Fielders Steel
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.
- Company typePublic
- Founded1909
- HeadquartersKeswick, Australia
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
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.
Fielders Steel firmographics
Firmographics- 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
Fielders Steel industry classification
Industry- 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
Where Fielders Steel is headquartered
LocationHeadquarters
- HQ city
- Keswick
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Fielders Steel business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | No tiered pricing structure publicly disclosed |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Fielders Steel product offering
Product offeringCore 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.
Companies that use Fielders Steel
Customer profileSegments3 records
Ideal customer profiles4 records
Fielders Steel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fielders Steel partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Australian Institute of ArchitectscoreFielders is a National Corporate Partner of the Australian Institute of Architects, supporting the professional development and resources of architects across Australia.
- Engineers AustraliacoreFielders is an Industry Partner of Engineers Australia, providing technical resources and support for structural and civil engineers.
- NATSPECcoreFielders is a Product Partner of NATSPEC, supporting the national specification system for building and construction professionals.
- Concrete Institute of AustraliaminorFielders 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
Fielders Steel competitors and assessment
Company assessmentRegional 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
Fielders Steel social profiles
Digital presenceFielders Steel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fielders Steel leadership team
Management profileNumber of profiles
Fielders Steel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fielders Steel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fielders Steel
What does Fielders Steel do?
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.
Is Fielders Steel a public or private company?
Fielders Steel is a public company. It is classified as public and is currently operating.
When was Fielders Steel founded?
Fielders Steel was founded in 1909. It employs 501 to 1,000 people.
Where is Fielders Steel based?
Fielders Steel is headquartered in Keswick, Australia, in the Oceania region.
How does Fielders Steel make money?
One revenue line is on record: steel Building Products Sales.
Who are Fielders Steel's main competitors?
Regional players on record are Tata BlueScope Steel and ASC Profiles (Cornerstone Building Brands). Direct peers are Stramit Building Products, Lysaght and Metroll. Broad incumbents are BlueScope Steel, CSR (CSR Limited) and BHP Steel / OneSteel. Emerging players are Kingspan Insulated Panels and Safintra.
Does Fielders Steel have an API?
No public API is recorded for Fielders Steel.
What industry is Fielders Steel in?
Fielders Steel's product category is Steel Building Products. Its primary akta.pro industry code is IMADACAC, Steel Joists, Joist Girders & Decking, with a secondary code of IMADACAE, Architectural & Miscellaneous Metals (Stairs, Railings, Ladders). Its NAICS code is 332114 and its SIC code is 3444.