Established in 2011 and headquartered in Bangkok, Tanachira Group is a retail focused company headed by an engineer turned entrepreneur, Tanapong Chirapanidchakul. Tanachira’s mission is to inspire and celebrate designs of world famous lifestyle brands with South East Asian consumers via its two core strengths - the execution of localized marketing best practices and highest standard of retail operation excellence.

Tanachira currently represents a world renowned jewelry brand, PANDORA, an iconic lifestyle fashion brand from Finland, MARIMEKKO, a luxury home and accessories brand, JONATHAN ADLER NEW YORK, a lifestyle and modern-vintage fashion accessories brand from the UK, CATH KIDSTON. In addition, Tanachira owns and operates diamond jewelry brand TILDA. Together, the group directly operates and manages more than 70 stores and shop-in-shops in Thailand and employs more than 250 people.