United House Relaunched for En Bloc Sale with Hotel Development Option
Prime Freehold Commercial Property Gets URA Approval for Hospitality Development in Third Sale Attempt
The high-stakes game of Singapore’s premium property market continues as United House makes its third attempt at collective sale, this time armed with a game-changing approval that could reshape its future.
The freehold commercial development tucked behind Orchard Road’s bustling retail corridor is back on the market with an unchanged $166 million price tag, but there’s a compelling new twist that’s catching developers’ attention.
What makes this latest relaunch particularly intriguing is the Urban Redevelopment Authority’s fresh in-principle approval allowing the property to be transformed into a hotel development.
This dual-use flexibility, combined with its coveted freehold status and prime location, positions United House as one of the most versatile redevelopment opportunities in Singapore’s tightly controlled property landscape.
A Game-Changing Opportunity
United House makes its third collective sale attempt with an unchanged $166 million price tag, but now features a compelling
new advantage: URA’s in-principle approval for hotel development.
This dual-use flexibility, combined with its coveted freehold status and prime location behind Orchard Road, positions it as
one of Singapore’s most versatile redevelopment opportunities.
Prime Location
Situated behind Orchard Road’s
bustling retail corridor
Freehold Status
Rare freehold commercial property in
Singapore’s core
Dual-Use Approval
Now approved for both commercial
and hotel development
The Deal That’s Capturing Market Attention
United House sits on a strategically positioned 1,193 square meter freehold land parcel, nestled just behind the iconic Concorde Hotel and Shopping Centre in Singapore’s most prestigious district.
Asking Price – $166M
For this prime freehold property
Commercial Rate – $3,045
Per square foot per plot ratio
Hotel Rate – $3,254
Per square foot per plot ratio
Potential GFA – 62,900
Square feet of development space
What’s Different This Time Around
The key differentiator in this third sale attempt lies in the URA’s approval for hotel development, opening doors to Singapore’s
rapidly recovering hospitality sector.
Hotel Development
Approval
Significant shift from purely
commercial zoning, perfectly timed
with Singapore’s robust tourism
rebound.
No ABSD
Current commercial zoning means
no Additional Buyer’s Stamp Duty,
making it accessible to international
investors.
Strata-Title Option
Successful bidders can pursue
strata-titled commercial
development, potentially
maximizing returns through
individual unit sales.
Market Context Validates Premium Positioning
Recent transactions in the vicinity provide compelling validation for United House’s pricing strategy.
The Concorde Hotel and Shopping Centre, located immediately adjacent to the site, sold in November 2024 for $821 million to Hotel Properties Ltd.
This transaction, completed just above the $820 million guide price, achieved approximately $1,804 psf ppr and demonstrates strong market appetite for prime Orchard Road hospitality assets.
The hospitality sector’s recovery trajectory supports the strategic pivot toward hotel development.
Swee Shou Fern, Edmund Tie’s head of investment advisory, notes growing appetite for quality hospitality assets driven by tourism resurgence, meetings and conventions demand, and the emerging music-related travel segment.
The site’s proximity to transportation nodes, established arts institutions, and cultural landmarks creates natural synergies for modern hospitality concepts.
Whether developed as urban explorer hubs, wellness retreats, or experiential hotels, the location offers inherent advantages for both leisure and business travel segments.
A Property with Fascinating History
United House’s journey spans over three decades, offering insight into Singapore’s remarkable real estate appreciation.
Originally sold in 1990 for $30.6 million to Hong Kong-based First Pacific Land, the contrast with today’s $166 million asking
price illustrates extraordinary value growth over 35 years.
1989-1990
Originally sold by UOL for S$30.6 million (S$900 psf) to Hong Kong-based First Pacific Land
1991
First Pacific attempted to resell the property through Jones Lang Wootton
October 2024
First collective sale attempt at S$166 million
February 2025
Second relaunch attempt
June 2025
Third attempt with URA hotel development approval
Development Opportunities Span Multiple Sectors
The commercial development path offers traditional office and retail opportunities, capitalizing on Orchard Road’s established business ecosystem.
The 62,900 square feet of potential development space could accommodate modern office concepts, flagship retail experiences, or mixed-use commercial developments that blend retail, dining, and entertainment.
The hotel development option opens entirely different possibilities aligned with Singapore’s hospitality sector evolution.
Modern travelers increasingly seek experiential accommodations that offer more than traditional hotel services.
The site’s location supports concepts like wellness retreats that capitalize on Singapore’s growing health tourism sector, or experiential hotels that cater to the rising demographic of urban explorers seeking authentic local experiences.
Business travel demand remains robust in Singapore, supported by the city’s role as a regional hub for multinational corporations.
The proximity to Orchard Road’s commercial district makes the site ideal for business-focused hospitality concepts that combine accommodation with meeting and event facilities.
Broader Market Implications
The United House sale attempt occurs against a backdrop of limited freehold redevelopment opportunities in Singapore.
The scarcity of such sites, particularly in prime locations, continues to drive premium valuations and intense competition among developers.
The hospitality sector’s recovery trajectory following the pandemic has created renewed interest in hotel development opportunities.
Singapore’s strategic position as a regional travel hub, combined with the gradual return of international tourism and business travel, supports the investment thesis for quality hospitality assets.
Related market activity reinforces the collective sale momentum.
Property consultancy CBRE recently extended the tender submission deadline for Upper Serangoon Shopping Centre’s collective sale to September 9, 2025, from the original June 10 deadline.
This $260 million opportunity has attracted significant interest following the receipt of outline planning permission for mixed-use development including serviced apartments, retail, and residential components.
Investment Considerations for Potential Buyers
The investment proposition presents several compelling advantages for sophisticated developers and hospitality groups.
The freehold tenure provides long-term security in a market where such opportunities are increasingly rare.
The dual-use development flexibility allows buyers to optimize their approach based on market conditions and their specific expertise.
The absence of foreign ownership restrictions significantly expands the potential buyer pool, enabling international hospitality groups and developers to participate without structural complications.
This accessibility is particularly valuable given Singapore’s strategic importance as a regional business and tourism hub.
However, the property’s history of multiple sale attempts suggests market conditions require careful evaluation.
The premium land rates demand strong conviction in either commercial or hospitality development strategies, and success will likely depend on execution excellence and market timing.
Key Stakeholders and Timeline
Edmund Tie continues as the marketing agent, with Swee Shou Fern leading investment advisory efforts. The tender process
targets completion by July 1, 2025, providing potential buyers with a defined timeline for decision-making.
Marketing Agent
Edmund Tie leads the sale process with Swee Shou Fern heading investment advisory efforts.
Target Buyers
Established developers with commercial/hospitality expertise, international hospitality groups, and investment funds focused
on prime real estate.
Tender Deadline
Process targets completion by July 1, 2025, providing a defined timeline for decision-making.
Market Outlook and Sector Trends
Singapore’s hospitality sector continues its recovery trajectory, supported by the gradual return of international tourism and the resilience of business travel demand.
The meetings, incentives, conventions, and exhibitions (MICE) sector has shown particular strength, benefiting from Singapore’s reputation as a premier business destination.
The emergence of music-related travel as a growing segment aligns with Singapore’s efforts to establish itself as a regional entertainment hub.
The proximity to cultural institutions and entertainment venues positions United House to capitalize on this trend through appropriate hospitality concepts.
The broader collective sale market in Singapore reflects the ongoing tension between owner expectations and buyer caution.
While premium sites continue to attract interest, successful transactions require realistic pricing and compelling value propositions that account for development costs and market risks.
United House En Bloc All Details
Status: For Sale
Tenure: Freehold
Land Size: 12,838 sq ft
Gross Floor Area: 62,900 sq ft
Plot Ratio: 4.9
Address: 20 Kramat Lane, Singapore
Nearby MRTs: Somerset & Dhoby Ghaut
District: 9
Singapore Region: Core Central Region (CCR)
Marketing Agent: Edmund Tie
Reserve Price: S$166 million
Tender Close: July 1, 2025