British footwear brand FitFlop is to strengthen its foothold in the Asean market with the opening of a flagship store at CentralWorld in Bangkok in July.

At 120 sqm, it would be the brand’s largest store in the Asean region.

Thailand is FitFlop’s third largest market in the Asean after the Philippines and Indonesia. It said it has enjoyed tremendous success since entering the market four years ago.

“The business of FitFlop in Asia is phenomenal. Bangkok is one of the fashion capitals on our radar,” said FitFlop’s international public relations manager Katie Neiman.

The brand plans to increase its sales in Southeast Asia where it generates 25 per cent of its global sales.

FitFlop was established in 2007, with just one style. Now it is working to have 30 styles for each collection. It said it sold 18 million pairs of footwear last year.