Serel Seramik

What Serel Seramik does

Serel Seramik is a Turkish manufacturer of ceramic sanitary ware, founded circa 1993 and operating as a subsidiary of the diversified conglomerate Elginkan Holding A.Ş. The company produces bathroom fixtures — including wall-mounted and back-to-wall toilets, washbasins, urinals, toilet seats, cisterns, and accessories — organized into roughly twenty branded series such as Sapphire, 4Life, Purity, Rita, Helios, Smart, NITA, STAR, WAVE, DIAGONAL, LUNA, URBAN, HERA, BASIC, MIO, GEDİZ, AMPHORA, LUVI, ORKİDE, PALEIMON, and a dedicated accessibility line (Bedensel Engelli). Manufacturing and headquarters are consolidated at a single site in the Manisa Organized Industrial Zone.

The company's product differentiation rests on in-house mechanical and ceramic engineering rather than software: water-saving flush technologies branded PureWash (achieving 25–35% water reduction versus standard 6L systems), EasyWash surface treatment for easier cleaning, hygiene-focused rimless (channel-less/Kanalsız) toilet designs, and touchless sensor-activated urinals. Pricing is not publicly disclosed; sales are executed through a domestic Turkish dealer network and authorized service centers, with international exports in Europe, the Middle East, and Africa routed via the Elginkan Group's distribution infrastructure. Customers span individual residential consumers, commercial projects (hotels, hospitals, construction), and accessibility-focused buyers. The revenue model is straightforward hardware sales through channel partners, with no software, subscription, or AI-driven components evident in the offering.

Name

Serel Seramik

Legal name

Serel Seramik

Website

https://serelseramik.com.tr

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Manisa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Ceramic Sanitary Ware Products: Serel Seramik generates revenue through the manufacturing and sale of ceramic sanitary ware products including wall-mounted toilets, back-to-wall toilets, washbasins, urinals, toilet seats, and related bathroom fixtures. The company sells through a dealer network in domestic Turkish market and through international export channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Serel Seramik manufactures and sells ceramic sanitary ware products, including wall-mounted toilets, back-to-wall (BTW) toilets, washbasins, urinals, toilet seats, and cisterns. The company sells these physical bathroom fixtures primarily through an authorized dealer network across Turkey, with after-sales service support via authorized service centers, and supplements domestic sales with international exports through its parent Elginkan Group's network. Select products integrate proprietary water-saving technologies (PureWash, EasyWash) and channel-less (rimless) designs offering 25–35% water savings.

Product overview

Serel Seramik is a ceramic sanitary ware manufacturer producing bathroom fixtures and fittings under the ELGİNKAN Group. The product portfolio consists of physical bathroom/sanitary ware products organized into multiple product series (Sapphire, 4Life, Purity, Rita, Helios, Serel Smart, NITA, STAR, WAVE, DIAGONAL, LUNA, URBAN, HERA, BASIC, MIO, AMPLHORA, LUVI, ORKIDE, PALEIMON, Bedensel Engelli) and product categories (BTW Klozet/floor-standing toilets, Asma Klozet/wall-mounted toilets, Lavabo/basins, Pisuar/urinals, Klozet Kapakları/toilet seats, Rezervuar/cisterns, Hela Taşları, Monoblok Lavabolar, Slimline Lavabolar). The products are differentiated by integrated technologies such as PureWash and EasyWash for water-saving and hygiene, with some series featuring sensor-activated (fotoselli) functionality for touchless operation. The company operates primarily as a physical goods manufacturer rather than a software/AI-enabled platform.

Differentiator

Problem solved

Functional benefit

Brands

• SEREL: Primary brand name for ceramic sanitary ware products including wall-hung toilets, washbasins, and bathroom fixtures.

Products and services

• Sapphire Series A bathroom fixture collection featuring modern design, visual elegance, ease of use, and sustainability; the Sapphire Bathroom Set combines aesthetic appeal with practical functionality. Targeted at residential and project buyers seeking premium ceramic sanitary ware.
• 4Life Series A ceramic sanitary ware series that combines functionality and minimalism, adopting a unique design philosophy that brings together practicality and clean aesthetics.
• Purity Series A ceramic sanitary ware series characterized by soft forms, offering contemporary design aesthetics for modern bathrooms.
• Rita Series A ceramic bathroom series distinguished by fine details and functionality, combining the elegance and practicality of modern design.
• Helios Series A comprehensive ceramic bathroom series designed to meet the needs of all family members, offering diverse product alternatives to create a functional bathroom space.
• Serel Smart Series A smart ceramic bathroom product line featuring wall-mounted and floor-standing toilets with integrated bidet functions and water-saving technologies (up to 35% water savings).
• NITA Series A versatile ceramic bathroom series offering wall-mounted toilets, floor-standing (BTW) toilets, and countertop basins in various forms (round, angular) with channel-less designs.
• STAR Series A ceramic bathroom series featuring wall-mounted toilets with PureWash technology, countertop basins, and vanity solutions with various faucet configurations.
• WAVE Series A wall-mounted ceramic toilet series featuring EasyWash technology for enhanced hygiene and cleaning convenience.
• DIAGONAL Series A wall-mounted ceramic toilet series offering 25% water savings with 4-liter flush capacity and modern angular design.
• LUNA Series An under-counter ceramic lavabo series with oval form designed for countertop installation, featuring minimalist aesthetics.
• URBAN Series A ceramic bathroom series featuring washbasins with semi-pedestal and full pedestal options, designed for contemporary urban spaces.
• HERA Series A ceramic countertop washbasin series featuring elegant design with overflow-free and faucet-hole configurations, paired with the Purity Series.
• BASIC Series An entry-level wall-mounted ceramic toilet series with channel-less design, 52cm size, offering practical hygiene solutions at accessible price points.
• MIO Series A compact ceramic bathroom series featuring washbasins with full and half pedestal options, designed for smaller bathroom spaces.
• AMPHORA Urinal Series A ceramic sensor-activated urinal series with electric sensor system included, designed for touchless hygiene in commercial settings.
• LUVI Urinal Series An electric sensor ceramic urinal series with built-in sensor system, designed for water-efficient operation at 1-liter capacity.
• ORKIDE Urinal Series A wall-hung ceramic urinal series available with rear or top clean water inlet, operating at 1-liter capacity for water conservation.
• PALEIMON Children's Series A specialized children's ceramic bathroom series with monoblock washbasins featuring sea-themed decorative designs for a playful bathroom experience.
• Bedensel Engelli (Disabled Access) Series An accessibility-focused ceramic bathroom series designed for users with physical disabilities, including wall-mounted toilets and washbasins with appropriate dimensions and configurations.
• GEDIZ Toilet Seat Series A slow-close, antibacterial toilet seat series compatible with various wall-mounted and floor-standing ceramic toilet models across multiple variants (Alpha, Beta, Sigma, Zeta, Vega, Marine, Anemon, Pelin, Spil).

Quantifiable outcome

• 25% water savings (4.5L flush capacity)
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Elginkan Holding A.Ş.coreOthersElginkan Holding A.Ş. is the parent company of Serel Seramik. The company is part of the Elginkan Group (Topluluğu) and operates under its umbrella. The holding company owns the intellectual property rights for the SEREL brand and website content. The relationship provides Serel Seramik with institutional backing, international network access, and shared resources within the conglomerate.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Duravit: Duravit is a German manufacturer of designer ceramic sanitaryware and bathroom furniture, providing similar wall-hung toilets, basins, and urinals with strong European brand presence.
• Roca: Roca is a global leader in bathroom products with a broad portfolio of ceramic sanitaryware, mirroring Serel's core category but at greater scale, deeper R&D, and wider geographic reach.
• Toto: Toto is a Japanese sanitaryware leader known for high-tech washlet and water-saving toilets, representing the most advanced smart-bathroom competitor that Serel's Serel Smart line is positioned against.
• Geberit: Geberit is a European leader in sanitary technology, with rimless flush plates, installation systems, and water-saving solutions that compete with Serel's PureWash and channel-less technologies.
• Villeroy & Boch: Villeroy & Boch is a European premium sanitaryware and bathroom furniture manufacturer, competing with Serel in the higher-end ceramic toilet and basin segment with stronger brand equity.
• Ideal Standard: Ideal Standard is a European manufacturer of ceramic sanitaryware and bathroom solutions, competing with Serel across mid-market residential and commercial projects.
• Kohler: Kohler is a global US-based bathroom and kitchen fixtures manufacturer with broad ceramic sanitaryware and smart-bath offerings, providing premium competition in export markets.

Direct peers

• Creavit: Creavit is a Turkish ceramic sanitaryware producer offering toilets, washbasins, and bathroom furniture, competing with Serel on price-tier and dealer-channel customers in Turkey and nearby export markets.
• Vitra (Eczacıbaşı): Vitra is Turkey's leading ceramic sanitaryware and bathroom furniture brand and competes head-to-head with Serel in wall-hung toilets, washbasins, and bathroom sets across the domestic and export markets.
• ECA (Elginkan Group): ECA is a sister brand under Elginkan Holding and a direct Turkish competitor in bathroom fittings, sanitaryware, and brassware, sharing the same parent company's distribution and dealer network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SEREL_Elginkan
• YouTubeyoutube.com/channel/SEREL
• Facebookfacebook.com/serel.ElginkanHLDG

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Serel Seramik