Rosamorn Kowsirikulkij, Robinson vice president for home merchandise, said the “everyday great value” concept would provide quality products 365 days of the year.

Robinson currently operates 43 department stores in the Kingdom.

“We aim to grow by 5 per cent this year. We also plan to open our 44th store, in Lop Buri, in the middle of this month,” Rosamorn said.

“For next year, we plan to open two Lifestyle stores at Phetchaburi and Kamphaeng Phet,” she said. More than 900 items, including home decor, sports, and apparel for men, women and children, will be sold under the one-price eco-friendly strategy.

Under the strategy, all products in the same category will be sold at one economical price.

Rosamorn said that with the launch of this strategy, the company aimed to increase the sales of home products by 10 per cent.

“We plan to open 10 Great Value stores this year at our Robinson branches, and another nine stores will be opened next year,” she said.

She said the company expected its Great Value stores, each occupying 350 square metres of retail space, to generate sales of Bt30 million this year, and possibly more than Bt500 million next year.

“Right now, we have 900 SKUs [stock-keeping units] of products for this year, and will increase to 2,000 SKUs next year,” she said.

Rosamorn said that the strategy was to introduce merchandise at “everyday low prices” without relying on promotions. The company claims the quality of the merchandise is of international standards, user-friendly and environmentally friendly.

Actress Sirapan “Noon” Wattanajinda is brand ambassador to represent younger people who love the environment and are concerned with healthy lifestyles.

The campaign introduces the idea of shopping for quality and affordable items that fit the needs of those looking for trendy, simple, and stylish products.

Rosamorn said that though the overall market had been slow since October, the trend in this last quarter is up.