Smartstone
Smartstone is an Australian distributor of sintered stone and porcelain surfaces for residential and commercial applications, serving homeowners, architects, builders, and developers through five company-owned showrooms, retail stockists, and online channels across Australia.
- Company typePrivate
- Founded2002
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Smartstone does
Smartstone is an Australian building material distributor, founded in 2002 and headquartered in Turrella (Sydney), that supplies sintered stone and porcelain surfaces for kitchen benchtops, bathroom vanities, splashbacks, fireplaces, and other residential and commercial applications. The company is a subsidiary of the HVG (Halifax Vogel Group) and sells through five company-owned showrooms across NSW, QLD, VIC, SA, and WA, a virtual gallery, a network of kitchen retail stockists, and direct online sample ordering — serving homeowners, renovators, architects, interior designers, builders, and developers in Australia only.
Its core technology is a sintering manufacturing process that combines intense heat and 30,000 tons of pressure to bind natural minerals (clay, feldspar, talc, Cornish stone) into ultra-compact surfaces with Mohs 7 hardness and 0.02% water absorption. The Sintered Collection, launched in March 2024, comprises 24 surfaces organized into Pure, Classic, and Deluxe price tiers with Matt or Suede finishes, and features through-body veining technology the company states was introduced first in Australia. The range is fully compliant with Commonwealth government legislation and is excluded from the definition of 'engineered stone' under WorkSafe guidelines, making it exempt from the July 2024 Australian engineered stone ban — supported by NSF/ANSI 51, Greenguard, Greenguard Gold, ISO 9001, and ISO 14001 certifications.
The business operates a hardware sales model: Smartstone sells slab-format surfaces directly and via stockists, with three pricing tiers and a 15-year limited warranty, while final installation costs are quoted by third-party stonemasons, fabricators, designers, architects, or specifiers. Revenue is generated on a pay-as-you-go basis per slab, with marketing conducted through the corporate website, social media (Facebook, Instagram, LinkedIn), email newsletters, surface stories, an inspiration gallery, and a virtual gallery tour. The company previously distributed Atlas Plan porcelain under exclusive arrangement but has since transitioned to its own proprietary Sintered Collection brand.
Smartstone firmographics
Firmographics- Name
- Smartstone
- Legal name
- Smartstone
- Website
- https://smartstone.com.au
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smartstone is an Australian distributor of sintered stone and porcelain surfaces for residential and commercial applications, serving homeowners, architects, builders, and developers through five company-owned showrooms, retail stockists, and online channels across Australia.
- Ownership category
- akta.pro rank
Smartstone industry classification
Industry- Product category
- Sintered Stone Surfaces
- NAICS
- Other Building Material Dealers (444180)
- SIC
- Cut Stone & Stone Products (3281)
- akta.pro primary industry
- Tile & Stone Specialty Retail (CRAIAGAA)
Keywords
Where Smartstone is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
Smartstone business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Sintered Stone Surface Sales: Smartstone sells sintered stone and porcelain surfaces for kitchen benchtops, bathrooms, and other residential and commercial applications. The company distributes through owned showrooms and retail stockists across Australia, with pricing determined by product tier (Pure, Classic, Deluxe). Customers purchase surfaces directly and work with fabricators/stonemasons for installation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Deluxe range - Incredibly precise recreations of rare and visually striking veined stones |
| Unit Pricing | Pay-as-you-go | Classic range - Superb interpretations of versatile natural stones with refined veining |
| Unit Pricing | Pay-as-you-go | Pure range - Cost-effective neutral staples including the purest white, black and concretes |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Smartstone product offering
Product offeringCore offering
Smartstone is an Australian distributor of sintered stone and porcelain benchtop surfaces for residential and commercial applications. The company sells the Sintered Collection — 24 surfaces in three price tiers (Pure, Classic, Deluxe) available in Matt or Suede finishes — through company-owned showrooms, a virtual gallery, and a kitchen retail stockist network across Australia. Customers order free samples online and engage stonemasons, designers, or architects for fabrication and installation.
Product overview
Smartstone is Australia's leading distributor of stone surfaces since 2002, offering a portfolio of sintered stone and porcelain surface products. The core product is the Sintered Collection, launched in March 2024, featuring 24 sophisticated surfaces organized into three price tiers: Pure (entry-level/neutral staples), Classic (mid-tier natural stones), and Deluxe (premium veined stones). Surfaces are available in Matt or Suede finishes with through-body veining technology. The company also offers a Virtual Gallery for online exploration, free sample ordering, and a 15-year limited warranty. Smartstone operates showrooms in Sydney (NSW), Brisbane (QLD), Melbourne (VIC), Adelaide (SA), and Perth (WA), with products designed for indoor and outdoor applications including kitchen benchtops, splashbacks, bathroom vanities, fireplaces, and barbecues.
Differentiator
Problem solved
Functional benefit
Products and services
- Sintered Collection Smartstone's primary product line of 24 sintered stone and porcelain benchtop surfaces created using a proprietary sintering process that binds natural minerals using intense heat and 30,000 tons of pressure. Available in three price tiers (Pure, Classic, Deluxe) and two finishes (Matt, Suede), with through-body veining technology for veined surfaces. Designed for kitchen benchtops, bathroom vanities, splashbacks, fireplaces, and commercial applications for homeowners, architects, designers, builders, and developers.
- Porcelain Benchtops Smartstone's porcelain benchtop category presented as 'porcelain, reimagined.' Sintered for high performance, made from 100% natural raw materials compressed and heated beyond traditional porcelain levels to deliver an ultra-compact, durable, government-compliant surface for kitchen and bathroom benchtop applications.
- Virtual Gallery
Quantifiable outcome
- 0.02% average absorption level - nearly nil porosity providing food-safe, non-porous surfaces
- +2 more outcomes
Companies that use Smartstone
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Smartstone technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Smartstone partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MARMAR Stone & Tile GallerycoreThe Sintered Collection is now part of MARMAR Stone & Tile Gallery's premium surface collection in Melbourne. Selected colours are on display in their Richmond showroom at 487 Bridge Rd, Richmond VIC 3121. This partnership extends Smartstone's reach in Victoria through an established stone and tile distributor.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Smartstone competitors and assessment
Company assessmentDirect peers
- Laminam: Italian manufacturer of large-format porcelain slabs used for benchtops, splashbacks and cladding; competes with Smartstone's porcelain/sintered offering in the same specification, fabrication and showroom ecosystem.
- Cosentino (Dekton): Spanish manufacturer of Dekton ultra-compact/sintered surfaces used for benchtops, cladding and flooring; directly competes with Smartstone's Sintered Collection in the same sintered-stone category, serving architects, designers and kitchen manufacturers globally.
- Lapitec: Italian producer of sintered stone slabs in XXL formats for kitchen benchtops and architectural cladding; overlaps with Smartstone on premium sintered-stone offering, jumbo slab proposition, and designer/specifier channel.
- Neolith: Spanish manufacturer of sintered stone slabs for benchtops, facades and interior surfaces; competes head-to-head with Smartstone on durable, large-format, through-body veined sintered surfaces targeted at premium residential and commercial specification.
- Caesarstone: Israel-founded engineered and sintered stone benchtop brand; sold in Australia through HVG group of companies, directly overlapping Smartstone on kitchen benchtops and shower rooms with similar surface-aesthetic positioning and showroom-channel distribution.
Regional players
- WK Stone & Marble: Australian importer and distributor of natural and engineered stone surfaces with showroom presence across Australia; competes with Smartstone in the same kitchen/bathroom surfacing category through similar designer and builder channels.
- Stone Ambassador: Australian stone surface specialist offering engineered stone, sintered stone and natural stone benchtops; overlaps with Smartstone in the residential kitchen and bathroom surfacing market across Australia.
- Signorino: Australian tile, stone and surface retailer with designer showrooms in Melbourne and Sydney; competes with Smartstone on premium stone and porcelain benchtop ranges sold to architects, designers and high-end renovators.
Broad incumbents
- Caesarstone Australia (HVG): Australian distribution arm of Caesarstone operated by the same HVG parent group; offers broader quartz surface range alongside emerging sintered lines, serving overlapping customers as Smartstone within the same HVG commercial ecosystem.
Emerging players
- SapienStone: Italian brand of large-format porcelain slabs for kitchen and bathroom benchtops by Iris Ceramica Group; emerging alternative to Smartstone's sintered/porcelain offering in the designer specification channel, particularly in custom kitchen applications.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Smartstone social profiles
Digital presenceSmartstone compliance and trust
Trust signalCompliance8 records
Smartstone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smartstone leadership team
Management profileNumber of profiles
Smartstone funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smartstone 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 Smartstone
What does Smartstone do?
Smartstone is an Australian distributor of sintered stone and porcelain benchtop surfaces for residential and commercial applications. The company sells the Sintered Collection — 24 surfaces in three price tiers (Pure, Classic, Deluxe) available in Matt or Suede finishes — through company-owned showrooms, a virtual gallery, and a kitchen retail stockist network across Australia. Customers order free samples online and engage stonemasons, designers, or architects for fabrication and installation.
Is Smartstone a public or private company?
Smartstone is a private company. It is classified as corporate owned and is currently operating.
When was Smartstone founded?
Smartstone was founded in 2002. It employs 11 to 50 people.
Where is Smartstone based?
Smartstone is headquartered in Sydney, Australia, in the Oceania region.
How does Smartstone make money?
One revenue line is on record: sintered Stone Surface Sales.
Who are Smartstone's main competitors?
Direct peers on record are Laminam, Cosentino (Dekton), Lapitec, Neolith and Caesarstone. Regional players are WK Stone & Marble, Stone Ambassador and Signorino. Caesarstone Australia (HVG) is listed as a broad incumbent. SapienStone is listed as an emerging player.
Does Smartstone have an API?
No public API is recorded for Smartstone.
What industry is Smartstone in?
Smartstone's product category is Sintered Stone Surfaces. Its primary akta.pro industry code is CRAIAGAA, Tile & Stone Specialty Retail. Its NAICS code is 444180 and its SIC code is 3281.