About NORIKA
Overview
NORIKA is a Singapore-based brand that specializes in sanitary hardware, plumbing equipment, water-supply components, bathroom and kitchen fittings, and related water-infrastructure products. Established in Singapore in 2003, the brand is marketed by Liang Chew Hardware Pte Ltd. NORIKA positions its products for professional plumbing, construction, building-services, and water-infrastructure applications, with an emphasis on quality, cost effectiveness, and service. 1
The company describes itself as a supplier of products and procurement solutions for the water industry. Its scope extends beyond consumer bathroom fittings to include broader water-supply, sewage, drainage, testing, and plumbing infrastructure. 2
History
NORIKA was established in Singapore in 2003. From its inception, the brand focused on supplying sanitary and plumbing products to the professional market rather than positioning itself solely as a consumer bathroom-accessories brand.
According to the company, it developed a reputation for providing quality materials at reasonable or cost-effective prices while building long-term relationships with customers in the plumbing and sanitary industry.
Over time, the brand’s development has shifted toward a broader water-infrastructure concept. The current product portfolio encompasses not only taps and bathroom fittings but also pipes, fittings, valves, testing equipment, drainage products, water meters, fire-protection accessories, and other plumbing components. This evolution is reflected in the brand’s positioning statement: “NORIKA is essential for water.” The company presents itself as a provider of products that help connect buildings and infrastructure to water systems, rather than simply a manufacturer of visible bathroom fixtures.
Corporate Structure and Ownership
NORIKA is closely associated with Liang Chew Hardware Pte Ltd, a Singapore-based hardware and plumbing company. Liang Chew’s corporate website identifies NORIKA as its in-house brand, alongside a portfolio of international brands such as Sekisui, MM Kembla, and ERA. 3
Thus, NORIKA operates as a proprietary plumbing and sanitary brand within the Liang Chew Hardware business structure.
Company Details
- Registered Company: Liang Chew Hardware Pte Ltd
- Brand Name: NORIKA
- Business Registration Number: 198303518K
- Business Type: Manufacturer / Producer, Wholesaler, Distributor
- Head Office Address: 133 Kitchener Road, Singapore 208517
- North Office Address: North Link Building, 10 Admiralty Street, #02-45, Singapore 757695
Products
NORIKA maintains a broad product portfolio divided into several major categories.
Water Supply
This category includes components used for controlling and distributing water:
- Ball float valves
- Pressure-control valves
- Solenoid valves
- Level-control/equilibrium float valves
- Private water meters
- PEX multilayer pipes
- PEX press-fit and push-fit fittings
- Related pipe fittings and accessories
Sanitary and Sewage Systems
Products for sanitary and wastewater systems include:
- Urinal and WC flush valves
- Sewage testing equipment
- Sewage blocking plugs
- Mechanical test plugs
- Plumbing test equipment
- Drainage-related products
Plumbing and Drainage Testing
A notable segment of the portfolio involves equipment for pressure, air, and drainage testing, including pneumatic rubber testing plugs and blocking plugs. These products are primarily aimed at professional plumbing and construction applications.
Bathroom and Kitchen Fittings
The brand offers end-user products such as:
- Mixer taps
- Sensor-operated taps
- Delay-action taps
- Commercial pre-rinse mixer taps
- Handicapped-accessible taps and accessories
- Shower stopcocks
- Tap boxes
- Bathroom accessories
Pipes and Fittings
NORIKA markets a range of PEX systems intended to simplify installation and improve efficiency:
- PEX multilayer pipes
- F5 press-fit fittings
- F6 push-fit fittings
- Press-fit tools
- Associated pipe-system components
Other Infrastructure Products
The broader catalogue includes:
- Fire-protection accessories
- Section steel
- Unistrut channels
- Pipe fasteners (stainless-steel and copper-alloy)
- Gratings
- Rubber and elastomer products
- Spa-pool products
- Tools and other plumbing accessories
Brand Philosophy
NORIKA’s corporate identity is centered on its QCDS philosophy, which stands for:
- Quality: Products designed for practical use and manufactured according to stringent quality standards.
- Cost: Maintaining competitive costs and affordability, attributed partly to relationships with affiliated manufacturing operations.
- Delivery: Meeting agreed delivery timelines, a critical factor for construction and plumbing projects.
- Service Excellence: Acting as a supplier capable of understanding technical and procurement requirements to provide value-added solutions.
The brand slogan is “Engineered for a Lifetime of Quality & Excellence.” Current communications also utilize messaging such as “Water is essential for life. NORIKA is essential for water” and “We connect you to water,” illustrating the shift from a sanitary-hardware supplier to a broader water-infrastructure solutions brand.
Manufacturing and Supply Chain
NORIKA’s operating model combines a Singapore-based commercial and distribution presence with affiliated manufacturing operations. The company states that while NORIKA products are marketed by Liang Chew Hardware in Singapore, manufacturing facilities exist in the UK and China. This structure allows the brand to leverage local technical and service knowledge alongside international production capabilities.
Quality and Certification
Historical company information notes that the sales office was awarded ISO 9001:2000 certification for quality management. Additionally, specific products highlight compliance with technical standards; for example, certain NORIKA rubber gaskets are described as compliant with PUB standards and requirements for potable water.
Target Customers
NORIKA is primarily a B2B and professional-oriented brand, though some products are relevant to residential users. Its customer base includes:
- Plumbing contractors
- M&E contractors
- Construction companies
- Building-services professionals
- Developers
- Facility-management companies
- Sanitaryware and hardware dealers
- Plumbing wholesalers
- Government and institutional projects
- Industrial users
- Professional installers
Market Positioning
In the plumbing market, NORIKA does not compete primarily on luxury designer aesthetics. Instead, its identity is built on reliability, functionality, technical performance, and cost effectiveness. While conventional bathroom brands may focus on taps, showers, sinks, toilets, and accessories, NORIKA’s proposition extends across the entire water system: from water supply and pipes to fittings, valves, sanitary systems, drainage, testing, and bathroom hardware.
Technology and Innovation
The brand has incorporated technology into its portfolio, including sensor-operated taps designed to enhance user convenience. It also promotes a Smart Drain product concept that combines drainage functionality with aesthetic design. Furthermore, its PEX systems utilize press-fit and push-fit technologies to streamline pipe installation.
