Name

Counter Culture

Legal name

Counter Culture

Website

https://counter-culture.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Countertop Fabrication & Installation

NAICS

Wood Kitchen Cabinet and Countertop Manufacturing (33711), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371)

akta.pro primary industry

Countertop Fabrication & Installation (Stone/Quartz/Solid Surface) (HSAPAIAE)

akta.pro secondary industries

Custom Cabinet Design & Build (HSAPAIAA), Kitchen & Bath Countertops (Stone/Quartz/Solid Surface) Showrooms (CRAIAFAF), Kitchen & Bath Surfaces (Backsplash, Wall Panels, Specialty Tile) Showrooms (CRAIAFAJ)

Keywords

• Custom countertop fabrication
• Kitchen and bath remodeling
• Porcelain fabrication services
• Natural stone surfaces
• Cabinetry and flooring installation

Headquarters

HQ city

Kensington

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Countertop Sales and Installation: One-time sale and installation of custom countertops including granite, quartz, porcelain, marble, soapstone, and quartzite. Revenue generated from material costs plus fabrication and installation labor.
2. Cabinet Sales and Installation: Sale and installation of kitchen and bathroom cabinets including Dura Supreme, Waypoint, Fabuwood, and custom options. Revenue from cabinet materials, customization, and installation services.
3. Tile and Flooring Installation: Sale and installation of tile backsplashes, flooring, and wall treatments. Includes tile materials from multiple vendors plus professional installation services.
4. Professional Services: Additional services including free in-home consultations, on-site templating, tear-out and reconnect services, and plumbing disconnect/reconnect. Some services quoted separately.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Counter Culture fabricates and installs custom kitchen and bathroom countertops in granite, quartz, porcelain, marble, quartzite, and soapstone at its 60,000-square-foot Landover facility. The company also supplies and installs cabinetry, tile backsplashes, flooring, and specialty integrated products such as Invisacook induction systems and custom porcelain sinks, serving homeowners across the DC Metro, Western Maryland, Delaware Shore, Northern Virginia, and West Virginia markets through five showrooms and free in-home consultations.

Product overview

Counter Culture is a countertop fabrication and installation company serving the DC Metro Region, Western Maryland, and Delaware. The company operates as a specialty home renovation provider with a focus on surfaces, offering a comprehensive portfolio centered around countertops as the core product. Their product line spans multiple surface materials including quartz countertops (from brands like Caesarstone, Q Premium, Silestone, Viatera, and Cambria), granite, porcelain (Large Format Porcelain from vendors such as XTONE by Porcelanosa, Laminam, Infinity, Neolith, Atlas Plan, and Stile), marble, quartzite, and soapstone. Complementary offerings include cabinetry (Dura Supreme, Fabuwood, Waypoint, and their sister company Kiln/Herco), tile and backsplash products, luxury vinyl flooring (Everlife), and specialty products like Invisacook induction cooktops that integrate into countertops and Tulip Cooking cooktops from the Netherlands. The company also offers custom porcelain sinks and porcelain door/drawer cladding for seamless modern aesthetics. Services include professional kitchen and bathroom design, in-home consultations, custom fabrication at their 60,000-square-foot facility, and installation. They partner with MSI for room visualization tools to help customers preview products.

Differentiator

Problem solved

Functional benefit

Products and services

• Quartz Countertops Engineered stone countertops made from natural quartz combined with pigments and polymers, offering durability, stain resistance, and non-porous surfaces for residential kitchen and bathroom applications.
• Granite Countertops Natural stone countertops formed from volcanic molten magma, offering unique color and pattern variations, heat resistance, and scratch resistance when properly sealed. Counter Culture provides a one-year warranty on labor for new granite countertops.
• Porcelain Countertops Large-format porcelain slabs from vendors such as XTONE by Porcelanosa, Laminam, Infinity, Neolith, Atlas Plan, and Stile, combining natural and engineered surface attributes with heat resistance, UV resistance, stain resistance, color consistency, and minimal maintenance requirements.
• Marble Countertops Natural stone surfaces formed through metamorphism of limestone, offering dramatic appearance and sophisticated aesthetics for kitchen and bathroom applications.
• Quartzite Countertops Highly durable natural stone countertops that resist heat and scratching, offering the look of marble with enhanced durability.
• Soapstone Countertops Non-porous natural stone that does not require sealing, offering a unique appearance with heat-resistant properties.
• Dura Supreme Cabinets Fully customizable premium cabinetry offering a wide variety of styles from traditional to contemporary, with personalized design choices and outstanding quality of construction.
• Fabuwood Cabinets Semi-customizable cabinetry meeting Q12 standards with 5 to 10 day delivery, using quality sourced lumber with solid construction and beautiful finishes.
• Waypoint Cabinetry Semi-customizable cabinetry built with American craftsmanship using pressure-fitted, glued, stapled, double-doweled construction and kiln-dried solid hardwood face frames.
• Kiln/Herco Cabinets Sister company products featuring contemporary porcelain cabinetry (Kiln) with porcelain surfaces in doors, drawers, and panels, and traditional wood cabinets (Herco) fabricated in-house.
• Invisacook Induction Cooktop Induction cooktop system specifically designed to be installed under large format porcelain countertops, using magnetic induction technology to cook through the countertop surface safely with Invisacookware and compatible magnetic cookware.
• Tulip Cooking Cooktops Gas and induction cooktop systems manufactured in the Netherlands that seamlessly integrate into virtually any countertop material, with hand-assembled burner units.
• Custom Porcelain Sinks Custom-integrated sinks created with customer-specified dimensions and porcelain selection for a seamless look matching porcelain countertops in kitchen and bath applications.
• Porcelain Doors & Drawers Porcelain cladding for cabinet doors and drawers, cut to match porcelain countertop selections for a seamless modern kitchen or bathroom aesthetic.
• Everlife Luxury Vinyl Flooring Wood-look luxury vinyl tile collection from MSI featuring DryBack glue-down and Rigid Core waterproof locking system options, protected with CrystaLux wearlayer.
• Tile (Backsplashes & Flooring) Stone, porcelain, metal, and glass tiles in various colors, shapes, and sizes from vendors including Architessa, Atlas Marble & Tile, MSI, and Daltile for backsplash and flooring applications.
• Kitchen Design & Remodeling Full-service kitchen design and remodeling including countertop installation, cabinetry, tile backsplash, and flooring with professional designers for homeowners undertaking kitchen remodels.
• Bathroom Design & Remodeling Bathroom renovation services from small upgrades to full remodels, including countertops, cabinetry, tile work, and custom porcelain sinks for homeowners.

Quantifiable outcome

• Five business days from template to installation
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• CaesarstonecoreTechnology or IntegrationCounter Culture is a Preferred and Elite Retailer of Caesarstone, the original quartz surface manufacturer founded in 1987. Caesarstone pioneered the natural quartz surfaces market through Bretonstone process technology.
• KilncoreStrategic or Co-development PartnerKiln is Counter Culture's sister company offering custom porcelain and traditional wood cabinetry. Kiln provides top-of-the-line porcelain cabinetry crafted with precision and quality. Herco is a related line of traditional wood cabinets fabricated in-house.
• Dura Supreme CabinetrycoreChannel Partner/ Reseller/ DistributorDura Supreme is one of Counter Culture's top cabinet lines, offering a wide variety of cabinets from traditional to contemporary styles with personalized design choices and outstanding quality construction.
• Waypoint CabinetrycoreChannel Partner/ Reseller/ DistributorWaypoint Cabinetry is described as a leader in uncompromising durability and construction. Every Waypoint cabinet is built with American pride and craftsmanship using finest materials available.
• FabuwoodcoreChannel Partner/ Reseller/ DistributorFabuwood cabinetry meets Q12 standards with 5 to 10 day delivery. Uses quality sourced lumber, solid construction and beautiful finishes. Most styles are in stock for quick delivery.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• M S International (MSI): MSI is the largest U.S. distributor of countertops, flooring, and wall tile with company-owned distribution centers and an MSI Surfaces retail showroom program offering slabs and complementary products. MSI competes directly with Counter Culture as a vertically integrated surfaces provider offering granite, quartz, porcelain, and natural stone to both consumers and trade customers.
• Bedrosians Tile & Stone: Bedrosians is a tile, stone, and surfacing distributor with showrooms across the western and southern U.S. offering natural stone, quartz, porcelain slabs, and tile — a comparable combination of products and showroom-driven sales model to Counter Culture's offering.
• Marble.com: Marble.com is an online-direct countertop retailer offering quartz, granite, marble, and other surfaces with national installation partnerships. It competes with Counter Culture for residential countertop buyers using a digital-first, quote-driven model in overlapping Mid-Atlantic markets.

Broad incumbents

• Cambria: Cambria is a U.S.-based manufacturer of engineered quartz surfaces with company-owned Cambria Gallery showrooms in major markets. Cambria competes with Counter Culture's quartz offering through its direct-to-consumer gallery model while also being available through its Authorized Dealer network.
• Daltile: Daltile (a division of Dal-Tile / Mohawk Industries) is one of the largest U.S. manufacturers and distributors of tile, stone, and countertops with Design Studio showrooms serving both consumers and trade. Daltile overlaps with Counter Culture's tile, slab, and surfacing categories at national scale.
• LX Hausys (Viatera): LX Hausys manufactures Viatera quartz surfaces and HDC countertops (including HIMACS solid surface). It is one of the engineered surface vendors Counter Culture offers and competes in the same quartz and solid-surface categories at scale.
• Cosentino (Silestone / Dekton): Cosentino manufactures Silestone (quartz) and Dekton (ultra-compact/porcelain) surfaces and operates Cosentino Centers showrooms nationwide. It is a major upstream supplier to Counter Culture while also serving end customers, positioning it as both a partner and a broad incumbent in the engineered/porcelain surface category.
• HanStone Quartz: HanStone Quartz is a manufacturer of engineered quartz surfaces distributed through a dealer network across North America. It competes with Counter Culture's quartz category as an upstream brand while also enabling dealers to compete in the same retail countertop space.
• Caesarstone: Caesarstone is the original engineered quartz manufacturer and the brand Counter Culture holds Preferred and Elite Retailer status with. Caesarstone operates its own retail showroom network in major U.S. markets, making it both a key supplier and a broad incumbent competitor in quartz surfaces.

Others

• The Home Depot: Home Depot operates a Kitchen & Bath design business and connects customers to countertop installation services through third-party providers. While not a direct fabrication competitor, it competes for the same homeowner renovation budget and includes quartz, granite, and solid surface countertop offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/countercultureteam

Revenue estimate

Valuation estimate

Number of profiles

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 Counter Culture