Saha group says Japan’s Lawson stores in Thailand to rise to 1000

1 min readUpdated May 15, 2025Jun 28, 20153:00 AM

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A joint venture of Thailand’s Saha Pathanapibul Pcl and Japan’s Lawson Inc aims to boost the number of ‘Lawson 108’ outlets in the Southeast Asian nation to 1,000 over the next three years from 40 now, a Saha executive said on Friday.

Saha Pat, part of Saha Group, Thailand’s largest consumer products conglomerate, joined hands with Lawson, one of Japan’s top- three convenience store chains, to form joint venture Saha Lawson Co in 2012 to tap the Thai retail market.

Saha Lawson will focus on fresh-cooked and ready to eat products, Saha Pat’s director Vathit Chokwatana told a conference. He did not reveal any investment numbers by the partners.

Lawson is one of several Japanese retailers expanding business in Thailand, despite the Southeast Asian nation’s weak domestic consumption and slowing economy. Others include Tokyu Department Store and MaxValu supermarket, owned by AEON group.

Lawson competes directly with CP All Pcl, Thailand’s largest convenience store chain with more than 8,000 7-Eleven outlets, and Family Mart, owned by Central Group, Thailand’s leading retailer.

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What this means

Saha Lawson's ambitious plan to reach 1,000 stores within three years presents a high-stakes challenge to established Thai convenience players. While Japan's Lawson has a strong brand, its current 40-store footprint is dwarfed by CP All's 8,000+ 7-Eleven outlets. This rapid expansion, despite weak domestic consumption, indicates a belief that Lawson 108's fresh-cooked emphasis can carve out significant market share, similar to how OCE recently opened its first retail location in Bangkok. However, the move risks overstretching resources if consumer uptake for their differentiated offering is slower than anticipated. The key metric to watch is the average sales per store of their specific fresh and ready-to-eat products in the next 12 months.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

What is the target number of Lawson 108 outlets in Thailand?

The joint venture aims to increase the number of 'Lawson 108' stores to 1,000 over the next three years. This is a significant rise from the current 40 outlets operating in the country.

What will be the main focus for the new Lawson stores in Thailand?

Saha Lawson Co will concentrate on fresh-cooked and ready-to-eat products. This strategy aims to appeal to Thai consumers in the competitive convenience store market.

Which companies formed the joint venture Saha Lawson Co?

Thailand's Saha Pathanapibul Pcl, part of the Saha Group, and Japan's Lawson Inc formed the joint venture. They partnered in 2012 to enter the Thai retail market.

Who are Lawson's main competitors in the Thai convenience store market?

Lawson competes directly with CP All Pcl, which operates over 8,000 7-Eleven outlets. Family Mart, owned by Central Group, is also a significant competitor in Thailand.

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