Boustead Properties launches new brand as part of reinvention exercise

Boustead group managing director Datuk Seri Mohammed Shazalli Ramly

KUALA LUMPUR: Boustead Properties Bhd has launched its Mutiara Spaces brand as part of its ongoing reinvention exercise to emerge as a revitalised, technology-centric property developer with sustainability as the key driver.

Chairman Datuk Seri Mohammed Shazalli Ramly said the organisation needs reinvention and extensive structural reform of the corporate DNA at all levels.

"We must redefine spaces to remain competitive and sustainable.

"We must learn, understand, and innovate in technology through spaces and consumer behaviour so that we can create favourable conditions that provide people with comfort and flexibility for them to work, live and play,” he said during the launch of its new brand here today.

At the launch, chief executive officer Khairul Azizi Ismail said that with Mutiara Spaces, the company is showcasing its core values of creativity, integrity and innovation to life.

"Essentially, we are reinterpreting spaces by striking a balance between function and style so we can turn smart designs into highly liveable properties.

"More than mere words, our actions demonstrate that we are positively impacting environmental, social and governance (ESG) issues. Through consistent assessment and adjustment, we can make a palpable difference in how we evolve and deliver our products,” he said.

Mutiara Spaces will underpin Boustead Properties’ core values through its latest project -- Mutiara Hills -- in Semenyih, and all future projects.

The new branding is in line with the overall transformation agenda of parent company Boustead Holdings Bhd’s "Reinventing Boustead” strategy to drive sustainable growth for stakeholders while maximising value for consumers.

The developer is also said to have raised the bar in its ESG practices through the Boustead Hijau (BIJAU) agenda, which is a core value driver of its business and operations for sustainability that was not only the inspiration for the new brand but also provides guidelines on ESG compliance in all future projects. - Bernama

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