LATICRETE Malaysia Sdn Bhd

What LATICRETE Malaysia Sdn Bhd does

LATICRETE Malaysia Sdn Bhd is a Malaysian private limited company established in 2017, operating as a regional subsidiary of third-generation, family-owned LATICRETE International, Inc. (founded 1956 in Connecticut, USA). It functions as part of the parent's Southeast Asia joint-venture framework (originally set up in 2007) covering Malaysia, Singapore, Thailand, Vietnam, and other ASEAN markets. The local entity has approximately 20 employees based in Kuala Lumpur and operates an active Malaysian website (ma.laticrete.com) with full product catalog, distributor support, and customer service functions. As a regional node in a global network spanning 100+ countries and 6 continents, LATICRETE Malaysia distributes the parent's full tile, stone, and flooring installation materials portfolio — adhesives, grouts, waterproofing membranes, mortars, surface preparation products, and resinous coatings — to architects, contractors, distributors, and commercial/institutional end markets.

The parent group's technology base is built on proprietary construction chemistry including SPECTRALOCK epoxy grout technology (stain-resistant, patented cross-linking), HYDRO BAN liquid-applied waterproofing (first no-fabric-required membrane), Water Dispersion Technology (up to 20% stronger grout joints and 30% greater stain resistance), VAPOR BAN all-in-one moisture barrier and primer, and 3D printing mortars. The portfolio is anchored by system-level solutions such as the 125 TRI MAX 3-in-1 adhesive (30% faster installation), the Quick Cure Shower System (tile-ready in 1.5 hours), and the ANYCOLOR custom color matching program. The parent holds numerous registered patents (e.g., STRATA_MAT mortar hydration vents, PERMACOLOR Select dispensable dry pigment) and brand trademarks (LATICRETE, HYDRO BAN, SPECTRALOCK, LATAPOXY, PERMACOLOR, STONETECH, SUPERCAP, NXT, MVIS, STRATA_HEAT).

The business model is B2B product sales of construction materials through a multi-tier distribution network: authorized distributors and retailers (with a Where-to-Buy locator), the MVP (Most Valued Partners) contractor loyalty program, the Distributor Web (D-Web) ordering portal, and direct technical sales support for large projects. Revenue streams are one-time product sales of installation systems, sales of specialty resinous coating/floor finish systems, and SUPERCAP mobile blending unit services for self-leveling floor delivery. Pricing is not publicly disclosed. Customer acquisition is supported by product-led growth tools (Project Estimator, LEED Certification Assistant), event marketing (Coverings, KBIS, Total Solutions Plus, JLC Live, New York Build, Hardscape North America), and the LATICRETE University training and AIA CES continuing education program. The parent reports first-in-industry ISO 9001 (1994) and UL GREENGUARD (2005) certifications and the highest NPS in the tile and stone installation materials industry.

Name

LATICRETE Malaysia Sdn Bhd

Legal name

LATICRETE Malaysia Sdn Bhd

Website

https://ma.laticrete.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

LATICRETE Malaysia Sdn Bhd is a Kuala Lumpur-based regional subsidiary (est. 2017) of family-owned LATICRETE International, distributing construction chemicals — tile adhesives, grouts, waterproofing, mortars — to architects, contractors, and distributors across ASEAN markets.

Ownership category

akta.pro rank

Product category

Construction Chemicals & Tile Installation Materials

NAICS

Cement and Concrete Product Manufacturing (3273), Other Concrete Product Manufacturing (327390)

SIC

Adhesives & Sealants (2891), Concrete, Gypsum & Plaster Products (3270)

akta.pro primary industry

Construction Chemicals (Additives, Admixtures & Grouts) (IMAEABAC)

Keywords

• Tile installation materials
• Construction chemicals
• Waterproofing membranes
• Epoxy grouts
• Substrate preparation products

Headquarters

HQ city

Bethany, Connecticut

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Construction Materials Product Sales: Direct product sales of tile and stone installation systems, concrete preparation, waterproofing, grouts, adhesives, mortars, and surface care products to contractors, architects, and distributors
2. Specialty Finishing Systems: Sales of resinous coating and floor finish systems for industrial and commercial applications
3. SUPERCAP Services: Mobile blending unit and pump truck technology services for self-leveling floor delivery

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

LATICRETE Malaysia Sdn Bhd manufactures and supplies a comprehensive line of construction chemicals and installation materials for tile, stone, and flooring applications, including polymer-modified mortars, epoxy grouts, waterproofing membranes, self-leveling underlayments, surface preparation products, and radiant floor heating systems. The Malaysian entity operates as the regional arm of LATICRETE International, distributing the full LATICRETE product portfolio to contractors, architects, and distributors across the Southeast Asian market.

Product overview

LATICRETE is a comprehensive construction materials manufacturer offering multiple product categories for tile and stone installation, concrete preparation, and surface care. The portfolio centers on five main product lines: (1) Concrete & Substrate Preparation including NXT self-leveling underlayments, bonding primers, and repair products; (2) Tile & Stone Installation Systems featuring 254 PLATINUM and 253 GOLD adhesives, PERMACOLOR Select and SPECTRALOCK grouts, HYDRO BAN waterproofing, and LATAPOXY epoxy adhesives; (3) STONETECH surface care products for cleaning, enhancing, and protecting tile and stone; (4) Resinous Coating & Floor Finish Systems for industrial and decorative floors; and (5) ANYCOLOR custom color matching program. Key innovations include the LATICRETE 1 shower system, STRATA_HEAT radiant heating, MVIS masonry veneer system, and 3D printing mortars. The company also provides digital tools including a Project Estimator and LEED Certification Assistant, plus the MVP contractor rewards program and LATICRETE University training platform.

Differentiator

Problem solved

Functional benefit

Brands

• LATICRETE: Primary brand for tile and stone installation systems, adhesives, grouts, waterproofing products, and construction materials
• SPECTRALOCK
• STONETECH
• HYDRO BAN
• PERMACOLOR
• NXT
• SUPERCAP
• MVIS
• LATAPOXY
• STRATA_HEAT

Products and services

• Tile & Stone Installation Systems Complete installation solutions for tile and stone projects, including caulks and sealants, substrate preparation materials, tile and stone adhesives, grouts, and waterproofing products, sold to contractors, architects, and distributors in Malaysia.
• Concrete & Substrate Preparation Comprehensive line for preparing concrete surfaces including bonding primers, moisture barriers, self-leveling underlayments, polished concrete systems, thick bed mortars, skim coat and repair products, concrete densifiers, and performance floor toppings, for commercial and residential construction.
• Resinous Coating & Floor Finish Systems Industrial and decorative floor coating solutions including bonding primers, concrete densifiers, polished concrete systems, and resinous coatings, for manufacturing facilities and commercial buildings.
• STONETECH Tile, Stone & Surface Care Surface care and maintenance products for tile and stone including cleaners, enhancers, sealers, and protectors, sold to contractors and homeowners in Malaysia.
• SPECTRALOCK Grout World's #1 epoxy grout - highly stain-resistant epoxy grout with UL GREENGUARD certification, designed for performance, ease, and safety in tile and stone installations.
• SPECTRALOCK 1 Pre-Mixed Grout First pre-mixed grout with epoxy performance equivalent - patent-pending professional-grade grout that is pre-mixed and ready to use, eliminating on-site mixing.
• HYDRO BAN Waterproofing Membrane First no fabric required, liquid applied waterproof membrane for shower and wet area installations.
• HYDRO BAN 1 Single-coat, trowel-applied waterproofing membrane for fast-track shower and wet area waterproofing installations.
• 254 PLATINUM Polymer-modified mortar adhesive for tile and stone installation, designed for demanding commercial and residential applications.
• 253 GOLD Polymer-modified mortar for tile and stone installation applications across commercial and residential projects.
• PERMACOLOR Select Grout Cementitious grout with Water Dispersion Technology offering up to 20% stronger and 30% greater stain resistance, available in 80 stocked colors.
• 125 TRI MAX First 3-in-1 thinset adhesive with anti-fracture and sound control properties - installations can be completed in 30% less time by eliminating traditional mat and thin-set systems.
• MULTIMAX Lite Lightweight 3-in-1 thin-set mortar designed for large and heavy tile installation in commercial and residential applications.
• MULTIMAX 1 World first one-step high performance adhesive for large-format tile and stone installation, combining multiple functions in a single product.
• VAPOR BAN Primer ER First all-in-one moisture vapor barrier and primer - single-coat, 100% solids, liquid applied epoxy coating for concrete substrate preparation.
• LATAPOXY 210 First cement-based epoxy resin adhesive that is non-toxic and cleans with water, for demanding tile and stone installations.
• LATAPOXY BIOGREEN Industry first epoxy adhesive made with biobased materials derived from renewable resources, for sustainable tile and stone installation.
• NXT Level Self-Leveling Underlayment Self-leveling underlayment for concrete substrate preparation, providing flat, smooth surfaces prior to floor covering installation.
• Quick Cure Shower Installation System Combined Quick Cure Mortar Bed and HYDRO BAN Quick Cure system - fastest mortar bed shower system on the market, walk on, flood test, and tile-ready in 1.5 hours.
• STRATA_HEAT Electric Radiant Floor Heating Electric radiant floor heating system with thermal pack additive for thin-set installations, used under tile and stone flooring in residential and commercial applications.
• MVIS (Masonry Veneer Installation System) Comprehensive system for installation of manufactured stone veneers including adhesives, mortars, flashing, and pointing mortars for exterior and interior masonry applications.
• SUPERCAP System Patented pump truck technology combined with innovative products to deliver perfectly flat, dry floors using time-saving, cost-effective self-leveling underlayment solutions.
• 3D Printing Mortar Cementitious 3D printing mortars for professional 3D construction industry including homes, schools, healthcare facilities, and commercial buildings.
• Pedestals, Plaza & Deck System First lightweight installation system for balconies and terraces with patented drain mat technology, for elevated plaza and deck applications.
• LATICRETE 1 System Shower Complete shower system offering including peel-and-stick and instant cure waterproofing solutions for residential and commercial shower installations.
• Profiles & Trims Edge protection and finishing solutions for floor, wall, countertop, stair, and cove applications including movement and expansion joints, with color-coordinated profiles launched in 2024.
• LATICRETE 4237 Latex Additive The founding innovation - first latex thin-set mortar in the industry (1956) that revolutionized tile installation by combining latex with Portland cement.
• 9235 Waterproofing Membrane First thin, liquid, cold-applied, load-bearing waterproof membrane for tile and stone installations.
• ANYCOLOR Custom Color Matching Program Custom color matching service for grouts and sealants that can match colors from BEHR, Benjamin Moore, Sherwin-Williams, and PANTONE palettes, delivering custom colors in approximately 2 weeks.

Quantifiable outcome

• Grout joints up to 20% stronger with Water Dispersion Technology
• +3 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Fuma BautecminorStrategic or Co-development Partner · 1 January 2025Acquired majority stake in Fuma Bautec in 2025
• BENFER SCHOMBURG S.R.L.minorStrategic or Co-development Partner · 1 January 2019Acquired Italian construction chemicals company specializing in tile installation and waterproofing products
• LATICRETE Philippines Joint VenturecoreStrategic or Co-development Partner · 1 January 2015Joint venture for Philippines market manufacturing and distribution
• L&M Construction ChemicalsminorStrategic or Co-development Partner · 1 January 2014Acquired Pennsylvania-based construction chemicals manufacturer specializing in concrete curing, sealing, and repair products
• STONETECHcoreStrategic or Co-development Partner · 1 January 2014Acquired tile and stone surface care product line for cleaning, sealing, and maintaining tile and stone installations
• HP SPARTACOTEcoreStrategic or Co-development Partner · 1 January 2014Acquired resinous flooring product line for industrial and commercial floor coating applications
• LATICRETE SUPERCAP Joint VenturecoreStrategic or Co-development Partner · 1 January 2011Joint venture for SUPERCAP pump truck and self-leveling delivery services; LATICRETE acquired remaining interest in 2018
• LATICRETE South-East Asia Joint VenturecoreStrategic or Co-development Partner · 1 January 2007Joint venture facility for South-East Asia region covering Malaysia, Singapore, Thailand, Vietnam and other ASEAN markets
• Microban InternationalcoreTechnology or Integration · 1 January 2003Partnership to incorporate antimicrobial technology into LATICRETE product line, providing built-in defense from bacteria, mold, and mildew on tile and stone installations
• RAK LATICRETE Joint Venture (Middle East)coreStrategic or Co-development Partner · 1 January 2003Joint venture facility established in Ras Al Khaimah, UAE for Middle East and North Africa region manufacturing and distribution
• LATICRETE India Joint VenturecoreStrategic or Co-development Partner · 1 January 2000Joint venture manufacturing operation established in India for production and distribution of LATICRETE products in the Indian market

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Custom Building Products: US-based manufacturer of tile and stone installation systems including mortars, grouts, and surface preparation products. Closely comparable in product mix and contractor-focused GTM to LATICRETE.
• Ardex: German-based manufacturer of specialty construction materials including tile adhesives, grouts, and flooring products. Ardex is a direct competitor in premium tile/stone installation systems and competes globally via subsidiaries.
• Mapei: Italian multinational manufacturer of adhesives, sealants, and chemical products for the construction industry. Mapei is LATICRETE's most direct global competitor in tile/stone installation systems and waterproofing, with similar 'complete system' go-to-market.
• H.B. Fuller Construction Products (TEC): Construction adhesives and tile installation systems manufacturer under H.B. Fuller. Direct competitor in tile mortars, grouts, and surface preparation products for flooring contractors.

Broad incumbents

• Sika: Swiss multinational specialty chemicals company with a broad construction portfolio including tile adhesives, sealants, and waterproofing. Sika is a broader incumbent that overlaps with LATICRETE in tile bonding and waterproofing.
• Bostik (Arkema): Global adhesive manufacturer owned by Arkema with construction adhesives and sealants serving tile and flooring markets. Overlaps with LATICRETE's adhesive and sealant product lines as part of a broader chemicals portfolio.
• BASF Master Builders Solutions: BASF's construction chemicals division offering concrete admixtures, waterproofing, and tile installation systems. Competes with LATICRETE in the construction chemicals segment as part of a much larger industrial chemicals portfolio.

Emerging players

• Schluter Systems: Manufacturer of tile installation accessories including uncoupling membranes, edge profiles, and waterproofing systems. Comparable to LATICRETE's STRATA_MAT and HYDRO BAN product lines, serving overlapping contractor customers.

Regional players

• ARDEX Endura (India/Asia operations): Ardex's Indian and South Asian subsidiary manufacturing tile adhesives, grouts, and waterproofing. Regional competitor in South/Southeast Asia with comparable product categories to LATICRETE Malaysia.
• Davco (ParexGroup/Sika): Asia-Pacific manufacturer of tile adhesives, grouts, and waterproofing products serving Australia and Southeast Asia. Regional competitor in adjacent geography to LATICRETE Malaysia's ASEAN market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLyjPaKJQuCExkc2goKkDdfU2D-Sp-nmbq
• LinkedInlinkedin.com/company/laticretemalaysia

Compliance3 records

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 LATICRETE Malaysia Sdn Bhd