LATICRETE South East Asia

What LATICRETE South East Asia does

LATICRETE South East Asia is the regional joint-venture arm of LATICRETE International, Inc., established in Singapore in 2007 to serve the Southeast Asia market for tile and stone installation systems, concrete preparation, waterproofing, and surface-care products. The entity operates as a regional headquarters with a Bangkok office, distributing products across Singapore, Malaysia, Thailand, the Philippines, and adjacent ASEAN markets through authorized distributors, retail partners, and direct technical sales support for enterprise projects.

The product portfolio spans four core categories — tile and stone installation systems (254 Platinum thin-set mortar, SPECTRALOCK PRO epoxy grout, SPECTRALOCK 1 pre-mixed grout, PERMACOLOR cement grout with Water Dispersion Technology, HYDRO BAN waterproofing membranes, 125 TRI MAX multi-function adhesive), concrete and substrate preparation (NXT Level self-leveling underlayments, VAPOR BAN Primer ER, SUPERCAP pump-truck delivery), tile/stone/surface care under the STONETECH brand, and resinous coating/terrazzo systems. Underlying technology is anchored in materials chemistry: polymer-modified mortars, epoxy and urethane grouts, liquid-applied waterproofing membranes, antimicrobial integration via a long-standing Microban partnership, and emerging 3D-printing mortars. Differentiation rests on a system-based specification model backed by a Lifetime System Warranty, ISO 9001:2015 quality management, UL GREENGUARD low-VOC certification, and over 200 EPD/HPD transparency documents.

The business model is B2B specialty distribution: products are sold quote-based through authorized channel partners and direct enterprise specification, with revenue mix dominated by hardware sales (adhesives, mortars, grouts, waterproofing, surface preparation) and complemented by technical services revenue (LATICRETE University training, AIA continuing education, MVP contractor loyalty program). Customer segments span nine verticals — education, healthcare, hospitality and leisure, office, retail, multifamily housing, residential, industrial manufacturing, and infrastructure/utilities — with enterprise reference projects including Burj Khalifa, the World Trade Center, the Beijing Water Cube, and Baha Mar Casino. The local SEA JV operates with 29 employees and is part of a privately held, third-generation family-owned parent with 1,800–2,000+ team members across more than 100 countries.

Name

LATICRETE South East Asia

Legal name

LATICRETE International, Inc.

Website

https://se.laticrete.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

11–50 employees

Short description

LATICRETE South East Asia is the Singapore-based regional joint venture (established 2007) of US parent LATICRETE International, distributing tile and stone installation systems, waterproofing, grouts, and concrete preparation products to distributors, contractors, and enterprise construction projects across ASEAN markets.

Ownership category

akta.pro rank

Product category

Construction Chemicals and Tile & Stone Installation Systems

NAICS

Paint, Coating, and Adhesive Manufacturing (3255), Other Concrete Product Manufacturing (327390)

SIC

Adhesives & Sealants (2891), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Tile Setting Materials (Mortars, Mastics & Grouts) (IMADAOAG)

akta.pro secondary industries

Construction Chemicals (Additives, Admixtures & Grouts) (IMAEABAC), Sealants (Construction & Industrial) (IMAEAGAI), Construction Sealants (Joint, Façade & Perimeter) (IMADAOAB), Adhesives & Sealants Chemicals (IMAEABAA)

Keywords

• Tile and stone installation
• Construction chemical products
• Waterproofing membranes
• Self-leveling underlayments
• Epoxy and cement grouts

Headquarters

HQ city

Bethany

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: LATICRETE generates revenue through the sale of construction installation materials including adhesives, mortars, grouts, waterproofing products, and surface preparation solutions. Products are sold through distributors, retailers, and direct channels with pricing based on product type, volume, and market segment.
2. Technical Services & Support: Revenue generated through technical support services, training programs (LATICRETE University), and specification support for architects and contractors.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels10 records

Core offering

LATICRETE South East Asia manufactures and supplies high-performance construction chemical systems for tile and stone installation, waterproofing, concrete substrate preparation, and surface care, marketed primarily through authorized distributors and direct sales channels across Southeast Asia. Its portfolio includes polymer-modified thin-set mortars (e.g., 254 Platinum), epoxy and cement grouts (SPECTRALOCK PRO, SPECTRALOCK 1, PERMACOLOR), waterproofing membranes (HYDRO BAN), multi-function adhesives (125 TRI MAX), self-leveling underlayments (NXT Level, SUPERCAP), radiant floor heating (STRATA_HEAT), masonry veneer systems (MVIS), and STONETECH surface care products.

Product overview

LATICRETE South East Asia is a manufacturer of high-performance tile and stone installation systems and building finishing solutions. The product portfolio is organized into four main categories: (1) Tile & Stone Installation Systems including thin-set mortars (254 Platinum), epoxy grouts (SPECTRALOCK PRO, SPECTRALOCK 1), cement grouts (PERMACOLOR, PERMACOLOR Select with Water Dispersion Technology), waterproofing (HYDRO BAN family), and multi-function adhesives (125 TRI MAX); (2) Concrete & Substrate Preparation including self-leveling underlayments (NXT Level family) and SUPERCAP pump system; (3) Tile, Stone & Surface Care under the STONETECH brand; and (4) Resinous Coating & Floor Finish Systems. The company also offers digital tools including LEED Project Certification Assistant, Project Estimator, Floor Warming Design Layout Tool, and Color Selector with ANYCOLOR custom matching. Products are backed by the LATICRETE Lifetime System Warranty when installed as a complete system.

Differentiator

Problem solved

Functional benefit

Brands

• SPECTRALOCK: Epoxy grout product line including SPECTRALOCK PRO Premium Grout, SPECTRALOCK 1 Pre-Mixed Grout, and SPECTRALOCK 2000 IG industrial flooring grout
• HYDRO BAN
• NXT
• PERMACOLOR
• LATAPOXY
• MVIS
• SUPERCAP
• STRATA_MAT
• STRATA_HEAT
• STONETECH
• SPARTACOTE
• ProjectSafety
• ANYCOLOR
• LATICRETE 1 System
• LATICRETE University

Products and services

• 254 Platinum The ultimate one-step, polymer-fortified thin-set mortar for interior and exterior installation of ceramic tile, stone, quarry tile, pavers and brick, designed to mix with water with long open time and unsurpassed adhesion.
• SPECTRALOCK PRO Premium Grout High-performance epoxy grout offering excellent color uniformity, durability, stain protection, and easy-to-use non-sag consistency for ceramic tile, glass tile and stone applications.
• SPECTRALOCK 1 Pre-Mixed Grout Patent-pending professional-grade grout offering epoxy grout strength and performance without mixing. Pre-mixed and ready to use, with UL GREENGUARD certification for low VOC.
• HYDRO BAN Waterproofing Products Liquid-applied waterproofing membrane products including HYDRO BAN, HYDRO BAN Quick Cure (ANSI A118.10 compliant), and HYDRO BAN Board for shower and wet area installations.
• Quick Cure System Fastest mortar bed shower system on the market, combining Quick Cure Mortar Bed and HYDRO BAN Quick Cure waterproofing to deliver a walk-on, flood-test and tile-ready shower installation in under 2 hours.
• NXT Level Self-Leveling Underlayments Self-leveling underlayment products including NXT Level, NXT Level Flow, NXT Level Plus, and NXT Level Plus Lite for concrete substrate preparation.
• PERMACOLOR Grout High-performance cementitious grout featuring Water Dispersion Technology for 20% stronger grout joints and 30% greater stain resistance compared to original formulations.
• PERMACOLOR Select Grout Cement grout with dispensable dry pigment solution, featuring Water Dispersion Technology for enhanced strength and stain resistance.
• 125 TRI MAX 3-in-1 Mortar Industry's first 3-in-1 mortar combining adhesive, anti-fracture, and sound control properties, eliminating traditional mat and thin-set systems and enabling installations to be completed in 30% less time.
• VAPOR BAN Primer ER First in industry all-in-one moisture vapor barrier and primer that can be applied in one-step, single-coat 100% solids liquid-applied epoxy coating, converting typical two-day installations into one.
• STRATA_HEAT Electric Radiant Floor Heating System Electric radiant floor heating system including mats, heating wire, thermostat, and thermal pack for warm floor installations.
• SUPERCAP System Pump truck technology combined with innovative products to deliver perfectly flat, dry floors, correcting uneven concrete and reducing moisture vapor emissions through a mobile self-leveling underlayment delivery system.
• MVIS Masonry Veneer Installation System Comprehensive system for installation of manufactured stone veneers, including adhesives, mortar beds, pointing mortars, and air barrier systems for adhered façade applications.
• NXT Pedestal System Pedestal system for elevated plaza and deck installations, enabling adjustable height support for outdoor tile and stone surfaces.
• STONETECH Surface Care Products Tile and stone surface care and maintenance products including cleaners, sealers, enhancers, and stain removal solutions.
• LATICRETE 1 System Complete system of products for tile and stone installation, part of the LATICRETE Lifetime System Warranty coverage when installed as a unified system.
• MULTIMAX 1 One-Step High-Performance Adhesive World-first one-step high-performance adhesive mortar for tile and stone installation, launched in 2025.
• HYDRO BAN 1 Single-Coat Waterproofing Membrane Single-coat, trowel-applied waterproofing membrane launched in 2025 for fast wet-area waterproofing.
• Color Story System Industry-first color-coordinated system of profiles, grouts, and sealants launched in 2024 to deliver a unified design palette across LATICRETE installation products.
• 3D Printing Mortar Cementitious 3D printing mortar developed for professional 3D construction printing applications including homes, schools, healthcare facilities, and commercial buildings, launched in 2019.

Quantifiable outcome

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

Named customers4 records

Segments9 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• Microban InternationalcoreStrategic or Co-development PartnerPartnership established in 2003 to incorporate antimicrobial technology into LATICRETE product line. Microban antimicrobial protection inhibits growth of stain-causing mold and mildew in grout joints and on surfaces, adding value differentiation to installation products.
• United Tile (Pacific Northwest)coreChannel Partner/ Reseller/ Distributor40-year distribution partnership covering Seattle and Portland regions in the United States. Represents long-standing relationship between third-generation family businesses.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bostik: Bostik (Arkema's adhesives segment) produces construction adhesives, sealants, and tile installation mortars. It directly competes with LATICRETE in polymer-modified mortars, grouts, and waterproofing for residential and commercial construction.
• Mapei: Mapei is the closest direct peer: an Italian-founded global manufacturer of tile adhesives, grouts, waterproofing membranes, and concrete repair chemicals. It competes head-to-head with LATICRETE in tile installation systems across both developed and emerging markets, including Asia.
• Custom Building Products: Custom Building Products (now part of Quikrete) is a North American leader in tile setting materials, grouts, and surface preparation. Its product categories and contractor-channel GTM are highly aligned with LATICRETE's core tile and stone installation business.
• Ardex: Ardex is a German-based specialty manufacturer of tile and stone installation systems, self-leveling underlayments, and waterproofing. Its product mix, channel model (distributor-led), and target audience (contractors and specifiers) closely overlap with LATICRETE's tile and substrate-prep portfolio.
• Schlüter Systems: Schlüter Systems is a German manufacturer of waterproofing membranes, uncoupling mats, and profile systems for tile installations. It overlaps directly with LATICRETE's HYDRO BAN waterproofing and STRATA_MAT anti-fracture lines and is frequently co-specified on the same projects.

Broad incumbents

• H.B. Fuller: H.B. Fuller is a global adhesives manufacturer with construction adhesives and sealants lines that compete with LATICRETE's LATAPOXY and HYDRO BAN portfolios. As a public diversified adhesives player, it is a broad incumbent rather than a tile-installation specialist.
• Sika: Sika is a large Swiss specialty chemicals incumbent with significant overlap in tile adhesives, grouts, waterproofing, and concrete repair. Its scale, public-market capital, and broad portfolio make it a broader incumbent rather than a direct tile-only specialist, but it competes with LATICRETE on many of the same bids.
• BASF Master Builders Solutions: BASF's Master Builders Solutions division manufactures concrete admixtures, grouts, sealants, and waterproofing systems. While its core is concrete chemistry for infrastructure, it overlaps with LATICRETE in construction chemicals, grouts, and waterproofing, especially on commercial and infrastructure projects.
• Saint-Gobain Weber: Weber (Saint-Gobain) is a European-based global manufacturer of tile mortars, grouts, facade renders, and waterproofing systems. Its tile-fix and façade systems directly overlap with LATICRETE's MVIS masonry veneer and tile installation product lines, and it has a deep distribution footprint in Asia.

Regional players

• CICO Group: CICO Group is an India-headquartered manufacturer of construction chemicals, tile adhesives, grouts, waterproofing, and concrete repair products with presence across South and Southeast Asia. It is a regional competitor focused on price-sensitive segments of the same tile-installation and waterproofing categories LATICRETE sells in SEA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLyjPaKJQuCExkc2goKkDdfU2D-Sp-nmbq
• LinkedInlinkedin.com/company/laticrete-south-east-asia-pte-ltd

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries19 records

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 South East Asia