ELMOR founded in 1955 as a member of Elginkan Group and performs the marketing and sales of ceramic sanitary ware, faucets, valves, bathtubs and bath furniture. It aims to progress the quality of its products and services through effective use of modern technologies.

Product groups of ELMOR are E.C.A., AR and YAK branded Chrome Plated Faucets and Kitchen Accessories, E.C.A. branded Technical Products (valves),SEREL branded ceramic sanitary ware products, bathroom Furniture and Serel Acrylic branded Acrylic Bathtubs.  It also includes SEREL Accessories brand. These products are distributed through 450 authorized dealers in all cities of Turkey together with sales offices connected to the company's regional sales offices and head offices of İstanbul, Ankara, İzmir, Trabzon, Bursa, Adana and Antalya. E.C.A. SEREL has been the market leader in the sector for years and it preserves respected reputation together with the extensive sales network.