Four global brands have opened stores in the One Siam precinct in downtown Bangkok, two of them the retailers’ largest concept stores in Southeast Asia.

Siam Piwat, parent of Siam Paragon, Siam Center, and Siam Discovery, is combining the properties under the One Siam banner to entice shoppers and encourage cross-patronage.

The new stores are:

• Spanish brand Cos, a subsidiary of H&M, has opened its first store in Thailand, taking 546sqm on the first floor of Siam Paragon.

• Onitsuka Tiger, a subsidiary of Asics, has opened its largest store in Southeast Asia, taking up 300sqm of the ground floor of Siam Center.

• Thai bag, shoes and accessory brand Lyn has opened its first concept store in Thailand on the ground floor of Siam Center.

• Tokyo dessert brand Croquant Chou Zakuzaku has opened its first Thai branch, on the mezzanine floor of Siam Center.

Cos MD Marie Honda, describing Thailand as “a vibrant country,” has high expectations for the brand in its newest international market. “We hope our customers will enjoy this new location, which brings to life our commitment to functional design and quality.”

Croquant Chou Zakuzaku is the latest brand from Bake Cheese Tart Thailand company, serving what it describes as a “wearable choux” concept. “Each choux is unique in an unconventional way and like a fashion item to enjoy any time,” the company said of the concept. The shop also sells soft-serve ice cream made from Hokkaido milk.

The new Lyn concept store is decorated with black glass and gold metal, designed to portray its “affordable luxury” market positioning and an identity of “trendy, sexy, elegant and sophisticated”.

Mayuree Chaipromprasith, senior executive VP to Siam Piwat says the One Siam malls are drawing steady enquiry from international brands seeking retail space because of the group’s focus on innovative lifestyle.

“We focus on offering new concepts to develop new projects, retail businesses and a variety of cutting-edge lifestyle concepts which never existed before in Thailand, or even for their first time in the world,” she said.

Meanwhile, the Ecotopia zone on the fourth floor of Siam Discovery has introduced some new brands for a health-conscious clients: Bija – skincare products based on rice; Greenhouse & Thlos – organic products that support communities; ZweetHerb – sugar substitute derived from natural stevia; Hyper Design Lab – home decor products designed from natural and wasted materials.