COTTO Tiles elevate themselves as the pioneers of new design directions for every space, segmenting the New Generation consumer behavior based on lifestyle into four groups. The company has developed a strategy under "four new concepts," highlighting "COTTO ARCHITECTURE" as the main product portfolio to support architects and designers. This concept showcases performance, innovation, technology, distinctiveness, and functionality, reinforcing the stance of MORE. LIFE to provide you with more. Mr. Sitthichai Sukkitprasert, Chief Marketing Officer of SCG Ceramics Public Company Limited, the manufacturer and distributor of COTTO, CAMPANA, and SOSUCO tiles, revealed that the company has elevated COTTO tiles to be the "pioneers of new design directions for every space." Recently, they have decoded the Consumer Lifestyle Trend and World Mega Trend into the behaviors of the New Generation (Gen Y) across four groups: 1) EXPRESSIVE ADORERS, who seek spaces that reflect their achievements; 2) INFORMED PERFECTIONISTS, who desire spaces for the entire family; 3) ENFORCED DIYERS, who want spaces that express their identity; and 4) ARCHITECTS & DESIGNERS, who need spaces that meet functional requirements. This has led to the development strategy under four new concepts: 1) COTTO MASTERPIECE, such as large-sized tiles, suitable for EXPRESSIVE ADORERS and INFORMED PERFECTIONISTS; 2) COTTO PLAY, like mix-and-match tiles, ideal for ENFORCED DIYERS; 3) COTTO ARCHITECTURE, featuring multi-sized tiles, tailored for ARCHITECTS & DESIGNERS; and 4) COTTO SELECTION, which caters well to general customers. These concepts will guide the direction of COTTO tile development for 2024 – 2025 under the theme "Reimagine Living Refinement."

Under the strategy of developing products within the four new concepts, COTTO ARCHITECTURE will be the main portfolio, accounting for 40% of the total tile products. It is expected that over ten new products will gradually enter the market this year, featuring diverse highlights such as Performance, Innovation, Technology, Attractiveness, and Functionality to meet the needs of various project types, including hotels, hospitals, community malls, schools, and residential projects. This reflects the company's ambition to be a design partner that inspires design in every aspect of life (INSPIRE LIVING UNBOUND).

Meanwhile, the development of tiles under the new concept COTTO ARCHITECTURE aims to reflect what consumers receive under the stance of "MORE. LIFE - we give you more" across various dimensions, including MORE. Explore COTTO for... more than you think, MORE. Space / MORE. Stories to provide you with more space and enrich your stories, and MORE. Feeling / Vibes for more than just the feelings you can experience. Additionally, it reflects what COTTO offers consumers beyond their expectations in other dimensions, such as diverse designs and sizes, sustainability, and meeting consumer needs. Products that embody this stance include X STRONG tiles, which are scratch-resistant and can bear extra weight, showcasing exceptional strength and durability; HYGENIC TILES that offer enhanced protection; and Paw & Play tiles for pet lovers that reflect greater care for pets, among others. This aims to highlight the distinctiveness of COTTO products compared to other manufacturers and ensure that COTTO tiles can meet design needs in every space beyond consumer expectations.