Dux

What Dux does

Dux Manufacturing Ltd is an Australian privately held water heater manufacturer founded in 1915 and headquartered in Moss Vale, in the Southern Highlands of NSW, where it operates a state-of-the-art manufacturing facility producing electric storage, gas storage, continuous flow, heat pump, and solar water heating systems. The company's product portfolio is organized across six sub-brands — Proflo (electric storage), Prodigy (gas storage), Always Hot (continuous flow), and Ecosmart (electric-boosted solar, gas-boosted solar, and heat pumps) — with capacities ranging from 50L to 400L storage units and 17L/min to 32L/min continuous flow outputs. Technology is backed by Noritz, the Japanese parent company, providing manufacturing expertise and quality control; product features include Plus Plus cylinder designs, commercial grade vitreous enamel coating, anodes up to 60% thicker than prior generations, patented fully immersed dual-wall heating coils, factory-mounted European solar control modules, and WIFI-enabled smart controllers accessible via the Dux HP App.

Dux sells exclusively through B2B trade channels — licensed plumbers, plumbing stores, hot water specialists, hardware stores, energy providers, and builders — with end customers being Australian residential homeowners and commercial property operators. Revenue is generated via hardware sales (pricing not publicly disclosed, quote-based through trade intermediaries), with adoption supported by federal Small-scale Technology Certificates (STCs) worth up to $1,300+ per solar installation and Victorian Energy Efficiency Certificates (VEECs) that flow through installer discounts. The company is a member of the Noritz Group and serves all Australian states and territories, with reported penetration of 1 million+ customers and over 400,000 heat pumps sold nationally since 2020. Customer-facing digital touchpoints include a product selector tool, booking and registration portals, and three mobile apps (Dux HP, Smart Life, Plumbers Handbook).

Name

Dux

Legal name

Dux Manufacturing Ltd

Website

https://dux.com.au

Company type

Private

Founded year

1915

Operating status

Operating

Headcount range

51–100 employees

Short description

Dux Manufacturing Ltd is an Australian-founded (1915) water heater manufacturer producing electric, gas, continuous flow, heat pump, and solar hot water systems domestically in NSW. It sells B2B through licensed plumbers, hardware retailers, and energy providers, serving residential and commercial Australian customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Moss Vale

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Heater Sales: Dux generates revenue through the sale of hot water systems including electric storage, gas storage, continuous flow, heat pump, and solar water heaters. Products are sold through plumbers, hardware stores, and energy providers with end consumers being residential and commercial customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Dux manufactures, distributes, and services residential and commercial hot water systems including electric storage, gas storage, continuous flow, heat pump, and solar water heaters. The company produces these at a state-of-the-art manufacturing facility in Moss Vale, Southern Highlands, NSW, and sells primarily through a network of licensed plumbers, plumbing stores, hardware stores, energy providers, and builders. Products are backed by the Marathon Warranty and supported by mobile applications for end users and trade installers.

Product overview

Dux is an Australian hot water system manufacturer offering a diversified portfolio of water heating solutions. The product range is organized around four core technology categories: electric storage (Proflo), gas storage (Prodigy), continuous flow (Always Hot), and solar/heat pump systems (Ecosmart). Proflo and Prodigy are storage-based systems backed by extended warranties (up to 10 years on Proflo electric, up to 10 years on Prodigy gas), while Always Hot provides tankless continuous flow in four capacity sizes. The Ecosmart brand encompasses both solar thermal systems (with electric or gas boosting) and heat pump water heaters, all manufactured in Australia. Dux complements its hardware with mobile applications including the Dux HP App for heat pump control, Smart Life App, and a Plumbers Handbook App. All products are backed by Noritz technology and manufacturing expertise.

Differentiator

Problem solved

Functional benefit

Brands

• HOTTIE®: Brand name for Dux water heaters, backed by Marathon Warranty
• Ecosmart
• Always Hot
• Prodigy
• Proflo
• Marathon Warranty

Quantifiable outcome

• Energy savings up to 75% off a household's energy use with heat pump water heaters
• +5 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• NoritzcoreStrategic or Co-development PartnerNoritz is a leading Japanese manufacturer of residential and commercial water heaters and Dux's parent company. This partnership provides Dux with superior technology, manufacturing expertise, and quality control processes. Noritz's global reputation in the water heating industry enables Dux to deliver the latest technology and improved efficiency in water heating products to Australian families. Dux leverages Noritz's technical capabilities to build better and more competitive tanks in Australia, as well as introducing new and improved water heaters.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Rheem Australia: Rheem is Dux's largest direct competitor in Australia, offering an overlapping product range across electric storage, gas storage, continuous flow, heat pump, and solar water heaters. Both brands compete head-to-head through licensed plumber networks and major hardware retailers in the Australian residential market.
• Rinnai Australia: Rinnai, like Dux, is a Japanese-owned water heater specialist with strong Australian market share, particularly in continuous flow gas and hot water heat pump categories. Both companies leverage Japanese parent technology, serve residential and commercial customers, and compete through trade plumber and energy provider channels.
• Chromagen: Chromagen is an Australian solar thermal and heat pump water heating specialist that competes directly with Dux's Ecosmart range. Both target residential customers seeking rebate-eligible, energy-efficient hot water systems through trade installer networks.
• Thermann: Thermann is a dedicated water heater brand distributed through Reece and independent plumbing merchants, offering electric storage, gas storage, continuous flow and heat pump models. It is a like-for-like competitor to Dux in the Australian trade channel and competes on similar warranty, efficiency and rebate-eligibility grounds.
• Solahart: Solahart is a leading Australian solar hot water specialist with an overlapping product range including electric and gas boosted solar thermal systems. It competes directly with Dux's Ecosmart solar range for the same rebate-eligible, environmentally-conscious Australian homeowner segment.
• Apricus Australia: Apricus is an Australian solar hot water specialist offering evacuated tube and flat plate solar thermal systems. It is a direct competitor in the solar hot water segment where Dux's Ecosmart range also competes for rebate-driven residential demand.
• Stiebel Eltron Australia: Stiebel Eltron is a German heat pump water heater manufacturer with a meaningful Australian presence. It competes directly with Dux's Ecosmart heat pump line for high-efficiency, premium-positioned residential installations.
• Sanden Eco Plus: Sanden is a Japanese-origin manufacturer of CO2 hot water heat pumps active in the Australian residential market. It directly competes with Dux's Ecosmart heat pump range for environmentally efficient, rebate-eligible installations.

Broad incumbents

• AO Smith Corporation: AO Smith is one of the world's largest water heater manufacturers with a global footprint and broad product portfolio. While not Australian-made, it competes with Dux in commercial and high-capacity water heating applications and represents a global incumbent benchmark.
• Bosch Thermotechnology Australia: Bosch Thermotechnology is a division of the global Bosch group offering a broad portfolio of heating, cooling and hot water solutions. While it competes in the water heater category, its offerings are part of a much wider HVAC portfolio rather than a focused water heating strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Dux