Landy Home targets 15% growth in sales

Landy Home targets 15% growth in sales

Ms Pornrat, centre, Phanid Maneerattanaporn, left, and Phattra Maneerattanaporn, representing Landy Home's second generation, gesture in front of the company's flagship store on Ratchaphruek Road.
Ms Pornrat, centre, Phanid Maneerattanaporn, left, and Phattra Maneerattanaporn, representing Landy Home's second generation, gesture in front of the company's flagship store on Ratchaphruek Road.

As demand for self-built homes remains strong, particularly in the high-end segment, homebuilder Landy Home (Thailand) is aiming for sales growth of 15% to 2.4 billion baht this year.

Pornrat Maneerattanaporn, the company's deputy managing director, said demand for self-built homes is always strong regardless of the economic conditions.

"Demand rose during the pandemic as people spent more time at home and wanted to have a new self-built house," she said. "Half of our sales were from people replacing their existing home with a new self-built one, up from fewer than half previously."

The company's sales growth this year will continue with the same momentum as last year when it posted an increase of 15% in sales to 2.1 billion baht from 1.8 billion baht in 2019.

"We saw the growth against a drop of 5% in overall homebuilding market value as consumers looked for a reliable firm amid unfavourable sentiment," she said.

About 45% of 2020 sales came from Trendy Home with units priced between 2 to 5 million baht, followed by Landy Home with units priced at 5 to 15 million baht which accounted for 30% of sales. The Landy Grand with prices of 15 million baht or higher accounted for 25% of sales.

Ms Pornrat, who is also director of the sales department, said demand in the high-end segment -- units priced above 15 million baht -- grew as this segment received less impact from the economic slowdown.

These customers are business or factory owners aged between 45-50 years old with a turnover in their business of at least 1 billion baht per year.

To capitalise on this market, the company yesterday opened a new flagship branch with a space of 400 square metres on Ratchaphruek Road with a budget of 20 million baht. The firm's ninth branch will tap customers in the Thon Buri area where individual land plots are available for those seeking a self-built home. The firm aims to have 300-400 million baht in sales by the end of the year from the new branch.

Founded 33 years ago, Landy Home has a registered capital of 200 million baht, the highest in the home-building market.



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