Aeroklas has swung open the doors on two new store concepts in Bang Soa Thong, Thailand. They delivered a new home for iconic global 4×4 brand TJM, the first outside of Australia, with plans to deliver three new TJM/Wandara stores across Thailand over the next two years. They also introduced a new hiking, camping and outdoor adventure brand Wandara to the world.

Brisbane, Australia – (11 April 2023) – Aeroklas has introduced Australia’s TJM and Wandara brands to Thailand in a concept store intended to be the new home for outdoor adventure. This combined site complex is specifically designed to be the one stop shop for everything you need to explore the bucolic Thai countryside in comfort and style.

The day featured a traditional Thai dance drama performance or Corn displaying Ramakien
characters and stories, a special presentation from the office of the Australian Ambassador to Thailand and local influencer Ploypailin Thangpraporn reviewed some of the latest products live on stage. There was also some monster 4x4s modified by the TJM team and engineered to go anywhere on display.

Global leader TJM 4×4 Equipped’s first wholly owned store at the heart of Southeast Asia boasts everything you need to get your 4×4 ready. The store is stocked for offroad adventure with fabricated bull bars, additional vehicle protection, snorkels, suspension, and winches, recovery equipment, diff locks, air compressors, and more. Immediately adjoining TJM is the all new Wandara store with an extensive range of premium tents, sleeping bags, outdoor apparel, hiking equipment, headlamps, and other outdoor accessories.

Managing Director of Aeroklas Asia Pacific Group Supwadee Vitoorapakorn introduced the new brands to Thailand and was eager to share what the business had to offer to the Thai community.

“It has been 3 years in planning, researching and designing to bring this new store concept to Thailand. Today, is a really exciting day for both myself and the team that have made this idea we dreamt up all those years ago into a reality.”

“This is an opportunity for TJM to go from strength to strength here and continue its natural growth progression in this market. To be able to launch the new TJM store concept along with the all new Wandara brand that is specifically design to complement outdoor living really sets our business up to deliver robust progress into the future.”

“I’d also like to thank the Australian Ambassador’s Representative Jane Racancoj for her kind words during today’s launch event and the entire team at TJM and Wandara for all their hard work and countless hours in putting this exciting new concept together,” concluded Ms. Vitoorapakorn.

Group General Manager Aeroklas Asia Pacific Group Greg Kelly saw this as a clear next step in the businesses growth cycle and excited to see the TJM retail concept grow beyond Australian shores.

“Aeroklas and TJM have been helping our customers to get more from their vehicles for over 50 years now. However, we want to do more than just get you there safely, we want our customers to encounter product excellence in design, style and comfort that will enable them to not only look great but really experience adventure on their own terms.”

“The future of TJM and Wandara is in offering our customers a complete outdoor and offroad package that will make for a journey of delight wherever they choose to go.”

Head of Customer Experience & Retail Strategy Matt Logan is custodian of both the TJM and Wandara brands and responsible for the global stewardship and oversight of the brands. He explained the overarching strategy of the new Wandara brand.

“Wandara is a magical, mythical place, the brand invokes a state of mind you get when you’re one with nature. The brands aspiration is really about getting people out, enjoying nature, trekking, hiking and camping.”

“We’ve seen tremendous growth in the market for trekking and hiking here in Thailand. Presently, tourism makes up 21.9% of GDP in Thailand and a large part of that market come to enjoy hiking in this wonderous landscape. We see a large crossover in the goods we’re bringing to market today and needs of many people both visiting and living in Thailand.”

Spearheading development of the Thai local market is General Manager of TJM Asia Pacific Trin Yiamyongchai. Trin understands the Thai market intimately and the opportunity leverage speed to market via local manufacturing and the ability to access Aeroklas’s significant home-grown innovation hub.

“There are so many great opportunities having stores in the local market here in Thailand. Our customers are close to the heart of where we develop our products. This means we can be quick to market, trail products locally and a host of other opportunities that will help us to develop our product and service offering.”

“Having this store here is also a great opportunity for us to bring on new distributors in the region as we can showcase both these brands and the strength of our product offering. We have plans to encourage greater distribution in Loas, Cambodia, Myanmar, Malaysia, Indonesia and Vietnam.

Having a store locally will help us to influence people in our region to understand the investment possibilities in stores in these countries,” said Trin.