About the Founder
Atthakorn Alex Wuddhikullaphak
Founder & Managing Director, Right Scenario Co., Ltd.
————————————————————–
The retail career of Alex is built on decades of hands-on experience, shaped by growing up in one of Thailand’s pioneering retail families.
The story began in 1956, when his family opened the first MerryWear store a four-story fashion boutique in Ratchaprasong, now the site of CentralWorld. As the business grew, it opened a second location in Siam Square in 1965 and rebranded as MerryWear Golf, launching one of Thailand’s first sports department stores. The store introduced European and American products ranging from tennis and badminton to golf equipment and apparel to Thai consumers.
In 1981, the flagship store moved to a row of five 5-storey shophouses at the Ploenchit intersection, now the location of Park Ventures. At its peak, MerryWear Golf operated six retail stores across Bangkok, supported by the family’s own golf bag factory in Ratchada, Bangkok.
Growing up within the business, Alex gained first-hand experience in retail operations, customer behavior, and brand positioning. These early foundations gave him a unique understanding of how location, concept, and consumer insight come together to drive retail success.
He later joined Central Pattana (CPN), Thailand’s leading retail property developer, where he gained in-depth experience in mall leasing, tenant mix planning, and brand development strategy. From 2010 to 2017, he was involved in over 30 shopping centers across Thailand, working closely with international food & beverage brands, fashion retailers, and luxury fashion houses, including key contributions to the flagship project Central Phuket.
In 2017, Alex founded Right Scenario Co., Ltd. to offer a boutique, insight-driven approach to retail property. With a mission to help brands and landlords align the right brand with the right space, RSC has become known for its trusted, analytical, and relationship-focused service.
Today, RSC partners with leading landlords and renowned retail brands across Thailand delivering long-term value through strategic leasing solutions, tailored tenant mix planning, and expert retail consultancy.