Affinity Stoneworks
Granite South, also referenced as Affinity Stoneworks, is a family-owned stone countertop fabricator and cabinet installer operating two Georgia showrooms; it serves residential, commercial, and multi-family customers across the Southeast US with fabrication, cabinetry, and light remodeling services.
- Company typePrivate
- Founded2015
- HeadquartersAlpharetta, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Affinity Stoneworks does
The substantive source material describes Granite South Kitchen and Bath ('Granite South'), a family-owned stone countertop fabrication and installation business. The user-supplied firmographic record labels the entity 'Affinity Stoneworks' at 3005 Trotters Parkway, Alpharetta, GA — the same Alpharetta address used by Granite South's secondary showroom. Every first-party signal in the input (website granitesouth.com, contact email [email protected], phone numbers 770-285-7771 and 770-346-9888, the two showroom addresses) describes Granite South, indicating the firmographic label and the substantive first-party content refer to the same operating business. Established in January 2015, the company has self-reported thousands of completed residential, commercial, and multi-family projects across the Southeast US.
Granite South fabricates and installs granite, quartz, and marble countertops; sells cabinets ranging from value-priced in-stock to fully custom designs; and provides light remodeling services including appliance relocation and island modifications. The product and tool portfolio comprises Slab, Remnant, Granite Countertops, Cabinets, 3D Edge Visualizer, 3D Room Visualizer, Light Remodels, and Easy Contracting. Two physical showroom locations — 1430 Calvary Church Rd, Gainesville, GA 30507 (primary, northern Georgia) and 3005 Trotters Parkway, Alpharetta, GA 30004 (secondary, metro Atlanta) — are supported by five in-house designers for in-person consultations, complemented by an e-commerce-enabled website with interactive 3D visualization to preview edge profiles and full-room layouts before fabrication.
The revenue model is one-time project-based: fabrication and installation, cabinet sales (stock and custom), remnant sales, and light remodeling. Pricing is quote-based with budget estimates delivered in minutes and formal quotes within hours; customer financing is offered to support larger purchases. The sales motion is sales-led and direct-to-consumer — showroom traffic, phone, website quote requests — augmented by content marketing on blog, Facebook, LinkedIn, and Yelp. Customer segments are residential homeowners (primary), commercial properties, and multi-family developments. The company is privately held with no disclosed outside funding, no parent company, and no public listing; ownership is concentrated with the founding family.
Affinity Stoneworks firmographics
Firmographics- Name
- Affinity Stoneworks
- Legal name
- Granite South
- Website
- https://affinitystoneworks.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Granite South, also referenced as Affinity Stoneworks, is a family-owned stone countertop fabricator and cabinet installer operating two Georgia showrooms; it serves residential, commercial, and multi-family customers across the Southeast US with fabrication, cabinetry, and light remodeling services.
- Ownership category
- akta.pro rank
Affinity Stoneworks industry classification
Industry- Product category
- Stone Countertop Fabrication and Installation
- NAICS
- Cut Stone and Stone Product Manufacturing (327991)
- SIC
- Cut Stone & Stone Products (3281)
- akta.pro primary industry
- Granite Quarrying & Dimension Stone Fabrication (IMAKAHAD)
- akta.pro secondary industry
- Marble Quarrying & Dimension Stone Fabrication (IMAKAHAE)
Keywords
Where Affinity Stoneworks is headquartered
LocationHeadquarters
- HQ city
- Alpharetta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Affinity Stoneworks business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Granite and Stone Fabrication & Installation: One-time project-based revenue from fabrication and installation of granite, quartz, and marble countertops. Includes material costs, custom fabrication, and professional installation services.
- Custom and Stock Cabinet Sales & Installation: Sale and installation of cabinets ranging from value-based in-stock options to full custom kitchen cabinets. Revenue is one-time project-based with potential for upsells.
- Light Remodeling Services: Minor construction and remodeling services including appliance relocation, island moves, and related kitchen/bath modifications. Professional planning and design services bundled with execution.
- Remnant Sales: Sale of remnant stone materials from previous jobs, offering lower-cost options for smaller projects like bathroom vanities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Value-based in-stock cabinets to full custom kitchen solutions |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Affinity Stoneworks product offering
Product offeringCore offering
Affinity Stoneworks (operating as Granite South) fabricates and installs stone countertops, custom cabinets, and provides light kitchen and bath remodeling services for residential and commercial customers across the Southeast US. As an actual stone fabricator (not just an installer), the company controls quality from material selection through installation, offering full slabs, remnants, and granite/quartz/marble countertops paired with cabinet solutions ranging from value-based in-stock to fully custom designs.
Product overview
Granite South is a family-owned kitchen and bath design and installation company offering a comprehensive portfolio of products and services. The core offering includes granite and other stone fabrication and installation (available as full slabs, remnants, or custom-cut countertops) paired with cabinet solutions ranging from value-based in-stock to fully custom designs. Supporting tools include 3D Edge and Room Visualizers for customer design previews. The company also provides light remodeling services and streamlined contracting with financing options to facilitate the renovation process.
Differentiator
Problem solved
Functional benefit
Products and services
- Stone Slabs
- Stone Remnants Smaller leftover pieces of stone from larger jobs, offering cost-effective options for smaller projects like bathroom vanities or small countertop areas. Targeted at budget-conscious homeowners and smaller renovation projects.
- Granite Countertops Premium granite countertop fabrication and installation services for kitchens and bathrooms, including custom sizing and backsplash work. Serves residential homeowners, commercial property owners, and multi-family developers.
- Cabinets Kitchen and bathroom cabinets ranging from value-based in-stock options to full custom designs, available in various styles and finishes (e.g., Shaker, Raised Panel, Flat Panel). Sold and installed for residential, commercial, and multi-family projects.
- Light Remodels Light remodeling services including relocation of appliances, island modifications, and other kitchen/bath adjustments with expert planning and design. Available to homeowners and small commercial customers seeking minor renovation work alongside countertop/cabinet projects.
Quantifiable outcome
- Thousands of residential, commercial, and multi-family projects completed successfully
Companies that use Affinity Stoneworks
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Affinity Stoneworks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Affinity Stoneworks partnerships and signals
Strategic signalScale indicators4 records
Recent moves3 records
Expansion highlights4 records
Affinity Stoneworks competitors and assessment
Company assessmentBroad incumbents
- MSI Surfaces: MSI is one of the largest North American distributors of countertops, flooring, and wall tile, with a growing network of company-owned fabrication and installation operations. Directly comparable to Granite South in stone fabrication and installation, but operates at national scale with much broader product breadth.
- Cosentino (Silestone/Dekton): Cosentino is a global Spanish producer of Silestone quartz and Dekton ultracompact surfaces, sold through a wide fabricator and dealer network. Comparable to Granite South as a competing surface brand accessible in the Southeast, though Cosentino operates upstream of fabrication while Granite South operates at the fabrication/installation layer.
- Caesarstone: Caesarstone is a global manufacturer of engineered quartz surfaces sold through a dealer/fabricator network. While Caesarstone does not directly fabricate or install countertops, it is a key upstream supplier whose products are installed by Granite South, and represents the kind of branded, scaled competitor shaping customer demand in the same category.
- Daltile: Daltile is one of the largest US tile and stone distributors, with a national footprint that includes quartz and natural stone slabs. Daltile overlaps with Granite South in stone countertop materials and competes for the same residential and commercial countertop customers, though primarily as a distributor/seller rather than a fabricator.
- Cambria Company: Cambria is a leading US-based producer of quartz surfaces distributed through a network of premium kitchen and bath dealers and fabricators. It competes for the same countertop dollar as Granite South and competes for the same dealer/fabricator relationships, with stronger national brand and marketing.
- Lowe's (Countertop Installation Services): Lowe's offers countertop design, measurement, and installation services nationwide. Like Home Depot, it competes directly with Granite South for residential kitchen/bath customers, leveraging national marketing, private-label credit financing, and scale procurement advantages.
- Home Depot (Countertop Installation Services): Home Depot offers in-store countertop consultation, measurement, and installation services across the US, including the Southeast. It is a direct competitor to Granite South for residential kitchen and bath countertop customers, with substantially larger marketing, financing, and supplier scale.
Direct peers
- Marble & Granite Inc: Marble & Granite Inc is a stone slab distributor and fabricator serving the Northeast US. Direct peer to Granite South as an actual fabricator (not just installer) of granite, marble, and quartz countertops, with similar product mix, customer profile, and project-based business model.
Regional players
- Arizona Tile: Arizona Tile is a large regional slab and tile distributor with fabrication capabilities in the Western US. Comparable to Granite South in countertop surface distribution and fabrication, but serves a different geography (West Coast / Southwest rather than Southeast).
- Pental Surfaces: Pental Surfaces is a regional distributor of natural stone, quartz, and porcelain slabs with showrooms in the Western US. Directly comparable to Granite South as a stone slab and countertop supplier with a showroom model, though Pental focuses on Western US markets.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Affinity Stoneworks social profiles
Digital presenceAffinity Stoneworks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Affinity Stoneworks leadership team
Management profileNumber of profiles
Affinity Stoneworks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Affinity Stoneworks 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 Affinity Stoneworks
What does Affinity Stoneworks do?
Affinity Stoneworks (operating as Granite South) fabricates and installs stone countertops, custom cabinets, and provides light kitchen and bath remodeling services for residential and commercial customers across the Southeast US. As an actual stone fabricator (not just an installer), the company controls quality from material selection through installation, offering full slabs, remnants, and granite/quartz/marble countertops paired with cabinet solutions ranging from value-based in-stock to fully custom designs.
Is Affinity Stoneworks a public or private company?
Affinity Stoneworks is a private company. It is classified as family owned and is currently operating.
When was Affinity Stoneworks founded?
Affinity Stoneworks was founded in 2015. It employs 11 to 50 people.
Where is Affinity Stoneworks based?
Affinity Stoneworks is headquartered in Alpharetta, United States, in the North America region.
How does Affinity Stoneworks make money?
Four revenue lines are on record. Granite and Stone Fabrication & Installation is the primary driver. The others are custom and Stock Cabinet Sales & Installation, light Remodeling Services and remnant Sales.
Who are Affinity Stoneworks's main competitors?
Broad incumbents on record are MSI Surfaces, Cosentino (Silestone/Dekton), Caesarstone, Daltile, Cambria Company, Lowe's (Countertop Installation Services) and Home Depot (Countertop Installation Services). Marble & Granite Inc is listed as a direct peer. Regional players are Arizona Tile and Pental Surfaces.
Does Affinity Stoneworks have an API?
No public API is recorded for Affinity Stoneworks.
What industry is Affinity Stoneworks in?
Affinity Stoneworks's product category is Stone Countertop Fabrication and Installation. Its primary akta.pro industry code is IMAKAHAD, Granite Quarrying & Dimension Stone Fabrication, with a secondary code of IMAKAHAE, Marble Quarrying & Dimension Stone Fabrication. Its NAICS code is 327991 and its SIC code is 3281.