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Although the name WILLY may not be widely recognized by the general public, most people have likely encountered the brand’s work in one way or another.
WILLY is a toilet partition brand trusted by leading projects across Thailand—ranging from Siam Paragon, Suvarnabhumi Airport, CentralWorld, to hospitals, schools, and major office buildings nationwide.
However, due to the common perception of toilet partitions as purely functional elements—serving mainly to divide restroom spaces—many may not expect how much potential lies behind these familiar structures. When thoughtful design and innovation are applied, even something as ordinary as a toilet partition can deliver surprisingly meaningful benefits to users.
This idea became a crucial starting point for Boonrod Atsawasitthathorn—known as “Sun”—Product Director at Welcraft Products Co., Ltd., the manufacturer behind the WILLY brand.
Driven by this inspiration, he set out to transform the industry by breaking away from the conventional image of toilet partitions. Through innovation and the power of design, he aims to create a competitive edge for a family business founded by his parents—ensuring its long-term sustainability in a highly competitive, red-ocean market.
Sun recalls growing up as the only son in a family deeply rooted in the toilet partition business, knowing from an early age that one day he would return to carry on the family legacy.
“Because I was interested in both art and science, I chose to study Product Design.
It was a field that truly opened my world and permanently changed how I view design.”
He remembers a moment during his studies when a professor asked students to propose project ideas. One classmate suggested designing a missile defense weapon—an idea that was widely mocked by classmates and even doubted by the professor.
“But as graduation approached, I saw that this friend had continued developing the idea relentlessly. After graduating, he joined the military and became involved in designing real defense equipment.
His story constantly reminds me never to think small. More importantly, in the world of design, the word ‘impossible’ does not exist—if you are truly committed to making something happen.”
After graduating, Sun returned to the family business as a young professional full of energy. His first assignment was to redesign the company’s entire product catalog.
Although the task seemed unrelated to product design at first, it became an invaluable opportunity to study every product in detail. Through this process, he gradually gained deeper insight and began to identify opportunities for improvement—particularly in door lock components, which often suffer from issues such as breakage or misalignment.
This hands-on experience marked the beginning of a design-driven approach that would later shape WILLY’s evolution—from a traditional manufacturer into a brand focused on innovation, usability, and long-term value.
“About ten years ago, I began applying the design skills I had learned to develop a small project of my own.
The very first product I worked on was a door lock. I started by creating 3D drawings and producing prototypes to test the idea, revising the design countless times until I was confident enough to move on to actual plastic molding.At first, the factory team said it couldn’t be done. But I refused to give up. We worked together to find solutions and make adjustments. In the end, we successfully developed a recessed lock system that transformed the industry—allowing the lock to engage perfectly with the door groove.
I began this project in 2016, but it wasn’t until 2018 that it was fully developed and ready for market. That’s why we named it Series 61.”
This innovation not only won the DEmark Design Excellence Award, but also marked a major breakthrough in the toilet partition industry.
It is considered one of the most significant door-lock innovations in the past 30 years of the market.
Despite the high level of competition, the toilet partition industry had long remained stagnant in terms of product development, with little innovation introduced over time. Series 61 challenged that norm—proving that even the smallest components can redefine an entire industry when design thinking and persistence are applied.
The success of Series 61 became a key milestone that earned Sun the trust to step into a leadership role within the organization.
Since then, he has continued to lead Willy Welcraft with a clear working philosophy known as the 3D Principle:
Design – Creating solutions that are not only beautiful, but truly solve real problems
Develop – Listening to real users and continuously improving without pause
Deliver – Delivering products that perform in real life, not just look good in catalogs
“One of the biggest challenges in taking over the business was not only proving my capabilities, but also changing the long-standing perception of toilet partitions.
Most people see them as nothing more than panels that divide space.”
Sun explains that another complexity lies in the nature of the customers.
The buyers are usually project owners, contractors, or architects—not the end users themselves. Once installed, toilet partitions are used by a wide range of people of all genders, ages, and nationalities.
“That means we must identify pain points not only from the client’s perspective, but also from the perspective of real users.
The challenge is finding the right balance—designing solutions that meet functional needs, follow Universal Design principles, and still deliver aesthetics that blend seamlessly with different architectural styles.”
Today, Willy Welcraft is recognized as the number one prefabricated toilet partition brand in Thailand, with the highest sales volume in the market.
It is also the only company in the industry that manufactures every single component in-house.
Sun believes this vertical integration is a critical competitive advantage—allowing WILLY to stand out clearly and stay ahead of other players in the market.
Sun openly acknowledges that innovation inevitably attracts imitation.
Many of Willy Welcraft’s products have been copied over the years. However, he sees this as a reflection of success rather than a setback.
Behind every product lies a highly complex development process—from concept and design to countless rounds of testing before reaching perfection. As a result, copying the appearance alone is never enough to replicate true performance.
“The moment you create a trend is the moment you get copied.
Every time that happens, I remind myself—it means our product is good. But copying something to be 100% identical, both in design and functionality, is almost impossible.”
Sun emphasizes that the real responsibility of leadership is continuous evolution.
“Our job is to keep developing ourselves.
The more we innovate and manufacture everything ourselves, the further ahead we stay from competitors. That’s how we achieve sustainable growth.”
For him, the core of business success lies in never standing still and always looking forward.
“I always remind my team that we are not here to follow trends—we must lead them.
Design evolves quickly, even in areas people consider ordinary, like toilet partitions. If we see toilet partitions as part of a building’s furniture—elements that should offer new design possibilities and reflect the identity of the space—then there is still enormous potential waiting to be explored.”
Beyond constantly “reigniting the creative spark” within the organization—encouraging teams to move forward with creativity and innovation to build long-term strength—Sun has also expanded the company’s product portfolio with the introduction of Service Wall, an intelligent behind-the-toilet wall system.
Designed for easy access and maintenance, Service Wall allows panels to be opened effortlessly for servicing, while maintaining a refined, elegant, and fully integrated design aesthetic.
The system enables quick access to critical components such as valves, water pipes, and sensors—without the need to dismantle or demolish existing structures.
This innovation directly addresses a major pain point for clients. Traditionally, system failures required restroom closures and destructive wall demolition to reach concealed plumbing—causing delays, inconvenience, and additional costs. Service Wall transforms this process, allowing maintenance to be carried out quickly and efficiently, with minimal disruption.
In addition to Service Wall, Sun has expanded Willy Welcraft into the locker market, which is rapidly growing across sectors such as data centers, fitness facilities, and industrial factories.
Looking ahead, he envisions both Service Wall and locker systems evolving into key business pillars—forming a strong new portfolio that complements the company’s core toilet partition solutions.
When asked about his ultimate goal, Sun concludes with a clear vision:
“I want to build the WILLY brand—already present in people’s everyday lives—into a name that is widely recognized.
So that whenever people use a restroom in any location, simply by experiencing the functionality or the design of the toilet partitions, they will instantly think of WILLY.”
This ambition reflects a belief that great design should be felt before it is seen—and that even the most familiar spaces can leave a lasting impression when innovation, functionality, and aesthetics come together seamlessly.
Interview excerpt referenced from
https://forbesthailand.com/news/marketing/sponsored-content/willy-welcraft
