Index seals deal for Philippines

1 min readUpdated Jun 4, 2025Jan 26, 201510:36 AM

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Thai homewares giant Index Living Mall has signed a Philippines partner as its Asian expansion continues.

Index will team up with the Philippines largest retail and mall operator SM Group to run the franchise for the concept for at least five years.

Index managing director Kridchanok Patamasatayasonthi told the Bangkok Post newspaper Index chose the Philippines due to its huge market potential.

“There’s no furniture or furnishings chain like us in the country, just small local and imported furniture stores.”

Index opened its first store in Vietnam about three years ago and its first in Malaysia last month, in the capital city of Putrajaya. It plans 30 stores across Malaysia over a 15-20 year timeline.

The company is also eyeing opportunities in Indonesia and hopes to double its foreign sales within five years. It will soon have 25 stores in its home market.

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What this means

Index Living Mall's strategic franchise deal with SM Group in the Philippines is a well-calculated move into a nascent market. By partnering with the country's largest mall operator, Index immediately gains access to prime retail locations and local market expertise, mitigating entry risks often faced by new foreign players. This approach contrasts with their recent Malaysia launch, where they plan 30 stores over a longer 15-20 year timeline, suggesting a more aggressive, localised strategy for the Philippines. This expansion directly pressures smaller local and imported furniture stores by offering a scaled, integrated concept. The risk lies in whether the Philippines' 'huge market potential' translates into the rapid consumer adoption necessary to sustain its aggressive growth targets. Monitor initial store performance and new market announcements in Indonesia.

Wei Zhang · Retail News Asia newsroom

Questions & Answers

Why did Index Living Mall choose the Philippines for its expansion?

Index chose the Philippines because of its significant market potential. The managing director noted there is no existing large furniture or furnishings chain like theirs in the country, only smaller local and imported stores.

Which company is Index Living Mall partnering with in the Philippines?

Index Living Mall is partnering with SM Group, which is the largest retail and mall operator in the Philippines. They will run the franchise for the concept for a minimum of five years.

How many stores does Index Living Mall plan to open in Malaysia?

Index Living Mall plans to open 30 stores across Malaysia over a period of 15 to 20 years. Their first Malaysian store opened last month in Putrajaya.

What are Index Living Mall's broader expansion goals in Asia?

Beyond the Philippines and Malaysia, Index is also looking at opportunities in Indonesia. The company aims to double its foreign sales within the next five years as part of its Asian expansion strategy.

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