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Monday, September 8, 2008

Delivery comes first for Serai Saujana

RESORT STYLE LIVING: Hamidon (right) and Yam engrossed in a discussion on the Serai Saujana project.

SERAI Saujana Development (Serai) Sdn Bhd is working on a luxury boutique project in Subang, Selangor, which it may replicate in Kuala Lumpur and Langkawi in two years.

It is developing its flagship Serai Saujana, a luxury RM320 million gated and guarded community on a 4.25ha site within the Saujana enclave.

Serai Saujana comprises two 15-storey blocks of condominium with 163 units dubbed The View, priced from RM500 per sq ft and 42 units of three-storey homes known as The Villa, averaging at RM850 per sq ft.

Chairman and controlling stakeholder Hamidon Abdullah said 65 per cent of the units have been snapped up in the last eight months even before the launch.

"It is true that we are profit-driven, but we believe in our product and will market it to sustain in time. We do not intend to accelerate on the sales. Our philosophy is to deliver first," he told Business Times during a preview of the show unit recently.

Hamidon said the project, which elevates the art of resort living into an exquisite masterpiece backed by style, substance and serenity, has attracted locals and buyers from Korea, the UK, Australia, Sweden and the Middle East.

The other stakeholders of Serai are Saujana Consolidated Bhd with 30 per cent interest and Sunrise Bhd's former managing director Datuk Michael Yam and his brother with 20 per cent share.

Hamidon is confident that Serai Saujana will sell due to its exclusive location, which is adjacent to The Saujana Kuala Lumpur, Saujana Golf and Country Club and two 18-hole golf courses.

The development at the last piece of prime residential freehold site started early this year and is due for completion by mid-2010.

The View, which come in six designs and layouts, has built-up sizes ranging from 1,817 to 3,271 sq ft while the duplex penthouses range from 4,526 to 6,108 sq ft.

The Villas, with resort style living, offer built-ups ranging from 5,200 sq ft to 6,000 sq ft boasting four spectacular designs - stand alone, linked, corner or intermediate units, each with a private elevator, pool and gazebo area.

As for expanding the "Serai Saujana" brand, Hamidon said future projects, which it is in no hurry to launch now, will improve in terms of design, functional space and creation of the environment.

"We want to deliver what we are saying we will deliver first. So the plan now is to focus on the existing development," Hamidon said.

By New Straits Times (by Sharen Kaur)

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