How CTM Built a Billion-Rand Business in Tiles and Bathroomware
How CTM Built a Billion-Rand Business in Tiles and Bathroomware. Building a successful business in a competitive industry requires vision, strategic decision-making, and relentless customer focus. CTM (Ceramic Tile Market) has mastered this formula. Since its founding in 1983, CTM has grown into South Africa’s largest specialist tile and bathroomware retailer, with a presence across Southern and East Africa.
What can entrepreneurs learn from this 40-year success story? From smart store placement to a customer-first approach, CTM’s journey offers valuable lessons for business growth, resilience, and innovation.
Build a One-Stop Solution for Your Customers
One of CTM’s key strategies has been making home improvement easier for customers. Instead of selling just tiles, CTM became a one-stop shop, offering:
- Ceramic and porcelain tiles for walls and floors
- Bathroomware including sanitary fittings and furniture
- Taps and fittings to complete bathroom and kitchen designs
- Laminated wooden flooring for a modern touch
- Tools and accessories to simplify installation
Entrepreneurial Insight: Customers value convenience. If you can bundle related products or services together, you increase customer satisfaction and transaction value. Whether you’re in retail, tech, or services, think beyond a single product—offer a complete solution.
Strategic Store Locations Drive Success
CTM didn’t just expand blindly; they carefully chose locations that maximized visibility and accessibility. Today, with 99 stores strategically placed across Southern and East Africa, CTM ensures that their products are within reach of a wide customer base.
Entrepreneurial Insight: When expanding a business—whether a physical store or an online brand—location matters. For brick-and-mortar stores, high-traffic areas increase brand awareness and footfall. For online businesses, “location” means investing in strong digital visibility through SEO, strategic partnerships, and effective social media presence.
Stay Relevant and Celebrate Milestones
In 2023, CTM celebrated its 40th anniversary in style. The company partnered with South African vocalists Thokozani ‘TK’ Nzima and Mariechan Luiters to launch a theme song, reinforcing its connection with local culture. Why does this matter? Because brands that engage with their communities stay relevant and deepen emotional connections with customers.
Entrepreneurial Insight: Brand loyalty isn’t just about products—it’s about emotional connection. Celebrate milestones, engage your audience, and build cultural relevance. This could mean hosting customer appreciation events, collaborating with local influencers, or simply sharing your business journey in a meaningful way.
Quality and Customer Experience Are Non-Negotiable
CTM has dominated the tile and bathroomware industry for one reason above all: quality. Every product in their stores meets high standards, ensuring customers trust the brand and return for future purchases. Beyond products, CTM invests in a seamless shopping experience, ensuring that customers find what they need easily—both in-store and online.
Entrepreneurial Insight: Quality builds brand trust, and trust leads to repeat business. In any industry, cutting corners to increase short-term profits will cost you in the long run. Entrepreneurs should focus on delivering consistent quality and an effortless buying experience.
Expansion Without Losing Focus
Many businesses grow too fast and lose sight of what made them successful in the first place. CTM has expanded strategically—entering new markets while maintaining its focus on tiles and bathroomware. Instead of diversifying into unrelated industries, they refined and perfected their offerings.
Entrepreneurial Insight: Growth is important, but smart growth is essential. Don’t expand just for the sake of expansion. Before entering new markets or launching new products, ask yourself:
- Does this align with my brand’s core strengths?
- Will it improve the experience for my existing customers?
- Can I maintain quality and service at scale?
What Entrepreneurs Can Learn from CTM’s Success
CTM’s journey from a single store in 1983 to a household name with 99 stores holds powerful lessons for entrepreneurs:
- Offer a complete solution—not just a single product
- Be strategic with location and visibility
- Engage with your community and celebrate milestones
- Prioritize quality and customer experience
- Expand smartly—without losing focus
By following these principles, entrepreneurs in any industry can build businesses that stand the test of time—just like CTM.
