Tile Africa Commercial

What Tile Africa Commercial does

Tile Africa is a South African tile and home-surface retailer founded in 1987 and headquartered in Johannesburg, operating a multi-channel distribution model built around branded showrooms, an e-commerce storefront at tileafrica.co.za, and a commercial/project division serving contractors and developers. The core proposition is an aggregated, curated assortment of tiles (ceramic, porcelain, natural stone, hard body), laminates and vinyl flooring, wall cladding, mosaics, decorative tiles, and complete bathroom and kitchen solutions (basins, baths, showers, toilets, taps, plumbing fittings, sinks, accessories). The business distributes 10+ leading brands including Johnson Tiles, EVOX, Out Of Africa, Franke, Geberit, Hansgrohe, Croydex, VADO, Nuvo, and Abode, complemented by its own Sanware and Tile Collections.

Underlying technology is a conventional e-commerce stack with browsing, filtering, wishlist, customer accounts, blog content, store locator, and standard payment integrations (Visa, MasterCard, RCS, and PayJustNow BNPL). There are no disclosed proprietary AI/ML capabilities, APIs, or platform differentiators; the technology layer is functional rather than defensible. The company's differentiators instead sit in merchandising and curation: design-aesthetic taxonomy (Modern Metro, Vintage Romance, Naturally Beautiful, Luxe Living, Eclectic Mix, Mediterranean Hues), in-store consultation, and bundled installation essentials (adhesives, grouts, trims, tools, cleaners).

The revenue model is straightforward hardware sales at unit prices ranging from R99.99 accessories to R3,699.99 premium shower enclosures, transacted through three go-to-market motions: consumer retail showrooms, an e-commerce site, and a B2B commercial/project sales channel. Customer segments split between primary residential homeowners (DIY and renovation) and secondary commercial contractors, builders, and property developers seeking bulk procurement and project coordination. Tile Africa also operates as a registered participant of the Consumer Goods and Services Ombud (CGSO) under the South African Consumer Protection Act, providing a regulated redress framework for consumer complaints.

Name

Tile Africa Commercial

Legal name

Tile Africa

Website

https://tileafrica.co.za

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Tile Africa is a South African multi-channel retailer and distributor of tiles, flooring, bathroom, and kitchen products, serving residential homeowners and commercial contractors through branded showrooms, an e-commerce platform, and a dedicated project sales division.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Floor Covering Retailers (449121), Tile and Terrazzo Contractors (23834), Flooring Contractors (23833)

SIC

Pottery & Related Products (3260), Structural Clay Products (3250)

akta.pro primary industry

Flooring Tools, Adhesives, Grout & Installation Supplies Retail (CRAIAGAJ)

akta.pro secondary industries

Tile & Stone Flooring Installation (HSAPAGAE), Ceramic, Porcelain & Natural Stone Tile Flooring (IMADAJAE), Tile Setting Materials (Mortars, Mastics & Grouts) (IMADAOAG), Bathroom Tilework (Floor & Wall Tile Installation) (HSAPABAE)

Keywords

• Tile retail
• Bathroom fixtures
• Flooring solutions
• Building materials
• Home improvement supplies

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Retail Product Sales: Tile Africa generates revenue through the sale of tiles, bathroom fixtures, kitchen products, flooring materials, and related installation essentials. Products are sold as one-time purchases with prices ranging from budget to premium tiers.

Pricing tiers

Distribution channels3 records

Marketing channels3 records

Core offering

Tile Africa is a South African home improvement retailer that sells tiles (floor, wall, indoor, patio/outdoor), flooring (laminates and vinyl), wall cladding, and complete bathroom and kitchen solutions including basins, baths, showers, toilets, taps, plumbing fittings, kitchen sinks, and related installation essentials (adhesives, grout, tools, trims, sealers). The company supplies both residential customers undertaking renovations and commercial contractors/property developers through a dedicated commercial division.

Product overview

Tile Africa is a South African home improvement retailer offering a comprehensive range of tiles, flooring, walls, bathrooms, and kitchen products. The core product is tiles (floor tiles, wall tiles, indoor tiles, patio/outdoor tiles) available in ceramic, porcelain, natural stone, and hard body materials. The company provides complete bathroom solutions (basins, baths, showers, toilets, taps, plumbing, furniture), kitchen solutions (sinks, taps), flooring (laminates, vinyl), mosaics, decors, and cladding. Key brands include Johnson Tiles, EVOX, Out Of Africa, Abode, Franke, Geberit, Hansgrohe, Croydex, Nuvo, and VADO. The business operates both retail and commercial divisions, offering installation essentials (adhesives, grout, tools, trims, cleaners).

Differentiator

Problem solved

Functional benefit

Products and services

• Tiles Floor tiles, wall tiles, indoor tiles, and patio/outdoor tiles in ceramic, porcelain, natural stone, and hard body materials, sold to residential homeowners and commercial contractors across South Africa.
• Floors Flooring solutions covering floor tiles plus laminates and vinyl flooring in cement, stone, wood-look, and patio/outdoor looks, for residential and commercial projects.
• Walls Wall tile solutions for indoor and cladding applications, with installation essentials, for residential and commercial wall-tiling projects.
• Bathroom Complete bathroom solutions comprising basins, built-in and freestanding baths, showers, toilets, taps, plumbing fittings, bathroom furniture, and bathroom accessories for residential renovations and commercial fit-outs.
• Kitchen Kitchen solutions including kitchen sinks, kitchen taps, kitchen floors, and kitchen walls with installation essentials, serving homeowners and commercial property developers.
• Mosaics Mosaic tiles in ceramic, glass, natural stone, porcelain, and resin materials, supplied for decorative applications across areas and styles.
• Decors Decorative tiles for wall and floor use, offered in shiny and matt finishes and polished, wood-look, stone-look, and marble-look aesthetics.
• Cladding Wall cladding in natural stone and ceramic types, supplied with associated installation essentials for indoor and exterior wall applications.
• Installation Essentials Installation materials and tools for tile fixing, including adhesives, grout, tools and spacers, trims and edges, primers and additives, and cleaners and sealers, sold alongside tile purchases to homeowners and contractors.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Johnson TilescoreChannel Partner/ Reseller/ DistributorJohnson Tiles is a key tile brand stocked by Tile Africa, offering ceramic, porcelain, and natural stone tiles for floor and wall applications. The partnership provides Tile Africa's customers access to Johnson's range of tile styles and finishes.
• EVOXcoreChannel Partner/ Reseller/ DistributorEVOX is a major bathroom fixtures brand sold through Tile Africa, including shower heads, shower arms, shower enclosures, and bathroom accessories. Tile Africa carries an extensive EVOX product range.
• GeberitcoreChannel Partner/ Reseller/ DistributorGeberit provides bathroom plumbing products including concealed cisterns and bathroom fixtures sold through Tile Africa's bathroom department.
• FrankecoreChannel Partner/ Reseller/ DistributorFranke kitchen sinks and kitchen products are available through Tile Africa's kitchen section, complementing their tile and flooring offerings.
• CroydexminorChannel Partner/ Reseller/ DistributorCroydex bathroom accessories including corner baskets, cosmetic baskets, and grab bars are sold through Tile Africa's shower accessories section.
• HansgroheminorChannel Partner/ Reseller/ DistributorHansgrohe shower heads are available in Tile Africa's shower accessories range, offering premium bathroom fixtures.
• VADOminorChannel Partner/ Reseller/ DistributorVADO bathroom fixtures and taps are among the brands available through Tile Africa's bathroom collections.
• Out Of AfricacoreChannel Partner/ Reseller/ DistributorOut Of Africa is an African-inspired tile brand available at Tile Africa, featuring designs that draw on African aesthetics and patterns.
• Norcros SA (CGSO Member)minorOthersTile Africa is a registered participant of the Consumer Goods and Services Ombud (CGSO), which oversees complaints regarding the Consumer Protection Act. The company upholds the Consumer Goods and Service Industry Code. Phone: 0860 000 272.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Floor & Decor Holdings: US-listed specialty retailer of hard-surface flooring (tile, stone, wood, laminate) with a pro/commercial division and design-led assortment taxonomy. Comparable specialty tile retailer model, though operating in a different geography.
• Saint-Gobain: Global building materials group that manufactures and distributes ceramic tiles, mortars, and surface solutions through brands such as Weber and CertainTeed. Overlaps with Tile Africa on tile/manufacturer-brand supply side and adjacent product categories.
• Leroy Merlin South Africa: Global DIY and home improvement retailer with South African operations selling tiles, flooring, bathrooms, and kitchens. Competes for the same renovation customer but with a much wider category footprint.
• Mohawk Industries: World's largest flooring manufacturer covering ceramic tile, carpet, laminate, LVT and stone products globally. Comparable as a flooring-category incumbent that supplies many of the brands Tile Africa distributes.
• Builders Warehouse (Massbuild): Massmart-owned South African building materials and home improvement big-box retailer offering tiles, bathrooms, kitchens, and DIY supplies at scale. Broader assortment than Tile Africa but overlapping tile/flooring category.

Direct peers

• Tile House: South African tile and sanitaryware retailer offering similar tile, bathroom, and flooring ranges to retail and contractor customers. Direct competitor in the regional tile retail category.
• Italtile Limited: JSE-listed tile retailer and the dominant competitor in South Africa, operating Italtile, CTM, and Top T stores with a comparable multi-brand tile, bathroom, and flooring assortment plus a dedicated commercial/specification business. Directly comparable in geography, category, and channel model.
• CTM (Ceramic Tile Merchants): South African tile and bathroom retailer under the Italtile group with extensive store footprint across SA. Directly comparable product mix, target customer (residential and contractor), and channel structure.

Regional players

• Topps Tiles: UK's largest specialist tile retailer with a similar multi-channel showroom + commercial customer model. Operates in a different geography but is structurally analogous in product mix, customer segmentation, and commercial supply business.

Others

• Travis Perkins: UK builders' merchant group distributing tiles, sanitaryware, and flooring products to trade and retail customers through various banners. Comparable as a building-materials distribution and supply partner, especially for the contractor channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tileafrica
• LinkedInlinkedin.com/company/tile-africa-commercial

Compliance1 record

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 Tile Africa Commercial