Faire Development Sdn Bhd director Kenneth Lim (centre) flanked by deputy CEO Louis Tee (left) and general manager Richard Woon.
FAIRE Development Sdn Bhd may be the “new kid on the block” in Johor Baru, but the developer is no stranger to the property scene.
The subsidiary of Sin Soon Lee Realty Co (M) Sdn Bhd – a well known family business of 50 years in Batu Pahat – is helmed by Kenneth Lim, the second-generation owner.
Lim joined the family business upon returning from studying Economics in the United States in 2011.
“Back then, I saw the need to restructure the legacy business in order to be sustainable and continue being relevant in the property market,” he recalls.
Artist impression of 20’ x 70’ baé linked units. The 337-unit landed residential development in Bandar Dato’ Onn is Faire Development’s first housing project in Johor Baru.
In 2020, Faire Development was born.
“The name was derived from the French word which means ‘to do’ or to make things happen.
“The English pronunciation of the word also sounds like the word ‘fair’, reflecting our desire to be fair to our customers.
“The energy of our youthful company is reflected in our young staff members who are aged below 40,” says the 36-year-old company director.
‘Before all else’
Faire Development general manager Richard Woon says the company’s first project in Johor Baru is baé in Bandar Dato’ Onn.
The 337-unit landed residential development is on an 27-acre plot strategically nestled in the middle of the established townships of Bandar Dato’ Onn, Setia Indah and Seri Austin.
“The word ‘baé’ is an acronym of ‘before all else’, representing the idea of cherishing someone or something, putting them before all else,” says Woon.
Homebuyers signing their sale and purchase agreement for baé units at Faire Development’s office in Bandar Dato’ Onn, Johor Baru.
“It is our first milestone in Johor Baru, as our first project.
“Also, baé is a term of endearment familiar to the younger generation.
“The name emphasises our commitment to prioritise the needs and dreams of the community we serve as the letter ‘B’ also represents baby; ‘A’ for adult and ‘E’ for elderly.
“We aim to create a product that is suitable for all ages, to last them a lifetime,” he says.
The baé four-bedroom and four-bathroom two-storey linked homes with a price tag of about RM800,000 are targetted at middle-income earners. Each of the unit’s bedrooms comes with an attached bathroom.
The RM250mil residential project – currently 30% developed and slated for completion in January 2026 – is about 1km away from Aeon Mall Bandar Dato’ Onn and franchise outlets, while KPJ Bandar Dato’ Onn Specialist Hospital is 3.8km and the Fairview International School 3km away.
Woon shares that 60% of the houses have already been taken up, and the remaining 40% are bumiputra units.
“We started marketing the units in August last year and by November, the units have been snapped up with approved bank loans.
“The new owners are mainly young couples and young families who are buying their first home or looking for an upgrade.
As baé residents, they can look forward to a 4,000 sq ft children’s playground and park in the development to chill with the family and for leisure activities.
Future plans
Faire Development’s plans for the next five years include a development project in Iskandar Puteri, according to Woon.
“In our plans is a 59-acre development with a gross development value of RM1bil.
“It could be a mixed or residential development but we are still deliberating over which market to cater to.
“It is our aim to follow in baé’s footsteps in our future projects – keeping to a more timeless approach without following trends,” he says, adding that other than landed property, Faire Development aims to expand to offer commercial, high-rise and industrial buildings.
Building a brand
The family business Sin Soon Lee celebrated its 50th anniversary last year – setting a benchmark for the fledgling Faire Development.
“We are out to build another long-lasting brand,” says Lim.
He is “very positive” about the property outlook in the next five years, as the nation is in a “more stable place” after Covid-19 and investors and property buyers are back in the market post-pandemic.
“We are open to joint-venture opportunities as we continue to focus on Johor Baru’s development.
“Having said that, we will continue serving our clients in Batu Pahat.
“We will never forget our roots,” says Lim.
For more information, call 07-364 6666 or go to facebook.com/fairedev/
