The foundations of K.E. Group began with the founding of K.E. Land in 2001. The year, K.E. Land started its first project, Crystal Ville, a townhome project of approximately 30 units. Nonetheless, Crystal Ville was well received by customers who praised its functional design and contemporary Californian architecture, and the entire project sold out within weeks.
Following the success of Crystal Ville, K.E. Land embarked on a more adventurous venture of building the most luxurious housing development in Thailand at the time—Crystal Park. Like Crystal Ville, Crystal Park’s housedesign relied on the pleasing Californian architecture, but this time each unit ranged from a moderate 400 square meters to an extravagant 1,000 square meters. The design saw Crystal Park win Asia’s first USA Pacific Coast Builder’s Award in 2004. Commercially, Crystal Park was also a major success. All 57 units of the projects were sold within a couple of months, and even today houses the Crystal Park are still in high demand.
Next, K.E. Group began a similar housing project under the name of Grand Crystal in 2006. Like Crystal Park, Grand Crystal is also one of the most luxurious housing developments in Thailand, with houses ranging from 700 to nearly 1,200 square meters. By now the brand of “Crystal” has become a well-known badge of luxury and prestige, helping propel Grand Crystal to similar commercial success.
2008 saw K.E. Group’s first departure of housing developments with the development of The Crystal. As the first outdoor community mall on Praditmanutham Road and one of the first in Thailand, The Crystal was a groundbreaking project. It combined pleasing architectural design with a green, landscaped walking street, prompting customers to spend time enjoying the atmosphere inside the mall. Additionally it had a complete mix of lifestyle stores, from trendy restaurants to banks to fashion boutiques to a premium supermarket. These features have enabled to become a neighborhood icon for the residents of Northeastern Bangkok.
In 2010, K.E. Group moved again from shopping malls and launched the Crystal Design Center (CDC). At the time, CDC was Asia’s first and largest design center. Borrowing the idea from similar developments in America, CDC combined visually stunning architecture with a wide array of quality tenants. The aim is to be a one-stop destination where homeowners, designers, and buildings can find any product they desired. CDC also boasts a large scale conference center, and it is also home to one of Bangkok’s most vibrant nightlife scenes with its numerous restaurants and chill spots.
The development of Crystal Design Center also marked the beginning of K.E. Group’s retail arm. Crystal Maison was launched as Thailand’s first home department score selling all types of decorative items. Le Reve was launched as the bedding store, Bathroom Living as the bathroom accessories store, and K.E. Group also became the dealer for many of Europe’s top furniture brands, such as Vitra, Magis, and Cantori. Overtime, K.E. Group added the CDC Service Solution to add to its array of services and to serve the designers and builders customer group.
In 2013, K.E. Group launched a property fund traded under the ticker CRYSTAL. It is a leasehold property fund that includes The Crystal and the Crystal Design Center.
K.E. Group expanded beyond its home base of Praditmanutham Road for the first time in 2014 with the opening of The Crystal-PTT on Chaiyapruek Road and planned opening of The Crystal Ratchapruek. With these two projects, K.E. Group aims to extend The Crystal’s concept of lifestyle community mall to newer neighborhood around Bangkok. The Phase 3 extension of The Crystal is also slated to open in 2015.