TOSTEM, part of the LIXIL Housing Technology group, has unveiled its vision for regional growth through three strategic pillars aimed at expanding its presence in Asia and the Middle East. These strategies include Category Expansion, Area Expansion, and Segment Expansion, with Thailand positioned as a crucial "production and development hub" in the region. TOSTEM emphasizes its role as a brand that integrates "innovation, design, and sustainability" to enhance the quality of modern living.

Revealing the Three Strategic Pillars for Growth

Mr. Satoshi Yoshida, Executive Officer and Vice President of LIXIL Housing Technology, LIXIL Corporation, stated that the housing technology business under the TOSTEM brand remains one of LIXIL's core businesses, generating strong revenue and continuous growth in Japan, with a steady growth share in Asian countries. The company plans to drive its vision of revolutionizing living spaces globally through three key approaches: 1. Category Expansion, 2. Area Expansion, 3. Segment Expansion. The focus is on driving brand growth in Asia and entering new markets in the Middle East, maintaining a commitment to quality, beauty, and Japanese design that integrates functionality for sustainable living.

Mr. Ichiro Murakoshi, Executive Officer for the Asia Region, LIXIL Housing Technology, LIXIL Corporation, mentioned that the successful marketing strategies implemented in Asia over the years have established a strong foundation for TOSTEM. Today, we are ready to elevate our business to grow further and genuinely bring TOSTEM's Japanese quality and design to new customers and markets worldwide. The three strategic pillars that TOSTEM will use to drive regional growth include: 1. Category Expansion to provide comprehensive housing solutions. Recently, TOSTEM launched the IN16 Series, a new line of aluminum doors and partitions designed by the LIXIL Global Design team from Japan, enhancing the beauty and functionality of premium residential and commercial spaces. This product marks a transition from "doors and windows" to a more complete "Interior Living Series," with the IN16 receiving the GOOD DESIGN AWARD 2024 from Japan and being introduced in Thailand at the Architect Expo in April, followed by sales to homeowners in July, receiving excellent feedback as a product that reflects contemporary Japanese design that aligns with the lifestyle of the new generation.

2. Area Expansion aims to enter the Middle Eastern market after achieving success in Asia. TOSTEM plans to "open doors to new markets" in the Middle East by launching a new showroom in Dubai in October 2025 and participating in the Big 5 Global Exhibition in November. This will provide a platform for the brand to connect with real estate developers, architects, and international partners. Expanding into the Middle East is a significant milestone for TOSTEM in its journey to become a Global Premium Housing Solution Brand that brings Japanese quality and design to the global stage.

3. Segment Expansion focuses on penetrating the luxury high-rise market. Previously, TOSTEM concentrated on low-rise housing; this year, the company is preparing to enter the luxury high-rise market, one of the fastest-growing segments in Asia. A specialized product development team has been established, and strategic partnerships with real estate stakeholders are being formed, moving forward with several landmark projects across the region.

TOSTEM Thailand: Driving Vision to Cover All Residential Segments

Mr. Vicha Worasayan, Leader of the Housing Technology Business Group at LHT Asia Sales and Marketing Co., Ltd., the manufacturer of TOSTEM aluminum doors and windows in Thailand under LIXIL Corporation, stated that TOSTEM Thailand serves as a vital strategic base for producing and distributing products to the Asian market. We have factories, research and development (R&D) centers, and regional marketing headquarters to strengthen the brand's ability to meet diverse customer demands in design and functionality. We continue to enhance our capabilities to meet the needs of all levels of the housing market and align with the company's policies through three key directions: 1. Increasing production capacity and distribution nationwide to support market growth and diverse demands, 2. Accelerating the marketing of the IN16 Series in Thailand to fully penetrate the interior design market, creating differentiation in design and functionality to meet the needs of customers seeking a balance between "beauty" and "functionality," 3. Targeting all segments of the housing market from upper mass to luxury segments, including project customers (B2B) and individual homebuyers (B2C), expanding the product line to reach more retail customers, as well as partnerships with designers, architects, and interior designers seeking solutions that blend beauty and efficiency through the TOSTEM Studio showroom network, which currently has 15 locations across Thailand and will continue to expand in high-potential areas.

TOSTEM is recognized as a global brand for doors and windows and is one of the brands under LIXIL, a leading provider of building products and residential solutions.

Meanwhile, LIXIL is a Japanese company with over 100 years of history and a global leader in the building and housing industry, operating in over 150 countries worldwide with more than 70,000 employees and 80 factories. It consists of two main business groups: 1. LIXIL Water Technology, producing bathroom products under various brands such as American Standard, Grohe, INAX, and 2. LIXIL Housing Technology, producing home products such as doors and windows under the TOSTEM and NODEA brands.