Mr. DIY, the largest home improvement and decoration retailer from Malaysia, has announced its 2022 plan to expand its branches nationwide to over 500 locations in Thailand, aiming to become the second-largest in the Asia region. In this aggressive announcement, Mr. DIY has restructured its leadership with Mr. Andy Chin as the new CEO of Mr. DIY Trading (Thailand) Co., Ltd., a young executive with experience ready to invest in new branches to tap into the purchasing power of urban consumers seeking affordable home decoration products.

2022 Business Expansion Plan

The home decoration market has started to regain vibrancy since the beginning of 2022, with several brands in the market. Among them is Mr. DIY, which has established its market presence in Thailand for a full six years. Mr. Andy Chin, the newly appointed CEO of Mr. DIY Trading (Thailand) Co., Ltd., officially took office on January 4, 2022, stating, "Although the COVID-19 situation is still prevalent worldwide, including in Thailand, Mr. DIY continues to prioritize the Thai market due to its potential and annual growth."

Strategic Expansion to Capture Purchasing Power

This year's marketing plan for Mr. DIY will focus on expanding branches to cover five main target groups: 1. Students aged 18-20, 2. Young professionals aged 20-25, 3. Househusbands aged 35-45, 4. Housewives aged 35-45, and 5. Retirees aged 60 and above. "We offer a comprehensive range of over 18,000 items across all product categories, catering to consumers at all levels with affordable prices," said Mr. Andy Chin.

Developing New Store Models to Meet Every Need

This year, Mr. DIY plans to develop new platforms to meet market demands. Currently, there are two store formats: those located in shopping malls and standalone stores, averaging 800 to 1,000 square meters. Additionally, they are preparing to open their first flagship store in mid-year, which will be larger to accommodate market demand and offer products in up to 10 categories with 18,000 items. "This flagship store is designed with a simple concept, featuring modern decor and wider aisles for customers to shop comfortably," Mr. Andy Chin stated.

For this year's expansion plan, Mr. DIY aims to have 524 branches or more, up from the current 400. This positions them as the largest home improvement retailer in the country. The expansion will make Thailand have the second-most branches after Malaysia, with over 1,800 branches worldwide. The parent company also plans to expand into Europe, with 58% of branches located in provinces and 42% in Bangkok.

Launching Campaigns as They Enter Year Six

As part of the marketing plan for their sixth year in 2022, Mr. DIY Thailand is launching a New Year promotion celebrating the opening of 400 branches, offering discounts of up to 40%. They are also launching the campaign "Great Value, Fun Shopping, Full Basket" to highlight the variety of products available, including tools, household items, automotive accessories, mobile phone equipment, electrical appliances, and more. Additionally, special-priced products under the Mr. DIY brand will allow customers to enjoy shopping at affordable prices. To celebrate the Year of the Tiger, Mr. DIY is offering home decoration products for the Chinese New Year festival, with a special promotion where purchases over 300 Baht receive a free pack of red envelopes (4 pieces).

Mr. Andy added that despite the ongoing COVID-19 pandemic worldwide, including in Thailand, Mr. DIY remains committed to the Thai market and aims to increase employment by over 2,000 positions this year, as well as expand their range of electrical appliances. Over the past two years of the pandemic, the company has found that spending per person has not decreased, averaging 150-170 Baht per bill.

Mr. DIY opened its first branch in 2005 in Kuala Lumpur, Malaysia, and has since grown to become the largest home improvement retailer in Asia, expanding into countries such as Malaysia, Singapore, Thailand, Brunei, Indonesia, the Philippines, Cambodia, India, and Turkey.