The Rungrojthanakul Family Group, Big Landlords announces a rebranding effort to revitalize "U Charoen Estates", leveraging over 40 years of experience to penetrate the real estate market by acquiring prime land in the Pradit Manutham-Expressway area, a premium economic zone and a key connection point for several subway lines. They are investing 2 billion baht to launch 3 strong projects targeting the high-end market with high purchasing power, including single houses, home office condos, and plans for a Commercial Community - Health Care Center. They are confident of achieving over 20% growth this year and aim to enter the stock market within 3-5 years.

 

          Dr. Chanathanop Rungrojthanakul, CEO of Panna Living Co., Ltd., the management leader of "U Charoen Estates", revealed that the Rungrojthanakul family, as pioneers of quality housing projects in Thailand under the "U Charoen" brand, has decided to re-enter the real estate business. They have partnered with Panna Living to create a new brand called "U Charoen Estates" (U Charoen Estate), reinforcing their strength from over 40 years of experience in building quality, reliable homes in prime locations, combined with a vision and mission focused on environmentally friendly living that meets the needs of modern consumers.

The company aims to develop projects on various plots of land, particularly in the Pradit Manutham area (along the Ram Inthra-Ajarnrong Expressway), which has high potential and connects to several subway projects, including the Orange Line, Pink Line (Kraiyai-Minburi), and the Gray Line (Watcharapol-Phra Khanong-Rama 9 Bridge-Thapra), which Bangkok is currently accelerating to revive.

At the same time, it is a premium commercial area surrounded by high-end shopping centers and community malls, with several future mixed-use projects that attract high-end target groups in terms of both living and investment. Recently, the company launched 3 projects in 2 formats targeting the upper-middle market, aimed at individuals with purchasing power who are starting families:

"Baan U Charoen Town In Town" (Baan U Charoen Town In Town ) is a 4.5-story home office with only 14 exclusive units, featuring a unique Modern Japanese design with a usable area of over 431 sq.m. It accommodates up to 6 parking spaces, includes a private elevator, and has a security system that meets standards through Home Automation. The project is located on Siwara Road in the Ekkamai-Ram Inthra area, the best central location surrounded by important places such as hospitals, educational institutions, and numerous leading shopping malls, close to expressways and 3 subway lines, seamlessly connecting the business world through the Chalong Ratch Expressway and Si Ratch Expressway, with multiple access routes both into and out of the city.

"Baan U Charoen Town In Town" (Baan U Charoen Town In Town)

"Baan U Charoen Town In Town" (Baan U Charoen Town In Town)

 

"U Charoen Residence Town In Town"(U Charoen Residence Town In Town) is a condominium in the Town In Town area, adjacent to the Ekkamai-Ram Inthra Expressway and near the Orange Line subway. It features a simple yet unique Modern Japanese style in a low-rise setting, offering peace and privacy with only 208 units, catering to the lifestyle of modern individuals with Smart Home Automation, located in the same area as "Baan U Charoen Town In Town".

 

 

 

"Baan U Charoen Eastville" (Baan U Charoen Eastville) is a luxurious home office offering both twin house and townhome styles with usable areas of 355-430 sq.m. It accommodates up to 6 parking spaces, includes a private elevator, Home Automation system, and Underground Utility System, featuring a Western architectural style of Modern Palladian. The project is located in Soi Nakniwas 6, just behind Central Festival Eastville, only 5 minutes from the Ram Inthra-Ajarnrong Expressway entrance.

 

"We understand human nature; everyone wants a better life and to improve their quality of life. We target middle-class customers who are ready to elevate their status to upper-class, willing to move forward with everyone, and traditional upper-class customers. This year, we are launching 3 projects with an investment value of 2 billion baht to create a masterpiece that strengthens the brand 'U Charoen Estates' and makes it well-known," Dr. Chanathanop stated.

Importantly, a feasibility study shows that the cost structure of the business group will not differ much from the past, but competition in the real estate business is quite high. U Charoen Estates will focus on potential markets with purchasing power and value-added development. Based on market testing from Panna Living's projects, the company has been very successful, and existing customers still remember the brand
"U Charoen," leading to the decision to collaborate and implement a new rebranding strategy.

The company also plans to continuously develop projects along the Ram Inthra-Ajarnrong Expressway, with no less than 3 projects in 2022. When everything is ready, and the brand grows strong, the opportunities align, the company will develop larger projects in various formats, such as Commercial Community or Health Care Center, and expand investments in provincial areas.

Regarding revenue targets for 2021, the company expects to grow over 20% and achieve pre-sale sales of no less than 820 million baht from the first 2 projects launching in November 2021, including "Baan U Charoen Town In Town", a Modern Japanese style home office, and the elegant condominium "U Charoen Residence Town In Town" located on Siwara Road in the Town In Town area.

In the future, once all goals are achieved, the company plans to register on the Stock Exchange of Thailand within 3-5 years. Notably, "U Charoen" was established as a limited company in 1975, starting with leasing or "subleasing" and pioneering the concept of leasing commercial buildings for 30 years, being the first to provide this service to Thai society and developing residential buildings known as "Town Houses" with integrated parking. They recognized the growing demand for luxurious living and thus initiated the "Panna House" project, a modern home office living concept, and the "Luxury Low Rise Condominium".

Today, Dr. Chanathanop Rungrojthanakul is ready to lead the "U Charoen" DNA, combining experiences from the "Panna Living" group to drive "U Charoen Estates" forward in the real estate industry with stability and progress.