Xexymix partners with Thai CP Group retailer to push into Southeast Asia

Xexymix said Friday it has signed a retail partnership with CP AXTRA, the retail arm of Thailand's largest conglomerate CP Group, marking the start of its full-scale push into the Thai market.

The deal gives Xexymix access to a major retail distribution network in Thailand. CP Group, CP AXTRA's parent, operates 14 business divisions spanning food, retail, telecommunications, finance and e-commerce, and posted annual revenue of about 3,320.9 billion baht ($98.1 billion) in 2023, making it a global conglomerate.

CP AXTRA runs Makro, Thailand's largest wholesale brand, and the hypermarket chain Lotus's. It is Thailand's biggest retailer by scale, recording consolidated annual sales of about 489.2 billion baht last year, and has built online and offline retail infrastructure across more than 10 countries in Asia, including Thailand.

Xexymix will sell its products online through the Lotus's and Makro Pro platforms and offline through Makro stores across Thailand. It plans to launch in 67 stores initially, then expand to Lotus's locations depending on market response.

The initial product lineup features key women's activewear items, including the Heba crop top, the Gella Intention Square bra top, the V-UP 3D Plus leggings and the Gella Intention biker shorts — selections made with Thai consumer preferences and the local retail environment in mind.

Xexymix plans to use Thailand as a strategic base for its broader Southeast Asian push. Building on the CP AXTRA partnership, the company aims to deepen its presence in Thailand while accelerating expansion into other major markets across the region.

"Thailand is one of the key strategic markets for our Southeast Asia expansion," a Xexymix official said. "We will move quickly to grow our touchpoints with local consumers and use Thailand as a hub to further strengthen our global brand competitiveness across Southeast Asia."