SENA Development PCL

Name

SENA Development PCL

Legal name

SENA Development Public Company Limited (บริษัท เสนาดีเวลลอปเม้นท์ จำกัด (มหาชน))

Website

https://sena.co.th

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Residential Real Estate Development

NAICS

New Housing For-Sale Builders (236117), Land Subdivision (2372), Real Estate Property Managers (53131)

SIC

Land Subdividers & Developers (No Cemeteries) (6552), Services-To Dwellings & Other Buildings (7340), Lessors Of Real Property, Nec (6519)

akta.pro primary industry

Residential Green / High-Performance Home Construction (Net-Zero, Passive House) (IMAFABAH)

akta.pro secondary industry

New Development / Declarant Transition Management (BPAJAHAK)

Keywords

• Residential property development
• Condominium development
• Townhouse development
• Real estate financing
• Sustainable housing

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Development - Condominiums: Development and sales of condominium projects across multiple brands (Niche, Flexi, Sena Kith, The Kith, Cozi, J Condo, Piti) targeting various price points from under 1 million baht to premium segments.
2. Real Estate Development - Single Family Homes: Development and sales of single-family homes under brands including Sena Park Grand, Sena Grandhome, Sena Park Ville, Sena Ville, Sena Village, Pattaya Villa Lake and Park, Sena Viva.
3. Real Estate Development - Townhomes: Development and sales of townhome projects including Sena Ville Townhome, Sena Village Townhome, Sena Vela, Sena Viva, Sena Avenue Townhome, J Grand, J Town, and Baan Burapa Proud Town.
4. Real Estate Development - Shop Houses: Commercial real estate development including Sena Viva Commercial, Sena Avenue, and Sena Shop House properties.
5. Solar Energy Services (SENA Solar): Solar energy solutions for residential properties including installation and potentially energy storage systems.
6. Property Management Services: After-sale services through SENA 360 and property management through SenX subsidiary.
7. Logistics Services (SENA MLC): Modern logistics center development and services in EEC area.
8. Financial Services (เงินสดใจดี): Financial services subsidiary providing consumer finance solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

SENA Development PCL develops and sells residential real estate in Thailand across four property types: condominiums (brands including Niche, Flexi, SENA Kith, Cozi, Piti, J Condo), single-family homes (Sena Park Grand, Sena Grand Home, Sena Park Ville), townhomes (SENA Ville, SENA Village, SENA Viva, J Grand), and shophouses/commercial units (SENA Avenue, SENA Shop House). The company extends its offering with the LivNex rent-to-own platform, RentNex rental platform, SENA Solar energy solutions, and the SENA 360 after-sale service application, supporting a full lifecycle from financing to ongoing residence services.

Product overview

SENA Development PCL operates as a comprehensive real estate development company offering four primary property types: condominiums, single houses, townhomes, and shophouses. The company manages a multi-brand portfolio including Niche Mono, Sena Kith, Flexi, Cozi, Piti, Sena Ville, Sena Park Grand, Sena Viva, and Sena Avenue. Supporting the core property business, SENA offers service platforms including LivNex (rent-to-own), RentNex (condo rental), SENA Solar (energy solutions with Solar with Battery technology), and SENA 360 (after-sale service application). GEO FIT+ serves as the company's Japanese-inspired design and quality standard across all developments. The company has expanded into sustainable living with SENA Low Carbon condominiums and Zero Energy Housing, positioning itself as a leader in green residential development in Thailand.

Differentiator

Problem solved

Functional benefit

Brands

• Niche (นิช): Premium condominium brand
• Niche Mono
• Niche Pride
• Niche ID
• Flexi (เฟล็กซี่)
• SENA Kith (เสนาคิทท์)
• SENA Eco Town (เสนา อีโค ทาวน์)
• The Kith (เดอะ คิทท์)
• The Kith Plus
• Cozi (โคซี่)
• Piti (ปีติ)
• J Condo (เจ คอนโด)
• SENA Ville (เสนา วิลล์)
• SENA Village (เสนา วิลเลจ)
• SENA Park Grand (เสนา พาร์ค แกรนด์)
• SENA Grand Home (เสนา แกรนด์ โฮม)
• SENA Park Ville (เสนา พาร์ค วิลล์)
• SENA Viva (เสนา วีว่า)
• SENA Vela (เสนา เวล่า)
• SENA Avenue (เสนา อเวนิว)
• SENA Shophouse (เสนา ช็อปเฮ้าส์)
• J Grand (เจ แกรนด์)
• J Town (เจ ทาวน์)
• Ruam Tang Fun (บ้านร่วมทางฝัน)
• LivNex
• RentNex
• SENA Solar
• SENA 360
• SENA Hankyu Hanshin
• GEO FIT+
• MADE FROM HER

Products and services

• Niche (Niche Mono, Niche Pride, Niche ID) Condominiums

Quantifiable outcome

• 85% electricity cost reduction with Solar with Battery system
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

15 partnerships are on record, tiered strategic, core and minor.

• Macnica Inc. (มหิตสึชิมิซากะ)strategicTechnology or Integration · 1 January 2025Partnership for Perovskite Solar Cells (PSC) research and development. SENA is the first Thai real estate company to partner with Macnica, with funding support from Japanese government (JCM - Joint Crediting Mechanism). PSC technology offers lighter, thinner, flexible solar cells that can generate electricity in low-light conditions.
• Hankyu Hanshin Properties Corp.coreStrategic or Co-development Partner · 1 January 2022Joint venture partnership for premium real estate development in Thailand. SENA Hankyu Hanshin (HHP) operates premium condominium brand 'Niche Mono' and other projects. Partnership brings Japanese quality standards, universal design principles, and property management expertise.
• HuaweistrategicTechnology or IntegrationTechnology partnership for Smart Living Community platform development. Collaboration to enhance digital infrastructure and smart home solutions in SENA properties.
• TPD PropertyminorGTM or Marketing PartnerInternational market penetration partnership for attracting Chinese and Myanmar agents. Organized Agent Day events to promote SENA projects to international buyers, particularly for Cozi Ladprao 107 project.
• Yage GroupminorGTM or Marketing PartnerPartnership for international marketing through Agent Day events targeting foreign property investors and agents for Cozi Srinakarin 38 project.
• Bangkok Metropolitan AdministrationminorStrategic or Co-development PartnerExclusive LivNex program for government employees (civil servants) with special benefits and financing options.
• MBK GroupminorStrategic or Co-development PartnerSolar rooftop installation partnership for Paradise Park shopping center, demonstrating commitment to sustainable development and renewable energy.
• Mitsubishi LogisticsstrategicStrategic or Co-development PartnerJoint venture for SENA MLC 1 (Modern Logistics Center) in EEC area, combining SENA's real estate expertise with Mitsubishi's logistics operations capability to develop modern logistics facilities.
• Grab ThailandminorGTM or Marketing PartnerDelivery service partnership providing exclusive benefits for SENA residents through Grab platform integration.
• 7-Eleven (เซเว่น อีเลฟเว่น)minorGTM or Marketing Partner24-hour convenience store services at select SENA projects, with flagship integration at Niche Mono projects. First real estate developer to offer 24-hour services.
• StarbucksminorGTM or Marketing PartnerCoffee service partnership at Hankyu Hanshin premium projects, enhancing lifestyle amenities and resident experience.
• Accuquit Realty (แอคคิวท์ เรียลตี้)minorChannel Partner/ Reseller/ DistributorInternational property marketing partnership recognized as Top Developer in Thailand in China, supporting international buyer acquisition.
• SYNTEC (ซินเทค)minorImplementation/ SI/ Consulting PartnerMain contractor partnership for construction of Niche Mono Chaengwatthana project, valued at approximately 6,000 million baht for joint venture projects.
• FUJITEC (ฟูจิเทค)minorOthersElevator supplier and installation partnership, with 100 million baht investment for elevator systems in SENA projects.
• BAM (Bank of Ayudhya Asset Management)minorStrategic or Co-development PartnerJoint venture T&T for NPA/NPL management and property asset management business expansion.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Major Development: Bangkok-focused luxury and premium condominium developer (M Residences, Marq). Comparable to SENA's premium Niche Pride and Piti sub-brands in high-end Bangkok positioning.
• Supalai: Established Thai developer of condominiums and townhomes targeting middle-to-upper income buyers. Comparable to SENA's mid-range product lines (Niche Mono, Sena Ville) and similar Bangkok suburban geographic strategy.
• Sansiri: Thailand's largest mid-to-high-end residential developer with multi-brand portfolio of condominiums, townhomes, and single houses. Most directly comparable to SENA in product breadth, multi-brand strategy, and Bangkok-centric focus.
• Origin Property: Thai residential developer with condominium and townhome brands targeting middle-income segments. Comparable to SENA in price-point segmentation and Bangkok/greater Bangkok geographic focus.
• LPN Development: Mid-market condominium specialist in Bangkok targeting first-time buyers and renters. Most comparable to SENA's entry-level Kith and Cozi brands in price positioning and customer segment.
• AP (Thailand): Major Thai developer focused on condominiums and townhomes under brands like Aspire, Life, and Pleno. Directly competes with SENA's mid-market condominium segments (Niche Mono, Flexi, Cozi) targeting young professionals.
• Quality Houses: Thai residential developer of single houses, townhomes, and condominiums under Q.House, Casa, and Centro brands. Comparable to SENA's family-housing and entry-level segments across suburban Bangkok locations.
• Pruksa Holding: Large Thai developer covering townhomes, single houses, and condominiums across multiple price points. Comparable in product breadth and Bangkok metropolitan geographic focus to SENA.
• Ananda Development: Bangkok-focused condominium developer (Ashton, Ideo, Elio brands) targeting similar transit-adjacent, young professional and first-time buyer segments as SENA's Kith, Cozi, and J Condo brands.

Broad incumbents

• Land and Houses: Thailand's largest residential developer with broad single-house and townhome portfolio plus commercial and industrial exposure. Comparable at the overall company scale; SENA's Villa/Park Ville/Ville brands compete directly with LH's housing products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SenaDevelopmentPcl
• Facebookfacebook.com/senadevelopmentpcl
• Instagraminstagram.com/senadevelopmentpcl
• TikToktiktok.com/@senadevelopment
• Xx.com/senadevelopment
• LinkedInlinkedin.com/company/senadevelopment-plc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries11 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 SENA Development PCL