PEACE moves forward into its 30th year in the real estate development sector, having built and delivered homes worth over 13 billion baht with more than 3,600 units. The company emphasizes three main strategies for growth and has laid out plans for 2025 to launch five new housing projects totaling 4.585 billion baht, partnering with allies to create a living experience of 'living with peace of mind with PEACE.'

Mr. Prasopsak Srisopana, Chairman of the Executive Board of Peace and Living Public Company Limited, stated that since the company began its first real estate development projects, including Pa Rim Than and Lom Thalay, over three decades ago, it has consistently operated and grown. This year marks its 30th anniversary, and throughout this time, the company has regularly launched new projects, earning high credibility and maintaining a strong financial position with a low debt-to-equity ratio. This has allowed the company to generate profits every year and continuously pay dividends to shareholders, without ever facing non-performing loans (NPLs) with financial institutions, even during the economic crisis of 1997.

The company's success stems from its commitment to developing quality real estate projects, focusing on selecting prime locations and continuously developing projects that meet customer demands, alongside providing customer service that rivals leading companies. To date, the company has developed over 21 projects worth more than 13 billion baht, totaling over 3,600 units, with well-received housing brands such as THE GLAMOR, CORDIZ, CHER, CHERENE, and CHEREA.

According to Mr. Dome Srisopana, Managing Director of Peace and Living Public Company Limited, there are currently seven projects under development and sale, valued at 5.512 billion baht, including: 1. Cher Suk Sawat – Phutthabucha, valued at 866 million baht; 2. Cherene Krungthep Kreetha - Romklao, valued at 712 million baht; 3. Cheria Ratchaphruek - Jetthabodin, valued at 1.756 billion baht; 4. Cher Ratchaphruek - Rama 5, valued at 539 million baht; 5. Cher Westville Ratchaphruek, valued at 815 million baht; 6. Cher Phaholyothin – Sai Mai, valued at 442 million baht; and 7. Cher Vibhavadi Rangsit, valued at 382 million baht.

This year, as the company enters its 30th year, it has made significant strategic adjustments to aim for a position within the top 10-20 of the Thai real estate industry, guided by three key strategies:

  1. Brand Redefined: Refreshing and modernizing the brand to align with current trends and attract new target audiences under the concept ‘Live your journey with PEACE of Mind.’ This involves enhancing product development, service design, and creating living experiences for residents to build confidence among all stakeholders.
  2. Upcoming Products: This year, the company is committed to delivering happiness and peace of mind in every living experience for customers, preparing to launch the most new projects and the highest value since its inception, totaling five projects worth 4.585 billion baht, including: 1. Cherene Phaholyothin – Watcharapol, valued at 3 billion baht; 2. Cordiz Pattanakarn - On Nut, valued at 440 million baht; 3. Cher Pinklao - Ring Road, valued at 400 million baht; 4. Cher Sathorn - Suk Sawat, valued at 320 million baht; and 5. Inner Peace Sathorn - Thapra, valued at 425 million baht.
  3. Upgraded Service: Enhancing customer service to provide peace of mind for residents, including collaboration with leading partners to manage the Peace Home Service comprehensively through an application.

The company has a branding strategy for its 30th anniversary, focusing on creating positive experiences for customers through collaborations with like-minded partners to expand its customer base and increase brand awareness. A key highlight is the development of a Key Visual for the 30th anniversary, designed by Atelier Pakawan or Pakawan Thongvanit, a Thai artist, under the concept Live your journey with PEACE of Mind, expressed through warm and friendly watercolor artworks that perfectly convey PEACE's message of comfort.

Additionally, there is a significant collaboration between PEACE and various well-known brands, including Zantiis, a Thai fragrance brand, to offer a relaxing experience for visitors with the special scent "PEACE of Mind". The CEO of Zantiis, Donchai Boonyaratwej, has also designed the logo for the Diffuser and scented candles under the concept PEACE of Mind.

“Furthermore, we are collaborating with environmentally conscious partners, such as TAKTAI, which focuses on using natural fibers from easily grown plants like bamboo to design and produce new uniforms for our staff that are not only comfortable but also emphasize sustainability, along with environmentally friendly production processes and traditional weaving techniques from local communities that help generate income for the area. We are also partnering with SC GRAND, experts in recycled and sustainable uniforms, building on the concept "Re-PEACE", a play on words between the PEACE brand and the word Repeat, which refers to repurposing old clothing through recycling to reduce waste and create environmentally friendly garments, bringing the concept of a circular economy into the world of uniforms, transforming old uniforms into modern, high-quality, and sustainable ones, helping to reduce waste and resource use while enhancing the organization's image in terms of sustainability.”