AER Sanitary
- Company typePrivate
- Founded1997
- HeadquartersSurabaya, Indonesia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What AER Sanitary does
AER Sanitary is an Indonesian sanitary ware manufacturer and distributor established in 1997 and headquartered in Surabaya, operating as a brand under the Sutindo Group. The company designs and sells a broad portfolio of bathroom and kitchen fixtures, organized into a Luxury Series (LX1-LX16) and a Gold Series (GX1-GX7 plus SAT, SAH variants), with core product categories spanning mixer and cold faucets, showers, ceramic wash basins, kitchen sinks (granite and stainless steel), toilets (one-piece, wall-hung, two-piece, smart seats, automatic), urinals, bathtubs, and bathroom accessories. Core technology centers on solid-brass faucet bodies with chrome and powder-coat finishes, ceramic wash basins, and a 5-year leakage warranty on ceramic cartridges, with select SKUs certified to PUB Singapore water-efficiency standards.
AER reaches customers through a multi-channel Indonesian distribution footprint: two company-owned showrooms in Surabaya (AER Experience Center at Pakuwon Mall and AER Showroom at Pakuwon Trade Center), a virtual showroom on aer.co.id, a proprietary e-commerce storefront (aercommerce), listings on Tokopedia, Shopee, and Dekoruma, and a domestic dealer network. Products are priced from Rp264,000 for entry-level brass fittings up to Rp21,000,000 for smart/automatic toilets, supporting both residential homeowners (primary segment) and commercial/contractor projects (secondary). Revenue is generated on a unit-sales basis across all channels, with no subscription, licensing, or recurring service model in evidence.
The company is privately held, employs 51-100 staff, and does not disclose revenue or funding. Strategic positioning emphasizes quality, certification, and warranty as differentiators rather than technology leadership or AI capability.
AER Sanitary firmographics
Firmographics- Name
- AER Sanitary
- Legal name
- AER Sanitary
- Website
- https://aer.co.id
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where AER Sanitary is headquartered
LocationHeadquarters
- HQ city
- Surabaya
- HQ country
- Indonesia
- HQ region
- Asia
Offices3 records
Markets served
AER Sanitary business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Sanitary Ware Sales: Revenue generated from selling sanitary ware products including faucets, showers, toilets, wash basins, bathtubs, and accessories. Products are sold through physical showrooms, direct e-commerce, and marketplace channels. Pricing is unit-based with products ranging from Rp264,000 to Rp21,000,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level brass fittings (Rp264,000 - Rp500,000) |
| Unit Pricing | Pay-as-you-go | Mid-range ceramic and brass products (Rp1,000,000 - Rp5,000,000) |
| Unit Pricing | Pay-as-you-go | Premium/luxury products (Rp5,000,000 - Rp21,000,000) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
AER Sanitary product offering
Product offeringCore offering
AER Sanitary manufactures and sells high-quality sanitary ware for bathrooms and kitchens, including brass faucets (mixer, cold, concealed, and sensor), complete shower systems, ceramic wash basins, granite and stainless steel kitchen sinks, toilets (including siphonic one-piece, wall-hung, and smart/automatic), urinals, bathtubs, and bathroom accessories. The portfolio is organized into two branded series — Luxury Series and Gold Series — and is distributed through company showrooms, direct e-commerce, Indonesian marketplaces, and a national dealer network, with PUB Singapore certification and a 5-year warranty on ceramic cartridges.
Product overview
AER Sanitary is an Indonesian sanitary ware company established in 1997, offering a comprehensive portfolio of bathroom and kitchen products. The product lineup is organized into two main series: Luxury Series (LX1-LX16) featuring premium products with sophisticated workmanship and exquisite quality, and Gold Series (GX1-GX7 plus SAT, SAH, T, CR, OV, Y, L series) inspired by nature and simplicity. Core product categories include Mixer Faucets and Cold Faucets (wall, basin, kitchen variants), Showers (wall, ceiling, hand, mixer sets), Lavatory/Ceramic Wash Basins, Kitchen Sinks (granite and stainless steel), Toilets (one piece, wall hung, two piece, smart seats, automatic), Urinals, Bathtubs, and Concealed/Sensor Faucets. Supplementary offerings include bathroom Accessories (towel hooks, racks, dispensers) and various plumbing Fittings. The company provides a 5-year warranty and PUB (Singapore Public Utilities Board) certification on select products.
Differentiator
Problem solved
Functional benefit
Brands
- Luxury Series: High-end sanitary ware product line combining science and intelligence with modest, tasteful modeling and exquisite quality crafted from sophisticated workmanship.
- Gold Series
Products and services
- Luxury Series Premium branded product line of AER Sanitary combining science and intelligence with modest, tasteful modeling and exquisite quality crafted from sophisticated workmanship, featuring LX1 through LX16 models across faucets, showers, basins, and accessories.
- Gold Series Design-inspired product line inspired by life and nature, with unique simplicity between lines and curves, featuring GX1 through GX7 plus SAT, SAH, T, CR, OV, Y, L series models across faucets, showers, and sanitary ware.
- Mixer Faucets Hot and cold water mixer faucets including concealed mixers, wall mixers, and mixer shower sets designed for bathroom and kitchen use, available across Luxury and Gold series.
- Cold Faucets Cold water-only faucets including wall faucets, basin faucets, and kitchen faucets with various designs and finishes such as mirror chrome and matte black.
- Shower Systems Complete shower solutions including wall showers, ceiling showers, hand showers, mixer shower sets, and closet/jet/bidet showers available in multiple configurations.
- Lavatory (Ceramic Wash Basins) Ceramic wash basins available in countertop, semi-recessed, wall hung, and pedestal configurations, including matte-finish counter-top models with popup drainers.
- Kitchen Sinks Kitchen sinks in granite and stainless steel variants, including single bowl and double bowl configurations with optional food waste disposal.
- Toilets Complete toilet solutions including siphonic one-piece toilets, washdown wall-hung toilets, two-piece toilets, smart toilet seats, and premium automatic/smart toilets up to Rp21,000,000.
- Urinals Urinal products including floor standing, wall hung, and sensor urinal flush systems for commercial restrooms.
- Bathtubs Bathtubs in acrylic and solid surface materials, including floor standing bathtub shower sets paired with AER brass spouts.
- Concealed Faucets Concealed/embedded faucets installed inside walls, available in cold and mixer variants for minimal aesthetic appearance in modern bathrooms and showers.
- Sensor Faucets Automatic sensor-operated faucets with touchless functionality, available in cold and mixer configurations for hygiene-sensitive and commercial applications.
- Bathroom Accessories Bathroom accessories including towel hooks, double towel racks, tissue holders, and dispensers available in multiple series (ACS, AC, ACB) coordinated with AER faucet finishes.
- Supplementary Fittings Additional plumbing fittings including flexible hoses, brass bath and kitchen spouts, pop-up drainers, floating valves, and push flush plates (including ABS gun-metal dual-flush actuators).
Companies that use AER Sanitary
Customer profileSegments2 records
Ideal customer profiles2 records
AER Sanitary technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
AER Sanitary partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sutindo GroupcoreAER Sanitary is a Sutindo Group company, operating as a subsidiary or brand under the larger Sutindo Group corporate structure.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
AER Sanitary competitors and assessment
Company assessmentDirect peers
- Duravit: German premium sanitary ware brand known for ceramic sanitaryware and bathroom furniture. Comparable to AER's premium ceramic basins and overall bathroom fixture positioning.
- Grohe: German premium faucet and shower brand (owned by LIXIL), with growing presence in Southeast Asia. Comparable to AER's brass faucet and shower product lines, particularly in the premium mixer and concealed faucet categories.
- TOTO: Japanese global sanitary ware manufacturer with strong presence across Asia including Indonesia. Directly comparable as a full-range producer of toilets, wash basins, faucets, and bathroom fixtures targeting similar residential and commercial customers.
- Villeroy & Boch: German sanitary ware and ceramics manufacturer with a strong ceramics heritage. Comparable to AER's ceramic wash basin product line and broader bathroom fixture portfolio in the premium segment.
- Roca: Spanish global sanitary ware manufacturer producing ceramic basins, toilets, faucets, and bathtubs. Comparable mid-to-premium positioning with international footprint and similar product breadth to AER's portfolio.
- Wasser Indonesia: Indonesian domestic sanitary ware brand offering faucets, showers, and bathroom fixtures at comparable price points to AER. Most direct domestic competitor sharing the same Indonesian market, distribution channels, and customer segments.
- American Standard: Major global sanitary ware brand with established distribution in Indonesia. Directly competes with AER across toilets, faucets, and bathroom fixtures in the mid-to-premium residential and commercial segments.
- Kohler: US-headquartered global sanitary ware major offering toilets, faucets, basins, and bathtubs. Direct competitor in the premium and luxury fixture segment, with significant brand presence in Asian markets including Indonesia.
Broad incumbents
- LIXIL: Japanese building products conglomerate that owns INAX and Grohe, operating broadly across sanitary ware, housing, and building materials. Comparable to AER through its INAX and Grohe sanitary ware divisions.
Regional players
- Cotto: Thai sanitary ware brand under SCG, with strong Southeast Asian presence. Comparable regional competitor targeting similar residential and commercial customers with similar product categories and pricing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
AER Sanitary social profiles
Digital presenceAER Sanitary compliance and trust
Trust signalCompliance5 records
AER Sanitary financial estimates
Financial estimateRevenue estimate
Valuation estimate
AER Sanitary leadership team
Management profileNumber of profiles
Profiles1 record
AER Sanitary funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AER Sanitary M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AER Sanitary
What does AER Sanitary do?
AER Sanitary manufactures and sells high-quality sanitary ware for bathrooms and kitchens, including brass faucets (mixer, cold, concealed, and sensor), complete shower systems, ceramic wash basins, granite and stainless steel kitchen sinks, toilets (including siphonic one-piece, wall-hung, and smart/automatic), urinals, bathtubs, and bathroom accessories. The portfolio is organized into two branded series — Luxury Series and Gold Series — and is distributed through company showrooms, direct e-commerce, Indonesian marketplaces, and a national dealer network, with PUB Singapore certification and a 5-year warranty on ceramic cartridges.
Is AER Sanitary a public or private company?
AER Sanitary is a private company. It is classified as corporate owned and is currently operating.
When was AER Sanitary founded?
AER Sanitary was founded in 1997. It employs 51 to 100 people.
Where is AER Sanitary based?
AER Sanitary is headquartered in Surabaya, Indonesia, in the Asia region.
How does AER Sanitary make money?
One revenue line is on record: sanitary Ware Sales.
Who are AER Sanitary's main competitors?
Direct peers on record are Duravit, Grohe, TOTO, Villeroy & Boch, Roca, Wasser Indonesia, American Standard and Kohler. LIXIL is listed as a broad incumbent. Cotto is listed as a regional player.
Does AER Sanitary have an API?
No public API is recorded for AER Sanitary.