Bangkok’s top new store openings this year

Acne Studios hit Siam Paragon with bright pink granite interiors and a stripped-back Scandi thing that reads as quiet luxury, even when the prices say otherwise. Stockholm's coolest export is finding a Bangkok audience that skews younger than you'd think – not buying full runway but investing in the jeans (B9,000-12,000), the big knits (B15,000-25,000) and the foundational pieces that Acne actually does well. 

Paragon was the right choice too. It catches both the serious fashion people and tourists who know the name and want to buy it somewhere official. And in Bangkok's fashion retail setup, Acne sits in useful territory between accessible contemporary and high fashion that feels too performative, appealing to people who care about design but don't want to announce it too loudly.

G/F Siam Paragon, 991 Rama I Road. Open daily 10am-10pm

That giant dachshund is pulling people into ICONSIAM for Tamburins hand creams and Gentle Monster's architectural frames. The shelves at Haus Nowhere stock Tamburins' cult perfumes and those sleek hand cream tubes, while Gentle Monster's avant-garde sunglasses – the kind that look more like sculpture than eyewear – fill the displays.

Both brands share the same mindset: everyday objects treated as design statements. They sit in that premium space without tipping into full luxury – frames run B8,000-15,000, while hand cream sit at B1,200. For Bangkok shoppers who've been ordering these exact pieces from Seoul through Instagram sellers and waiting weeks for delivery, having both brands under one roof by the river feels less like a shopping destination and more like the city finally catching up with what they've been buying all along.

M/F ICONSIAM, 299 Charoen Nakhon Road Soi 5. Open daily 10am-10pm

Ralph Lauren's concept store at Central Embassy says something about how American heritage brands are rethinking Bangkok. Polo shirts on racks, yes – but also the full lifestyle presentation: home goods, Purple Label tailoring, the sort of edit that treats shopping like you're entering a world rather than just browsing this heritage brand. 

What makes it matter now is that Embassy's luxury stretch has developed enough to support these deeper brand plays rather than just the obvious flagships and Ralph Lauren is using that room to build something that feels more about inhabiting a certain polish than chasing what's buzzy. Classic polos from B4,500, knitwear B8,000-15,000 and Purple Label suiting that pushes well past B80,000 for the full experience.

1/F Central Embassy, 1031 Ploenchit Road. Open daily 10am-10pm

Central Embassy is a fairly serious bet on Bangkok's luxury appetite. They stripped everything back and rebuilt from scratch – new finishes, new layout, the full architectural moment that Gucci's been doing in their key cities. What stands out is committing this much to a market that's still working out its identity as a luxury destination beyond tourist spending – small leather goods from B15,000, logo belts around B18,000 – and are now moving into ready-to-wear that starts closer to B45,000 for basics and climbs steeply from there. 

Within Embassy's luxury offering, the refresh backs up the idea that the mall has stopped being just Central Embassy and started being a legitimate luxury anchor for the city.

G/F-1/F Central Embassy, 1031 Ploenchit Road. Open daily 10am-10pm

Princess Sirivannavari’s flagship at Siam Paragon isn’t breaking new ground so much as pulling everything together – the brand’s been around but this is the first proper single space moment. What you’re getting is eveningwear that actually works for Bangkok’s formal circuit, cocktail dresses with enough detail to feel considered without tipping into costume and separates that understand local proportions.

The price point makes it more accessible than people assume, with pieces starting at around B3,000 and rising into five figure territory depending on fabrication and complexity. The fabrics lean luxe – silks, structured crepes, the occasional traditional textile reinterpreted into something wearable now rather than preserved in aspic. It’s finding women who need event dressing with local recognition and aren’t defaulting to the usual European names. The collection sits in that space between international luxury codes and distinctly Thai references, managing both without feeling like it’s trying too hard at either.

M/F Siam Paragon, 991 Rama I Road. Open daily 10am-10pm

The Jaspal Group has launched women’s athleisure label Ori, with its first store opening at Siam Centre on that ground floor sportswear strip that has quietly become one of the city’s tightest retail battlegrounds. The brand is targeting Bangkok women specifically, with fabrics developed to suit Asian skin tones and fits that account for local proportions.

It is pulling in the studio to street crowds who have made activewear their baseline. Leggings run B1,890 to B2,590, sports bras B990 to B1,590 and those throw on jackets sit around B2,990 to B3,990 – positioned just below the international giants but with a sharper fit for the local market.

G/F Siam Center, 979 Rama I Road, Pathumwan, Bangkok 10330. Open daily 10am-10pm

The Filipino accessories and eyewear brand launched at Dusit Central Park and became one of those spots where Bangkok's cool kids just keep showing up. Sunglasses at B990–1,890, those cult glosses that Southeast Asian beauty people have been ordering online for years (around B500) – finally available to test in real life. Then there are the water flasks (B1,690–2,050) you can fully customise on the spot with over 300,000 colour combinations. 

Cap, loop, bottle, boot – mix and match until it feels completely yours. You end up buying multiples without really planning to. Three pairs of sunnies because the frames are different enough that choosing one feels wrong. A gloss in that exact berry shade you’ve been seeing everywhere. A flask customised down to the last detail until it feels one-of-a-kind.

2/F Central Park, 946 Rama IV Road, Si Lom. Open daily 10am-10pm

This Thai natural care brand opened a corner at Siam Discovery and it marks a specific Bangkok shift – local brands getting proper retail space in prestige malls instead of just existing online or in small shops. Onest Care does plant-based home and personal care that works for the city's conscious consumer set who want products that perform without compromise on design. 

Discovery makes sense because that mall has positioned itself as the thoughtful curation place rather than mass retail and Onest fits that brief. It's drawing younger professionals who've stopped just buying what's easiest and started caring about ingredients and impact, plus the design people who appreciate that the packaging doesn't broadcast itself as virtuous and earnest. Products sit between B350-1,200 – accessible enough for regular repurchasing but premium enough to signal you're making deliberate choices.

M/F Siam Discovery, 989 Rama I Road. Open daily 10am-10pm

Garçon has found its way onto the streets of Bangkok’s old town, where contemporary tailoring and easy casualwear redefine what’s on offer in the area, with a few offbeat pieces thrown in to keep the locals happy. 

The store carries a tight edit of Asian and local labels that rarely make it to Bangkok’s main mall circuit, spanning sharp shirting, outerwear and other fashion-literate staples, mostly priced between B1,500 and B3,000. Offering-wise, it feels very local in the best way, tuned in to how people here actually dress.

Song Wat Rd, Subdistrict, Samphanthawong. Open daily 10am-7pm

Barbour opening its first Thailand store at Central Embassy might seem unexpected at first, but British heritage has always travelled well. The waxed jackets are here, priced from B18,000 to B35,000, alongside quilted pieces ranging from B12,000 to B22,000. Sure, there’s few times when the Bangkok weather really calls for a jacket, but with the rich countryside aesthetic over your two shoulders, who could refuse?

And jokes aside, these are pieces designed to move – European winter trips, autumn in Seoul or cooler mornings in Chiang Mai. Set near Burberry in Embassy’s polished British corner, Barbour feels less about immediate weather needs and more about lifestyle. The timing also aligns with Bangkok’s growing love for outdoor escapes and weekend nature breaks. Even if not strictly practical, the appeal lies in owning something steeped in history and craft, with the promise of a colder city or season ahead.

M/F Central Embassy, 1031 Ploenchit Road. Open daily 10am-10pm

New Zealand's merino people have landed in Southeast Asia and Bangkok gets first dibs with a primetime spot in Central Embassy. A welcome arrival at a time when half the city seems to be planning a weekend hike (right Barbour?). 

The draw here is proper merino – a very sought after wool type that’s insulation, antibacterial and generally waterproof. These base layers regulate temperature without the clamminess of synthetics, mid-layers you can wear multiple days without them announcing it, T-shirts that perform like technical gear but don't look aggressively sporty. 

Merino wool is actually quite soft (rather than scratchy), which matters more when you're wearing it against skin in Bangkok heat then up in cooler altitude. The fabric does the work – wicks moisture, resists odour, dries faster than cotton – without requiring you to dress like you're permanently mid-expedition. Expect to pay B1,800-2,500 for tees, B2,500-4,000 for base layers and B3,500-6,000 for mid-layers. Not super cheap, but the kind of pricing that makes sense when one merino piece outlasts several cotton equivalents and actually earns its place in your pack.

3/F Central Embassy, 1031 Ploenchit Road. Open daily 10am-10pm