When it comes to top-quality horizontal housing brands with unique characteristics in our real estate industry, only a few brands come to mind. Among them, if we talk about a brand that has achieved rapid growth in just a few years, Britania (บริทาเนีย) under Britannia Public Company Limited (BRI), founded by Origin Property Public Company Limited, a leading progressive real estate developer in Thailand, stands out. The brand has gained recognition on its path as a property developer and has won numerous awards.

However, this time we are not here to get to know 'Origin' as many are already familiar with this company. Instead, we will delve into the identity of Britania and the key factors behind its rapid success.

 

The DNA of Britania's Identity with the Concept of “Human Centric”

         Britania is a horizontal residential real estate brand that focuses on penetrating the blue ocean market. This means that in addition to emphasizing locations in Bangkok and its outskirts, it has also expanded its brand to areas near various industrial estates in the eastern region. The brand highlights unique concepts, designs, and interior decorations under the “Human Centric” philosophy to deliver homes that reflect the values and identities of the residents. This includes designing living spaces for maximum utility and providing after-sales service that treats customers like 'family.'

         With this approach, every project under the Britania brand communicates with residents through the character concept of “A Life You Love”, emphasizing the happiness of designing a life you love within the comfort of a complete lifestyle, allowing time for doing what you love. This definition is integrated into every project under the Britania brand, which branches out into four main brands:

(1) Brighton (ไบรตัน) Twin Houses and Townhomes: Targeting the new generation aged 25-35 years or first-jobbers with a monthly income of 30,000-50,000 Baht, who are modern, tech-savvy, and looking for new solutions that meet their lifestyle needs.

(2) Britania (บริทาเนีย) Single Houses, Twin Houses, and Townhomes: Catering to young families aged 25-40 years, including employees and small to medium business owners with a monthly income of 50,000-130,000 Baht, who seek comfort in their lives and desire space for their favorite activities.

(3) Grand Britania (แกรนด์ บริทาเนีย) Single and Twin Houses: Aimed at medium-sized families aged 35-50 years, including executives or owners of medium to large businesses with a monthly income of 130,000-500,000 Baht, who seek elements that enhance their life’s completeness and desire tranquility for family relaxation.

(4) Belgravia (เบลกราเวีย) Single Houses: Targeting high-level executives or owners of large businesses aged 35-50 years with a monthly income of 500,000 Baht and above, who are successful, self-assured, modern, and financially stable.

 

5 Years of Journey Towards Remarkable Growth

         Looking back at the journey of the Britania brand, it is evident that it has experienced significant growth. In just 5 years, it has captured the hearts of residents, continuously presenting more than 15 horizontal housing projects (including projects currently for sale and those that have been completed). This success is partly due to its product development approach, focusing on customers with a blue ocean strategy. Importantly, Britania did not start from scratch but rather built upon a solid foundation from the experienced team at Origin, which has been in the real estate business for over 10 years.

         In just 5 years, how has Britania evolved? Here’s a summary of key milestones:

2016

  • Origin House Company Limited (the original name before becoming Britania) was established with a registered capital of 1.0 million Baht to engage in horizontal residential real estate business, later increasing the registered capital to 120.0 million Baht.

2017

  • Launched Britania Srinakarin (บริทาเนีย ศรีนครินทร์), the first project of the company, featuring single and twin houses, 2 stories, with 149 units valued at 867 million Baht, starting sales in November 2017 and closing the project in September 2019.

2018

  • Launched Britania Mega Town-Bangna (บริทาเนีย เมกะทาวน์ บางนา), twin houses and townhomes, 2 stories, with 472 units valued at 1,900 million Baht, and Britania Bangna KM.12 (บริทาเนีย บางนา กม.12), single houses with 182 units valued at 1,162 million Baht, starting sales in December 2018 and closing the project in November 2020.

2019

  • Launched Britania Wongwaen-Hathairat (บริทาเนีย วงแหวน-หทัยราษฎร์), twin houses and townhomes, 2 stories, with 288 units valued at 1,050 million Baht, starting sales in March 2019.
  • Launched Britania Khukhot Station (บริทาเนีย คูคต สเตชั่น), single and twin houses, 2 stories, with 138 units valued at 750 million Baht, and Britania Bangna-Suvarnabhumi (บริทาเนีย บางนา-สุวรรณภูมิ), single and twin houses, 2 stories, with 485 units valued at 2,700 million Baht, both starting sales in October 2019.
  • Changed the name from Origin House Company Limited to Britannia Company Limited to reinforce and build recognition for the Britania brand.
  • Founded Belgravia Ratchaphruek Company Limited to operate the Grand Britania Ratchaphruek-Rama 5 project.
  • Founded Britania Wongwaen Ramintra Company Limited to operate the Grand Britania Wongwaen Ramintra project.

2020  

  • Launched Britania Saimai (บริทาเนีย สายไหม), twin houses and townhomes, 2 stories, with 297 units valued at 1,400 million Baht, starting sales in March 2020.
  • Launched Grand Britania Wongwaen Ramintra (แกรนด์ บริทาเนีย วงแหวน รามอินทรา), single houses, 2 stories, with 278 units valued at 1,900 million Baht, starting sales in March 2020, marking the first new project under the “Grand Britania” brand.
  • Launched Brighton Bangna KM.26 (ไบรตัน บางนา กม.26), townhouses, 2 and 3 stories, with 99 units valued at 350 million Baht, and Brighton Khukhot (ไบรตัน คูคต), twin houses and townhouses, 2 stories, with 224 units valued at 750 million Baht, both starting sales in September 2020, marking the first new project under the “Brighton” brand.
  • Launched Belgravia Exclusive Pool Villa Bangna-Rama 9 (เบลกราเวีย เอ๊กซ์คลูซีฟ พูลวิลลา บางนา-พระราม 9), single houses, 2 stories, with 65 units valued at 1,800 million Baht, starting sales in December 2020, marking the first new project under the “Belgravia” brand.

2021  

  • The company announced plans to launch 9 projects with a total value of 10,800 million Baht, including Brighton Amato-Sukprayoon (ไบรตัน อมตะ ศุขประยูร), Grand Britania Bangna KM.12 (แกรนด์ บริทาเนีย บางนา กม.12), and Grand Britania Ratchaphruek-Rama 5 (แกรนด์ บริทาเนีย ราชพฤกษ์ พระราม 5), comprising single and twin houses, 246 units valued at 2,100.0 million Baht, with special sales starting in March 2021.
  • Founded Britania Home Bangna KM.17 Company Limited with a registered capital of 1.0 million Baht to operate the Britania Home Bangna KM.17 project.
  • Founded Britania Bangna KM.35 Company Limited with a registered capital of 1.0 million Baht to operate the Grand Britania Bangna KM.35 project.

           

4 Strengths of the Britania Style

Over the past 5 years, Britania has demonstrated continuous project launches and remarkable development. Notably, in just 4 years, the number of projects increased from 1 project in 2017 to 30 projects in the third quarter of 2021, receiving an excellent response, resulting in total revenue growth from 11.4 million Baht in 2017 to 2,342.1 million Baht in 2020, representing an average annual growth rate (CAGR) of 489.7%.

This 400% success is attributed to a combination of several strengths, particularly starting from a solid first step, including:

1. Britania is led by a management team with extensive experience in the real estate industry: The combination of a management team and staff with over 10 years of expertise in real estate development, along with management experience from various industries, has led to a blend of perspectives and visions in multiple aspects, resulting in new directions for organizational and real estate development management.

2. Britania designs homes that truly meet the needs of residents: Since a home is a space where residents must 'experience happiness in designing a life they love' and is a living space for the next 10-20 years, attentive pre-and post-sales care is crucial to Britania's service. The design of homes and services provided to customers under the Human Centric concept is a philosophy that Britania has adhered to, studying and analyzing the fundamental needs of residents, including various issues faced by target customer groups (Customer Pain Points) to design projects that align with their lifestyles, ensuring that Britania home designs evolve with contemporary living.

3. Britania has the potential to manage project costs systematically and to standards, enhancing profitability: Cost management in construction is a critical factor in real estate project development. Britania has an internal unit responsible for selecting contractors and suppliers, maintaining good relationships with various contractors and suppliers to effectively manage costs.

4. Britania is supported by Origin Property Public Company Limited (ORI), a major shareholder: Britania serves as the flagship company in the development of horizontal residential projects within the ORI group, one of the leaders in the real estate development business in Thailand, benefiting from mutual promotion and collaboration, such as support for loans at favorable interest rates and bulk purchasing to create bargaining power.

 

4 Strategies to Win Residents' Hearts

         Not only does Britania demonstrate sharp foresight in back-office management, but it also adheres to 4 main strategies that have been refined and used as guidelines throughout the past 5 years:

1. Prime locations near job sources: The most critical factor in real estate business is location. Britania prioritizes project locations, focusing on proximity to major transportation hubs for convenient travel. The strategy involves selecting locations in Bangkok and outer suburbs with high population growth rates, close to expressways, main roads, or various public transport systems, as well as expanding into industrial estate areas, particularly in the Eastern Economic Corridor (EEC) development areas, recognizing the potential for high-quality job sources from industrial factories and the increasing demand for housing.

2. Unique design: Each Britania project emphasizes distinctive and unique designs to attract target customers, creating impressions and desires for ownership that reflect their identity and style.

3. Service - Designing homes under the Human Centric concept: Human Centric is a principle that Britania has consistently prioritized. This concept has been mentioned throughout the article because Britania believes that to create homes that resonate with consumers, it is essential to understand the lifestyles of residents, deeply knowing their needs and various issues (Customer Pain Points) to develop products and services that respond to changing lifestyles across different age groups (Universal Design).

4. Targeting the blue ocean strategy: This is another crucial strategy that has enabled Britania to grow rapidly, as this policy encourages the brand to avoid competing in traditional markets and opens opportunities for innovation and creativity in differentiating its products.

This is just the first 5-year journey of the brand. Imagine how far Britania will go in presenting new projects or creating different ideas to elevate the quality of life for residents... This point is something we can look forward to seeing in reality soon.