Natural Stone City
Natural Stone City is a family-owned Kitchener, Ontario fabricator and installer of granite, quartz, quartzite, marble, porcelain, and sintered stone countertops, serving homeowners and trade professionals across Southern Ontario via in-house templating, CNC fabrication, and one-week installation.
- Company typePrivate
- Founded1999
- HeadquartersKitchener, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Natural Stone City does
Natural Stone City is a family-owned Canadian stone countertop fabricator and installer headquartered in Kitchener, Ontario, with a secondary showroom in London, Ontario. Founded in 1999, the company supplies and installs natural and engineered stone surfaces — quartz, granite, quartzite, marble, porcelain, sintered stone, and onyx — sourced from Italy, Brazil, and other international quarries, holding certified-installer relationships with brands including Sinterstone, Lapitec, Corian Quartz (DuPont), and Silestone Quartz (Cosentino). Its competitive position rests on full vertical integration: in-house laser templating, CNC fabrication with specialized vein-matching software, and installation crews — none of which are outsourced — which enables a one-week order-to-install timeline versus a stated 12–16 week industry norm, supported by 2,100 sq. ft. of showroom and 11,000 sq. ft. of slab gallery at its Kitchener facility and 1,000+ slabs in inventory.
The company operates a direct-to-consumer go-to-market anchored by two physical retail/warehouse locations and supported by content marketing, organic search, and free online estimate requests. Revenue is generated one project at a time on a quote-based model (priced by material, slab size, edge profile, cutouts, and labour), with no public pricing or subscription/contractual recurring revenue stream. Customer mix is dominated by individual homeowners undertaking kitchen and bathroom renovations, supplemented by a "For The Pro" trade channel covering custom home builders, renovation contractors, cabinet companies, interior designers, and small commercial projects. With 50,000+ countertop installations completed and 20,000+ customers served over 25+ years, the business is a regionally concentrated, asset-intensive operator in a fragmented category where most competitors are small independent shops.
Natural Stone City firmographics
Firmographics- Name
- Natural Stone City
- Legal name
- Natural Stone City
- Website
- https://naturalstonecity.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Natural Stone City is a family-owned Kitchener, Ontario fabricator and installer of granite, quartz, quartzite, marble, porcelain, and sintered stone countertops, serving homeowners and trade professionals across Southern Ontario via in-house templating, CNC fabrication, and one-week installation.
- Ownership category
- akta.pro rank
Natural Stone City 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
- Countertop Fabrication & Installation (Stone/Quartz/Solid Surface) (HSAPAIAE)
Keywords
Where Natural Stone City is headquartered
LocationHeadquarters
- HQ city
- Kitchener
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Natural Stone City business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Countertop Material Sales and Installation: Revenue is generated from the sale of natural and engineered stone materials (granite, quartz, quartzite, marble, porcelain, sintered stone, onyx) combined with in-house fabrication and professional installation services. Pricing is quoted per project based on material type, slab size, edge profile, cutouts, and labour.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Project-based pricing for stone countertops including materials and installation |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Natural Stone City product offering
Product offeringCore offering
Natural Stone City supplies, fabricates, and installs natural and engineered stone countertops (granite, quartz, quartzite, marble, porcelain, sintered stone, onyx) for residential and commercial customers. The company operates two physical showrooms and slab warehouses in Southern Ontario and handles every step in-house: slab selection, laser templating, CNC cutting and polishing, vein-matched fabrication, and professional installation, with projects completed in as little as one week.
Product overview
Natural Stone City offers a comprehensive countertop solution with a portfolio of natural and engineered stone products including Quartz, Granite, Quartzite, Marble, Porcelain, Sintered Stone, and Onyx countertops. The company operates as both a stone supplier and full-service fabricator, providing in-house templating using laser technology, CNC fabrication, and professional installation—all completed within one week. They are certified installers of SinterStone, Lapitec, Corian Quartz, and Silestone Quartz brands. The product portfolio centers on the core stone materials (Quartz, Granite, Quartzite, Marble, Porcelain, Sintered Stone, Onyx) supported by add-on services including CNC fabrication, laser templating, and vein matching. They serve both residential (kitchens, bathrooms) and commercial customers through their Kitchener and London, Ontario locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Quartz Countertops Engineered stone countertops made from 90-95% crushed natural quartz crystals combined with resins, polymers, and pigments. Highly durable, non-porous, and resistant to stains, scratches, and heat. Sold to homeowners and trade professionals with in-house fabrication and installation.
- Granite Countertops Natural stone countertops formed from cooled magma, offering hardness and resistance to scratches and heat. Requires sealing to prevent staining. Sold with full in-house fabrication and installation services.
- Quartzite Countertops Natural stone countertops made from quartzite, one of the hardest natural stones available. Harder than granite with high resistance to scratches and dents. Supplied and installed by Natural Stone City.
- Marble Countertops Natural stone countertops offering elegant appearance with distinctive veined patterns. Softer than granite, requires regular sealing. Provided with full fabrication and installation.
- Porcelain Countertops Premium glazed porcelain countertops with PEI rating of 4, Kosher, NSF, and USGBC/LEED compliant. Sold and installed by Natural Stone City.
- Sintered Stone Countertops Ultra-durable sintered stone countertops made through extreme heat and pressure. Natural Stone City is a certified installer of SinterStone and Lapitec sintered stone brands.
- Onyx Countertops Custom onyx countertops featuring striking, translucent veining patterns for a luxurious look. Supplied, fabricated, and installed by Natural Stone City.
- Countertop Fabrication and Installation Service Complete in-house service covering laser templating, CNC cutting and polishing, vein-matched layout, and professional installation performed by Natural Stone City employees, with projects completed in as little as one week. Includes a 1-year warranty on materials and workmanship.
Quantifiable outcome
- Installations completed in as little as 1 week from purchase (vs. industry standard of 12-16 weeks)
- +3 more outcomes
Companies that use Natural Stone City
Customer profileNamed customers14 records
Segments6 records
Ideal customer profiles2 records
Natural Stone City technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Natural Stone City partnerships and signals
Strategic signalScale indicators9 records
Recent moves5 records
Expansion highlights4 records
Natural Stone City competitors and assessment
Company assessmentBroad incumbents
- Cosentino (Silestone): Global Spanish manufacturer of Silestone quartz and other engineered stone surfaces, selling through certified installer networks. Natural Stone City is a certified Silestone installer, making Cosentino a key upstream supplier and indirect competitor via its branded fabricator programs.
- Pental Surfaces: North American distributor and wholesaler of natural stone, quartz, and porcelain slabs with showrooms serving both consumers and trade. Comparable to Natural Stone City as a competing stone surfaces showroom/distributor in the broader North American market.
- Daltile: Largest U.S. manufacturer and distributor of ceramic tile, porcelain, and natural stone with an extensive North American sales network. Comparable to Natural Stone City as a broad stone and surfacing products competitor, though Daltile operates at materially greater scale.
- Cambria: U.S.-based manufacturer of quartz surfaces sold through an exclusive dealer/fabricator network. Comparable to Natural Stone City as a competing quartz brand that fabricators can either carry or be displaced by, depending on consumer preference.
- Arizona Tile: Large U.S. tile and stone distributor with multiple showrooms offering natural stone, quartz, and porcelain surfacing. Comparable to Natural Stone City as a competing multi-location stone surfaces retailer targeting homeowners, designers, and contractors.
- MSI (M S International): One of the largest North American importers and distributors of natural stone, quartz, and porcelain surfaces with a broad showroom network. Comparable to Natural Stone City as a competing stone surfaces supplier, though MSI operates at much greater scale and across a wider product portfolio.
- Caesarstone: Global manufacturer of engineered quartz surfaces sold through fabricator and dealer networks in North America. Comparable as a quartz brand competing for the same countertop specification decisions Natural Stone City helps its customers make.
Direct peers
- Ciot: Canadian tile and stone retailer and importer with showrooms across Canada, including Ontario locations, offering natural stone, engineered quartz, and porcelain surfaces. Comparable to Natural Stone City as a multi-location stone surfaces retailer serving both consumers and trade professionals in the same geography.
- Olympia Tile + Surfaces: Large Canadian tile and stone distributor with showrooms across Ontario and Canada, offering natural stone, quartz, and porcelain surfacing products. Comparable to Natural Stone City as a Canadian stone surfaces retailer targeting homeowners, designers, and trade professionals.
- Marble & Granite Inc: U.S.-based stone countertop fabricator and installer with showrooms and a fabrication facility, offering granite, quartz, marble, and other natural stone. Comparable to Natural Stone City as a vertically integrated countertop fabricator/installer with in-house templating, CNC cutting, and installation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Natural Stone City social profiles
Digital presenceNatural Stone City financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natural Stone City leadership team
Management profileNumber of profiles
Profiles4 records
Natural Stone City funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natural Stone City 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 Natural Stone City
What does Natural Stone City do?
Natural Stone City supplies, fabricates, and installs natural and engineered stone countertops (granite, quartz, quartzite, marble, porcelain, sintered stone, onyx) for residential and commercial customers. The company operates two physical showrooms and slab warehouses in Southern Ontario and handles every step in-house: slab selection, laser templating, CNC cutting and polishing, vein-matched fabrication, and professional installation, with projects completed in as little as one week.
Is Natural Stone City a public or private company?
Natural Stone City is a private company. It is classified as family owned and is currently operating.
When was Natural Stone City founded?
Natural Stone City was founded in 1999. It employs 11 to 50 people.
Where is Natural Stone City based?
Natural Stone City is headquartered in Kitchener, Canada, in the North America region.
How does Natural Stone City make money?
One revenue line is on record: countertop Material Sales and Installation.
Who are Natural Stone City's main competitors?
Broad incumbents on record are Cosentino (Silestone), Pental Surfaces, Daltile, Cambria, Arizona Tile, MSI (M S International) and Caesarstone. Direct peers are Ciot, Olympia Tile + Surfaces and Marble & Granite Inc.
Does Natural Stone City have an API?
No public API is recorded for Natural Stone City.
What industry is Natural Stone City in?
Natural Stone City's product category is Stone Countertop Fabrication and Installation. Its primary akta.pro industry code is HSAPAIAE, Countertop Fabrication & Installation (Stone/Quartz/Solid Surface). Its NAICS code is 327991 and its SIC code is 3281.