SCG Decor

What SCG Decor does

SCG Decor Public Company Limited (SCGD) is a Thailand-headquartered holding company that manufactures and distributes ceramic tiles, sanitary ware, faucets, and complementary surface decoration products across ASEAN. The company operates through wholly-owned and majority-owned subsidiaries in Thailand (COTTO, SOSUCO, SCGCE), Vietnam (PRIME Group — ~20% domestic tile market share and ~40% of Vietnam's ceramic tile exports), the Philippines (Mariwasa — #1 tile brand), and Indonesia (KIA), with FY2025 revenue of 22,676 million THB. SCGD serves a hybrid customer base spanning real estate developers and construction firms (B2B project sales for airports, mixed-use developments, hotels, and infrastructure), dealers and distributors (592 in Thailand, 277 abroad, plus 10,000+ sub-distributors globally), and end consumers through COTTO LiFE flagship stores and 100+ ceramic warehouses. The product portfolio spans mass-market to premium/luxury tiers via High Value Added (HVA) products contributing 39% of Q4 2025 revenue and Smart Value Products (SVP) contributing 16%.

Revenue is generated primarily through hardware sales of tiles and sanitary ware, complemented by professional services (COTTO STUDIO design, bathroom solution, fixing, and installation). Go-to-market is multi-channel: an extensive ASEAN dealer network, modern trade retail, own retail stores, B2B enterprise field sales, and export distribution (Vietnam serving as the primary export hub to Australia, South Korea, Malaysia, Taiwan, and Europe). Core technology centers on ceramic and sanitary ware manufacturing with materials innovations including Silver Nano hygienic tiles, Air-ion air-purifying tiles, Wetguard+ anti-slip technology, biomass gasifier energy systems, and a Thailand-launched SPC/LVT flooring line under LT by COTTO. The company is publicly listed on the Stock Exchange of Thailand (ticker: SCGD) since December 20, 2023, spun off from SCG Group, with a 2030 revenue target of 58 billion THB (~2.6x current base) supported by Vietnam capacity expansion, Thailand production consolidation, AI/digital transformation via FPT, and U.S. market entry.

Name

SCG Decor

Legal name

SCG Decor Public Company Limited

Website

https://scgdecor.com

Company type

Public

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

SCG Decor (SCGD) is a Thailand-listed holding company that manufactures and distributes ceramic tiles, sanitary ware, and surface decoration products across ASEAN via wholly-owned brands COTTO, PRIME, Mariwasa, and KIA, serving dealers, real estate developers, and consumers through an integrated multi-channel network.

Ownership category

akta.pro rank

Product category

Ceramic Tiles & Sanitary Ware

NAICS

Carpet and Rug Mills (314110)

SIC

Carpets & Rugs (2273)

akta.pro primary industry

Resilient Floor Coverings Manufacturing (Vinyl/LVT/Linoleum/Rubber/Cork) (IMAOAJAH)

akta.pro secondary industry

Flooring Installation Materials & Accessories (Adhesives, Grouts, Trims, Transitions) (IMADAJAL)

Keywords

• Ceramic tile manufacturing
• Sanitary ware production
• Bathroom fixtures
• Vinyl flooring products
• Surface decoration materials

Headquarters

HQ city

Bang Sue

HQ country

Thailand

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ceramic Tile Sales: Production and sale of ceramic tiles including glazed porcelain, floor tiles, wall tiles, and SPC/LVT vinyl tiles across ASEAN markets. Thailand serves as innovation hub while Vietnam serves as primary production and export base.
2. Sanitary Ware and Faucets: Production and sale of sanitary ware products, faucets, and bathroom accessories under brands including COTTO, SOSUCO, and Prema. Includes smart sanitary ware and bathroom solutions.
3. Complementary Products: Sale of complementary products including tile adhesive, grout, kitchen countertops, doors, windows, and furniture. SPC sales volume of 1.2 million sqm in 2025 with 55% growth.
4. Installation and Design Services: Design services through COTTO STUDIO, bathroom solution services, fixing services, and installation services for tiles and sanitary ware products.

Go-to-market motion4 records

Distribution channels9 records

Marketing channels6 records

Core offering

SCG Decor manufactures and distributes ceramic floor and wall tiles, sanitary ware (toilets, faucets, bathroom accessories), SPC/LVT vinyl flooring, and complementary home decor products under brands including COTTO, PRIME, MARIWASA, KIA, SOSUCO, CAMPANA, and LT by COTTO. The company also provides design, bathroom solution, fixing, and installation services through COTTO STUDIO across Thailand, Vietnam, the Philippines, Indonesia, and broader ASEAN export markets.

Product overview

SCG Decor is a comprehensive ASEAN surface decoration and sanitary ware company operating as a holding company with subsidiaries in Thailand, Vietnam, Philippines, and Indonesia. The portfolio includes COTTO (flagship Thai brand for tiles and sanitary ware), CAMPANA, SOSUCO, LT by COTTO (SPC/LVT flooring), NORITAKE SCG PLASTER in Thailand; PRIME (Vietnam's market leader in glazed porcelain), MARIWASA (Philippines market leader), and KIA (Indonesia). Core products include ceramic tiles (floor and wall), sanitary ware, faucets, SPC/LVT flooring, tile adhesive, and grout. The company offers design, bathroom solution, fixing, and installation services. Innovation products include COTTO Smart Toilet, Wetguard+, Hygienic Tile with Silver Nano, Air-ion tiles, and Anti-Slip tiles.

Differentiator

Problem solved

Functional benefit

Brands

• COTTO: Thailand's leading ceramic tiles and sanitary ware brand; award-winning brand recognized for 12 consecutive years as Thailand's Most Admired Brand.
• PRIME
• MARIWASA
• KIA
• SOSUCO
• CAMPANA
• LT by COTTO
• NORITAKE SCG PLASTER
• COTTO Life

Products and services

• COTTO brand ceramic tiles and sanitary ware Flagship ceramic tile and sanitary ware brand in Thailand offering floor tiles, wall tiles, tile adhesive, and grout products to consumers and project customers.
• CAMPANA ceramic tile brand Ceramic tile brand serving the Thai market under the SCG Decor portfolio.
• SOSUCO sanitary ware and faucets Sanitary ware and faucet brand in Thailand offering quality products at accessible prices.
• LT by COTTO SPC and LVT flooring SPC (Stone Plastic Composite) and LVT (Luxury Vinyl Tile) flooring products with smart flexible technology for residential and commercial spaces.
• NORITAKE SCG PLASTER Plaster products under the Noritake SCG partnership for surface finishing applications.
• PRIME ceramic tiles (Vietnam) Vietnam's No.1 tile and surface materials manufacturer, market leader in glazed porcelain tiles with large-scale production capacity serving ASEAN exports.
• MARIWASA ceramic tiles (Philippines) Philippines-based ceramic tile brand, market leader in the Philippine ceramic tile market, with 12 million sqm annual production capacity.
• KIA ceramic tiles (Indonesia) Ceramic tile brand serving the Indonesian market.
• COTTO Smart Toilet Intelligent toilet with automatic touch system, special spray head, warm seat, and warm air dryer for premium bathroom applications.
• Wetguard+ floor innovation COTTO innovation that increases safety when floors are wet and provides comfortable touch when dry.
• Hygienic Tile with Silver Nano technology Ceramic tile that inhibits more than 90% of bacteria growth through Silver Nano technology that releases positive charges to eliminate germs.
• Air-ion Tile Air-purifying tile with negative ions embedded in the glaze coating.
• Automatic Faucet Smart faucet that reduces physical contact and supports improved hygiene in bathrooms and kitchens.
• COTTO STUDIO Design Service Professional bathroom and interior design consultation service for residential and commercial customers.
• Bathroom Solution Service Complete bathroom renovation and improvement services bundling tiles, sanitary ware, and installation.
• Fixing Service Repair, spare parts information, and after-sales service for COTTO sanitary ware and faucets.
• Installation Service (CTIS) Professional tile installation services for residential and commercial projects.

Quantifiable outcome

• EBITDA 3,351 million THB in 2025, up 7% adjusted for currency
• +6 more outcomes

Named customers9 records

Segments6 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

Seven partnerships are on record, tiered strategic, core and minor.

• FPT CorporationstrategicTechnology or Integration · 2 June 2026Vietnam's FPT Corporation and Thailand's SCG signed MoU at Thailand-Vietnam Business Forum 2026 in Bangkok to jointly develop AI and digital transformation initiatives across SCG's business ecosystems. The partnership covers AI-driven operations, intelligent enterprise platforms, ERP transformation, and integration of AI, cloud, IoT, data governance, and enterprise systems across SCG's industrial units.
• PRIME GroupcoreStrategic or Co-development Partner · 21 April 2026PRIME (Vietnamese tile manufacturer) and COTTO (Thailand's innovation-driven tile brand under SCG Decor) jointly showcased products at Coverings 2026 in Las Vegas. The collaboration commemorated 50th anniversary of diplomatic relations between Thailand and Vietnam while highlighting strategic ambition to expand into U.S. market with products including Wood Plank and Subway Tiles with Singapore Green Label certifications.
• AXENT SwitzerlandstrategicStrategic or Co-development Partner · 21 July 2025SCG Decor partnered with AXENT Switzerland to drive growth in the smart sanitary ware market, aiming for leadership in Southeast Asia. The partnership focuses on developing and distributing smart bathroom solutions leveraging AXENT's technology expertise.
• LHCG Construction Store (ลีเฮงชาย)strategicChannel Partner/ Reseller/ Distributor · 21 June 2024SCG Decor partnered with LHCG (Lee Heng Chai), a leading local operator in Cambodia, to open OK Tile Center joint venture retail store in Poipet. This Total Solution Center is the first of its kind in Cambodia offering comprehensive COTTO products including tiles, sanitary ware, furniture, and design services through COTTO STUDIO.
• Mariwasa Siam Ceramics Inc.coreStrategic or Co-development PartnerMariwasa is a subsidiary of SCG Decor operating ceramic tile production in Philippines with 12 million sqm annual capacity. It holds the No.1 market share in Philippine ceramic tile market and is the first and only ceramic manufacturer in Philippines to receive Philippine Quality Award recognition.
• PRIME Group Joint Stock CompanycoreStrategic or Co-development PartnerPRIME Group is Vietnam's leading tile market player with approximately 20% market share and a key mechanism supporting SCG Decor's ASEAN growth strategy. SCGD owns 100% of PRIME Group which serves as primary production and export base with 80 million sqm total production capacity.
• Thai Oil, GPSC, CPF, CP, SheraminorStrategic or Co-development PartnerThai conglomerates including SCG participated in strategic summit with India's Commerce Minister to integrate Thai firms into India's expanding supply chains. Bilateral trade between Thailand and India reached $20.3 billion in first 11 months of 2025 with Thai exports to India rising 40% YoY.

Scale indicators28 records

Recent moves11 records

Expansion highlights7 records

Broad incumbents

• Lixil Group: Japan-headquartered global housing and building products leader including INAX and American Standard sanitary ware brands. Comparable to SCG Decor in sanitary ware portfolio depth and AXENT-relevant smart bathroom positioning, though operates at much larger scale and broader housing category scope.
• Roca Sanitario: Spain-headquartered global sanitary ware and bathroom solutions manufacturer with 170+ country presence. Directly comparable to SCG Decor's sanitary ware portfolio, B2B project sales, and bathroom design service offering (COTTO STUDIO analog).
• American Standard Brands: US/global sanitary ware and kitchen brand owned by Lixil. Comparable to SCG Decor's sanitary ware lineups (COTTO, SOSUCO, Prema) and project channel sales, particularly as a benchmark for international sanitary ware brand building.
• Mohawk Industries: US-listed global flooring giant spanning ceramic tiles (Marazzi), LVT/SPC, carpet, and laminates. Comparable to SCG Decor's SPC/LVT expansion (LT by COTTO) and ceramic tile core, though operates at significantly larger scale and with North American distribution as the primary market.

Direct peers

• Kajaria Ceramics: India's largest manufacturer of ceramic and vitrified tiles with a multi-brand strategy and pan-India distribution. Directly comparable to SCG Decor in tile manufacturing scale, premium/mass-market brand segmentation, and project sales channel to developers.
• H&R Johnson (HIL Limited): India-based tile, sanitary ware, and plumbing solutions manufacturer under HIL Limited. Comparable to SCG Decor's combined tile and sanitary ware portfolio, multi-brand premium-to-mass market segmentation, and strong distribution-led model across emerging Asian markets.
• RAK Ceramics: UAE-headquartered global manufacturer of ceramic tiles and sanitary ware with significant production and distribution in Asia and Africa. Closely comparable to SCG Decor in product portfolio (floor/wall tiles, sanitary ware), multi-region distribution model, and emerging-market construction exposure.
• Cersanit: European tile and sanitary ware manufacturer with branded bathroom solutions. Comparable to SCG Decor's combined tiles plus sanitary ware offering and integrated bathroom solution services, though concentrated in Central and Eastern European markets.
• Toto Ltd: Japanese premium sanitary ware manufacturer with global presence including Asia Pacific. Closely comparable to SCG Decor's premium sanitary ware positioning under COTTO and AXENT partnership, particularly relevant benchmark for smart toilet technology and HVA pricing.

Regional players

• White Horse Ceramic: Malaysia-based ceramic tile manufacturer with regional ASEAN distribution. Comparable to SCG Decor as a regional tile producer competing in overlapping ASEAN markets, though with narrower brand portfolio and lack of sanitary ware vertical integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SCGDecor
• YouTubeyoutube.com/@scgdecor
• Facebookfacebook.com/SCGDecor
• Instagraminstagram.com/scgdecor_scgd
• TikToktiktok.com/@scgdecor

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries8 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 SCG Decor