Fielders Steel

What Fielders Steel does

Fielders Steel is the branded building products division of BlueScope Steel Limited (ASX: BSL), manufacturing and supplying roll-formed steel building products to the Australian construction market across residential, commercial, and industrial verticals. Operating since 1909, the company maintains a national branch network, a trade account program for tradespeople and builders, and a reseller channel, distributing products that are manufactured from BlueScope's COLORBOND® and ZINCALUME® coated steels.

The product portfolio spans seven branded ranges: ARAMAX® (architectural roof and wall cladding), Centenary® (patios, carports, verandahs), Dominator® (fencing and screening), Endurance® (sheds and structures), Finesse® (premium architectural profiles including Cadence, Grandeur, Neo Roman, Shadowline, Boulevard, and Prominence), FreeForm™ (flexible roof and wall system), and KingFlor® (composite steel formwork including KF40, KF57, KF70, RF55, SlimDek 210, and MDSB profiles). Adjacent categories include steel purlins, battens, ventilation systems (Vent-a-Roof), and protective coatings (ShieldGuard). Products are engineered and tested for NCC compliance and Australian Standards, with technical bulletins, installation guides, and design resources provided to specifiers.

Commercially, Fielders operates a quote-based hardware sales model with no publicly listed pricing, no tiered subscription, and no recurring-revenue structure. Revenue is generated per project across distributed customers — homeowners, builders, architects, specifiers, trades, and industrial buyers — with go-to-market executed through company branches (1800 182 255 sales line), trade accounts, and a reseller network supported by co-operative marketing. The division holds institutional partnerships with the Australian Institute of Architects (National Corporate Partner), Engineers Australia (Industry Partner), NATSPEC (Product Partner), and the Concrete Institute of Australia (Silver Member), embedding it in the professional specification chain that drives commercial project material selection.

Name

Fielders Steel

Legal name

BlueScope Steel Limited

Website

https://fielders.com.au

Company type

Public

Founded year

1909

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Fielders Steel, a division of BlueScope Steel Limited (ASX: BSL), manufactures and supplies roll-formed steel roofing, wall cladding, fencing, formwork, and outdoor structures for Australia's residential, commercial, and industrial construction markets via a national branch and reseller network.

Ownership category

akta.pro rank

Product category

Steel Building Products

NAICS

Custom Roll Forming (332114), Sheet Metal Work Manufacturing (332322)

SIC

Sheet Metal Work (3444), Fabricated Structural Metal Products (3440)

akta.pro primary industry

Steel Joists, Joist Girders & Decking (IMADACAC)

akta.pro secondary industry

Architectural & Miscellaneous Metals (Stairs, Railings, Ladders) (IMADACAE)

Keywords

• Steel building products
• Metal roofing cladding
• Composite steel formwork
• Steel fencing screening
• Architectural steel profiles

Headquarters

HQ city

Keswick

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Steel Building Products Sales: Fielders generates revenue through the sale of steel building products including roofing, walling, cladding, fencing, patios, carports, sheds, and formwork systems. Products are sold through company branches and a network of resellers to residential, commercial, and industrial customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Fielders Steel develops, manufactures, and supplies roll-form metal building products for residential, commercial, and industrial construction projects across Australia. Its product range includes steel roofing, wall cladding, fencing, patios, carports, sheds, structural formwork, and architectural profiles, produced from BlueScope's COLORBOND® and ZINCALUME® coated steels and sold through company-owned branches, trade accounts, and a reseller network.

Product overview

Fielders Steel is a manufacturer and supplier of steel building products for the Australian construction industry. The company offers a diverse portfolio organized into product categories (Roofing Guttering & Fascia, Walling & Cladding, Fencing & Screening, Patios Pergolas & Verandahs, Carports, Sheds, and Formwork & Framing) and branded product lines (ARAMAX for architectural roof/wall, Centenary for outdoor living, Dominator for fencing, Endurance for sheds, Finesse for premium architectural profiles, FreeForm for flexible roof/wall systems, and KingFlor for composite steel formwork). Products are made from COLORBOND and ZINCALUME steel. Fielders operates as part of BlueScope Steel Limited and has been serving the Australian market for over 115 years.

Differentiator

Problem solved

Functional benefit

Brands

• ARAMAX®: Roof & Wall System brand offering architectural roof and wall cladding solutions.
• Centenary®
• Dominator®
• Endurance®
• Finesse®
• FreeForm™
• KingFlor®

Products and services

• ARAMAX® Roof & Wall System Integrated roof and wall cladding system for architectural and commercial applications, designed for structural performance and design versatility.
• Centenary® Patios, Carports & Verandahs Steel outdoor living structures including patios, carports, and verandahs for residential properties.
• Dominator® Fencing & Screening Steel fencing and screening products for residential and commercial applications, including the Ridgeline® profile.
• Endurance® Sheds and Structures Steel sheds and structures for rural, industrial, and commercial use.
• Finesse® Roofing & Walling Premium architectural roofing and walling profiles including Cadence™, Grandeur®, Neo Roman™, Shadowline® 305, Boulevard®, and Prominence® ranges.
• FreeForm™ Roof & Wall System Flexible roof and wall system offering design versatility for unique architectural applications.
• KingFlor® Composite Steel Formwork Composite steel formwork for concrete slab construction, including KF40®, KF57®, KF70®, RF55®, SlimDek 210®, and MDSB® profiles for structural flooring systems.
• Steel Purlins and Battens Structural steel purlins and battens including the Top Hat range (22, 40, 61, 120) for roofing, walling, and framing support.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Australian Institute of ArchitectscoreStrategic or Co-development PartnerFielders is a National Corporate Partner of the Australian Institute of Architects, supporting the professional development and resources of architects across Australia.
• Engineers AustraliacoreStrategic or Co-development PartnerFielders is an Industry Partner of Engineers Australia, providing technical resources and support for structural and civil engineers.
• NATSPECcoreTechnology or IntegrationFielders is a Product Partner of NATSPEC, supporting the national specification system for building and construction professionals.
• Concrete Institute of AustraliaminorStrategic or Co-development PartnerFielders is a Silver Member of the Concrete Institute of Australia, supporting the concrete construction industry with complementary steel formwork solutions.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Regional players

• Tata BlueScope Steel: Joint venture between Tata Steel and BlueScope producing COLORBOND®-branded coated steel and building products in India. A regional peer sharing BlueScope's substrate ecosystem with Fielders but operating in the Indian market.
• ASC Profiles (Cornerstone Building Brands): Major North American roll-formed steel building products manufacturer producing roofing, walling, decking, and structural products. ASC Profiles is a regional peer with comparable roll-forming manufacturing capability but operates primarily in the US market.

Direct peers

• Stramit Building Products: Australian manufacturer of roll-formed steel building products including roofing, walling, purlins, and structural sections. Stramit competes directly with Fielders in Australian commercial and industrial construction.
• Lysaght: Another BlueScope-owned building products brand operating in Australian roll-formed steel roofing, walling, and fencing. Lysaght is the most direct competing brand to Fielders within the same parent's portfolio, sharing COLORBOND®/ZINCALUME® substrate supply.
• Metroll: Australia-wide metal building products manufacturer and distributor offering roofing, walling, rainwater goods, and structural steel. Metroll's product overlap with Fielders spans residential, commercial, and industrial segments.

Broad incumbents

• BlueScope Steel: Fielders' parent company (ASX: BSL), BlueScope is Australia's largest steel manufacturer and a global flat-steel producer. It operates the broader portfolio of building products brands (including Lysaght) that compete with Fielders in roll-formed steel building products.
• CSR (CSR Limited): ASX-listed Australian building products conglomerate with roofing, insulation, plasterboard, and bricks. CSR competes with Fielders primarily through roofing (e.g., Monier/Bradford) and broader building envelope systems.
• BHP Steel / OneSteel: Australian long-products and structural steel manufacturer (now part of InfraBuild). Provides competing structural steel framing, purlins, and formwork products that overlap with Fielders' framing and formwork categories.

Emerging players

• Kingspan Insulated Panels: Global manufacturer of insulated panel roofing and walling systems. Kingspan is an emerging substitute-threat to Fielders' roll-formed cladding as energy-efficient building envelope standards tighten in Australia.
• Safintra: Roll-forming roofing and cladding supplier active in Australian and African markets. Safintra competes with Fielders in commercial and industrial roofing/walling, with comparable roll-formed profile offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@FieldersSteel
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• LinkedInlinkedin.com/company/fielders
• Instagraminstagram.com/fielderssteel

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 Fielders Steel