What Superhome does

Superhome (legal name: Super Home) is a privately held Australian smart home automation distributor and retailer headquartered in Roseville, NSW, operating across Australia and New Zealand. The company sells over 100 smart home products through its owned e-commerce storefront (superhome.com.au), covering multiple automation protocols including Z-Wave, Apple HomeKit, Fibaro, WiFi, and Savant systems. Product categories span automation controllers (e.g., Fibaro Home Center 2/3), modules, sensors, networking equipment, smart lighting, security devices such as intercoms and cameras, and HD home media equipment, supplied by manufacturers including Fibaro, Aeotec, Eve, HEOS, iEast, Ubiquiti, Oomi, and Sunfire. Distribution is supplemented by pre-configured bundled packages for automation, security, home theatre, and WiFi use cases, with same-day dispatch for orders placed before 3:30PM Sydney time.

The business model operates on two revenue streams: direct hardware sales at published unit pricing and professional design, programming, and installation services for residential and commercial projects. Superhome serves two distinct customer segments — DIY homeowners who self-serve via the online store, and professional dealers and integrators who procure equipment for client installations and rely on phone-based technical consultation (1300 FIBARO). Core brand relationships include core partnerships with Fibaro and Savant and a minor partnership with AMPIO, positioning the company as the premier national distributor of home automation products in the ANZ region.

Superhome differentiates on distribution breadth across protocols and brands, same-day fulfillment, and a no-hassle returns policy, rather than on proprietary technology. The company does not develop its own automation platform; it aggregates and resells third-party hardware with optional installation services. There is no disclosed funding, ownership structure beyond independent operation, executive team, or revenue figure in the source data, and the company operates with a 1–10 employee footprint.

Name

Superhome

Legal name

Super Home

Website

https://superhome.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Superhome is an Australian online distributor and retailer of over 100 smart home automation products serving DIY homeowners and professional installers across Australia and New Zealand, with same-day dispatch and optional design and installation services.

Ownership category

akta.pro rank

Product category

Smart Home Automation Hardware

NAICS

Electronics and Appliance Retailers (44921)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

Whole-Home Automation System Design & Programming (HSAHADAA)

akta.pro secondary industries

Smart Home Hubs & Controllers Retail (CRAIAMAA), Smart Home Installation Kits & Bundles Retail (CRACAGAL)

Keywords

• Smart home automation
• Z-Wave devices
• Home security systems
• Smart lighting controls
• Home networking equipment

Headquarters

HQ city

Roseville

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct product sales of smart home automation hardware including controllers, modules, sensors, networking equipment, lighting, security devices, and accessories. Products are sold individually at published price points. The company also offers bundled solutions (automation bundles, home theatre bundles, security bundles, WiFi bundles) at combined pricing.
2. Professional Services: Design, programming, and installation services for smart home automation systems. The company offers custom design, personal consultation, and one-stop-shop installation services for both residential and commercial projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Superhome is a distributor and online retailer of smart home automation hardware in Australia and New Zealand, offering controllers, modules, sensors, lighting, security devices, networking equipment, and home media products primarily from brands such as Fibaro, Savant, AMPIO, Akuvox, HEOS, and Ubiquiti. The company also provides professional design, programming, and installation services for residential and commercial automation projects, operating as a one-stop-shop for complete smart home solutions.

Product overview

Superhome is a smart home automation product distributor and retailer operating in Australia and New Zealand. The company offers a portfolio of smart home devices across multiple protocols including Z-Wave, Apple HomeKit, WiFi, and Bluetooth. The core product offering centers on automation controllers (such as the Fibaro Home Center 2 and Home Center 3), which serve as central gateways for integrating and automating various smart devices. The product lineup includes automation modules (relay switches, dimmers, smart implants), smart sensors (motion, door/window, flood, temperature, humidity), smart lighting (LED controllers, RGBW controllers, bulbs, light strips), home security (video intercoms like DoorBird and Akuvox with facial recognition, HD cameras, entry access controllers), home networking equipment (WiFi access points, routers, IP power controllers, PoE devices), and home audio/video (HEOS multi-room audio, iEast streaming amplifiers). Additionally, the company offers bundled product packages for automation, security, and media, as well as accessories including range extenders, IR controllers, and kinetic light switches. The ecosystem supports integration with Z-Wave-based devices from Fibaro, Aeotec/Aeon Labs, and Remotec, HomeKit-compatible devices from Eve and Fibaro, and WiFi/Bluetooth devices from brands like Shelly and iEast.

Differentiator

Problem solved

Functional benefit

Brands

• Savant Home Automation: Bespoke luxury home automation brand featured on the website.
• Ampio

Products and services

• Fibaro Z-Wave Home Center 3

Quantifiable outcome

• Same day dispatch available for orders before 3:30PM Sydney time

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Partnerships

Two partnerships are on record, tiered core.

• SavantcoreTechnology or IntegrationSuperhome offers Savant home automation products, described as 'bespoke luxury home automation.' Savant is positioned as a premium automation solution offered alongside the company's other product lines.
• FibarocoreTechnology or IntegrationFibaro is the primary brand focus, with extensive product range including Home Center controllers, modules, sensors, and integrated systems. The company is a major Fibaro distributor in Australia/NZ.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Control4: Established whole-home automation platform with professional installer channel in ANZ and globally. Comparable to Superhome's Savant/luxury automation positioning; both serve trade integrators with proprietary controllers and bundled solutions.
• Crestron: Premium whole-home automation incumbent with deep installer/dealer network. Competes with Superhome at the luxury end of the ANZ market through its own distribution and certified integrators.
• Bunnings: Dominant ANZ home improvement retailer carrying smart home SKUs alongside general hardware. Represents the mass-market DIY competition that Superhome must differentiate against on depth of automation expertise and trade installer support.

Direct peers

• Loxone: Smart home automation manufacturer with miniserver-based ecosystem and direct sales to installers. Overlaps directly with Superhome's Fibaro/Z-Wave based automation offerings and serves the same professional installer segment.

Others

• Fibaro: Primary Z-Wave smart home brand Superhome distributes. Functions as both a supplier and a competitor since Fibaro sells direct to consumers globally and could disintermediate Superhome's ANZ channel.

Emerging players

• Savant: Luxury bespoke home automation brand Superhome offers as a core partner. Overlaps at the premium end with Superhome's high-ticket installation services and competes for the same HNW customer projects.
• Aeotec: Z-Wave device manufacturer whose products Superhome distributes. Comparable as a smart home component seller; partial overlap as Aeotec also operates direct-to-consumer channels that compete with Superhome's storefront.
• Hubitat: Smart home hub maker focused on local-processing home automation, sold via its own online store. Comparable as a smart home ecosystem vendor competing for the same DIY/advanced consumer segment.
• Shelly: WiFi/Z-Wave smart home module manufacturer with global DTC sales. Comparable to the automation module category Superhome distributes, with direct-to-consumer pricing that competes with Superhome's retail markup.

Regional players

• Jaycar Electronics: Major ANZ consumer electronics retailer with broad smart home and DIY automation SKU coverage. Comparable ANZ e-commerce + retail presence targeting DIY hobbyists, though with a wider but shallower product range than Superhome.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/super-home

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 Superhome