Apple Distributor In Thailand Cashes In On Consumer-Spending Recovery

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This story is part of Forbes’ coverage of Thailand’s Richest 2026. See the full list here.

Amid a gradual recovery in consumer spending, Com7, Thailand’s leading retailer of smartphones with a nearly 25% market share, is thriving. The company booked a 25% increase in net profit to 1.2 billion baht ($37 million) on a 13% rise in revenue to 24 billion baht for the first quarter of 2026 and said it expects to maintain double-digit revenue growth on the back of 100 new store openings this year. The uptick in Com7 shares gave cofounder Sura Khanittaweekul a nearly 40% boost to his wealth to $655 million, though that is still below his net worth of $670 million in 2022 when he first entered the ranks of the country richest.

Starting out in 1996 with one store in Bangkok’s popular Pantip Plaza electronics mall, Com7 as of March had a network of 1,323 stores, including Studio7 Thailand for Apple products and BaNANA—Thai for “piece of cake”—for IT ware. While retailing accounted for 97% of its 2025 revenue of 87.5 billion baht, Siriluck Pinthusoonthorn, an analyst at Bangkok-based Globlex Securities, notes in a May report that Com7’s other business lines, including distributing EVs, solar energy and insurance, are growing rapidly