CMG Under Central Retail Expands into Premium Haircare Market Secures Exclusive Distribution Rights for AVEDA in Thailand to Strengthen Beauty Portfolio

Mr. Ty Chirathivat, Chief Executive Officer, Central Brand & Specialty Group (CBS) & President of Central Marketing Group (CMG) under Central Retail said, "Thailand's premium beauty segment continues to show strong momentum, valued at over THB 23.7 billion*, with haircare alone accounting for more than THB 403 million*. This reflects a significant shift in consumer behavior toward holistic self-care, where beauty and wellness are intertwined."

(*Data from Beaute Research, Thailand Premium Hair Care Market, excluding salon channels)

He added, "We're also witnessing a significant shift in consumer behavior, particularly among the younger generations, toward brands that uphold environmental values and transparent practices—from ingredient sourcing to sustainable business operations. These values have become crucial in shaping purchasing decisions. That's why CMG is proud to welcome AVEDA, a pioneering clean beauty brand from the U.S., into our beauty portfolio. With its plant-powered formulas and unwavering commitment to environmental and social responsibility, AVEDA perfectly aligns with the values today's consumers care about."

Mr. Ty continued, "Bringing AVEDA into our portfolio strengthens CMG's beauty segment. We plan to expand both offline and online distribution channels, while rolling out integrated marketing campaigns that include brand activations and community engagement. Our focus is on creating immersive experiences that resonate with modern consumer lifestyles. Additionally, we'll leverage our CRM system in collaboration with The1 to drive long-term, sustainable brand growth in Thailand."

AVEDA is a globally recognized haircare brand founded in 1978 by Horst Rechelbacher, a visionary hairstylist who pioneered the concept of holistic beauty—a philosophy that intertwines wellness, beauty, and environmental responsibility. Driven by a deep commitment to sustainability, AVEDA formulates high-performance products with over 90% naturally derived ingredients, prioritizing botanical sources that are ethically and responsibly sourced.

Among its most iconic innovations is the Invati Ultra Advanced(TM) collection, A revolutionary new vegan anti-hair loss system, featuring breakthrough plant-powered technology that reduces hair loss by +85%* while making you feel like having 11,000 more hairs on your head**. Backed by 20+ years of research and a team of in-house botanical scientists and biological experts, this ultra-advanced system revitalizes cells at the follicles to invigorate a healthy hair lifecycle. In just 4 weeks, 80% saw less visible scalp, 100% Vegan. 94% Naturally Derived. Silicone-free. Clinically tested for women & men. With its most recent launch, Miraculous Oil High-Shine Hair Concentrate, delivering 255%*** more shine and five times smoother hair***. Infused with nourishing camelina oil and plant-powered extracts, this product is enhanced by AVEDA's signature Pure-Fume(TM) Aroma—a sensorial blend of more than 25 flower and plant essences.

*Reduction in hair loss due to breakage, from repeat grooming test on tresses after use of Invati Ultra Advanced(TM) System.

**Based on ex vivo testing after using the Invati Ultra Advanced 5 Step System, thickens by up to 11%. On average, people have 100,000 stands of hair on the head.

***Testing conducted by Aveda Corp on 8 tresses of Asian hair, after one use of Rosemary Mint Shampoo and Miraculous Oil vs. unwashed hair. Actual effect varies by individual.

Mrs. Paviyada Rattanasudjai, Head of Technology and Beauty Category at Central Marketing Group (CMG), said: "AVEDA stands out for its synergy between cutting-edge technology and plant-powered formulas. The brand's strong sustainability commitment — from using recycled packaging to supporting global environmental initiatives — aligns seamlessly with the values of today's conscious consumers who care deeply about both personal beauty and the planet."

She added, "CMG is proud to bring AVEDA into our beauty portfolio, delivering not just premium haircare, but a meaningful experience grounded in environmental responsibility. This commitment echoes Central Retail's core philosophy of Care for the Environment, and our partnership with AVEDA is a key part of our long-term strategy to drive sustainability across every level — from brand and consumer to broader society."

CMG has launched AVEDA in 10 locations across Thailand, covering Central Department Stores, Central Online, and leading shopping centers nationwide. This expansion allows customers to experience world-class products more conveniently and closer than ever.

Follow AVEDA Thailand

Facebook: AvedaThailand

Instagram: @AvedaThailand

LINE: @AvedaTH or click https://lin.ee/pDoNhAA

YouTube: @AvedaThailand

ติดตามข้อมูลข่าวสารเพิ่มเติมของ CMG ได้ที่:

Website: www.cmg.co.th

Facebook: https://bit.ly/CMG_Facebook

Instagram: https://bit.ly/CMG_IG

About CMG

Central Marketing Group (CMG) is one of the top-tier leaders in distributing, manufacturing, and marketing numerous exemplary world's renowned brands. Our brand portfolio includes over 30 of the most favored international brands, ranging from fashion, denim, beauty, personal care, watches, footwear, accessories, and home & lifestyle products. CMG is the exclusive distributor and licensee for many iconic brands such as DYSON, CASIO, GARMIN, CLARINS, JUNG SAEM MOOL, THREE, AVEDA, CALVIN KLEIN JEANS, POLO RALPH LAUREN, PAUL SMITH, MLB, GUESS, A|X Armani Exchange, LEE, WRANGLER, FITFLOP, SKECHERS, JOCKEY, HUSH PUPPIES, CROCS - all of which are part of Central Retail. Our everlasting success is exerted by our passionate team and their determination to deliver exceptional results - by dutifully utilizing more than 2,200 stores and counters across every region in Thailand, executing with excellence. We also strive to create new opportunities for lucrative expansion with e-commerce and various omnichannel initiatives. We aspire to be a preferred organization for the world's most prominent brands and for our brands to be most cherished by our customers.

About Central Retail

Central Retail Corporation Public Company Limited ("the Company" or "Central Retail") is the leading Multi-Format, Multi-Category, Omnichannel Retail and Wholesale platform in Thailand, Vietnam, and Italy. The Company has a network of 3,822 sales counters (as of 30 June 2025) such as department stores, specialty stores, supermarket, hypermarket, wholesale, and retail plaza. Central Retail's business is organized into 4 operating segments based on business units; (1) Food, which focuses on groceries and items including products and services for both people and pets under portfolio of retail and wholesale banners for example, Tops Tops Food Hall, Tops Fine Food, Tops Daily, Tops care and GO wholesale in Thailand and Big C / GO!, Tops Market Vietnam, go! and Lan Chi Mart in Vietnam; (2) Hardline, which focuses on electronics, home improvement, stationery, office equipment, book, and e-Book under portfolio of retail banners, for example, Thaiwatsadu, Thaiwatsadu x BnB home, Power Buy, OfficeMate, B2S, Meb, and Nguyen Kim; (3) Fashion, which focuses on apparel and accessories under portfolio of retail banners, for example, Central Department Store, Robinson Department Store, Rinascente Department Store, Supersports, and Central Marketing Group; (4) Property, which focuses on leasing retail property to third parties and to its own stores at retail plazas, for example, Robinson Lifestyle, Tops Plaza, and Big C / GO! Vietnam. As of 30 June 2025, Central Retail has a presence in 3 countries: comprising of 62 provinces in Thailand, 26 provinces in Vietnam and major cities across Italy.

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