AURORA Transforms into Lifestyle Retail, Rises in Fortune 500

MGR Online•Economy•5d ago

Reader Briefing

AURORA climbed 44 places to rank 243rd in the 2026 Fortune Southeast Asia 500 after transforming its business model into a Modern Gold & Lifestyle Retail Brand.

•AURORA rose to rank 243 in the 2026 Fortune Southeast Asia 500, up from 287 in the previous year.
•The company reported revenue growth of 28.2%, reaching 1,200 million USD based on 2025 performance.
•AURORA shifted its strategy from being a traditional gold shop to a Consumer-Centric and Data-Driven lifestyle retail brand.
•Sales in the first half of 2026 grew by 57.9% with a new customer base increase of 86%.

Overview

•AURORA has been listed in the Fortune Southeast Asia 500 for three consecutive years.
•Customers aged 30-49 account for 58.24% of AURORA's total customer base.
•Purchases of gold for gifts and special occasions represent 40% of AURORA's total sales.
•AURORA developed the Disney Collection and Princess collection gold cards to expand the customer base aged 20-39.
•AURORA implemented an Omni Channel strategy to connect online and offline customer experiences.
•AURORA's rank in the Fortune Southeast Asia 500 improved from 308 in 2024 to 287 in 2025 and to 243 in 2026.
•AURORA plans to develop new product innovations and collections and expand its branch network in the second half of the year.
•Anipat Srirungtham stated that AURORA will use data, technology, and product innovation as mechanisms for growth.