“Our business performance in 2020 showed 15 per cent growth from the previous year with total sales of Bt2.1 billion, 80 per cent of which came in Bangkok and 20 per cent in other provinces,” said Pornrat Maneerattanaporn, assistant managing director & sales director. “This performance went against the trend in 2020 when the value of the home building market dropped roughly 5 per cent from Bt12.5 billion in 2019 to Bt12 billion in 2020 under the impact of Covid-19.”
Pornrat said statistics from the Home Builder Association indicated that sales of custom-built houses in 2020 were dominated by smaller homes in the Bt2-5 million price range and mid-size homes priced Bt5-15 million.
“However, demand for luxury houses priced over Bt15 million is on the rise and could grow as high as 16 per cent year on year in 2021,” she added.
“Amid economic uncertainty brought by the outbreak, customers in this sector are considering building their houses with larger companies rather than smaller ones due to superior credibility and reliability. This is a great opportunity for Landy Home as we have long experience in home building plus the largest registered capital in the market at Bt200 million.”
The company is therefore targeting sales growth of 15 per cent to total Bt2.4 billion in 2021.
Phattra Maneerattanaporn, Landy Home’s director of marketing and product design, said demand for Bt15 million-plus luxury houses drove the decision to open the Landy Grand Sale Gallery on Ratchapruek Road as the company’s flagship.
“This flagship store will help us penetrate the high-end market in Thonburi areas,” she said. “According to our database, the demands for luxury houses in Thonburi is as high as in Bangkok. Thonburi also has high potential in terms of complete infrastructure, convenient transport connections to downtown Bangkok and main highways, population density, and potential for future development.”
Phattra added that the company has divided its products into three segments.
Trendy Homes are small-size residences priced at Bt2-5 million and accounting for 45 per cent of the company’s sales. Landy Homes are medium-size residences priced at Bt5-15 million, accounting for up to 30 per cent of sales. The Landy Grand are large, luxurious residences at Bt15 million and over, responsible for 25 per cent of the company’s sales.
“At our flagship store, you will find over 300 models of houses under the Trendy Home and Landy Home categories on the first floor, while the second floor is dedicated to Landy Grand products that include 3D models, consultation station with our experienced architects, and an exclusive lounge for customers,” she said. “Landy Home Ratchapruek is designed as a one-stop service centre for the luxury home building market. Currently we are offering discounts of up to 30 per cent as well as gift vouchers up to Bt450,000 to new customers.”
As for home-building trends in 2021, Phanid Maneerattanaporn, Landy Home’s director of construction and administration, said: “With the modern lifestyle focusing on health and spending more time at home, the company is focusing on developing home technology under the concept “Landy Life” with an aim to improve our customers’ quality of life at an affordable price.”
Among the company’s signature technologies is the CAP+, or Clean Air Positive Pressure Plus – an air purifying system that is installed in all Landy Home houses to protect against PM2.5 dust particles and germs, maintain oxygen levels and reduce carbon dioxide within the air-conditioned rooms.
“Moreover, we have taken it to another level with CAP+ V.2, adding a Zeolite Filter that helps reduce allergens and filters out chemical substances, controlled via a mobile application which is compatible with Google Assistant and Alexa,” he added.
Landy Grand Sale Gallery is opposite The Circle Shopping Complex on Ratchapruek Road in Bangkok’s Taling Chan district. For more information, contact (02) 938 3456.
Published : March 26, 2021
By : THE NATION