The market for built-to-order premium-quality houses has continued to grow up to 7 per cent this year, reflecting an annual value of more than Bt8 billion, says Emperor House managing director Suratchai Kuenghakit.

He said interest rates and the economic environment as a whole had little effect on customers' decisions to build a home, especially a premium one. Most people who build premium housing demand quality and a design that is different from what is offered in property-development projects. As a result, the market has continued to grow.

The company believes the overall home-builders market will grow 7 per cent this year, translating into a market value of Bt8.05 billion. The estimated value of sales in the home-builders' market last year was Bt7.52 billion.

Several positive factors are contributing to the growth and creating increasing interest among customers in customised home-building, he said. These include quality, after-sales service and the financial stability of home-building companies and new players in the market.

Home-builders have a common interest in maintaining high quality, because there is still fierce competition, he said. All companies in the industry must be quality- and-service oriented.

Suratchai said negative factors affecting overall market growth included long-term interest-rate instability, unclear government policies on economic stimulation and support, reduced export growth and long-term trends in oil prices.

Emperor House will focus on retaining its existing customer base this year and strengthening its after-sales "full cycle" service. It has recently undertaken interior design and decoration jobs for hotels and high-end condominiums, as it has access to high-end furniture from abroad of international-standard quality, he said.

Last year, the company achieved turnover of Bt227 million, of which Bt135 million came from design and construction and Bt92 million from interior design. This year, the company expects turnover of Bt475 million, with Bt190 million coming from interior design.