The Residential Business Group of Frasers Property Thailand, under the brand "Frasers Property Home," led by the new head, "Somboon Wasinchachawal," along with the experienced management team of "Phawaran Udomsiri" and "Apichart Hengwanit," has unveiled its plan for 2024, titled 'Adapting to Create Change'. The strategy focuses on continuously expanding the portfolio of single houses and entering the condominium market while preparing to refresh the brand to establish a presence in the Top 5 market segment.

Mr. Somboon Wasinchachawal, Acting Chief Executive Officer of Frasers Property Home (Thailand) Co., Ltd., stated that the company remains committed to being a leading brand that delivers high-quality housing across various segments to customers. The company will continue to implement growth strategies aimed at increasing the proportion of single houses to 50%, alongside the development of twin houses, townhomes, and condominiums. Additionally, it will enhance housing solutions to improve quality of life, prioritizing customer needs through a Customer-Centric Approach. With Mr. Somboon's extensive experience as a senior executive in several leading listed real estate companies for over 30 years, the company is confident in its ability to drive Frasers Property Home (Thailand) towards strong and smooth growth.

Furthermore, the two existing senior executives, Mr. Phawaran Udomsiri and Mr. Apichart Hengwanit, have long been with Frasers Property Home, bringing significant experience and expertise in the residential business. Mr. Phawaran Udomsiri, Vice President, is responsible for driving growth in the development of all types of horizontal residential projects, including townhomes, single houses, and twin houses in Bangkok and other provinces, overseeing construction, quality control, sales, transfers, and after-sales service. Meanwhile, Mr. Apichart Hengwanit, Vice President, supports the central operations of the residential business group in marketing strategy, product design and development, cost control, and the development of condominium projects, including sales, transfers, and after-sales service.

In the past, the operations of horizontal residential projects have successfully followed the established strategies, including launching housing projects at all price levels, particularly luxury single house projects, as well as developing twin houses and townhomes with features that resonate with consumers. Coupled with market stimulation campaigns, the company has consistently achieved strong sales and maintained steady business growth. In 2024, new projects will be launched in Bangkok, the surrounding areas, and other provinces under the brands The Grand, Grandio, Prestige, and NEO Home, with the goal of delivering sustainable living through environmentally friendly design and construction. The company is also moving forward with the installation of EV Chargers and solar panels, planning to install solar panels in clubhouses and show houses across 71 projects, totaling 1,470 kilowatts, equivalent to planting 100,000 trees. At the same time, the company is developing condominium projects.

“In the coming year, the company plans to refresh its brand to enhance clarity and align more closely with the Frasers Property Thailand brand, aiming to create brand recognition and consumer awareness. The goal is to be among the Top 5 real estate brands in Thailand by 2025. With a diverse range of products covering all customer needs, this not only enhances business flexibility and strengthens portfolio balance but also delivers quality living and improved quality of life for customers, in line with the mission of Inspiring experiences, creating places for good,” Mr. Somboon concluded.