Former Rocket Internet subsidiary Zalora Thailand is to morph into an omnichannel retail business under its new owner Central Group.

Zalora Thailand CEO Ali Fancy said in an interview with eThailand the online store plans to become Thailand’s largest fashion retailer after its merger with Central Group subsidiary COL, a process expected to take about six months.

By matching Zalora’s online expertise with Central’s broad-ranging brick and mortar and mall experience, the company expects to form a fashion-focused online destination with an offline offer, appealing to all type of shoppers..

Fancy says the merged company will continue to use the Zalora website and brand.

Under Rocket Internet ownership, the Zalora businesses in Thailand and Vietnam (which Central has also bought) failed to make money.  However Central Group believes its 69 year history in Thai retailing and its huge infrastructure will enable Zalora to scale into a profitable business.

Central Group boasts 4400 stores and malls across many categories and a One Card loyalty program of more than 10 million members.

Zalora brings to the new partnership a strong social media presence and marketing program, with 1.6 million followers on Facebook alone.