What Felton Industries does

Felton Industries Ltd is a New Zealand-based manufacturer of tapware and bathroom/kitchen fixtures, founded in 1968 and headquartered in Auckland. The company produces a comprehensive catalog of basin mixers, sink mixers, shower mixers, bath spouts, rain shower columns, digital thermostatic mixers, and bathroom accessories, organized into multiple design collections (Slique, Que, Linea, Axiss, Felton Collection, Tate, and others) and supported by a stack of proprietary technologies including Feltonmix® water-saving systems, Flexidisc™ pressure-balancing, Versadisc® diverters, Fusion Plus® cartridges, Aerlux® air-injection shower technology, Vorlux, Oxijet, and Titan PVD coatings. The company maintains Watermark certification for Australian standards compliance on multiple products.

Felton operates a multi-channel distribution model: a nationwide NZ retail stockist network with a "Find a Stockist" locator, direct relationships with plumbers and trade professionals (with dedicated plumber support pages), direct e-commerce via felton.co.nz, and an Australian commercial presence through feltontapware.com.au. Pricing is structured as Recommended Retail Price (RRP) in NZD, with products spanning from approximately NZD $237 for entry-level bath spouts to NZD $1,326 for premium rain shower columns. The customer base spans residential homeowners, trade professionals, and commercial builders across NZ and Australia.

In April 2026, Felton extended beyond bathroom fixtures with the launch of the Tow and Fold, a portable hydraulic grandstand on a trailer chassis that seats up to 200 people and can be set up by one person in under five minutes. The product targets councils, sports clubs, schools, and event organizers, and is sold through direct tender and government procurement channels rather than the existing tapware retail network — representing a deliberate diversification into temporary infrastructure. Felton remains privately held, 100% New Zealand-owned, with 11–50 employees and no disclosed institutional capital beyond a small 2013 Callaghan Innovation grant of NZD $35,462.

Name

Felton Industries

Legal name

Felton Industries Ltd

Website

https://felton.co.nz

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Felton Industries Ltd is a New Zealand manufacturer of tapware, shower mixers, and bathroom accessories, founded in 1968. It serves residential homeowners, trade professionals, and commercial builders across New Zealand and Australia through retail stockists and plumber networks.

Ownership category

akta.pro rank

Product category

Bathroom & Kitchen Tapware

NAICS

Plumbing Fixture Fitting and Trim Manufacturing (332913)

akta.pro primary industry

Plumbing Fixtures (Faucets, Sinks & Bath Fixtures) (IMADALAA)

Keywords

• Bathroom tapware
• Shower mixers
• Kitchen sink mixers
• Water-saving fixtures
• PVD coated tapware

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Pricing tiers

Distribution channels4 records

Marketing channels4 records

Core offering

Felton Industries designs, manufactures, and distributes bathroom and kitchen tapware including basin mixers, sink mixers, shower mixers, bath spouts, rain showers, and bathroom accessories, organized into collections such as Slique, Linea, Que, Felton Collection, Tate, and Axiss. The company also produces the Tow and Fold portable hydraulic grandstand for events. Products incorporate proprietary technologies including Feltonmix water-saving, Aerlux air-injection, Fusion Plus, Versadisc diverter, Vorlux, Oxijet, and Titan PVD coatings, and are Watermark certified for Australian standards compliance.

Differentiator

Problem solved

Functional benefit

Brands

• Felton Tapware: Primary brand name for tapware and bathroom products
• Slique
• Que
• Linea
• Felton Collection
• Axiss
• City
• Felton Care
• Oxijet
• Willo II
• Reflex
• Evo II
• Mor
• Sol
• Knox
• Corto
• Pace
• Tate
• Feltonmix
• Fusion Plus
• Aerlux
• Vorlux

Products and services

• Slique Collection A soft square aesthetic tapware collection with a refined contemporary design, including basin mixers, sink mixers, shower mixers, diverter mixers, bath spouts, and slide showers. All pressure compatible, available in multiple PVD finishes. Targeted at residential bathroom and kitchen installations.
• Linea Collection A clean and minimalist tapware collection designed to complement modern bathrooms and kitchens. Includes basin mixers, sink mixers (pull-out, swivel, spring), digital thermostatic shower mixers, shower mixers, diverter mixers, Aerlux slide showers, rain columns, and Aerlux shower roses. Now available in 6 finishes.
• Que Collection A tapware collection inspired by contemporary curves and soft square designs, including basin mixers, sink mixers, shower mixers, Versadisc diverter bath shower mixers, bath spouts, slide showers, rain shower columns, and ceiling/wall mounted rain heads. Adds elegance to bathroom and kitchen installations.
• Felton Collection Classic and minimalist tapware that can be paired with products from other ranges or those already installed. Includes Bex pull-down sink mixers, Luna free-standing bath fillers, Ella shower roses, Vorlux handpieces and shower roses, wet brackets, Urban and Halo rain heads and shower columns, and Lumi bathroom accessories.
• Tate Collection A bathroom and kitchen tapware collection featuring wall mounted basin bath mixers and slide showers, with a contemporary design suited to modern bathroom installations.
• Axiss Collection A bathroom tapware collection with various mixers and accessories designed for modern bathroom installations.
• Tow and Fold A portable hydraulic grandstand mounted on a trailer chassis, sets up by one person in under five minutes and seats up to 200 people. Designed for councils, sports clubs, schools, and event organizers seeking high-capacity movable seating without the cost and permanence of fixed stands.
• Lumi Bathroom Accessories Bathroom accessories range including metal shower shelves, toilet roll holders, toilet brush holders (freestanding and wall mounted), and single towel rails, designed to coordinate with Felton's tapware collections.

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Methven: Methven is a New Zealand-founded tapware and shower manufacturer that, like Felton, sells across NZ and Australia through retail and trade channels. The two compete head-to-head on shower mixers, basin mixers, and water-saving shower technologies, and Methven is the closest like-for-like ANZ peer to Felton.
• Dorf: Dorf is an Australian tapware brand also owned by GWA Group and sold through major plumbing merchants. It overlaps directly with Felton in the residential and trade bathroom tapware category across Australia and is a frequent comparison point for plumbers and specifiers.
• Fienza: Fienza is an Australian designer tapware and bathroom-ware brand with comparable mid-market price points and a similar design-led, multi-collection strategy. It overlaps with Felton on basin mixers, sink mixers, and shower columns sold through Australian bathroom retailers.
• Phoenix Tapware: Phoenix Tapware is an Australian-owned tapware and shower brand with a comparable mid-premium positioning, designer-led collections, and broad ANZ distribution through plumbing merchants. It competes directly with Felton's Slique, Que, and Linea ranges on price points and aesthetics.
• Armando Vicario: Armando Vicario is an Australian distributor of designer European tapware brands (e.g., Cisal, Fantini, Hansa) with overlapping premium positioning. It competes with Felton in the premium mixer and shower category through Australian bathroom showrooms and architectural/specifier channels.

Broad incumbents

• Hansgrohe: Hansgrohe is a German global premium tapware and shower brand with strong ANZ distribution through plumbing merchants and bathroom showrooms. It competes with Felton in the premium shower-mixer and rain-shower category, especially on the Que and Linea premium SKUs.
• Caroma: Caroma is Australia's most iconic bathroom and tapware brand, owned by GWA Group, and is a broad incumbent in the same ANZ tapware market Felton serves. While Caroma's portfolio extends well beyond tapware (toilets, basins, baths), it competes directly with Felton in shower mixers, basin mixers, and commercial/specifier projects.
• Grohe: Grohe (part of LIXIL) is one of the world's largest tapware manufacturers with extensive ANZ presence across retail and trade. It sets the competitive benchmark for Felton on technology, water efficiency, and design at both mid-market and premium tiers.
• Kohler: Kohler is a global premium kitchen and bathroom brand with a wide ANZ retail footprint. While broader than Felton, it competes in the premium tapware, shower, and bathroom-accessory categories where Felton's Titan PVD finishes and designer collections are positioned.

Others

• Reece Group: Reece is the dominant ANZ plumbing merchant/distributor and a critical channel partner for Felton's products. It is comparable as an ecosystem participant — both a route to market and a competitive context — rather than a direct tapware manufacturer.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/feltontapware
• Xx.com/feltonltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Felton Industries