Origin Property has undergone a major restructuring of its condominium business group, uniting the expertise and teams from Origin Condominium, Park Luxury, and Origin Nationwide into the brand "ORIGIN VERTICAL". This initiative aims to deliver condominiums under the concept of "Creative Living for All" to consumers, with plans to launch 14 new condominium projects valued at over 20 billion baht, targeting three main segments that cover the Gen Y and Gen Z markets, particularly in tourist areas like Phuket. The company is committed to developing condominiums that cater to pet families, focusing on service excellence through four core pillars, with a sales target of 36 billion baht for the year.

Mr. Kriangkrai Kribangkan, CEO of Origin Vertical Corporation, a subsidiary of Origin Property Public Company Limited (ORI), a comprehensive real estate developer, stated that the condominium business group is the first and main business segment of the Origin Property group, continuously expanding its product offerings to cover all market segments through three main companies: 1. Origin Condominium Co., Ltd., which develops condominiums in Bangkok and its vicinity; 2. Origin Nationwide Co., Ltd., which develops condominiums in key economic and tourist provinces; and 3. Park Luxury Co., Ltd., which develops luxury condominiums. By the end of 2023, the company has a total of 117 projects with 56,977 units, valued at over 189.437 billion baht, gradually delivering condominiums that meet the needs of the new generation, including Pet Family Condominiums and sustainable living solutions.

As Origin Property diversifies its business groups, it has clarified the management structure of its condominium business, uniting professional teams from all three subsidiaries and centralizing communication under a single brand name, Origin Vertical Corporation, to enhance management in design, construction, and innovation, meeting diverse customer needs and maximizing satisfaction. Future projects will be developed exclusively under the ORIGIN VERTICAL brand.

Mr. Siripong Srisawangwong, Co-CEO of Origin Vertical Corporation, mentioned that the operational direction of ORIGIN VERTICAL will be driven by the concept of "Creative Living for All," focusing on developing condominiums that consider all aspects of living, such as convenience, safety, lifestyle balance, and modern living. This will be reflected in the selection of project locations, design, functionality, innovations within the units, amenities in common areas, and related services.

“Previously, we offered many features that consumers loved, such as smart closets, smart kitchens, and high ceilings of 4.2 meters. With the integration of management and teams under ORIGIN VERTICAL, we are confident that we can develop and deliver "Creative Living for All" to enhance the quality of life for consumers even further,” said Mr. Siripong.

Mr. Apisit Sunthornchukiat, Co-CEO of Origin Vertical Corporation, stated that this year's business strategy focuses on three key areas: 1. Insight - conducting in-depth research and analysis of customer data regarding location, lifestyle, and investment to design products and services that meet the needs of specific customer groups in those areas; 2. Initiative - using insights to develop new functions and products creatively, addressing all aspects of living, reinforcing the company's market leadership in condominiums; and 3. Implementation - incorporating new technologies and innovations to enhance the quality standards of projects and services that connect with people's quality of life.

Based on this strategy, the condominium business under ORIGIN VERTICAL plans to launch 14 new projects in 2024, with a total project value of 20 billion baht. The first half of the year will see the launch of five projects valued at 9.68 billion baht, including three projects in Bangkok and its vicinity: 1. Origin Place Chaengwattana; 2. Origin Place Taopoon Interchange; and 3. The Origin Setthabut Station. All three projects will be pet-friendly condominiums under the concept of Origin Pet Family Condo, reinforcing the company's position as the number one Pet Lover Condo provider with features developed through research and collaboration with partners to meet the needs and quality of life for both people and pets. Additionally, there will be two projects in Phuket: 1. So Origin Bangtao Beach; and 2. Origin Place Centre Phuket.

Mr. Prasertkul Jaroentaveemongkol, Chief Construction Officer of Origin Vertical Corporation, stated that the company's strategy for quality and service this year will focus on four areas: 1. People Development - emphasizing the development of personnel in quality and service through upskilling and reskilling, including organizing knowledge-sharing activities with leading partners in the real estate business; 2. Product Design - developing quality product designs with professional designers to meet customer needs; 3. Product Quality - striving to select and procure high-quality materials for product development while enhancing construction quality assurance through the Origin QA application, a construction tech app that allows all parties involved in construction to report and monitor the status of each unit in real-time; and 4. Service Excellence - covering after-sales services, including customer room maintenance and lifestyle management through various partners, both internal and external, to deliver maximum customer satisfaction.

Mr. Krit Techasamma, Chief Marketing Officer of Origin Vertical Corporation, stated that this year's market penetration will focus on four main brands: 1. Origin Place - a condominium brand that combines classic and contemporary decor with top-notch amenities for relaxation and activities; 2. The Origin - a condominium brand offering various functions for starting a new life at an affordable price; 3. So Origin - a boutique condominium brand designed to fulfill every need and lifestyle with hotel-level services; and 4. Park Origin - a luxury condominium brand ready to move in, located in key business areas of Bangkok. The company also pays attention to sustainability aspects, such as installing solar panels in new project sales galleries, preparing charging points for EV chargers, and using environmentally friendly materials to create a better quality of life for society, communities, and the environment through Origin Give. It is expected that all four brands will reach the Gen Z and Gen Y markets, long-term investment buyers, and foreign customers.

Based on the outlined business plan, ORIGIN VERTICAL aims for a total sales target of 36 billion baht for 2024 and a transfer target for both JV and Non-JV projects combined at 18 billion baht. Initially, in the first quarter of 2024, the company plans to launch the "Happiness Caravan" campaign, delivering a series of promotions for ready-to-move-in condominium projects, such as 0% interest for one year, free room decoration up to 200,000 baht from Wyde Interior, free appliances, free transfer fees, free one-year common area fees, free initial fund contributions, free one-year extended warranty, free one-year cleaning, and a top-up discount of up to 100,000 baht for buyers on Tuesdays and Sundays, along with special unit prices available until March 31, 2024, under conditions set by the company.

For Origin Property Public Company Limited (ORI), the business structure includes: 1. Residential Development Business - developing condominiums and housing projects with a total of 159 projects (as of Q4 2023), such as Park Origin, So Origin, Origin Plug & Play, Knightsbridge, Notting Hill, Origin Place, The Origin, Kensington, Hampton, Origin Play, Brixton, and Britania, with a total project value of over 243.209 billion baht.

2. Recurring Income Business - such as hotels, serviced apartments, and retail.

3. Service Business - such as resident services, property management, real estate buying, selling, and leasing services, and real estate consulting.

4. Long-term Mega Trends Business - a new business group with long-term growth potential, such as logistics, healthcare, energy, finance, and entertainment, aimed at enhancing the quality of life for consumers comprehensively.