HAT YAI, THAILAND – Index Living Mall Public Company Limited (ILM) is moving forward with its "Reset & Reposition" strategy, investing more than 95 million Baht to completely transform its Hat Yai branch in it first major overhaul in 11 years. Under the concept ‘Chom mai… thook jai yang raeng!’ (New Look... Total Satisfaction! The Ultimate Home Destination) the revamp marks a powerful comeback for the brand after successful overcoming and recovering form the severe flood crisis in 2025. The redesigned branch aims to deliver an elevated shopping experience as a comprehensive "Modern Cozy" Lifestyle Mall. Incorporating design elements inspired by the local azure sea and Southern cultural identity, the store features over 10 brands and more than 10,000 home product items. Spanning an area of over 11,000 sq.m., the branch reaffirms its status as the No.1 Furniture & Home Destination in the South, targeting a monthly sales boost of 30 million Baht.
Ms. Kridchanok Patamasatayasonthi, Managing Director of Index Living Mall, a leading retail distributor of furniture, home utensils, and decorative items, revealed that the company has implemented the "Reset & Reposition" strategy for the Hat Yai branch, which has been in service since 2015. This transformation highlights its strength as a one-stop-shopping Lifestyle Mall. Hat Yai remains a strategic stronghold for ILM due to its high-purchasing-power population and its status as a premier economic top destination attracting 4–5 million Thai and foreign tourists annually. Covering an 8-rai plot on high traffic Phetkasem Road, Khuan Lang Sub-district, Hat Yai District, Songkhla Province, the revamped store is positioned to be the ultimate hub for home lovers in the Southern region. To capture the economic recovery and rising consumer demand in Songkhla and neighboring provinces, the 95-million-Baht makeover introduces several key highlights:
NEW LOOK & PRODUCT DESIGN : The store has undergone a sophisticated architectural remodeling into a "Modern Cozy" style, utilizing the azure blue tones of the sea and local Koh Yo handwoven fabrics to create distinctive design elements that proudly mirror Songkhla's unique identity. The product layout is meticulously structured to cater to a highly diversified customer base. Offerings span from premium living brands—such as Younique (customized built-in furniture), Index Furniture (premium designer lines), PI Wardrobe (semi-built-in wardrobe systems), and luxury mattresses—to mid-range options like Winner Furniture (value-driven quality) and mass-market lines like Furinbox (affordable, ready-to-assemble furniture). Additionally, the branch is pioneering trend-responsive retail zones, debuting a dedicated Pet Accessory zone and an Eco Product section tailored for sustainable living.
NEW EXPERIENCE : ILM is redefining consumer engagement by elevating its customer experience with exclusive, high-value services. This includes the Design Studio, which offers state-of-the-art 3D room visualization services driven by advanced spatial technology and professional interior designers, serving both B2C and B2B clients for loose and built-in furniture. The store also boasts a premium VIP Lounge for personalized assistance, Index Home Service for seamless home extensions and expert furniture relocation, and a dedicated prayer room thoughtfully designed to respectfully accommodate local staff and shoppers.
NEW OFFERS : To celebrate the grand reopening, ILM is launching an aggressive promotional campaign running from May 28 to July 29. The event features exclusive new arrivals, deep discounts, and premium gifts, headlined by a complimentary 24-inch luggage set worth 5,990 Baht (strictly capped at 30 exclusive privileges). In partnership with Krungsri Consumer, credit cardholders enjoy special privileges, including 0% interest installment plans for up to 10 months, Starbucks e-Coupons worth up to 1,200 Baht, and generous cash-back rewards (terms and conditions apply; borrow responsibly and repay in full on time to avoid a 16% interest rate per annum). To accelerate brand loyalty, new JOY Members will receive double privileges: a 200-Baht discount on purchases of 1,200 Baht or more, and a limited-edition shopping bag. Existing members can tap into an exclusive, high-value point redemption rate of 850 points for a 100-Baht discount (optimized from the standard 1,000 points). With these campaigns, ILM strategically targets a ambitious 10% expansion of its existing 73,200 JOY Member base across Songkhla and adjacent provinces.
Ms. Kridchanok added that ILM strongly believes in the long-term potential of Songkhla Province as a major economic powerhouse of the lower South, serving as a trading and logistics gateway connecting the Gulf of Thailand and the Andaman Sea. This aligns with the government's Southern Economic Corridor (SEC) development plan, which includes the Landbridge project, border special economic zone investments, and the 215-kilometer Hat Yai–Suhaingolo-lok dual-track railway project connecting Thailand and Malaysia. These initiatives will drive Hat Yai towards becoming a regional distribution center and a Smart City. Simultaneously, Hat Yai's local economy is recovering through "Event Tourism," blending Soft Power with local food festivals to transition the city into an international MICE City.
The home retail business in Songkhla possesses vast room for growth. Hat Yai District holds the highest population density in the lower South. The Hat Yai City Municipality alone accounts for approximately 147,000–150,000 registered residents, and when including the hidden population of working professionals and students, the total spikes to 300,000–400,000 individuals. The average annual income per capita ranges between 147,000–155,000 Baht, which is among the top tiers in the region, reflecting a solid middle-to-high purchasing power. Furthermore, Hat Yai serves as a primary regional destination for 4–5 million tourists annually. Notably Malaysian tourists making up the largest share at 70–80%, followed by Singaporeans and Indonesians, whose weekend and seasonal travel generates over 600 million Baht during festival periods.
"This massive makeover is a strategic 'Reset & Reposition' move to step forward as a private sector partner dedicated to driving Hat Yai and Songkhla’s economy back stronger than ever. We are creating local jobs, boosting business partners, and ensuring money circulates back into the community. We expect this transformation to increase store foot traffic and successfully drive our sales target of 30 million Baht per month," concluded Ms. Kridchanok.
