Property/Frasers

Editorial staff

SET-listed Frasers Property Thailand Plc (FPT) plans to launch six new projects in Bangkok and upcountry, aiming to reach premium and luxury home buyers this year.

Somboon Wasinchutchawal, the company’s chief financial officer and acting chief executive officer of the residential business, said that FPT aims to grow revenue of its residential business by 23% to 11.2 billion in 2025 by strengthening its brand positioning with its new projects, new brands offerings, and new features for premium and luxury customers.

It plans to launch six projects across prime locations in Bangkok and upcountry. Five projects are low-rise housing projects valued at 9.35 billion baht, consisting of two single-detached and semi-detached houses in the premium to luxury segments under the brands The Grand, Grandio and the newly launched “Gramour, which has been well-received by the mid-to-high-end customer segments.

Additionally, a new premium townhome brand socalled “ Goldina Sukhumvit-Bearing with project valued of 1.02 billion baht will further reinforce FPT’s leadership in the townhome market.

The company has recently launched one condominium project under the brand KLOS Ramindra-Fashion with project value of 450 million baht. KLOS Ramindra-Fashion is condominium with unit price of 2-3 million baht, aiming for first jobber customers. It has over 100 units.

Including currently launched projects under development, FPT’s overall residential business in 2025 is expected to comprise a total of 79 low-rise projects and 2 condominium projects totalling 114.73 billion baht.

‘’To increase our net margin, we will reduce turn over rate of each project to 3-4 years, from earlier 7- 8 years, by reducing land almost by half from 30-40 rai to 20-25 to develop more smaller projects,’’ he said.

In addition, the company will apply three main strategies under its ‘Together for the Greater Living’ brand positioning to develop projects those meet the needs of existing customers and attract new ones. They include emphasises attention to detail to appeal to the modern sustainability- minded homebuyer. This is reflected in features such as the integrated light channels, enhanced ventilation, and higher-than-standard ceilings in its new home series, which improve air circulation and reduce indoor temperatures during the day. Also, public garden spaces are designed to suit modern lifestyles, incorporating pet parks and areas for growing vegetables alongside decorative plants within the project's green spaces.

Moreover, FPT aims to provide a holistic experience for homebuyers by offering comprehensive services and amenities. This includes accessible after-sales support and leveraging technology to enhance the customer experience.

FPT is also committed to promoting sustainable living through its product offerings. The Grand Riverfront Ratchaphruek-Rama 5 homes were recently recognised with LEED v4.1 Gold certification for Residential Single-Family homes, making it the first housing project in Thailand and Southeast Asia to be certified under the globally recognised green building standard.

“Our commitment aligns with FPT’s strategy of ‘Secure Core, Embrace Future,’ which focuses on retaining existing customers through increased engagement with residents while also attracting new customers with new products, brands and features. This dual approach enhances our ability to connect with younger customers. We offer high-quality homes and condominiums designed to prioritise customer needs, catering to their lifestyles today and anticipating their needs for tomorrow, in line with Frasers Property’s Purpose – Inspiring experiences, creating places for good," Mr Somboon said.

He adds that currently, the company has already developed two condominium projects. It will move further by adding more 2-3 condominium in its portfolio next year including one project in Lungsuan location with project value of 8 billion baht and two condominium projects under KLOS brand. Project value of KLOS would be 1-2 billion baht. With the move, its revenue is expected to reach 15-16 billion baht in 2027.

He said that despite challenges in the Thai real estate market, its residential business generated over 2 billion baht in revenue for 1Q of fiscal year 2025, a year-on-year increase of 15.7%. This success stemmed from FPT’s strong strategies and operations, as well as several high-potential projects, including Grandio Bangna Km.5, Grandio Kaset-Nawamin, Grandio Future-Rangsit, Golden Town Siriraj-Ratchaphruek, and Golden Neo Sukhumvit-La Salle.

Performance was augmented by the company’s marketing campaigns aimed at boosting brand awareness and stimulating purchasing decisions.