Womag

What Womag does

WOMAG is a South African wholesale and retail building materials company specializing in premium surface solutions, founded in 1990 and headquartered in Cape Town. The company imports, fabricates, and distributes natural stone (marble, granite, travertine, quartzite, onyx, limestone), porcelain tiles and slabs, and engineered quartz under its proprietary Phoenix Stone brand. It sources globally — claiming exclusive relationships with Italian and Spanish tile manufacturers — and is described as South Africa's largest private importer of natural stone in terms of variety, quantity, and quality.

The company's product portfolio is organized across two core lines: tiles (porcelain, marble, granite, travertine, rockface, mosaics, vinyl, and decorative options across multiple finishes, looks, and colors) and countertops/slabs (granite, marble, porcelain, Phoenix Stone, quartzite, onyx, and travertine). Pricing is unit-based per square meter or per sheet, with public price points ranging from R70/m² for basic mosaic sheets to R2,500/m² for premium large-format porcelain. WOMAG operates an in-house fabrication facility in Epping, Cape Town, allowing it to deliver end-to-end fabrication and installation services without relying on third-party wholesalers.

WOMAG distributes exclusively through direct sales channels: four retail showrooms (Cape Town head office, Island Centre, Strand, and Johannesburg Kramerville), an internal sales team handling walk-ins, phone, and web enquiries, and external sales executives managing contractor, architect, and designer relationships. Its customer base spans homeowners, architects and interior designers, contractors and builders, and commercial projects — with pricing on a one-time transaction basis rather than recurring contracts. The firm is privately held and owner-managed by founder Oren Sachs.

Name

Womag

Legal name

WOMAG

Website

https://womag.co.za

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

WOMAG is a South African wholesale and retail importer of premium surface materials — natural stone, porcelain slabs, and engineered quartz — serving homeowners, architects, designers, and contractors through four showrooms and its own fabrication facility.

Ownership category

akta.pro rank

Product category

Building Materials

NAICS

Nonmetallic Mineral Product Manufacturing (327), Building Material and Garden Equipment and Supplies Dealers (444)

akta.pro primary industry

Granite Quarrying & Dimension Stone Fabrication (IMAKAHAD)

akta.pro secondary industries

Industrial Minerals Trading (Phosphate, Potash, Sulfur, Borates, Barite, Talc) (IMAKAJAF), Concrete, Cement & Aggregates Retail (Bagged Mix, Sand, Gravel) (CRAIAEAG)

Keywords

• Natural stone tiles
• Porcelain slabs
• Engineered quartz countertops
• Stone fabrication services
• Building surface materials

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Surface Materials Sales: WOMAG generates revenue through the sale of tiles, countertops, slabs, and surface materials including natural stone (marble, granite, travertine, quartzite, onyx, limestone), porcelain tiles and slabs, and Phoenix Stone engineered-quartz. Products are sold per square meter or per sheet with pricing varying by material type, finish, and size. The company operates on a one-time transaction model for product sales.
2. Custom Fabrication and Installation Services: WOMAG offers fabrication and installation services for surface materials, providing end-to-end solutions from sourcing exceptional materials through precision fabrication to flawless installation.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

WOMAG imports, fabricates, and distributes premium natural stone, porcelain slabs, and engineered quartz surface materials in South Africa. The company operates its own production facility for precision cutting and fabrication, sells tiles, countertops, and slabs through four retail showrooms, and serves architects, designers, contractors, and homeowners across the country.

Product overview

WOMAG is a premium surface solutions provider specializing in natural stone, porcelain slabs and engineered quartz. The company offers two core product lines: (1) Tiles - including porcelain, marble, granite, travertine, rockface, mosaics, vinyl, and decorative tiles in various finishes and looks; and (2) Countertops/Slabs - natural stone and engineered quartz slabs for kitchen countertops, bathroom vanities, and other surfaces. WOMAG operates its own production facility for fabrication and installation services, serving architects, designers, contractors and homeowners. As South Africa's largest private importer of natural stone in terms of variety, quantity and quality, the company sources globally from Italian, Spanish and other international suppliers.

Differentiator

Problem solved

Functional benefit

Products and services

• Tiles

Quantifiable outcome

• 30+ years of industry experience shaping South African interiors
• +1 more outcomes

Named customers3 records

Segments4 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

Two partnerships are on record, tiered core.

• Italian Tile SupplierscoreStrategic or Co-development PartnerWOMAG has exclusive relationships with Italian tile suppliers, sourcing unique and exclusive porcelain and tile ranges from Italy. These partnerships provide access to premium Italian design and manufacturing quality.
• Spanish Tile SupplierscoreStrategic or Co-development PartnerWOMAG maintains exclusive relationships with Spanish tile manufacturers, enabling access to distinctive Spanish tile collections that complement their natural stone offerings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Tilebar: US online-first tile and surface retailer emphasizing direct-to-consumer e-commerce. Represents the digital-native model that is beginning to encroach on the showroom-led channel WOMAG relies on, with overlapping product categories in porcelain, marble-look and natural stone-look tiles.
• Marble and Granite Inc: US distributor of natural stone slabs (granite, marble, quartzite) with fabrication partnerships and direct showroom sales. Comparable as a stone specialist with importer-plus-fabrication capabilities serving both residential and commercial fabricators and homeowners, though at a regional scale outside Africa.

Broad incumbents

• M S International (MSI): Largest US distributor of natural stone, quartz and porcelain slabs serving both residential and commercial markets. Comparable in being a scale importer/distributor of natural stone and engineered quartz with a fabrication-adjacent proposition, though operating on a much larger and primarily North American footprint.
• Cambria: US-based engineered-quartz surface manufacturer selling through a network of premium showroom partners. Comparable business model (premium quartz brand sold via independent premium showrooms) and customer base (architects, designers, homeowners upgrading kitchens/bathrooms).
• Cosentino: Global Spanish manufacturer of Silestone quartz and Dekton porcelain surfaces with its own distribution, including in South Africa. Comparable because WOMAG's engineered-quartz and porcelain slab categories overlap directly with Cosentino's product families, and Cosentino has both B2B spec channels and showroom presence that competes for the same architect/designer relationships.
• Caesarstone: Global engineered-quartz surface manufacturer with established distribution in South Africa. Comparable as a competing engineered-quartz brand to WOMAG's Phoenix Stone line, targeting the same kitchen and bathroom countertop specifications from architects, designers and developers.

Direct peers

• Tile Africa: National SA tile and bathroom retailer with extensive showroom footprint. Comparable in product range (porcelain, ceramic, natural stone), direct-to-consumer showroom model, and target customer segments including homeowners and the building trade.
• CTM (Cape Tile & Marble): Largest specialist tile retailer in South Africa with national franchise showroom network. Overlaps directly with WOMAG's tile and stone offerings, pricing structure per square meter, and walk-in showrooms serving the same homeowner and contractor segments.
• Italtile: South Africa's largest listed tile and bathroomware retailer. Directly competes with WOMAG across porcelain, ceramic and natural stone tiles in the same showrooms-to-trades channel and overlapping customer base of homeowners, architects and contractors.
• Barnetts Design + Build Suppliers: South African supplier of tiles, sanitaryware and building finishes operating showrooms. Comparable in channel model and category overlap (tiles, surfaces, sanitaryware), targeting both professional and DIY segments in major metros.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/womagsa
• Xx.com/WomagSA
• Facebookfacebook.com/WomagSA

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Womag