Chairman’s Message

As part of the Board of Directors at TANACHIRA Group for some years now, I am confident in the strength of this Company, and I believe the Company is in an excellent position to transcend mere profitable growth by excelling to become the regional leader in the lifestyle industry, especially as a result of our structural evolution and the diversification of our brands. Just as important as the growth of the Company is the inclusiveness of each individual brand, and how each brand has become essential to everyday life. This makes possible TANACHIRA Group’s sustainability and longevity, as we continue to effectively deliver our brands to society and our stakeholders with integrity and transparency.

Kittipol Pramoj Na Ayudhya



    s the Chief Executive Officer of a leading Thai lifestyle and fashion company, it is my responsibility to lead and innovate continually, as well as to ensure that TANACHIRA Group is always genuine, resilient, relevant, and strategically poised in its outlook, allowing us to successfully navigate an ever-changing business climate and consumer trend with a profitable yet sustainable plan for longevity. To continually innovate and evolve as a company, we consistently attract, develop and retain dedicated and skilled talents, who work passionately with a sense of meaningful purpose together. We achieve this by offering our employees a professional culture of responsibility, accountability and respect, one in which every member of the team has the opportunity to excel and develop according to their full potential. One of my utmost priorities as CEO is to stimulate an entrepreneurial spirit and an environment in which employees can attain their highest capabilities. Together with our executive committee, we communicate and enforce these principles among our employees so that everyone understands the commitment and collective goals of TANACHIRA Group.

One of our ongoing achievements is the merging of retail experience into lifestyle, making it essential to everyday life. The strength that lies within the core of TANACHIRA Group, including retail operational excellence; a solid understanding from bringing the best of the brands to the best of Thailand when making decision of merchandising selection to having a complete 360 degree understanding of the retail system and marketing best practices; a fundamental approach that allow us to be resilient through the lifestyle and fashion industry that has evolved from traditional brick-and-mortar stores to integrated digital and physical channels.    With years of expertise in the lifestyle and fashion sector, along with our dedicated and committed employees of TANACHIRA Group, I am confident that we are bringing the company to the regional level with our growing presence in both Vietnam and Japan through our TANACHIRA Vietnam as well as HARNN Japan respectively. 


Tanapong Chirapanidchakul

Chief Executive Officer