What Decina does

Decina is a 100% Australian-owned designer and manufacturer of bathroom ware products, founded in 1989 and headquartered in Inala, Brisbane. The company produces a comprehensive range of baths, freestanding and inset spa baths, shower panels and screens, toilet suites, basins, and accessories using premium materials including sanitary grade acrylic, vitreous china, and reinforced fibreglass composites. Proprietary technologies such as the C-Lenda adjustable jet hydrotherapy system, ECO heat transfer pumps, Cyclone Flush rimless toilet technology, Nano Glaze hygienic coatings, and quiet 65dB pump operation with anti-vibration pads differentiate its product lines and support 10-15 year warranty positions.

The company operates exclusively as a wholesale manufacturer, distributing products through a national network of plumbing and bathroomware retailers including Reece, Harvey Norman, Plumbing Plus, Samios, Tradelink, and Beaumont, with direct offices in Queensland, New South Wales, Victoria, South Australia, and Western Australia, plus agency representation in Tasmania and North Queensland. Each state office typically includes a showroom viewable by appointment, with the Victorian team recently announcing relocation to a purpose-built facility in Officer. Revenue is generated entirely through wholesale product sales to trade partners; retail pricing is set by individual stockists and Decina does not publish recommended retail pricing directly to consumers. The company targets three primary customer segments: homeowners undertaking renovation or new-build projects, builders and developers specifying bathroom ware for construction, and licensed plumbers and trade professionals who recommend and install products, with architects and interior designers serving as a secondary specification channel for prestige projects.

Name

Decina

Legal name

Decina Pty Limited

Website

https://decina.com.au

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Decina is an Australian-owned designer and manufacturer of bathroom ware, producing baths, spa baths, showers, toilets, and basins for wholesale distribution through national plumbing and bathroomware retailers, serving homeowners, builders, plumbers, and architects across Australia.

Ownership category

akta.pro rank

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Bathroom Ware Product Sales: Decina generates revenue through the manufacture and wholesale sale of bathroom ware products including baths, spa baths, showers, toilets, basins, and accessories. Products are sold to a network of plumbing retailers and bathroomware stockists across Australia who then sell to consumers. As a wholesaler, Decina does not provide recommended retail pricing directly to consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Decina is a 100% Australian owned manufacturer and wholesaler of bathroom ware products including baths, spa baths, showers, toilets, basins, tap ware, and accessories. The company designs and produces premium Australian-made products from materials such as sanitary grade acrylic, vitreous china, and reinforced fibreglass composites, distributing them exclusively through a national network of plumbing retailers and bathroomware stockists.

Differentiator

Problem solved

Functional benefit

Products and services

• Baths and Spa Baths Australian-made freestanding, inset, island, and pressed metal baths plus spa baths with hydrotherapy features, designed for residential bathrooms and sold through plumbing retailers to homeowners, builders, plumbers, and designers.
• Freestanding Spa Baths Standalone spa baths with proprietary C-Lenda jet systems including maxi jets, mini jets, Centro jets, and air controls for targeted hydrotherapy massage, for premium bathroom installations.
• Inset and Island Spa Baths Drop-in spa baths including the Contour, Santai, and Dolce Vita ranges with Contour 12 Jet hydrotherapy systems, ergonomic lumbar support, moulded armrests, and deep bathing space.
• Freestanding Baths Standalone baths in sanitary grade acrylic designed for bathroom renovations and new home builds, supplied to retailers nationwide.
• Inset and Island Baths Drop-in baths designed to be installed into a deck or island platform for residential bathroom renovations.
• Pressed Metal Baths Pressed metal baths offering an alternative material construction format within the Decina bath range.
• Bath and Spa Bath Components Replacement and accessory components for baths and spa baths, supplied to trade customers and homeowners through stockists.
• Shower Panels Wall-mounted shower panels for bathroom fit-outs and renovations across residential projects.
• Shower Systems Complete shower systems combining shower heads and fittings for residential bathroom installations.
• Shower Screens Shower screens including pivot door and semi-frameless models with EZI Clean coating to resist soap scum, limescale, and water spots.
• Shower Bases Shower bases designed to integrate with Decina shower screens and walls for a complete shower installation.
• Shower Walls Two-sided shower walls designed to pair with Decina shower bases for seamless bathroom renovations.
• Basins Bathroom basins made from vitreous china for residential bathroom fit-outs.
• Toilet Suites Complete toilet suites with vitreous china construction, rimless Cyclone Flush technology, and Nano Glaze hygienic coating, paired with European-made Hamberger Evo and EOX soft close, quick-release seats.
• In-Wall Toilet Suites Wall-hung, wall-faced, and in-wall toilet suites with concealed cistern systems for contemporary bathroom renovations.
• Toilet Components Replacement and accessory components for toilet suites, supplied to trade customers and homeowners through stockists.

Quantifiable outcome

• Spa bath pumps operate at 65 decibels, quieter than water circulating through the system
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• ReececoreChannel Partner/ Reseller/ DistributorMajor national plumbing and bathroomware retailer that stocks and sells Decina products across their retail network throughout Australia.
• Harvey NormancoreChannel Partner/ Reseller/ DistributorLarge Australian retail chain offering Decina bathroom ware products through their bathroom showroom departments.
• Plumbing PluscoreChannel Partner/ Reseller/ DistributorIndependent plumbing retailer network partner that stocks Decina products.
• SamioscoreChannel Partner/ Reseller/ DistributorPlumbing and bathroomware retailer partner stocking Decina products.
• Tradelink (T&L)coreChannel Partner/ Reseller/ DistributorNational plumbing supplies retailer partner distributing Decina bathroom ware.
• BeaumontcoreChannel Partner/ Reseller/ DistributorBathroomware and plumbing retailer partner for Decina products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Fienza: Australian-owned bathroom ware brand offering a comparable mid-to-premium range of toilets, basins, baths, tapware, and accessories via plumbing retailers. Similar scale and channel positioning to Decina, with overlap on most product categories.
• Clark: Sister brand to Caroma under GWA Group, focused on reliable, Australian-standard bathroom suites. Competes directly with Decina in the mid-market toilet and basin category through the same retail stockists.
• Turner Hastings: Australian distributor of premium European bathroom brands and own-label European-inspired baths and basins. Competes with Decina in the premium bath and basin segment, particularly through independent bathroom showrooms and design-led stockists.
• Caroma: Australia's most recognised bathroom ware brand (owned by GWA Group), manufacturing and selling toilets, basins, baths, and tapware through the same plumbing retail channel as Decina. Caroma is the closest direct competitor and benchmark for Decina in the Australian market.
• Dorf: Australian tapware and bathroom fittings brand (also under GWA Group), competing with Decina's tapware and shower offering through the same major plumbing retailers. Closely overlapping product portfolio in mixer taps and shower systems.
• Methven: Trans-Tasman (NZ-origin) bathroom fittings manufacturer specialising in showers, tapware, and valves. Sells through Australian plumbing retailers with overlapping channel relationships, and competes most directly with Decina on shower systems and tapware.

Others

• Reece: Australia's largest plumbing and bathroomware retailer and one of Decina's most important channel partners. Included as a peer because it operates an in-house bathroom brand and competes with Decina's stockists' private-label programs; however, its primary role relative to Decina is as customer/distributor.

Broad incumbents

• Roca: Spanish multinational bathroom ware manufacturer with a global portfolio of toilets, basins, baths, and tapware. Competes broadly with Decina across price tiers but with vastly greater scale, R&D capacity, and international distribution.
• Villeroy & Boch: German premium bathroom brand with a complete range of baths, shower trays, toilets, basins, and tapware. Competes with Decina at the upper end of the Australian market, particularly in prestige residential projects.

Emerging players

• Studio Bagno: Smaller Australian bathroom ware specialist focused on designer basins, baths, and tapware. Competes with Decina in the premium design-led segment and is typically stocked by independent bathroom showrooms rather than mass-market plumbing chains.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Decinabathroomware
• Instagraminstagram.com/decina_bathroomware
• Pinterestau.pinterest.com/decinabathroom
• LinkedInlinkedin.com/company/decina-bathroomware

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 Decina