Saha Group is opening a new wave of Lawson Thailand convenience stores in subway stations and airports.

The firm is establishing a joint venture with its partner Japanese chain in collaboration with Thai advertising business VGI Global Media, which specialises in public transport facilities. The cooperative will launch this Friday with registered capital of THB20 million (US$645,000). Partnership Saha Lawson will hold 60 per cent of the venture, with VGI taking 30 per cent and Saha Group the remaining 10 per cent.

Saha expects the brand’s focus on public transit customers will give the initiative an edge over leading competitor Charoen Pokphand’s 7-Eleven, which operates around 11,000 outlets. It plans to open 30 Lawson Thailand stores in transport facilities, joining its existing store network in Bangkok’s elevated mass-transit system BTS, by late February 2021.