"Britania" is a subsidiary of Origin Property that has been operating in the landed house business for about two and a half years, becoming a key force in driving strong growth for the group.

In the past two years, "Britania" has launched 9 projects with a total project value of over 13,217 million baht, establishing itself as a rapidly successful new brand. This is evident from the Britania Srinakarin project, the company's first project, which managed to close sales within less than a year and a half, compared to the market average of 3-5 years. The ongoing success is further highlighted by the Britania Bangna Km. 12 project, which is also expected to close sales in about a year and a half.

 

Mrs. Suphalak Janpitak, CEO of Britania Co., Ltd. (center) developer of Modern British style housing stated that data on the transfer of ownership in 2019 shows that the landed house segment continues to grow, with a transfer value increase of 0.03% compared to the same period last year. In contrast, the high-rise segment (condominiums) saw a decrease of 6.5%, reflecting the purchasing power of real demand customers who still have a continuous need for landed houses.

Meanwhile, the COVID-19 pandemic has significantly impacted the business, especially with the New Normal lifestyle requiring social distancing. The company analyzed this data and found that during social distancing, people desire space, and houses with ample area and functionality meet this need well. Therefore, the company is moving forward with its business strategy "Britania Empire Expansion", expanding its landed housing business across all price levels to better meet diverse consumer demands, aligning with the company's vision of creating "A Life You Love" for consumers.

Focusing on 3 main components:

Area Expansion

Originally a leader in the eastern zone, the company began expanding into the northern areas of Bangkok since late last year and will continue to explore new locations with growth potential in all zones around Bangkok and its vicinity, such as Ratchaphruek, etc.

Segment Expansion

Initially targeting the Middle Income segment with Britania houses priced between 3-7 million baht, the company will introduce 3 new brands: Belgravia, a luxury single-house brand priced between 15-35 million baht; Grand Britania, a premium single and twin house brand priced between 7-15 million baht; and Brighton, a twin house and townhouse brand priced between 2-5 million baht.

Living Solutions Expansion

Adding new amenities for residents to live intelligently, connecting wireless communication systems to meet the lifestyle needs of modern individuals, developed from B Genius Mode.

In the second half of 2020, the company plans to launch 8 new projects with a total project value of over 8,800 million baht to increase consumer access to Britania projects and expand business opportunities to develop segments in other potential locations in Bangkok.

 Britania Portfolio 2020 will consist of a total of 17 projects valued at 22,017 million baht.

Although the overall pace of new project launches has lagged behind plans, the landed house market still has growth potential, and the luxury customer segment continues to have purchasing power. The expansion of diverse products targeting various customer segments, from 2-35 million baht, along with products that meet demand and marketing through both online and offline channels, will be a key driver for the company's sales in the final quarter of this year.

Britania maintains a sales target of 5,000 million baht and a revenue target of 4,500 million baht, with current sales over 4,000 million baht and revenue around 2,000 million baht for the first 8 months. It is expected that the full year will meet sales and revenue targets, driven by new project sales set to launch in the second half of the year, resulting in Britania's revenue proportion accounting for 30% of the entire portfolio.

Introducing the 3 new brands from "Britania"

Belgravia: A luxury single-house brand priced between 15-35 million baht, developed with the concept of The Residence Of Luxury Life, the first luxury home designed from real life.

The first project is Belgravia Exclusive Pool Villa Bangna Rama 9, under the concept of Luxurious Life Everyday, where elegance can be experienced every day, offering a unique feature of a pool villa for every house.

 

Grand Britania: A premium brand for single and twin houses priced between 7-15 million baht, focusing on quality living and understanding the details of every family member, featuring a large Club Britania with designs that incorporate English style and nature to enhance happiness.

The first projects are 1. Grand Britania Bangna Km. 12, luxurious homes in a private atmosphere, and 2. Grand Britania Ratchaphruek-Rama 5, designed to meet the needs of every family starting point while incorporating English style.

 

Brighton: A brand suitable for the new generation seeking more living space, with the concept of Brighten Up Your Freedom, adding color to a free life, complete with a Home Automation system that meets the first step towards life success.

The first projects are 1. Brighton Kukot Station, featuring independent townhomes with a width of up to 8 meters and a private garden within the house, and 2. Brighton Bangna Km. 26, emphasizing simplicity while offering comprehensive functions.