MANILA, Philippines — SM Prime Holdings is pushing further into the upscale residential market as it unveils Signature Series by SM Residences, its newest brand designed to cater to premium and luxury homebuyers.
The launch signals SM’s official entry into high-end primary residential developments, with flagship projects set to rise in prime locations such as Muntinlupa and Makati.
Hans Sy, SM Prime chairperson, said part of the company’s estate near Susana Heights sits next to Ayala Alabang, one of the metro’s most exclusive enclaves where lot prices hover around P200,000 per square meter. Sy noted that development plans for the estate are now in full swing, guided by a dedicated team working through the middle of this year.
The move builds on SM’s long track record in developing upscale environments through its malls, office towers, hotels, and leisure destinations — making its foray into luxury housing a natural next step.
The company first entered the horizontal residential market nearly two decades ago with Lindenwood Residences in Susana Heights under SM Development Corp. Now, parent firm SM Investments Corp. has taken direct control of the sprawling 261-hectare Susana Heights estate, originally developed by the Madrigal family in the 1970s.
SM’s new Signature Series brand complements this by unlocking more opportunities in the premium housing segment, especially as the mid-market sector in Metro Manila faces oversupply.
“One very promising aspect in the organization is the raw material is there, the land is there, nationwide. It’s just a matter of selecting the best properties in our portfolio for high-end residential communities. The opportunities are immense,” said Jose Juan Jugo, SM EVP and group head of Signature Series.
Sy emphasized that the strategy supports SM Prime’s goal to be a well-rounded property developer serving all market segments — from affordable housing to ultra-luxury estates.
“We aim to complete the whole vision,” Sy added.
