Hubert Burda Media

Thailand's King Power Retail Queen

Voramas “Rux” Srivaddhanaprabha’s wit and wisdom on family and business - with online-only exclusive images.

Voramas "Rux" Srivaddhanaprabha; Prestigeonline; Dress by Fendi, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat
Voramas "Rux" Srivaddhanaprabha; Prestigeonline; Dress by Fendi, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat

For our cover personality profile in May 2016, we interviewed Rux Srivaddhanaprabha, the chief commercial officer at duty-free retail giant King Power. Check out our behind-the-scenes footage.

“At the end of the day I had to come back. I knew I had something big waiting for me.”

Why the Central St Martin’s College of Art and Design honours graduate in Textile Design and Masters degree holder in Fashion Accessories Design (from The London College of Fashion, University of London, no less) returned to Bangkok.

Voramas "Rux" Srivaddhanaprabha; Prestigeonline; Dress by DVF, Shoes by Jimmy Choo, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat

Voramas "Rux" Srivaddhanaprabha; Dress by DVF, Shoes by Jimmy Choo, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat

“We are like friends – really close to each other – and we have the same circle of friends. So when we go out, it is like a very, very big group!”

At 34, Rux is the eldest of four children (Aiyawatt, Apichet, and Aroonrong are her younger siblings), all of whom either work with the company or are eyeing a position in the company.

“No one cared about the team [when it was first acquired]; for small teams it’s really different…We didn’t even dream we could come this far – to the championship!”

The Leicester City Football Club team, owned by King Power, has become a recent point of pride when, after a 10-year absence, it ascended the football ranks in 2014 to achieve Premier League status.

Voramas "Rux" Srivaddhanaprabha; Dress by Gucci, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat

Voramas "Rux" Srivaddhanaprabha; Dress by Gucci, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat

“I am what I am. You have to be firm. Be yourself. When you make a decision it has to be clear. You have to be able to choose the people who have the qualities you yourself might not have – if you’re not good at something, choose someone who is good [at it].”

As CCO, Rux says a leader must be able to adapt.

“If you look from the outside, I might seem untouchable. You might be scared and not have the courage to come talk to me. But once you get to know me, it’s totally different.”

The fear factor when working with Rux is unwarranted. When it comes to resolving conflict, for instance, Ruxtakes the simple path in management – grudges are not her forte

“You still have to build baramee [“presence”, “influence” or “popularity”]. You have to earn it yourself from your subordinates. It is not because of your being the daughter of the chairman of the company that they will automatically love, trust or believe you. You have to build every single thing yourself from day one. It’s everything that you do, every way that you make a decision.”

Over the years, she has seen the ins-and-outs of her social position within the company, and she says it hasn’t given her the advantages one might assume being a business scion would confer.

Voramas "Rux" Srivaddhanaprabha; Dress by Mary Katrantzou, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat

Voramas "Rux" Srivaddhanaprabha; Dress by Mary Katrantzou, Jewellery by Beauty Gems; Photography by Vatcharasith Wichyanrat

“If you walk into my room – even in my office – at my condo, you’ll see piles of books everywhere. It’s like a library, not a house.”

Her voracious reading habit is sure to fill her new house up with a collection of books – and she says she’s looking forward to moving into her new space.

“The more you travel, the more you understand your customers.”

Rux travels everywhere from Myanmar and Bhutan to Europe – she says it doesn’t have to be luxury “all the time”.

Photography Credits

Photographer: Vatcharasith Wichyanrat

Stylist: Sarunya Ariyakul

Makeup Artist: Punwisit Sukarom

Hair Stylist: Wassana O-adisai

Art Director: Kanda Charanawat