those areas through organic growth.
Central Retail believes that its continuous intention in providing services to customers and adapting to the tastes
and preferences of customers plays a key role in helping Central Retail to gain more market share and customer
spending share. To accomplish the goal, Central Retail has offered the management at the local level more
opportunities to get involved, give opinions and make business decisions. Central Retail has begun to implement
the management plan according to its centrality principle in different local areas, allowing the local management
to jointly make decisions, and participate in local activities of the society. Central Retail is believed that this helps
it to respond to the changing tastes and preferences of local customers better.
For Thailand, in 2021 Central Retail opened 1 Robinson Department Store, namely Ayutthaya, and 5 stores of
Thai Watsadu, namely Suksawat, Bowin, Ayutthaya, Songkhla and Srisamarn. In addition, Central Retail has also
opened a supermarket and other specialty stores. Moreover, 3 stores of Central Department Store have been
renovated, namely Chidlom, Ladprao and Rama 2, and renovation of 2 Robinson Lifestyle, namely Chachoengsao
and Sri Saman.
For Vietnam, it is a market that is strategically important for Central Retail’s future business growth, due to country’s
positive macroeconomic outlook and potential target customers. In addition, according to General Statistics
Office in Vietnam, gross domestic product (GDP) in 2021 continued to expand by 2.6% compared to last year.
The population and the growth of middle-income consumers is the main driver of retail business in Vietnam.
48 Annual Report 2021 (Form 56-1 One-Report)
Business Overview and Performance Corporate Governance Financial Statements Enclosure
Central Retail has stores expansion plan for Big C / GO! Vietnam as a channel to accelerate the business growth
in Vietnam. Big C / GO! Vietnam consists of Big C / GO! hypermarkets as the key brand and is currently the largest
hypermarket operator in Vietnam in terms of market share. Moreover, Big C / GO! operates space rental business
to third parties and Central Retail’s retail brands such as Nguyen Kim and others. Central Retail believes that the
hypermarket model combined with the plaza can enhance the potential of its business growth in Vietnam. Also,
Central Retail has developed new concepts and store formats due to the changing tastes of consumers in Vietnam
who are now demanding for more classy and specialized shopping experiences according to their higher income.
To cater to such changes, Central Retail used the success of Big C / GO! Vietnam and Nguyen Kim to introduce
Central Retail’s new and creative specialty retail brands in the same way as Central Retail had responded to the
changes in consumer preferences in Thailand. Central Retail has opened go! model in the secondary provinces
of Vietnam, and has rebranded GO! to Tops market Vietnam in Vietnam’s major cities. In addition, Central Retail
has introduced new concepts and store formats. This includes a lifestyle store ‘LookKool,’ a DIY home appliance
store ‘Home Mart’ with the Shop-in-Shop model within the Big C / GO! hypermarket in Vietnam, a food court ‘GO!
Daily’ offering international food at reasonable prices, located in plaza Big C / GO! in Vietnam, and a children’s
playground ‘Kubo.’ Central Retail continues innovating new specialty retail brands as more and more customers
become interested in the specialty store, offering a wider range of products, and providing sales staff to give product
recommendation. Central Retail aims to open stores under all of the its retail brands throughout 55 provinces in
Vietnam. In addition, Central Retail has begun the rebrand of “Big C” to “GO!” since 2020 to re-image of the
hypermarket and shopping mall business in Vietnam, with plans to gradually rebrand the Big C brand to the GO
brand! in the following years. Finally, Central Retail has a plan for internal structure improvement, including work
procedures, for more operational efficiency.
In 2021, Central Retail opened 3 stores of GO! (including hypermarkets), namely Thai Nguyen, Ba Ria and
Thai Binh, along with other specialty stores. Additionally, Central Retail also changed the image of “Big C” brand
to “GO!”, which consists of 8 stores of shopping center and 7 stores of hypermarket and rebranding the medium
hypermarket in Ho Chi Minh City and Hanoi to Tops market to penetrate the urban supermarket market and attract
new customers.
Annual Report 2021 (Form 56-1 One-Report) 49
Business Overview and Performance Corporate Governance Financial Statements Enclosure
For Italy, Central Retail is the leading luxury department store operator of the country, with 9 Rinascente Department
Store in 8 cities across the country as of 31 December 2021. The prestige, sophistication and heritage of Rinascente
Department Store provide compelling opportunities in expanding the business. The flagship stores, located in Milan
and Rome, are one of Europe’s premier shopping destinations for tourists. With the data analysis of customers in
Italy, Central Retail has applied the findings to the its businesses in other countries in the area of tourism, luxury
brands and affordable luxury markets. Additionally, the expansion of tourist customer base is a key factor towards
Central Retail’s continuous business growth in Italy, and is also essential to its business growth in Thailand. Hence,
Central Retail plans to adopt effective marketing strategies to attract more tourists continually. Nevertheless, the
COVID-19 situation and the country’s lockdown measure have placed a huge impact on the tourism market. Central
Retail therefore has turned its attention to domestic customers while preparing for the tourism sector expected to be
recovered. Central Retail intends to expand its business in Italy by focusing on providing customers with superior
in-store shopping experiences by constant store renovation and decoration, which will attract more well-known
brands as well.
For Italy, in 2021, Central Retail has completed the renovation of the Florence store under the Store of Craft concept,
which represents the concept of Florence as the birthplace of unique fashion trends. Also, Central Retail is preparing
for the renovation of the Roma Fiume store to become a mini-flagship store, as well as the renovation of the Milan
store. The store renovation is expected to enhance the exclusivity of the shopping experience and help attract both
luxury and affordable luxury brands to these renovated stores. This also increases the number of visitors to the store
as well as the sales revenue of Central Retail.
50 Annual Report 2021 (Form 56-1 One-Report)
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