What Granite Transformations does

Granite Transformations (legal entity: Rocksolid Granit (USA), Inc.) is a US kitchen and bathroom remodeling franchise network operating under the Granite and TREND Transformations brand and parent company TREND Group (TREND Group SPA), founded in 1996 and headquartered in Sunrise, Florida. The company sells and installs proprietary etherium® By E-Stone engineered stone surfaces — a low-silica composite infused with ForeverSeal® polymer resin technology that produces nonporous, heat-, stain-, scratch-, and mildew-resistant surfaces backed by a lifetime limited warranty. The flagship differentiator is the overlay installation method, which fits quarter-inch surfaces directly over existing countertops using proprietary adhesives, eliminating demolition and reducing project timelines to as little as one day for countertops and roughly one week for bathrooms.

The core product portfolio is centered on etherium® By E-Stone (with Trascenda marble/concrete and Origina granite/quartz/recycled glass collections), complemented by MillWURK™ American-made cabinetry, glass mosaic tile collections, and full kitchen and bathroom renovation services. The company operates a 160,000-square-foot manufacturing facility in Sebring, Florida, providing vertical integration from raw material to installation. Distribution is entirely through a franchise model: 25+ independently owned and operated US locations, each operating showrooms and in-home design consultation teams. Customers are predominantly residential homeowners, with a secondary commercial segment covering hotels, restaurants, healthcare, education, and government buildings. Pricing is project-based ($4K-$30K+ for kitchen renovations), with franchise-by-franchise financing.

The revenue model combines franchise fees and royalties from independently owned franchisees with product supply from the central manufacturing facility. Marketing channels include a 3D Design Tool for self-service visualization, a website, social media presence across Facebook/X/Instagram/Pinterest/YouTube/LinkedIn, free in-home design consultations, traditional advertising (billboard, radio, TV), home shows, and earned media coverage. The company holds NSF, NSF 51, GREENGUARD, and U.S. Green Building Council certifications, with products incorporating up to 78% post-consumer recycled glass content. TREND Group reports a 50+ country operating footprint, but US franchise activity is the focus of this entity.

Name

Granite Transformations

Legal name

Rocksolid Granit (USA), Inc.

Website

https://granitetransformations.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Granite Transformations is a US franchise network selling and installing proprietary etherium® By E-Stone engineered stone countertops, MillWURK cabinetry, and mosaic tiles through 25+ independently owned locations, serving residential homeowners seeking kitchen and bathroom renovations with minimal demolition.

Ownership category

akta.pro rank

Product category

Kitchen and Bathroom Remodeling

NAICS

Wood Kitchen Cabinet and Countertop Manufacturing (337110)

SIC

Cut Stone & Stone Products (3281)

akta.pro primary industry

Countertop Fabrication & Installation (Stone/Quartz/Solid Surface) (HSAPAIAE)

akta.pro secondary industries

Tile & Stone Flooring Installation (HSAPAGAE), Cabinet Painting & Refinishing (HSAGADAC), Powder Room / Half-Bath Renovation (HSAPABAN), Countertop & Vanity Stone Care (Cleaning/Polishing/Sealing) (HSAEAOAL)

Keywords

• Kitchen countertop installation
• Bathroom remodeling services
• Cabinet refacing
• Engineered stone surfaces
• Mosaic tile backsplashes

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices25 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales and Installation: One-time sale of etherium® By E-Stone surfaces, MillWURK™ cabinets, and mosaic tiles with professional installation. Revenue is project-based with prices varying by project scope and materials selected. Overlay installations typically completed in one day.
2. Franchise Fees: Granite & TREND Transformations operates as a franchise company. Independent franchisees pay fees to use the brand, receive product supply, and access operational support. Each location is independently owned and operated.
3. Post-Consumer Recycled Content Products: Products incorporate up to 78% post-consumer recycled glass content. Sustainable materials command premium pricing while reducing raw material costs.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Granite Transformations manufactures and sells proprietary etherium® By E-Stone engineered stone surfaces (under Trascenda and Origina collections), MillWURK™ cabinetry and glass mosaic tiles, then delivers professional kitchen and bathroom renovation services — including countertop overlay installation, cabinet refacing, and tub-to-shower conversions — through a national franchise network. The franchise model combines proprietary US-manufactured surface products with one-day overlay installation that eliminates the need for demolition.

Product overview

Granite Transformations operates as a surface renovation company offering a unified portfolio of products and services for kitchen and bathroom remodeling. The core product is the proprietary etherium® By E-Stone engineered stone surface line (available through Trascenda and Origina collections), which is installed using an overlay method directly over existing surfaces—eliminating the need for demolition. This core surface product is complemented by MillWURK™ Cabinetry (premium American-made cabinets), Mosaic Tiles (glass tile collections in multiple styles), and professional installation services for countertops, cabinet refacing, and full kitchen/bathroom renovations. The company also provides a 3D Design Tool for visual planning and serves both residential and commercial segments. All components are available through a single-source provider model with franchise locations across the United States.

Differentiator

Problem solved

Functional benefit

Brands

• MillWURK Cabinetry: Premium line of American-made, high-quality cabinets designed for beauty, durability, and responsible manufacturing using high-grade materials and precision engineering.
• etherium By E-Stone
• Trascenda
• Origina
• ForeverSeal
• Garage Transformations

Products and services

• etherium® By E-Stone Engineered Stone Surfaces Proprietary engineered stone surface brand used for countertops, backsplashes and wall applications. Features ForeverSeal® polymer resin technology for nonporous, stain-, heat- and scratch-resistant properties. Available in Trascenda (marble, concrete, travertine) and Origina (granite, quartz, recycled glass) collections.
• MillWURK™ Cabinetry

Quantifiable outcome

• Countertop installations completed in as little as one day
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• TREND GroupflagshipStrategic or Co-development PartnerParent company of Granite and TREND Transformations, formed in 2000. World leader in production of colored glass, Venetian enamel, gold leaf tesserae and engineered stone surfaces. With production and assembly facilities on four continents and operations in more than 50 countries, TREND Group provides Granite & TREND Transformations franchise locations with ability to bring highest quality materials from around the world.
• Franchisees (Independently Owned Stores)coreChannel Partner/ Reseller/ Distributor25+ independently owned and operated franchise locations across the United States. Each franchisee operates under the Granite & TREND Transformations brand, using proprietary etherium® By E-Stone surfaces and following company installation standards.
• NSF InternationalcoreStrategic or Co-development PartnerNSF International provides third-party certification for health, safety, and eco-friendliness standards. Granite & TREND Transformations holds multiple NSF certifications for their remodeling materials.
• U.S. Green Building CouncilminorStrategic or Co-development PartnerGranite & TREND Transformations products contribute to LEED ratings based on credits for Material and Resources, Indoor Environmental Quality, and Innovation and Design.
• Garage TransformationsminorOEM/ Whitelabel/ Licensing PartnerAffiliated brand focusing on garage renovation services. Part of the TREND Group portfolio of home renovation concepts.
• TREND TerrazzominorOEM/ Whitelabel/ Licensing PartnerAffiliated brand specializing in terrazzo surfaces. Part of the TREND Group product portfolio.
• OrsoniminorOEM/ Whitelabel/ Licensing PartnerOrsoni Foundry in Venice produces handcrafted mosaic tiles and gold leaf tesserae. Referenced in company legacy content as part of the TREND Group heritage.
• Veterans Transition Franchise Initiative (VetFran)minorGTM or Marketing PartnerFranchise program supporting veterans entering the franchise business. Granite & TREND Transformations is a proud member of this initiative.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Bath Fitter: Bath Fitter is a national bathtub and shower renovation franchise that installs acrylic liners and tub-shower conversions in a single day — directly mirroring Granite Transformations' one-day, no-demolition overlay value proposition for residential bathrooms.
• Re-Bath: Re-Bath is a bathroom remodeling franchise network offering full bath remodels and tub-to-shower conversions. It competes with Granite Transformations for the same homeowner and uses a similar multi-channel franchise GTM with national brand standards.
• Kitchen Tune-Up: Kitchen Tune-Up is a kitchen remodeling franchise whose core offering includes cabinet refacing and related tune-up services — directly overlapping Granite Transformations' MillWURK™ cabinet refacing and kitchen remodel package.
• MSI Surfaces: MSI is one of the largest U.S. importers and distributors of quartz, granite, and engineered stone surfaces for countertops, with a national showroom and installer network. It competes with Granite Transformations for both the surface material and the installed countertop opportunity.

Broad incumbents

• Caesarstone: Caesarstone is a global manufacturer of engineered quartz countertops sold through a broad dealer and big-box channel. It is comparable as a competing engineered-stone countertop brand serving the same end-use applications as etherium® By E-Stone, though it does not operate a franchise installer network.
• Cambria: Cambria is a U.S.-based manufacturer of engineered quartz surfaces sold through kitchen/bath dealers and builder channels. It competes with Granite Transformations on material specification in residential and commercial countertop projects and emphasizes American-made positioning similar to Granite Transformations.
• Cosentino (Silestone / Dekton): Cosentino is a global engineered stone manufacturer whose Silestone and Dekton brands compete head-to-head with etherium® By E-Stone in quartz and ultra-compact countertop categories. It serves similar residential and commercial projects through a wider, non-franchise dealer network.
• Wilsonart: Wilsonart is a large U.S. manufacturer of engineered surfaces including laminates, quartz, and solid surface countertops. It targets commercial and residential projects comparable to Granite Transformations' commercial segment, particularly in healthcare and education where NSF certifications matter.
• The Home Depot (Home Services / Kitchen & Bath): Home Depot operates in-store design centers and a national installed-sales program for countertops, cabinets, and flooring. It competes with Granite Transformations on full kitchen/bath remodel projects and is a key alternative channel for engineered stone and quartz surfaces.

Emerging players

• IKEA Kitchen: IKEA offers modular and increasingly customized kitchen solutions with in-store planning and installation partners. It overlaps with Granite Transformations in the budget-conscious kitchen renovation segment, particularly where fast, predictable timelines and standardized design drive buyer choice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/granite_trans
• LinkedInlinkedin.com/company/granitetransformations
• Facebookfacebook.com/granitetransformations

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries28 records

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 Granite Transformations