SENA has shifted its strategy to leverage its strong financial capabilities and prepared personnel, seizing new opportunities under the concept of "SENA Strong" by investing 1.254 billion baht to close 4 major deals in 2021. The company is actively purchasing shares and businesses, seizing opportunities to invest in projects with potential and prime locations, confident that these investments will yield good long-term returns as the real estate market shows signs of recovery in 2022. SENA aims to target the younger generation through the "FLEXI" brand, following the recent takeover of 3 condominiums and is studying the acquisition of additional shares in JSP after already holding 24.16%.

Dr. Kesara Thanyalakphak, Managing Director of SENA Development Public Company Limited, a leading real estate developer for both horizontal and vertical projects, revealed that in 2021, SENA created opportunities for its business through investments in quality real estate acquisitions, totaling 4 deals worth approximately 1.254 billion baht. This strategy aims to generate returns and continuously expand the company's growth in the long term, as positive signals emerge from the Thai economy following the reopening of the country and the increasing vaccination rate among the population. Additionally, the Bank of Thailand has relaxed LTV measures to stimulate the real estate market, which will facilitate the recovery of the sector.

“SENA recognizes that many projects are facing liquidity issues due to the impact of the COVID-19 pandemic. However, several projects are under construction and located in prime areas. We see this as an opportunity to acquire these businesses, which saves both time and costs, allowing us to recognize revenue quickly, as some projects come with existing customers ready for transfer, but have previously faced issues with working capital. Therefore, we are willing to make decisions during a time when others are hesitant, to obtain quality assets at the best value. The crisis is the best time for investment for those with strong financial fundamentals and personnel, and investing in quality businesses that lack liquidity allows us to enhance our asset portfolio and drive those businesses forward,” Dr. Kesara stated.

Regarding the acquisition of shares and businesses in the 4 deals, the latest deal involves the purchase of common shares in J.S.P. Property Public Company Limited or JSP, totaling 1,014,600,000 shares, which represents 24.16% of the issued and paid-up shares of JSP at a price of 0.50 baht per share, amounting to an investment of over 507 million baht from existing shareholders to expand the company's real estate investment. JSP is one of the developers of horizontal and condominium projects for sale and rent under the brands J City, J Villa, and J Town, as well as commercial projects such as Miami Market Bangpu and Sampeng 2 Park on Kalapapruek Road.

However, in the process of acquiring JSP, SENA is currently studying the feasibility of further investments, which will be conducted in accordance with the regulations of the Securities and Exchange Commission and the Stock Exchange of Thailand, as well as other relevant laws.

Previously, SENA acquired 100% of the issued and paid-up shares of Patranan Asset Company Limited for 385 million baht, making Patranan Asset a subsidiary of SENA. Patranan is developing a low-rise condominium project under the brand "Hype Sathorn-Thonburi," which is currently under development, consisting of 8 floors, 5 buildings, and 914 units on approximately 7 rai of land. To enhance management efficiency and align with the target group, the name has been changed to "FLEXI Sathorn-Charoen Nakhon," with plans to invest in Phase 2 in 2022 after the transfer of ownership in Phase 1 in December 2021.

Additionally, SENA has acquired a condominium project from Asset Bright Public Company Limited ("ABC"), which is currently under construction. This project is also being developed under the "FLEXI" brand, targeting the younger generation with starting prices of just 1.89 million baht. SENA has also acquired the Fresh Tao Poon Interchange project from Nusasiri Public Company Limited and rebranded it as "FLEXI," with plans to launch the project in 2022.

The development of real estate under the new brand "FLEXI" is strategically aimed at targeting the younger generations, Gen Y & Gen Z, emphasizing diversity in lifestyle, adaptability, and flexibility. The "FLEXI" concept is integrated with the "Made From Her" idea, focusing on creating residences with care and attention to detail in living conditions, developing products and services to ensure SENA's customers receive the best products and services. This includes multifunctional furniture that can be adjusted according to needs, as well as after-sales services through the SENA 360 Application, a single app that facilitates repairs, buying, selling, renting, and importantly, allows residents of all SENA projects to check their solar usage in real-time.

Dr. Kesara stated that this approach aligns with SENA's new strategy under the concept of "SENA Strong" to adapt to current market conditions and purchasing power, creating new opportunities for the business. Previously focused on purchasing vacant land for development, SENA is now emphasizing careful investment in acquisitions, as the COVID-19 situation has revealed significant opportunities to drive business growth continuously in the long term.