Prada’s new flagship store at The Emporium in Bangkok’s Sukhumvit district is a major move to dominate Thailand’s red-hot luxury market. This 8,000-square-foot boutique on the M Floor is loaded with men’s and women’s collections—suits, bags, shoes, accessories—but the big draw is a dedicated Made-to-Measure (MTM) section for clients chasing custom looks. The launch party brought out Thai stars like Win Metawin and Toey Jarinporn, plus global ambassador Ahn Hyo-seop, with #PradaEmporium taking over social media. The Mall Group, which owns The Emporium, is setting the pace in Bangkok’s luxury retail race, and Prada’s betting big on their winning streak. Plus, Prada’s recent buy of Versace is a wild card that’s got everyone talking.
Thailand’s Luxury Market: Full Throttle
Thailand’s luxury fashion scene is a $5 billion machine in 2025, leaving Singapore in the rearview thanks to tourists, celeb hype, and Instagram buzz. Duty-free retail is soaring—24.3% annual growth from 2020 to 2025—fueled by Chinese shoppers snapping up high-end fashion. Bangkok’s top malls, like Emporium, Siam Paragon, and ICONSIAM, are cashing in, with government moves like easier visas pouring gas on the fire. The $3.2 billion One Bangkok complex, opened in 2024, has made the city a global luxury magnet. With mall rents 45% below pre-COVID levels, it’s open season for brands like Prada. Their Thai celeb ambassadors and social media game are pulling in young, loaded buyers by the truckload.
The Mall Group, Emporium’s owner, is leading the charge in Bangkok’s luxury retail showdown. Their portfolio—Emporium, EmQuartier, Siam Paragon—sets the standard for high-end shopping, drawing global brands and deep-pocketed customers. By curating top-tier tenants like Prada and keeping their malls as must-visit spots, The Mall Group’s outpacing rivals like Central Group, making Emporium the go-to for luxury in Sukhumvit. Their knack for blending premium retail with entertainment and dining keeps the crowds coming, giving Prada the perfect stage to shine.
MTM: Prada’s Custom Craft
The Emporium store’s MTM section is where Prada gets down to business with its clients. It’s a private, high-end setup—polished wood, soft lights, shelves stacked with killer fabrics. You sit with a tailor and build your look from scratch: a wool suit that’s all sharp angles, a cotton shirt that’s crisp as hell, or a cashmere coat that feels like money. You’re in charge—slim or classic fit, notched or peak lapels, buttons, stitching, even monograms if you’re feeling fancy. The order goes to Prada’s Italian workshops, where artisans cut and sew every piece by hand. A few weeks later, you’re holding something that’s 100% you.
Thailand’s rich crowd and big-spending tourists are all over this. In a market where standing out is everything, MTM is a slam dunk. The Emporium’s bespoke area feels like you’re stepping into an exclusive club, and that’s the point—Prada’s making you feel like the only one in the room. It’s a core part of their global strategy, backed by 2024 numbers: €5.4 billion in revenue, up 17% from 2023, with Miu Miu hitting nearly €1 billion. MTM isn’t just about clothes; it’s about locking in loyalty from Thailand’s elite and beyond.
Versace Buy: Prada’s Next Level
Then there’s the Versace deal—Prada shelled out €1.25 billion ($1.38 billion) to grab it from Capri Holdings in early 2025, scoring a €180 million discount after U.S. tariff threats shook things up. This is huge: two Italian icons teaming up to slug it out with LVMH and Kering. Versace’s bold, Medusa-heavy style is a total contrast to Prada’s sleek cuts and Miu Miu’s quirky edge, broadening their reach. CEO Andrea Guerra says it’s a perfect fit, and in Thailand, where loud fashion pops, Versace could pull in a younger, flashier crowd.
Versace’s been in a rut—sales dropped 19% to $810 million in the year ending March 2025, with losses piling up. Prada’s throwing €250 million into a relaunch, putting ex-Miu Miu exec Dario Vitale in charge of design while Donatella Versace stays on as brand ambassador to keep the vibe alive. It’s a risky bet; Prada’s past buys like Jil Sander didn’t always deliver. But with their store smarts and supply chain muscle, they’re banking on turning Versace around, and Bangkok’s Emporium could be a key testing ground.
Prada’s Running the Board
The Emporium store, with its black-and-white marble floors and slick bas-relief walls, is Prada capitalizing on Thailand’s luxury wave, with The Mall Group paving the way. That MTM section is a direct hit at the crowd who want gear nobody else has. The Versace buy is Prada gunning for the top, building an empire to take on the biggest players. With Thailand’s $5 billion market roaring and Bangkok’s malls drawing global shoppers, Prada and The Mall Group are making all the right calls.
