Retail therapy or Selling Up

Story : Hana Borrowman   
Images : courtesy of B Boulevard’s

Meet B Boulevard’s GM, Viphavee Khoman, a young businesswoman pioneering a new shopping concept.

“I magine sipping coffee under the shade of a tree in a pavement cafe, strolling past water features to browse chic boutiques, taking leisurely classes in art and languages or languidly licking an ice cream while your toes receive a pampering pedicure.”

This calming little mantra is enough to bring your average Bangkok resident back down to earth with a bump, but although it sounds more like a guided meditation than a business venture, in reality this is the ambitious concept behind Bangkok’s latest leisure complex, B Boulevard.

Officially opening this month the original concept of a stylish ‘neighbourhood mall for modern families’ was pretty much single-handedly devised and implemented by young businesswoman Viphavee ‘Mona’ Khoman when she discovered what she describes as a ‘niche in the market well worth taking a risk on.’

“I realise that B Boulevard’s is a very niche market,” outlines Mona, “there is certainly nothing like this in the immediate vicinity, but hopefully that will work for, rather than against us. In fact I think that the potential for its success comes from various places including the airport as well as the numerous exclusive housing developments nearby that cater a lot for the Asian markets, Korea, Japan, Taiwan. It’s a much needed first.”

Despite its out of town location on the outskirts of Bangkok, closer to Suvarnabhumi airport than the bustling streets of Bangkok, as the name suggests, B Boulevard intends to offer more cosmopolitan chic than its functionally minimal neighbours. And its unique market appeal lies in the very fact that it offers a stylish, relaxing atmosphere as well as more rarefied retail opportunities to a specific market, in a heretofore untapped destination.

“People in this area haven’t had a place to meet, talk business and socialise. I wanted to create a space with trees and greenery that also works as a functional place to relax,” adds Mona.

Relaxing, however, is currently something the busy businesswoman has little time to indulge, with any spare time taken up by the rather epic task of single-handedly steering B Boulevard towards success. “I simply don’t have a social life any more,” laughs the NYU educated entrepreneur. “I have taken on board this project and I intend to see it through - hopefully to expansion one day.” 

Despite this incredibly driven one-woman work ethic, Mona’s effortlessly elegant appearance, sophisticated manner and a gaggle of glamorous friends including high-flyers in the media and fashion industries (even owners of a certain celebrated city centre ‘boutique’ mall), all suggest a social network that not only informs her concept, but backs it with real experience as well as entrepreneurial flair.

“This is the kind of customer base we want,” smiles Mona over an ice-cream stop with a small group of fantastically fashionable friends. The stylish boutiques and salons should find catering for this type of clientele a breeze, but B Boulevard is far more than just a pretty face. In order to attract the upwardly mobile clientele, B Boulevard also promotes a concept of ‘personal growth’ and as Mona explains, various educational institutes/learning establishments and self-development outlets are at the very heart of the complex’s inspiration. Mona asserts that these recreational aspects should appeal to aspirational adults and children alike, while, “offering mothers and families somewhere to sit and drink coffee, browse the interiors and gift shops or have spa or salon treatments.”

To shape the entire complex’s concept there are four distinct zones to B Boulevard: Educational (language, arts, music), Restaurants, Salon Services (make-up, beauty, massage) and Clothing/Gifts and Interiors. The pioneering streak is also in evidence in terms of both the artistic and business-like ethos informing the boutiques themselves. This is apparent from the unique sculptures and modern furnishings of the aptly named interior outlet ‘Living Creative’ down to the deliciously different ‘snowflake’ ice cream in the Taiwanese Shabu restaurant. Also typically trendsetting is the ‘boutique’ pawn shop and café Augusta where new homes are sought for snazzy second-hand items like cameras, laptops, stereos and air conditioners.

Incentive to take a calculated risk on these chic and unique businesses has been increased by dramatically lower rents than the city centre, spacious and attractively landscaped grounds and Mona’s refusal to take on tenants offering identical products. Testament to this saleswoman mentality is the fact that at least 85 percent of the units in this admittedly fairly ‘off-beat’ area have already been snatched up by quality retailers with a more independent edge. The outcome is a more relaxed environment minus any chain-store identikits and a refreshingly laid-back ambience with a more European appeal than your average Americanised mall.

With 48 units and an emphasis on a cosy, relaxed atmosphere, the mall may be of relatively bijou proportions, but it’s also a project informed by such singular vision and carefully considered conceptualisation, that it looks likely that B Boulevard, much like the businesswoman behind it, is heading for certain success.  

Tropical Living: September 2007, Volume 7 Issue 4

Many of the properties on this site are for sale or for rent.
If you wish to know more about them don't hesitate to CONTACT US HERE