EMPEROR reaffirms its position as a leader in the high-end luxury home construction market, distinguished by its unique classic style and backed by over 30 years of market leadership. The company is moving forward with continuous development to adapt to the Disruptive era, recently making a significant shift by creating a new brand called ACARA, catering to the millennial customer demand for modern luxury homes at accessible prices, while maintaining superior standards and quality.

Mr. Suratchai Koonghakij, CEO of The Emperor House Co., Ltd., stated that the brand EMPEROR is still well-known and respected among customers as a provider of luxurious mansion homes, featuring elegant architecture and high-quality interior design. This has allowed the company to maintain its position as a leader in the high-end classic luxury home construction market for over 30 years. In addition to the beautiful and distinctive house designs, what impresses EMPEROR's customers is the construction quality standards, which are considered the highest in the home construction business. Our in-house teams, including architects, engineers, designers, and construction teams, have been specially trained to develop their skills to exceed standard levels, making each home a masterpiece that harmoniously combines quality and artistry. This results in homes that stand out with their grandeur, surpassing ordinary houses, whether it be intricate plasterwork, decorative moldings, or elegant columns crafted by our skilled artisans, all designed to meet the architect's or designer's specifications.

In the Disruptive era, where technology plays a significant role in daily life, customer behavior, especially among the younger generation, is rapidly changing. To align with these changes, the company has created a new brand called ACARA, which offers modern luxury homes at more affordable prices, responding to the current consumer demand for a wider variety of styles while maintaining the quality and standards of The Emperor, utilizing the company's proven know-how for high-end living spaces. Additionally, we continuously seek innovation and development, while also ensuring that our employees are aware of the changes and modernizing the organization.

Ms. Thapana Kongkaprasert, Marketing Manager of The Emperor House, revealed that the new brand ACARA is a quality home construction brand that stands out from typical home builders due to its high construction standards and reliability, guaranteed by a team of experienced professionals from The Emperor House, which has been constructing and decorating luxurious mansions for over 30 years. This brand aims to meet the needs of the new generation, who are rapidly changing in response to the Disruption era, seeking modern homes with unique designs, functional spaces, and competitive pricing that is not significantly higher than average, considering the quality materials and teams from the luxurious EMPEROR brand.

ACARA is launching with a total of 7 new house designs, divided into 4 styles: Modern Luxury, Loft, Townhome, and Resort. Some designs were developed from a house design competition called The Phenomenon, organized by the company, featuring interesting works from new designers who received awards and were further refined. This has resulted in designs that are quite distinctive in the current home construction market, offering choices that cater to individual preferences, blending luxury with a modern look while maintaining simplicity and taste. The target demographic is younger customers (ages 30-45), comprising new-age affluent individuals, possibly new business owners or executives in large organizations, with starting prices for ACARA homes currently around 25 million baht.

Ms. Thapana Kongkaprasert further stated, "We have clearly positioned the brand as a provider of homes with outstanding modern designs, accompanied by superior construction quality standards from the team at The Emperor House, ready to build quality homes for this new customer segment, with a price range of approximately 20-40 million baht. Our marketing strategies will differ significantly from the parent brand, featuring attractive promotions and a variety of house designs to allow customers to experience the unique standards of home construction that set us apart from the rest. Ultimately, regardless of how well we market, the product must be of high quality to prove our capabilities and ensure the brand's sustainability."

It is anticipated that ACARA will meet the target audience's needs and become an appealing option for those seeking modern luxury homes with the construction standards of EMPEROR, which has long captured the hearts of Thai people.

Thank you for the information from www.emperorhouse.com