April Bakery Rebrands and Expands with 100-Store Target, Opens to New Investment Partners, and Aims for 2.5 Billion Baht Revenue by 2029
April Bakery is investing 200 million baht to rebrand and expand from 40 to over 100 stores by 2029, targeting 2.5 billion baht in revenue as it prepares for a stock exchange listing.
April Bakery, owned by Singha Food Industries (Thailand) Co., Ltd., is undertaking its first major rebranding in 16 years with a 200-million-baht investment. Managing Director Kanokkan Madhurapon announced the company is rolling out new store designs, expanding its branch network, developing new operational models, and strengthening backend systems to support long-term growth and prepare for a stock exchange listing in 2029.
The company plans to grow from approximately 40 current branches to over 60 by year-end and exceed 100 branches by 2029, focusing initially on Bangkok and surrounding areas before expanding to other provinces and overseas markets. The new store concept, called "Fresh Bake Experience," features in-store baking to create a complete sensory experience for customers. After successful testing at the Charoen Krung branch, this format will roll out to all new locations from Q3 onward.
The 200-million-baht investment covers rebranding, new store design, packaging updates, branch expansion, and management system development. Investment costs range from 2 million baht per standard store to 4-5 million baht for larger locations.
Kanokkan described this as the company's largest brand investment to date, as previous investments focused primarily on machinery and manufacturing. The company currently derives over 80% of revenue from 7-Eleven with 15 SKUs and average daily sales of 270,000 units. However, it aims to rebalance revenue to 60% from convenience stores and 40% from direct retail and OEM manufacturing.
In 2024, the company recorded 1.3 billion baht in revenue. For 2025, it targets 30% growth reaching 1.7 billion baht, with 2029 revenue projected at 2.5 billion baht, driven by branch expansion and overseas market growth. Despite cost pressures from raw materials and consumer spending concerns, the company plans no price increases and will instead focus on launching new products weekly—March-May 2025 sales grew 55% year-over-year.
The company is also studying construction of a new 20-rai manufacturing facility to support long-term production capacity, complementing its current nine factories. This expansion will serve both domestic and international markets, particularly OEM orders from Taiwan and South Korea.
