NewageProducts
- Company typePrivate
- Founded2008
- HeadquartersVaughan, Canada
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What NewageProducts does
NewAge Products is a privately held Canadian home improvement manufacturer and retailer founded in 2008 and headquartered in Vaughan, Ontario, with primary sales operations across the United States. The company designs, manufactures, and distributes a modular product portfolio organized into five core categories: garage storage (Bold, Pro, and Bold XL series steel cabinets, overhead racks, wall shelving, workbenches, and slatwall systems), outdoor kitchens (Classic stainless steel and aluminum, Essential aluminum, and premium Signature series modular cabinets), grills and appliances (gas grills, kamado/charcoal grills, griddles, pizza ovens, under-counter refrigerators), garage flooring, and outdoor furniture. The underlying technology is a modular cabinet architecture using aluminum and 304 stainless steel frames with fully-welded steel construction (18–24 gauge), configurable door and drawer options, and adjustable shelving systems with capacities up to 5,000 lbs.
NewageProducts firmographics
Firmographics- Name
- NewageProducts
- Legal name
- NewAge Products Inc.
- Website
- https://newageproducts.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
NewageProducts industry classification
Industry- Product category
- Home Improvement Products
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Electronics and Appliance Retailers (4492)
- SIC
- Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Garage, Basement & Utility Storage Retail (Workbenches, Cabinets, Heavy-Duty Storage) (CRAIAJAH)
- akta.pro secondary industries
- Tool & Hardware Organization (Workbench, Pegboard, Fasteners) (HSAFADAD), Garage, Basement, Attic & Utility Storage Systems (Non-Construction) (HSAFAHAC), Garage, Basement & Attic Organization (HSAFAAAD), Built-In & Integrated Appliance Retail (Built-In, Panel-Ready, Compact) (CRACACAH)
Keywords
Where NewageProducts is headquartered
LocationHeadquarters
- HQ city
- Vaughan
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
NewageProducts business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Hardware / Product Sales: NewAge Products generates revenue primarily through the one-time sale of physical storage and outdoor living products including garage cabinets, shelving, flooring, outdoor kitchen cabinets, grills, appliances, and outdoor furniture. Products are sold as individual units, pre-configured sets, or fully custom modular systems. The company also offers financing options through Klarna.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level garage storage and shelving products |
| One time/ perpetual license | Pay-as-you-go | Mid-range garage cabinetry sets and multi-piece configurations |
| One time/ perpetual license | Pay-as-you-go | Premium outdoor kitchen and grill island configurations |
| Other | Pay-as-you-go | Design consultation and support services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
NewageProducts product offering
Product offeringCore offering
NewAge Products manufactures and retails modular garage storage systems (steel cabinets, overhead racks, shelving, slatwall, workbenches), modular outdoor kitchen configurations (aluminum and 304 stainless steel cabinet sets), grills and outdoor appliances (gas, kamado/charcoal, griddles, pizza ovens, under-counter fridges), garage flooring, and outdoor furniture. Products are sold direct-to-consumer via newageproducts.com, through Lowe's and authorized dealers, and complemented by free 3D virtual design consultation, live product demos, professional installation, and white-glove delivery.
Product overview
NewAge Products is a direct-to-consumer manufacturer and retailer offering a comprehensive portfolio of home improvement products organized into five core categories: Garage Storage (modular steel cabinets, overhead racks, wall shelving, workbenches, slatwall systems), Outdoor Kitchens (modular cabinet sets in aluminum and 304 stainless steel with multiple series: Classic, Essential, Signature, and Grove/Louvered), Grills & Appliances (gas grills, charcoal/kamado grills, griddles, pizza ovens, under-counter refrigerators), Garage Flooring (polyaspartic and PVC coatings), and Outdoor Furniture. The product architecture follows a modular approach where customers can purchase pre-configured cabinet sets or individual components. Product series are differentiated by material gauge (Bold 24G, Pro 18G, Bold XL 20-24G for garage; Aluminum vs. Stainless Steel for outdoor), door style (Tempered Glass, SS Door, Louvered, Shaker), and finish options. The company complements its product sales with design services including free 3D virtual consultations, live product demonstrations, professional installation, and white glove delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Bold Series Garage Cabinets Modular, fully-welded 24-gauge steel garage cabinet sets sold in multi-piece configurations (6-piece, 9-piece) for residential homeowners seeking durable garage storage. Available in Black Frame with Gray, Red, Platinum, or Black door finishes.
- Pro Series Garage Cabinets Heavy-duty modular garage cabinet sets constructed with 18-gauge fully-welded steel for higher weight capacity and durability, targeted at homeowners wanting industrial-grade storage.
- Bold XL Series Garage Cabinets Larger-format 20–24 gauge steel fully-welded garage cabinetry sets sized for expanded residential garage storage capacity.
- Classic Series Modular Outdoor Kitchens — Stainless Steel 304 stainless steel modular outdoor kitchen cabinet sets in 2–7 piece configurations with SS Door or Louvered Door styles and built-in appliance options including Platinum Grill, Performance Grill, and Built-In Fridge. Targeted at homeowners building premium outdoor kitchens.
- Classic Series Modular Outdoor Kitchens — Aluminum Weather-resistant aluminum modular outdoor kitchen cabinet sets with glossy tempered-glass doors in 4–7 piece configurations, available in Slate Gray or Black finishes, for homeowners seeking lighter-weight outdoor kitchen construction.
- Essential Series Modular Outdoor Kitchens Entry-level aluminum modular outdoor kitchens with removable doors and built-in gas grill options, designed to deliver premium outdoor kitchen construction at a value price point for homeowners.
- Signature Series Custom Outdoor Kitchens Premium 304 stainless steel modular outdoor kitchens with shaker-style doors and customizable stone finishes (Ivory Travertine, Scabos Travertine, Silver Travertine, White Crystal Marble) for homeowners building high-end outdoor kitchens.
- Platinum Series Gas Grills High-performance built-in gas grills available as standalone units or integrated into outdoor kitchen configurations, designed for residential outdoor cooking enthusiasts.
- Platinum Series Griddles Built-in flat-top griddles for outdoor cooking versatility, designed to integrate with NewAge outdoor kitchen configurations for residential buyers.
- Pizza Ovens Outdoor-rated pizza ovens for authentic wood-fired or gas-powered pizza cooking, available as standalone units for residential outdoor kitchens.
- Under-Counter Refrigerators Outdoor-rated under-counter refrigerators and beverage coolers designed to integrate with NewAge outdoor kitchen configurations for residential buyers.
- Kamado / Charcoal Grills Premium kamado-style and charcoal grills for traditional outdoor cooking methods, available as standalone units or to integrate with outdoor kitchen configurations.
- VersaRac Overhead Rack Systems Ceiling-mounted heavy-gauge steel overhead storage racks available in adjustable (600 lbs capacity) and Pro (800 lbs capacity) versions in 4' x 8' dimensions, designed for residential garage storage.
- Pro Series Wall Mounted Steel Shelving Heavy-gauge steel wall-mounted shelves with 600 lbs weight capacity, available in 4' x 8' and 2' x 4' configurations for residential garage wall storage.
- Pro Series Industrial 5-Tier Shelving Rack 77-inch industrial 5-tier adjustable steel shelving rack with 20-gauge construction and 5,000 lbs floor-mounted capacity, designed for heavy-duty residential and light-commercial garage storage.
- Pro Series Adjustable Height Workbench Height-adjustable workbench with Black, Stainless Steel, or Bamboo worktop options, designed for residential garage workspaces.
- PVC Slatwall Wall Organization System Wall-mounted PVC slatwall panels and hook kits for customizable garage wall organization and tool storage in residential garages.
- Garage Flooring Solutions Polyaspartic and PVC garage floor coatings and tiles designed for durability and easy maintenance, sold for residential garage flooring projects.
- Outdoor Furniture Outdoor living furniture collections designed to complement outdoor kitchen and entertainment spaces, sold to residential homeowners.
- Outdoor Countertops Premium outdoor-rated countertop materials sold for integration with NewAge outdoor kitchen configurations for residential buyers.
- Outdoor Kitchen Covers & Accessories Protective covers and accessories for outdoor kitchen components and appliances, sold as standalone accessories for residential outdoor kitchen owners.
- Virtual Design Consultation Services Free 1-to-1 online design consultation services that produce 3D design renders, live product demonstrations, and personalized project guidance for residential garage, outdoor kitchen, and flooring projects.
- Live Product Demo Service Real-time video consultation with product experts from the NewAge Experience Center showroom, allowing customers to see and discuss products firsthand before purchase.
- Professional Installation Services Expert installation services delivered by certified NewAge installers for garage storage, outdoor kitchens, and flooring products purchased by residential customers.
- White Glove Delivery Service Premium white-glove delivery service including in-home delivery, unboxing assistance, and installation support for residential customers purchasing large home improvement products.
Quantifiable outcome
- Five-year revenue growth of 2,493%, ranking 31st on PROFIT 500
Companies that use NewageProducts
Customer profileSegments3 records
Ideal customer profiles3 records
NewageProducts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NewageProducts partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Lowe'scoreLowe's serves as a major retail distribution partner for NewAge Products, with products available at 132+ Lowe's store locations across the United States. Lowe's locations feature in-store product displays allowing customers to experience products before purchasing. The partnership extends NewAge's reach into physical retail at scale.
- Authorized DealerscoreA network of independent authorized dealers — including specialty garage storage showrooms and home improvement retailers — distributes NewAge products across the United States. Dealers provide localized sales, display, and customer service capabilities beyond the company's own digital and Lowe's channels.
- KlarnaminorNewAge Products offers financing options through Klarna, enabling customers to pay for higher-ticket products (outdoor kitchens, garage cabinetry sets) in installments. This partnership reduces purchase friction for premium-priced home improvement products.
Scale indicators2 records
Recent moves1 record
Expansion highlights4 records
NewageProducts competitors and assessment
Company assessmentDirect peers
- Blaze Outdoor Products: Blaze makes premium outdoor grills, griddles, and modular outdoor kitchen components in stainless steel, competing head-to-head with NewAge's Platinum Series grills and integrated outdoor kitchen configurations in the same price band.
- Gladiator (by Whirlpool): Gladiator is a Whirlpool-owned brand offering modular steel garage cabinets, slatwall, workbenches, and overhead storage — the closest direct competitor to NewAge's Bold and Pro Series garage storage line, sold through Lowe's, Home Depot, and direct.
- Bull Outdoor Products: Bull manufactures built-in and freestanding outdoor grills, BBQ islands, and outdoor kitchen equipment sold through dealers and direct, competing with NewAge's outdoor appliance line and modular kitchen integrations.
- Garage Living: Garage Living provides full-service garage organization including custom cabinets, flooring, and professional installation across North America — directly comparable to NewAge's garage storage plus installation service offering and showroom-based sales model.
- Danver Outdoor Kitchens: Danver manufactures modular stainless steel outdoor kitchen cabinets and grill islands, with comparable configurability, premium positioning, and direct-to-consumer sales model closely aligned to NewAge's Classic and Signature outdoor kitchen series.
- Kalamazoo Outdoor Gourmet: Kalamazoo produces ultra-premium outdoor kitchens, pizza ovens, and grill islands for luxury residential customers — comparable to the upper tier of NewAge's Signature Series in materials, customization, and price positioning.
- Yardistry: Yardistry designs and sells modular outdoor structures including gazebos, pavilions, and outdoor living products through retailers like Lowe's and Home Depot — overlapping with NewAge's outdoor living and outdoor furniture categories in distribution and customer base.
- Brown Jordan Outdoor Kitchens: Brown Jordan offers premium stainless steel outdoor kitchen cabinetry and complete grill islands targeting the high-end residential market, directly comparable to NewAge's Signature Series in materials, configurability, and price points.
- Napoleon Grills: Napoleon manufactures premium gas, charcoal, and electric grills plus outdoor kitchen components sold across North America, competing with NewAge's Platinum grill line and modular outdoor kitchen integrations in the same mid-to-premium price tier.
- Flow Wall (Master Mark): Flow Wall sells modular slatwall panel systems and accessory kits for garage and workshop wall organization, directly comparable to NewAge's PVC slatwall product line in function and target customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
NewageProducts financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewageProducts leadership team
Management profileNumber of profiles
NewageProducts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewageProducts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NewageProducts
What does NewageProducts do?
NewAge Products manufactures and retails modular garage storage systems (steel cabinets, overhead racks, shelving, slatwall, workbenches), modular outdoor kitchen configurations (aluminum and 304 stainless steel cabinet sets), grills and outdoor appliances (gas, kamado/charcoal, griddles, pizza ovens, under-counter fridges), garage flooring, and outdoor furniture. Products are sold direct-to-consumer via newageproducts.com, through Lowe's and authorized dealers, and complemented by free 3D virtual design consultation, live product demos, professional installation, and white-glove delivery.
Is NewageProducts a public or private company?
NewageProducts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NewageProducts founded?
NewageProducts was founded in 2008. It employs 101 to 250 people.
Where is NewageProducts based?
NewageProducts is headquartered in Vaughan, Canada, in the North America region.
How does NewageProducts make money?
One revenue line is on record: hardware / Product Sales.
Who are NewageProducts's main competitors?
Direct peers on record are Blaze Outdoor Products, Gladiator (by Whirlpool), Bull Outdoor Products, Garage Living, Danver Outdoor Kitchens, Kalamazoo Outdoor Gourmet, Yardistry, Brown Jordan Outdoor Kitchens, Napoleon Grills and Flow Wall (Master Mark).
Does NewageProducts have an API?
No public API is recorded for NewageProducts.
What industry is NewageProducts in?
NewageProducts's product category is Home Improvement Products. Its primary akta.pro industry code is CRAIAJAH, Garage, Basement & Utility Storage Retail (Workbenches, Cabinets, Heavy-Duty Storage), with a secondary code of HSAFADAD, Tool & Hardware Organization (Workbench, Pegboard, Fasteners). Its NAICS code is 449 and its SIC code is 2540.