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.

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

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

• Modular garage cabinets
• Outdoor kitchen systems
• Residential garage storage
• Outdoor cooking appliances
• Home improvement manufacturing

Headquarters

HQ city

Vaughan

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Lowe'scoreChannel Partner/ Reseller/ DistributorLowe'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 DealerscoreChannel Partner/ Reseller/ DistributorA 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.
• KlarnaminorGTM or Marketing PartnerNewAge 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

Direct 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

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NewageProducts