Chateraise plans to open 200 shops in Thailand

Japanese patisserie Chateraise, which is known for having its main factory in the middle of a forest, plans to open 200 shops in Thailand and boost overseas sales to 50 per cent of its total revenue in the next 10 years.

With more than 500 outlets mainly in Japan, it has just opened its second shop in Bangkok, at Gateway Ekamai Shopping Mall, and is seeking franchisees to accelerate store expansion in Southeast Asia’s second-largest economy.

Its debut shop for Thailand opened in Isetan Bangkok department store in July. Both Bangkok outlets are under franchise.

In the past two years, Chateraise has moved into eight markets across Asia, opening more than 30 shops. The company sees Thailand as a promising market where sweets consumption is expected to be driven by economic growth coupled with a youthful population, says senior managing director Takako Saito of parent company Chateraise Holdings.

Based in Yamanashi prefecture, the company produces cakes, pastry, confectionery and beverages at six factories across Japan. It procures raw materials directly from contracted farmers and sells through branded shops.

Almost all products for Thailand are shipped from Japan, with plans to add ice cream to the lineup. Chateraise plans a third Bangkok shop for next year

The brand’s first overseas expansion was to Singapore in 2015, and it has since opened stores in Dubai, Hong Kong, Indonesia, Malaysia, South Korea and Taiwan, and plans to head to Hanoi and Manila next year.