CRC Thaiwatsadu under Central Retail Corporation Public Company Limited (SET: CRC), a retail business of construction materials and home decoration products, is redefining the hardline retail industry with its innovative White Format hybrid store model. By combining the strengths of two brands — Thaiwatsadu and BnB home — this modern retail format creates a one-stop destination for construction materials, tools, structural products, electrical appliances, furniture, and home décor. Designed to cater to mid-to-high income groups such as professional homebuilders, real estate entrepreneurs, and homeowners across Thailand, the White Format model elevates the shopping experience by seamlessly integrating construction and home design needs under one roof.
In 2019, Thaiwatsadu introduced a groundbreaking new business model in the form of a hybrid store concept, known as the White Format. Initially launched as a pilot project in Phuket, the concept received overwhelmingly positive feedback. This success led to the first full-scale White Format store opening in 2021 at Sri Samarn, Nonthaburi. Since then, Thaiwatsadu has actively expanded the White Format model across the country. By 2024, the company plans to operate a total of 16 White Format stores in key locations, including Sri Samarn, Bang Saen, Rangsit Klong 4, Phuket Chalong, Mueang Ake, Samut Prakan, Chiang Mai San Sai, Bang Yai, Nakhon In, Udon Thani Kud Sa, Rama 3, Bangna, Bang Bua Thong, Sukhaphiban 3, Khon Kaen, and Phuket.
Mr. Suthisarn Chirathivat, Chief Executive Officer of CRC Thaiwatsadu under Central Retail, described the White Format of Thaiwatsadu × BnB home hybrid store as a game-changer that has revolutionised the retail market for construction materials and home furnishings. As the first player in the market to introduce this innovative model, Thaiwatsadu has strategically focused on establishing locations in high-potential urban centres. Each store spans over 20,000 square metres, offering a comprehensive range of more than 50,000 products, from construction materials to premium home décor items.
This enhanced format has been designed to provide greater variety and cater to the mid-to-high consumer segment, known for its strong purchasing power. The White Format stores have delivered a significant impact, achieving a 30% revenue growth compared to the traditional Thaiwatsadu format.
The key to the success of the White Format lies in leveraging deep insights and understanding every dimension of customers’ shopping lifestyles. From product variety, quality, and pricing to exceptional service and diverse sales channels, these elements have been strategically combined to establish White Format’s winning formula, as outlined below:
- White Format Revolution: The White Format hybrid store represents a groundbreaking innovation in the retail market for construction materials and home décor. It caters to an optimised customer mix, with 60% of customers being homeowners and 40% consisting of tradespeople and business owners.
- Product Variety: Leading Brands and House Brands: The White Format stores boast an extensive product range, exceeding 50,000 items, spanning leading brands and exclusive house brands. The offerings include construction materials, tools, hardware, structural materials, floor and wall tiles, electrical and plumbing systems, sanitary ware, bathroom and kitchen products, bedroom furnishings, electrical appliances, and a wide array of home décor items.
- Product Premiumization: The White Format experience takes home living to a premium level, combining exceptional design and style across all product categories. It appeals to mid-to-high and high-end customers who value quality and aspire to elevate their lifestyles. Exclusive collections include Calina sofas, featuring sleek and sophisticated house-brand designs; smart sanitary ware that integrates water-saving innovations with modern functionality; elegant chandeliers and lighting fixtures in classic and modern styles; and premium electrical appliances, such as large-screen TVs (75–100 inches) and Whirlpool jacuzzi tubs, delivering a superior living experience for discerning homeowners.
- Enhanced Shopping Ambience: The White Format stores have upgraded their shopping environment through strategic collaboration with partners, focusing on four key aspects:
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- Expanded assortment to cover mid-to-high product line-up: A broader selection across all categories, enhancing quality and variety to target mid-to-high-end customers.
- Big investments in shopping ambience: Improved visual aesthetics and in-store atmosphere, particularly in the electrical appliance department, resulting in a 400% sales growth.
- Upgrading and increasing sales: Enhanced sales expertise – improved training for sales staff to ensure in-depth knowledge of premium products.
- Upgrading After Sales Services: Comprehensive after-sales services, expanded services with vFIX, offering professional installation and personalised advice for customers.
- Reachable & localised locations: The White Format initiative continues to expand across Thailand, with a focus on major cities with high growth potential in construction, real estate, residential, and tourism industries. By the end of 2024, 16 White Format branches will be operational, with further expansions planned for the coming years.
Mr. Suthisarn further elaborated that Thaiwatsadu has always prioritised delivering the finest shopping experience. To achieve this, the company has proactively enhanced its services across both offline and online channels, ensuring a seamless and comprehensive approach to meeting every lifestyle need for construction and home improvement projects:
- vFIX: Your Top-Tier Home Service Solution: Thaiwatsadu and BnB home offer the comprehensive vFIX service, providing everything from 3D design by professional designers to electrical and plumbing installations, as well as maintenance, renovations, and safe, high-standard extensions. Available at 86 branches nationwide, this value-added service is tailored to meet all your home needs seamlessly.
- Express Delivery & Instant Pick-Up: Elevating delivery standards, Thaiwatsadu ensures speed and convenience with: Free Delivery within a 40 km radius; Express Delivery within 2 hours; Same-Day and Next-Day Delivery options; And a hassle-free Click & Collect service for returns or exchanges, ensuring every purchase meets your expectations.
- Core DNA – Price Campaign: ‘Thaiwatsadu, Absolutely Right and Truly Affordable’: Upholding a commitment to affordability and quality, this campaign is driven by three core strategies:
- Guaranteed Low Prices: Regularly reviewed pricing on popular items to ensure customers get both value and quality.
- Everyday Savings: Over 2,000 essential daily products are fixed at steady prices year-round, so you’ll always pay the same, no matter when you shop.
- 120% Price Difference Refund: Thaiwatsadu will refund 120% of the price difference, guaranteeing the best deal every time. (Terms and conditions apply)
“One of the key innovations strengthening Thaiwatsadu and BnB home is the seamless integration of offline and online platforms through the development of an omnichannel approach, establishing the brand as a leader in O2O (Online-to-Offline) solutions. This provides unparalleled convenience for customers, whether shopping in-store (Physical) or online (Digital). Customers can easily access products and services through a variety of platforms, including the website, social commerce (via LINE Chat & Shop, Facebook, Call & Shop), call centres, and the Thaiwatsadu mobile application.
Under the concept of ‘Phygital,’ this approach bridges the gap between physical and digital shopping experiences, ensuring a consistent offering of products, services, and promotions across all channels. Furthermore, innovative technology has been leveraged to enhance the Thaiwatsadu mobile app, which has already garnered over 665,000 downloads. Acting as a virtual assistant for contractors, builders, and homeowners, the app boasts exclusive features unique to Thaiwatsadu, including:”
- Daily Steel Price Ordering Online: The first of its kind in the market, this feature provides daily online updates on steel prices, allowing immediate purchases. It includes a tool for calculating total steel weight, enabling contractors to efficiently manage their stock and steel costs.
- Mixed Paint & Calculator Feature: A groundbreaking innovation in Thailand’s paint industry, this feature lets customers and contractors select and purchase mixed building paints from a palette of over 20,000 shades. It also includes a calculator to estimate the precise amount of paint required for specific areas.
- Tailor-Made Curtains Calculator: This user-friendly tool simplifies the process of custom curtain ordering. It allows users to calculate the exact width and length needed, with a wide range of styles and colours to choose from. Additionally, expert installation services are available through vFIX’s highly skilled professionals.
As the year draws to a close, Thaiwatsadu and BnB home are embracing the festive season by offering a wide selection of over 2,000 home décor items for Christmas and New Year celebrations. Pioneering in the market, they were the first to introduce the fragrant Balsam Fir Christmas trees — cultivated in Lunenburg County, Nova Scotia, Canada — since 2017. These standout products have become a favourite among homeowners, as well as businesses such as restaurants, cafés, and hotels, seeking to create a magical atmosphere for the festive season.
At the same time, Thaiwatsadu has been running the ‘Joyful Fragrance’ initiative for over five years, delivering fresh Christmas trees from Canada to underprivileged individuals in society. For every Christmas tree purchased by a customer, 50 baht is donated to the Foundation for the Blind in Thailand under the Royal Patronage of Her Majesty the Queen. This initiative aims to support the care and development of visually impaired children, aligning with Central Retail’s CRC CARE philosophy. Through its CRC Community, the company is committed to standing alongside Thai people, fostering a better quality of life for everyone in society.
“CRC Thaiwatsadu is dedicated to elevating the shopping experience for customers at every touchpoint by offering products and services that truly resonate with individual lifestyles and specific needs. This commitment positions Thaiwatsadu and BnB home, in every format, as the ultimate destination for construction materials and home improvement products — comprehensive, convenient, and complete in one place. Alongside this, we are driving a green transformation within the hardline business through CRC’s ‘ReNEW’ strategy, which champions sustainability across all dimensions.
This includes the installation of solar rooftops, reducing greenhouse gas emissions equivalent to planting 2.5 million trees, and the development of green logistics, highlighted by being the first in the retail sector to introduce electric-powered tandem trucks (EV Trucks) for transport. This innovation has cut diesel consumption by 340,000 litres annually and reduced CO2 emissions by 900 tonnes per year. We remain committed to numerous ongoing initiatives to ensure our operations benefit both the environment and our customers,” concluded Mr. Suthisarn.
