Index Living Mall Public Company Limited (ILM) is moving forward strongly in the second half of 2025 with a strategic plan designed to address renewed economic challenges. Reaffirming its leadership in the home category as “THAILAND’s NO.1 Furniture & Home Decorative Destination,” the company is accelerating branch expansion into secondary cities and tourism destinations across Thailand.
As part of this expansion, ILM is investing THB 200 million to open Index Living Mall Chiang Rai, its 35th branch, under the concept “The Right Home Styling in the City You Love.” The new branch emphasizes a complete range of home-related products and services, integrating a modern cozy design approach with the distinctive charm and identity of Chiang Rai to deliver a well-aligned shopping experience that meets consumer needs. The branch is also positioned to serve demand from the service sector—particularly hotels and resorts—supporting Chiang Rai’s goal of becoming one of the most desirable tourism destinations in Northern Thailand. ILM expects the new branch to contribute to revenue growth in line with the company’s targets.
Management Statement
Ms. Kritchanok Patamasatayasonthi, Managing Director of Index Living Mall Public Company Limited (ILM), a leading retailer of furniture, household products, and home décor, stated that expanding into high-potential regions is a key strategic direction. For the second half of 2025, the company has prepared a flexible operating plan to respond robustly to both external and internal challenges, reinforcing its position as “THAILAND’s NO.1 FURNITURE & HOME DECORATIVE DESTINATION.” ILM is focusing on expansion into secondary cities and tourism markets, and has now set its sights on Northern Thailand with the opening of Index Living Mall Chiang Rai, the company’s 35th branch.
Chiang Rai is one of the most promising secondary cities and marks ILM’s second location in Northern Thailand (following Chiang Mai). The Chiang Rai branch is presented under the concept “The Right Home Styling in the City You Love,” offering a comprehensive range of furniture, household essentials, and home decoration products—not merely as home products, but also as a source of inspiration for everyday living.
Branch Location and Investment
Index Living Mall Chiang Rai is located in a central area of Mueang Chiang Rai District, at the Mae Korn Intersection, approximately 13 kilometers from Chiang Rai Airport. The store occupies approximately 6,300 square meters, supported by an investment of THB 200 million. It is designed to meet home-shopping needs while creating “THE NEW LIFE EXPERIENCE” through five key highlights.
Five Key Highlights of “THE NEW LIFE EXPERIENCE”
- New Design – A New Definition of Design
A design concept that connects the shopping experience through a modern cozy style integrated with Chiang Rai’s unique identity. The store draws inspiration from the “Dok Phuang Saed” (Bougainvillea), the province’s symbolic flower, reflecting its distinctive beauty in both the exterior architectural design and interior décor.
The branch also features craft elements from hand-painted ceramic works and natural materials from Wiang Kalong Subdistrict, Wiang Pa Pao District, Chiang Rai Province, widely recognized as among the finest Lanna ceramics. These cultural crafts—passed down through generations—are incorporated as store design elements. The interior layout is designed for flexibility in merchandising, using airy wooden slat partitions to separate furniture sets, complemented by soft, comfortable earth-tone colors. - New Zone – Elevated Products and Services
The branch provides an enhanced shopping experience through quality furniture brands, including Index Furniture and Younique (built-in furniture), as well as value-driven furniture brands such as Winner Furniture and Furinbox, alongside a wide selection of leading mattress brands.
The store also features a DESIGN STUDIO providing consultation and virtual room design services. In addition, the branch is equipped to serve Business-to-Business (B2B) customers with design and interior decoration services for entrepreneurs and businesses—from SMEs to all types of real estate projects, including hotels and hospitals—along with a VIP SPACE dedicated to special customers. - New Offers – Grand Opening Promotions
To celebrate the branch opening, JOY Member customers receive special privileges, including: shop THB 1,000 and receive THB 1,000 back (for 5 days), limited to 400 privileges; daily flash-deal products available only 27–31 August; and additional privileges through participating credit partners, including Krungsri Consumer and KTC credit cards (0% installments up to 10 months, cashback, and giveaways).
Gifts with purchase include: spend THB 3,000: free Index umbrella (THB 350); spend THB 15,000: Index E-Gift Voucher (THB 1,500); spend THB 80,000: PATAMMA Lagoon Villa Eco Luxury Resort (Nan) voucher 3 days/2 nights (THB 18,000); spend THB 100,000: free Levoit air purifier (THB 6,990) for one prize.
Customers who post a Google review and Like & Share the page receive a THB 500 coupon (minimum spend THB 1,500). Customers spending THB 2,000 may participate in a game to win free gifts (limited to the first 100 participants, 27 Aug–30 Sep 2025). - New Member – Expanding the JOY Member Base in the North
ILM continues expanding its JOY Member base in Northern Thailand. Membership across five provinces (Chiang Rai, Phayao, Nan, Phrae, and Lampang) totals over 16,000 members.
New JOY Member benefits: THB 200 discount (minimum spend THB 1,200 per receipt); bonus 600 points (value THB 60; credited the following day); and a free JOY Member shopping bag (THB 69) when using the new-member coupon. Members receive 3x points for purchases of THB 3,000 or more per receipt, valid 27 Aug–31 Dec 2025. - Sustainability – Promoting Sustainable Living
ILM promotes sustainable living under the concept “We Gain, the Planet Gains, Everyone Gains,” including wellbeing products, eco and recycled materials, energy-saving items, reduced plastic packaging, and support for local community products.
The branch is structurally prepared for future solar rooftop installation. In-store print media uses 80% biodegradable corrugated paper (Eco) and 20% PP board. Waste separation is implemented by staff. ILM also promotes local employment and community income by sourcing handcrafted bamboo fans and textiles as commemorative gifts for the opening event, and supports employee transfers back to Chiang Rai under a hometown return initiative.
Chiang Rai’s Tourism and Economic Context
Chiang Rai is a targeted secondary tourism city, known for nature-based tourism and rich arts and culture, often referred to as a “City of Art,” aligning with the provincial vision of creative tourism and sustainability.
Tourism Authority of Thailand (TAT) data indicates that in the first six months of 2025, Thailand’s domestic tourism generated THB 1,340,000 million in revenue, comprising THB 770,000 million from international tourists and THB 570,000 million from Thai tourists. Chiang Rai ranked No. 1 among secondary cities by visitor volume and recorded the highest tourism revenue for the same period.
Kasikorn Research Center forecasts 205 million domestic trips in 2025 (+2.2% YoY), with secondary cities expected to gain increased interest; the share of Thai travelers visiting secondary cities is projected to rise to 41.4% in 2025.
Chiang Rai continues to benefit from infrastructure investment, including transport route development such as the North–South Economic Corridor (R3A), airport development, and its role as a border trade hub. Real estate interest and declining interest-rate trends are expected to support housing demand and related demand for furniture, household products, and home décor.
Opening Ceremony and Community Reception
The official opening ceremony was held on 27 August 2025, featuring cultural drum performances. The event was attended by various local organizations and warmly welcomed by Chiang Rai customers, with strong traffic from store opening. ILM expects the Chiang Rai branch to support revenue growth in line with company targets.
