Proud Real Estate

What Proud Real Estate does

Proud Real Estate Public Company Limited (SET: PROUD) is a Thailand-listed luxury real estate developer founded in 1989 and headquartered in Bangkok. The company develops and sells high-rise condominiums, ultra-luxury single-detached houses, and branded residences across Bangkok, Hua Hin, and Phuket, with a portfolio that includes The Residences at InterContinental Phuket Resort and InterContinental Residences Hua Hin (one of only five InterContinental-branded residential projects globally under IHG), the VEHHA Hua Hin high-rise condo, ROMM Convent (Bangkok CBD wellness residences with Fitwel certification and BNH Hospital partnership), VI Ari ultra-luxury detached houses, and the VARUNN detached-house project in Chaengwattana-Ratchapruek (LEED-targeted). Unit pricing ranges from approximately THB 3.19 million to THB 468 million across the portfolio.

The company's core technology stack centers on a wellness-focused development framework branded "All Is Well," formalized through the PROUD R&D Center and partnerships with the Global Wellness Institute, Fitwel, and LEED. The Proud Living Platform — integrated with LINE Official Account, telehealth services via BeDee by BDMS, and concierge functions — provides post-sale resident services, while PROMPT Solution Management delivers property and rental management. Generative AI is deployed through a Spacely.ai integration for interior design customization on the VI Ari project, allowing buyers to configure spaces in under three minutes; this is a third-party vendor integration rather than an in-house AI capability. The company also employs Fitwel Ambassador-certified staff across operations.

Proud's revenue model is primarily one-time unit sales of luxury residential properties, supplemented by recurring service revenue from branded-residence hospitality-linked services (InterContinental and Holiday Inn Vana Nava Hua Hin), PROMPT property and rental management fees, and the Proud Privilege membership program (PROUD FAMILY and PROUD BEYOND tiers). Go-to-market is direct-to-consumer via on-site sales galleries, show units, and the company's website registration platform. In 2026 the company reported record revenue of B6.4 billion (up 183% year-over-year) with a B6.1 billion backlog, a 9% dividend yield, and 90%+ sell-through at ROMM Convent. The customer base spans affluent Thai residents, foreign international buyers (target 80% of the Phuket project), resort destination buyers, and real estate investors, with no enterprise customer concentration.

Name

Proud Real Estate

Legal name

Proud Real Estate Public Company Limited (บริษัท พราว เรียล เอสเตท จำกัด (มหาชน))

Website

https://proudrealestate.co.th

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Proud Real Estate is a Thailand-listed (SET: PROUD) luxury property developer building wellness-focused condominiums, branded residences, and detached houses in Bangkok, Hua Hin, and Phuket for affluent Thai and international buyers.

Ownership category

akta.pro rank

Product category

Luxury Residential Real Estate Development

NAICS

New Housing For-Sale Builders (236117), Land Subdivision (2372)

SIC

Operative Builders (1531), Land Subdividers & Developers (No Cemeteries) (6552)

akta.pro primary industry

Luxury Villas & Residences Resorts (THAGACAM)

akta.pro secondary industries

Ultra-Luxury Villas & Estates (THAMAEAA), Luxury Beachfront & Waterfront Villas (THAMAEAE)

Keywords

• Luxury residential development
• Real estate development
• Condominium development
• Branded residences
• Wellness residential properties

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Residential Property Sales: Primary revenue from developing and selling luxury condominiums and single-detached houses in Thailand, including branded residences under InterContinental Hotels & Resorts. Revenue grew 183% year-over-year to B6.4 billion in 2026, with a strong backlog of B6.1 billion.
2. Property Management Services: PROMPT Solution Management provides end-to-end property and living management services for residential projects, including wellness programs and concierge services.
3. Hospitality-Linked Services: Branded residence projects generate recurring service revenue through hotel-style services including concierge, housekeeping, room service, and spa services provided by InterContinental Phuket Resort and Holiday Inn Vana Nava Hua Hin.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Proud Real Estate is a Bangkok-headquartered, publicly-listed real estate developer that designs, develops, and sells luxury residential properties — including high-rise condominiums, low-rise residences, and detached houses — in prime Thai destinations such as Bangkok, Hua Hin, and Phuket. The company develops under an "ALL IS WELL" wellness-oriented design philosophy and operates branded residence partnerships with InterContinental Hotels & Resorts, supplemented by property management, resident membership, and AI-powered interior design services.

Product overview

Proud Real Estate is a Thai-listed (SET) luxury real estate developer offering a portfolio of branded residences, high-rise condominiums, and ultra-luxury single-detached houses across Thailand's key markets (Bangkok, Hua Hin, Phuket). The core portfolio includes two InterContinental Branded Residences (Hua Hin and Phuket) under IHG Hotels & Resorts, VEHHA Hua Hin (a high-rise beachfront condo with hotel services), ROMM Convent (Luxury Wellness Residences in Bangkok's CBD with Fitwel certification), VI Ari (ultra-luxury detached homes with AI-powered design customization), and VARUNN (luxury detached homes in North Bangkok). Supporting the physical products, the company offers a digital resident services platform (Proud Living Platform integrated with LINE OA), a property/lifestyle management service (PROMPT Solution Management), and a membership privilege program (Proud Privilege). The portfolio is unified under the 'ALL IS WELL' brand philosophy focused on sustainable well-being living.

Differentiator

Problem solved

Functional benefit

Brands

• ROMM Convent: Luxury Wellness Residences on Convent-Sathorn, featuring wellness-oriented design with Fitwel certification, BNH Hospital partnership, and holistic health services for residents.
• VEHHA Hua Hin
• InterContinental Residences Hua Hin
• The Residences at InterContinental Phuket Resort
• VI Ari
• VARUNN (วารัณย์)
• PROMPT Solution Management
• PROUD Living Platform

Products and services

• InterContinental Residences Hua Hin Wellness-oriented, branded luxury residential project in Hua Hin developed in partnership with InterContinental Hotels & Resorts, targeted at affluent Thai and international buyers.
• The Residences at InterContinental Phuket Resort A 111-unit beachfront branded residence development in Phuket, operated in partnership with InterContinental Hotels & Resorts, targeting luxury second-home and investment buyers.
• VEHHA Hua Hin A 364-unit high-rise sea-view condominium project in Hua Hin offering wellness-oriented luxury residences.
• ROMM Convent A 175-unit CBD wellness residence project in central Bangkok, targeting urban professional and HNW buyers.
• VI Ari An ultra-luxury detached house project of 6 units in a prime Bangkok location, aimed at high-net-worth individuals.
• VARUNN Chaengwattana-Ratchapruek A 163-unit detached house project in Bangkok's Chaengwattana-Ratchapruek corridor, offering premium suburban family residences.
• PROMPT Solution Management Property management service for Proud Real Estate's residential projects, covering building operations and resident services for owners and tenants.
• Spacely.ai Interior Design Tool AI-powered interior design tool that supports prospective buyers and residents in configuring and visualizing residential interiors.

Quantifiable outcome

• Revenue growth of 183% year-over-year to B6.4 billion in 2026
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Euro CreationsminorStrategic or Co-development Partner · 1 April 2026Interior design partnership for VI Ari - Il Mondo Collection, providing luxury furniture and complete interior decoration packages for exclusive units at the ultra-luxury VI Ari project in Ari.
• IHG Hotels & Resorts (InterContinental Hotels Group)coreOEM/ Whitelabel/ Licensing Partner · 1 October 2025IHG provides the InterContinental brand framework for branded residences at two Proud Real Estate projects: InterContinental Residences Hua Hin (first in Thailand) and The Residences at InterContinental Phuket Resort (second project, 111 units on Kamala Beach). Proud is one of only five InterContinental-branded residential projects globally. IHG grants brand licensing, hotel services, and IHG One Rewards Diamond Elite status for residents.
• BNH HospitalcoreStrategic or Co-development PartnerWellness partner for ROMM Convent project providing 24-hour health services, BNH Loyal Heritage Membership with VVIP care, A-List medical team access, and up to 20% discount on hospital services. Located adjacent to the project.
• BeDee by BDMScoreTechnology or IntegrationHealth app integration for ROMM Convent residents providing 24-hour access to healthcare services, online consultations, and coordinated health management through the Proud Living Platform.
• Prompt Solution ManagementcoreStrategic or Co-development PartnerPROMPT provides end-to-end property and living management for Proud projects including rental management services for VEHHA Hua Hin. Operated by Proud Living and staffed by Fitwel Ambassador-trained professionals combining hospitality and wellness standards.
• Global Wellness Institute (GWI)coreStrategic or Co-development PartnerKnowledge and research partnership for PROUD R&D Center, providing expertise in wellness real estate research and development to inform project design and wellness living concepts.
• FitwelcoreStrategic or Co-development PartnerWellness building certification and standard partnership. Proud Real Estate has achieved Fitwel certifications for multiple projects (ROMM Convent Built Certification, InterContinental Hua Hin Built Certification, VEHHA Hua Hin Design Certification) and employs Fitwel Ambassador-certified staff.
• LEED (Leadership in Energy & Environmental Design)coreStrategic or Co-development PartnerSustainability certification partnership for VARUNN project, pursuing LEED Certification for resource management and green building standards as part of Proud's environmental sustainability commitments.
• Holiday Inn Resort Vana Nava Hua Hin (IHG)coreOEM/ Whitelabel/ Licensing PartnerHotel services partnership for VEHHA Hua Hin project, providing select hotel services under Holiday Inn brand including housekeeping, room service, and access to Vana Nava Water Park (free for 3 years for unit owners). IHG logo and branding used under license.
• SCG Building & Living Care ConsultingminorImplementation/ SI/ Consulting PartnerConsulting partner for Fitwel certification process, particularly for ROMM Convent project which received Fitwel Built Certification in the Multifamily Residential category.
• Restart Center (Reintegration Program)minorStrategic or Co-development PartnerSocial sustainability initiative partnering with Restart Center to provide arborist vocational training for inmates and former prisoners, creating employment pathways and supporting reintegration into society.

Scale indicators11 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Hongkong Land: Asia-focused luxury real estate investment and development company, listed on SGX, with branded residences and luxury mixed-use developments across Asia. Comparable to Proud as a broader luxury developer operating in Asia with branded residence expertise, though at significantly larger scale and with broader geographic footprint.

Direct peers

• Noble Development: SET-listed Thai developer focused on premium and luxury condominiums in Bangkok. Directly comparable as a luxury-segment peer; Proud acquired Kukot Station Alliance and Phra Ram 9 Alliance from Noble in 2023, evidencing direct market overlap.
• AP (Thailand): Top-tier Thai residential developer listed on SET, with a strong portfolio across luxury condominiums and single-detached houses in Bangkok. Comparable to Proud as a SET-listed developer competing in Bangkok's premium residential segment.
• Origin Property: SET-listed Thai residential developer with a portfolio spanning condominiums and detached houses. Comparable to Proud as a SET-listed developer in the premium Thai residential market with focus on Bangkok and resort locations.
• Sansiri: One of Thailand's largest luxury residential developers, listed on SET, with a broad portfolio of premium condominiums and single-detached houses in Bangkok, Hua Hin, Phuket, and other resort markets. Directly comparable as a luxury Thai developer competing in the same project categories and geographies as Proud.
• Ananda Development: Major Thai condominium developer listed on SET, focused on mid- to high-end residential projects in Bangkok and surrounding areas. Comparable to Proud as a SET-listed Thai developer with a condominium-focused portfolio targeting urban professional buyers.
• Supalai: One of Thailand's largest and longest-established residential developers, listed on SET, with a broad portfolio including condominiums and single-detached houses. Comparable to Proud as a major SET-listed Thai developer in residential real estate.
• Country Group Development: SET-listed Thai developer with luxury residential and hotel-branded projects, including partnerships with international hotel brands. Comparable to Proud in the luxury and branded residence category in Thailand.
• SC Asset Corporation: SET-listed Thai residential developer under the SCG group, with a portfolio of luxury single-detached houses and condominiums. Comparable to Proud as a Thai developer in the premium segment; the SCG group connection to building materials also provides vertical integration relevant to Proud's wellness/LEED construction approach.
• Raimon Land: SET-listed Thai developer specializing in ultra-luxury branded residences and high-end condominiums in Bangkok and resort destinations. Comparable to Proud in the luxury and branded residence category, with similar target buyer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCq7cdl4keXafL57g3SnfA1g
• Facebookfacebook.com/proudrealestateplc
• Instagraminstagram.com/proud_realestate
• LinkedInlinkedin.com/company/proud-real-estate-public-company-limited

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proud Real Estate