Landy Home Achieves Sales of Over 2.6 Billion Baht in 2022, Rebrands Subsidiary 'Trendy Home' to Cater to New Generation, Aiming for 2.75 Billion Baht in 2023

Landy Home reinforces its position as the leading home construction center, revealing that in 2022, it achieved total sales of 2.6 billion baht. The company is now targeting sales of 2.75 billion baht for 2023, with strategies to expand its presence in the northeastern and eastern regions of Thailand. Additionally, it has rebranded its subsidiary, Trendy Home, with a chic and minimalistic design aimed at the new generation looking to build their first homes. The company emphasizes online communication across all platforms to stimulate home construction decisions, supported by ongoing campaigns and promotions throughout the year.

Ms. Parat Maneeratnaporn, Assistant Managing Director and Sales Director of Landy Home (Thailand) Co., Ltd., stated that despite the challenges faced last year due to rising construction material prices (5-10%) and a sluggish economy, Landy Home successfully penetrated and expanded sales in the luxury home market, achieving over 5% growth in 2022, totaling over 2.6 billion baht, surpassing its target. The sales breakdown by brand value is as follows: luxury homes under the Landy Grand brand priced at 20 million baht and above (37%), medium-sized homes under the Landy Home brand priced at 8-20 million baht (37%), and small homes under the Trendy Home brand priced at 2-8 million baht (26%).

For 2023, Landy Home aims for sales of 2.75 billion baht, focusing on expanding its customer base in the home construction market across the northeastern, eastern, and upper southern regions, recognizing the demand and potential in the medium and luxury home markets. The company is ramping up marketing efforts both on-ground at its branches and online across all platforms, with continuous campaigns to accelerate customer decision-making. Simultaneously, all departments are prepared to cater to the diverse needs of customers in different provinces, anticipating a further 5% growth from this market expansion.

Another key strategy this year is the major rebranding of the Trendy Home brand under the concept of "Chic Homes, Great Design... Affordable Prices," aligning with the minimalist trend favored by the new generation who may have limited budgets but wish to expand their families and build their dream first homes. This includes adjustments to brand image and communication to better connect with target customers, along with the launch of a new collection in March featuring Modern Japanese, Modern Farmhouse, and Minimal Classic styles, equipped with high-tech innovations tailored to the lifestyles of the new generation. We want customers to feel proud of their beautiful homes at a reasonable price and to be satisfied with building their homes with Trendy Home.

In the first half of the year, the company expects to close sales at 1.3 billion baht, as it has implemented new strategies to build brand loyalty among existing customers who will recommend and refer others, while continuously expanding its base of new customers alongside ongoing customer-centric campaigns, resulting in sales growth that outpaces competitors.

In terms of living innovations, Landy Home prioritizes the development of affordable living technologies while focusing on Green Living technologies in line with the company's direction. For example, customers can choose to add options such as EV charger installations, solar roofs to reduce electricity consumption, smart home systems for convenience and quality of life, and the CAP+ innovation that introduces fresh air into homes, controlling air quality and balancing indoor air, which helps improve sleep quality, reduce allergies, and importantly, protect against PM 2.5. As people increasingly value air quality, CAP+ is seen as a worthwhile innovation for customers, as it is a result of Landy Home's investment in research and development. Typically, such innovations are only installed in luxury projects or high-priced homes, but Landy Home provides this for every home built with us, as we prioritize the quality of living for our customers, ensuring they receive maximum value and benefits, which has led to positive customer feedback and significant sales growth in 2022.

Mr. Panit Maneeratnaporn, Business Development Director of Landy Home (Thailand) Co., Ltd., mentioned that this year, Landy Home has established the Precast Solution Center under the name NOVA Modular to research and develop precast columns and beams. Landy Home sees market opportunities in this new business to penetrate the real estate sector, such as housing projects and small to large home construction companies, enabling faster construction and reducing labor shortages. The goal is to become a research and development organization for innovations, gathering knowledge in precast technology to pave the way for the future of precast construction while seeking business partners to develop new solutions together.

Additionally, the company has introduced the Landy Care service to address customer needs for contractors to manage and resolve issues that arise with homes after the warranty period, which are due to normal wear and tear. This service is exclusive to customers who build homes with Landy Home, making us the first company to offer such a service. Landy Home acts as an intermediary to source skilled contractors who meet standards to help repair and resolve all issues with homes effectively, negotiating reasonable costs for services, so customers do not have to worry about finding contractors themselves, thus addressing the common problem of contractors abandoning projects midway. Typically, we guarantee construction work for one year after handing over the home, and Landy Care will be an exclusive service that revolutionizes the home construction industry and is a significant highlight that gives us a competitive edge.