REP FLOOR is a distributor of construction cement with over 21 years of experience in the industry. Let’s explore the perspectives that respond to time and trends in the building industry, and how they affect REP FLOOR. Discover answers through products in the group, which have been developed to meet the needs of more convenient use, through an interview with Khun Wasan Sitasathi, CEO, REP FLOOR Co., Ltd. and REENTECH Co., Ltd.
Building on the success from Architect’24 to Architect’25
At Architect’24, REP FLOOR Co., Ltd. and REENTECH Co., Ltd. launched a new product, ‘CrystalTop’, a topping cement that comes with special properties: when plastered, it is only 10-12 millimeters thick, with a non-sticky texture that helps the cement flow well and sets quickly. Apart from these properties, the cement can be polished to a shine within 24 hours, which would not crack from shrinkage. CrystalTop can also be mixed with other beautiful stones or shells make the appearance similar to that of Terrazzo, adding gimmick to the product. Khun Wasan shared that by launching ‘CrystalTop’, the company received positive feedback from architects, designers and end-users.
From such good feedback, Khun Wasan also recalled the word-of-mouth that went on from visitors that after the conclusion of Architect’24, REP FLOOR continued to gain new customers.
‘Special, attentive’: Polished Concrete Specialist
The highlight that makes REP FLOOR stand out among other products in the same industry is its uniqueness and attention to detail, as well as its one-of-a-kind quality that is passed on to customers who choose the company’s products. REP FLOOR aims to be an expert in polished concrete, by employing a marketing strategy that focuses on providing knowledge and understanding to the target group in order to meet usage needs.
“REP FLOOR has been developing continuously and has become a leading expert in Thailand in terms of production capacity, quality and marketing. We focus on providing information and knowledge to customers so that they can choose high-quality products that meet their needs,” Khun Wasan shared about the marketing strategy.
The change or shift of eras also affects product development as consumer trends change. This can be seen in ‘CrystalTop’, the latest product that aims to solve the pain point of general cement, that is, it flows slowly, shrinks when exposed to heat, and sets slowly. In addition to said properties, CrystalTop is also environmentally friendly because it emits a low amount of Carbon Footprint. Initially, REP FLOOR started with Epoxy, PU, which had the disadvantage of releasing VOCs that are toxic to both people and the environment. Later, the company changed to polished concrete under the name CrystalFloor. Currently, the product area is no less than 20 million m2, guaranteed by customers in general, indicating the company’s commitment to Green Construction & Low Carbon.
“CrystalTop will change the perspective of designers who are still concerned about terrazzo floors due to the issue of cracked floors. CrystalTop aims to solve the problem for designers and end users. Another product from REP FLOOR is CrystalFloor because the product’s properties help lock the surface and pattern of Terrazzo style floors to become popular again. In addition, REP FLOOR also provides different stones with various imported patterns and colors to add fun and challenge to all designers because it aims to make CrystalFloor pleasing and eye-catching.”
In addition to being one of the products that reduces carbon emissions, the brand also promotes environmental conservation because REP FLOOR wants to create a driving force in the design and construction industry to break the limitations of products to challenge designers, builders, and developers with products from REP FLOOR.
Experience and exchange knowledge of CrystalFloor and CrystalTop products from REP FLOOR at booth No. F209 at Architect’25, the 37th ASEAN’s Largest Building Technology Exposition during 29 April – 4 May, 2025 from 10:00 a.m. – 8:00 p.m. at IMPACT Muang Thong Thani.
