Beautrium earns recognition for urban beauty retail concept at Retail Asia Awards 2026

The concept store Beautrium Dusit Central Park redefined retail with curated Asian beauty and trend-led merchandising.

Beautrium received the Concept Store of the Year - Thailand accolade at the Retail Asia Awards 2026 for Beautrium Dusit Central Park, a concept store developed around curated Asian beauty products, focused merchandising, and an accessible retail layout in Bangkok. The store combined discovery-led retail with core beauty essentials through a “compact but complete” assortment strategy aimed at both local shoppers and international visitors.

The store placed Asian beauty at the centre of its offer. Its assortment included K-beauty products, emerging C-beauty brands, and exclusive partnerships selected for the Dusit Central Park location. A brand partner was given a semi shop-in-shop format, creating a separate branded area within BEAUTRIUM’s wider concept store.

The store’s layout also reflected the surrounding urban retail environment at Dusit Central Park. Product displays, category placement, and circulation paths were planned to support high customer traffic whilst keeping individual brand sections visible and easy to access. Rather than separating trend products from staple categories, the concept integrated both within the same retail journey.

Category zones were arranged to make product groups easy to identify, from discovery sections to everyday beauty essentials. The assortment was edited, but not narrow. Customers could browse trend-led products alongside core categories without moving between separate retail formats. Asian beauty products contributed 11 percentage points more than the company average.

After launch, the brand partner semi shop-in-shop recorded sales 250% above average daily sales. This result showed how the dedicated branded area worked within the broader store format, particularly when paired with BEAUTRIUM’s curated product mix and category-led layout.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].