Central Group has entered an arrangement with Daimaru Matsuzakaya to bring wealthy customers from Japan through the doors of its sprawling shopping network. Central and J. Front Retailing, Daimaru's parent company, will refer rich clients to each other's department stores in a program that will launch next month. Customers who make use of Daimaru's exclusive personal shopping services will receive perks such as personal assistants, coupons and access to VIP lounges when they visit Thailand. This initiative will apply to the Central Chidlom and Central Embassy department stores in Bangkok, among other locations. Central and J. Front first entered a business partnership in 2023, sending customers between Central's shopping centers and a selection of J. Front Retailing stores. Now the relationship will expand to Central's department stores.

J. Front Retailing does not have any locations outside Japan, so the group expects to draw customers visiting Japan through the program. Thailand is experiencing an influx of wealthy foreigners. Individuals with liquid assets of at least $1mn entering Thailand last year numbered approximately 450, according to Henley & Partners, a British consultancy, which was 50% higher than in 2024. Starting with the J. Front Retailing collaboration, Central Retail aims to attract wealthy customers from other countries and regions. Building on this partnership, Central Retail plans to further expand its efforts to acquire international customers. The company is exploring similar collaborations with partners targeting Chinese, Middle Eastern and Indian high net worth customers.