Natira Boonsri was named CEO of Central and Robinson Department Stores in November 2023, where she is tasked with business development for the leading department store operator.

Boonsri belongs to the Chirathivat family, whose members jointly own and manage the Central Group of companies, comprising 77 department stores nationwide, along with hotels and restaurants with a total of 5,000 outlets. With an MBA from Harvard, she was previously the President of Central Department Store, where she played a crucial role in modernising Central, curating new product brands to align with customer lifestyles. With her undisputed expertise in store transformation and space optimization, Central Chidlom has set to be the biggest goal to achieve as 'The Store of Bangkok' by the end of year 2024.