Market watchers see value in branded residences in Singapore despite slow take-off

AT THE luxury end of the private housing market, does providing hotel-like amenities and concierge services tied to a brand provide an edge?

Such high-end residential properties are known as “branded residences”, and are generally considered among the “creme de la creme” property types in Singapore.

What is a branded residence?

Cho Kai Siang, JLL Hotels and Hospitality’s senior vice-president for advisory and asset management for the Asia-Pacific, said that these properties are developed and operated in partnership with a premium brand, typically from the hospitality, fashion or car sectors.