Metabox
Metabox is an Australian custom high-performance laptop manufacturer based in Perth, building build-to-order gaming, workstation, and ultraportable laptops with NVIDIA RTX graphics and serving consumers, creative professionals, and enterprise customers across Australia and Asia-Pacific since 1998.
- Company typePrivate
- Founded1998
- HeadquartersPerth, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Metabox does
Metabox is an Australian-owned custom high-performance laptop manufacturer and retailer operating from Perth, Western Australia since 1998 (originally founded as ITC Mobile Computing, legal entity IT Channel Pty Ltd). The company designs, assembles, and sells build-to-order laptops configured with NVIDIA RTX 5050 through RTX 5090 graphics, Intel Core i9/Ultra 9 and AMD Ryzen processors, up to 256GB DDR5 memory, and up to 24TB NVMe SSD storage. Its product portfolio spans gaming laptops (Alpha-VX, Prime-X, Prime-XR series), ultraportables (Aer-X, MIL-STD-810H certified), professional mobile workstations with QUADRO-class graphics, multimedia laptops for creative professionals, and entry-level performance laptops (Flo series), complemented by accessories and premium customization options including 3M 3D-textured carbon fibre wraps.
The company operates a vertically integrated direct-to-consumer model through its eStore (metabox.com.au), supplemented by phone sales, an Australian reseller network of four partners, a dedicated corporate/government/education sales channel, and international distribution to New Zealand, Malaysia, Singapore, and Hong Kong. Revenue is generated primarily through one-time hardware sales ($1,000 to $4,000+ AUD ASP range), with secondary streams from accessories, extended warranty services (Platinum Care and Premium Care plans up to 4 years), customization services, and 12-month interest-free financing via FlexiCards partnership. All units are custom-built and tested at the Perth production facility using proprietary thermal management (micronized-diamond thermal compound with copper heat-blades) and quality control processes, with a standard 3-5 business day build cycle and expedited Ships-Next-Day options.
Metabox firmographics
Firmographics- Name
- Metabox
- Legal name
- IT Channel Pty Ltd
- Website
- https://metabox.com.au
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Metabox is an Australian custom high-performance laptop manufacturer based in Perth, building build-to-order gaming, workstation, and ultraportable laptops with NVIDIA RTX graphics and serving consumers, creative professionals, and enterprise customers across Australia and Asia-Pacific since 1998.
- Ownership category
- akta.pro rank
Metabox industry classification
Industry- Product category
- Consumer Electronics
- NAICS
- Computer and Peripheral Equipment Manufacturing (3341), Electronic Computer Manufacturing (334111), Electronics and Appliance Retailers (4492)
- SIC
- Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Gaming PCs & Laptops (Prebuilt OEM/SIs) (MPAFAGAC)
- akta.pro secondary industries
- Consumer Laptops (Mainstream & Premium) (HDACAAAF), PC Gaming Peripherals Retail (Keyboards, Mice, Headsets, Controllers) (CRACAFAD)
Keywords
Where Metabox is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Metabox business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Hardware Sales: One-time sale of custom-built high-performance laptops. Products include Gaming Laptops, High Performance Laptops, Ultraportables, Multimedia Laptops, and Professional Mobile Workstations. Prices range from under $1000 to above $3000 depending on specifications.
- Accessories: Sales of complementary products including keyboards, mice, external storage, batteries, power supplies, bags, software, docking stations, and video cards (MXM-II graphics cards).
- Extended Warranty Services: Platinum Care Onsite Pickup Warranty and Premium Care Return to Base Warranty options. Extended protection plans including 2, 3, and 4 year coverage.
- 12 Months Interest Free Financing: Partnership with FlexiCards to offer 12-month interest-free finance options. Customers apply and get approval before completing purchase with financing option at checkout.
- Customization Options: Premium customization options including thermal paste upgrades, display calibration, memory upgrades, premium SSD options (Samsung 990 Pro, etc.), and design wraps (carbon fibre, metallic finishes).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level laptops under $1000 |
| One time/ perpetual license | Pay-as-you-go | Mid-range laptops $1000-$2000 |
| One time/ perpetual license | Pay-as-you-go | High-end laptops $2000-$3000 |
| One time/ perpetual license | Pay-as-you-go | Premium laptops above $3000 |
| Other | Multi-year contract | 12 Months Interest Free Financing |
| One time/ perpetual license | Multi-year contract | Warranty Extensions |
| One time/ perpetual license | Pay-as-you-go | Custom Design Wraps |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Metabox product offering
Product offeringCore offering
Metabox designs, manufactures, and sells custom-built high-performance laptops assembled to order at its Australian production facility. The product range spans gaming, professional mobile workstations, multimedia, ultraportable, and entry-level categories, with each unit configurable across CPU, GPU, RAM, storage, display, and thermal paste. Supporting offerings include laptop accessories (keyboards, mice, storage, bags, MXM-II graphics cards), premium warranty plans, 3D-textured carbon-fibre customisation, and 12-month interest-free financing through FlexiCards.
Product overview
Metabox is an Australian-owned high-performance laptop manufacturer offering a comprehensive portfolio of customizable laptops and accessories. The core product is the Laptop Range, which spans multiple sub-brands including Gaming Laptops, High Performance Laptops, Workstation Laptops (Professional Mobile Workstations), Multimedia Laptops, and Ultraportable Laptops. Key series include the Alpha-VX (performance with Intel/AMD CPUs and RTX graphics), Aer-X (ultra-lightweight military-grade MIL-STD-810H certified laptops), Prime-X (flagship 18-inch gaming laptops with RTX 5090), and Prime-XR (compact high-performance models). Supporting products include the Ships-Next-Day pre-built series for faster delivery, the Carbon 3D-textured carbon fiber wrap customization, and Platinum/Premium Care warranty programs. All products are built-to-order at Metabox's Australian production facility with extensive customization options for processors, graphics, memory, and storage.
Differentiator
Problem solved
Functional benefit
Brands
- Edge: Performance laptop series featuring compact design and powerful hardware configurations.
- Edge-Pro-X
- Alpha-S
- Alpha-VX
- Aer-X
- Prime-X
- Prime-XR
- Prime-S
- Flo
- Alpha-SR
- Prime-SR
- Prime-16
- Prime-16S
- Metabox Carbon
Products and services
- Metabox Gaming Laptops
- Metabox High Performance Laptops
- Metabox Ultraportable Laptops
- Metabox Multimedia Laptops
- Metabox Professional Mobile Workstations
- Metabox Flo Range
- Metabox Accessories
- Metabox Carbon Customisation
- Metabox Ships-Next-Day Series
- Metabox Platinum Warranty
- Metabox Premium Care Warranty
Quantifiable outcome
- Guaranteed 7 business day repair time from receipt at service centre
- +4 more outcomes
Companies that use Metabox
Customer profileSegments6 records
Ideal customer profiles4 records
Metabox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Metabox partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- StarTrack ExpresscorePartnership with StarTrack Express for warranty pickup and delivery services. Metabox coordinates onsite pickup of defective notebooks through StarTrack Express, with courier typically collecting on the same day warranty claim is made. Part of their premium insured next business day door-to-door delivery service.
- Australian Air ExpresscorePartnership with Australian Air Express for warranty pickup services. Used in association with DHL Express and StarTrack Express to ensure notebook is picked up and returned to national service centre for prompt repair.
- DHL ExpresscorePartnership with DHL Express for warranty pickup and delivery services. Part of the integrated logistics network with Australian Air Express and StarTrack Express for nationwide warranty service.
- FlexiCardsmajorFinancial services partnership enabling 12 months interest-free financing for Metabox laptop purchases. Customers can apply online and receive approval in approximately 10 minutes, then select laptop and checkout using interest-free payment option.
- Affordable LaptopsminorAustralian reseller of Metabox laptops located in Western Australia. Phone: 08 9536 8500, [email protected]
- Kong ComputersminorAustralian reseller of Metabox laptops. Phone: 0493 124 442, [email protected], www.kongcomputers.com.au
- Click and ConnectminorAustralian reseller of Metabox laptops. Phone: 02 8007 3377, [email protected], www.clickandconnect.com.au
- Cooroy ComputersminorAustralian reseller of Metabox laptops located in Queensland. Phone: 07 5442 5522, [email protected], www.cooroycomputers.com.au
- NVIDIAcoreTechnology partnership for NVIDIA GeForce RTX graphics processors ranging from RTX 5050 through RTX 5090 series. Metabox implements Direct-To-NVIDIA dGPU MUXed Graphics Switch technology.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Metabox competitors and assessment
Company assessmentDirect peers
- iBuyPower: US custom gaming PC retailer with configure-to-order systems and broad component catalog. Comparable online custom-build model targeting enthusiast gamers.
- MainGear: US-based custom gaming PC and laptop maker with online configurator and premium enthusiast focus. Comparable high-end customization and gaming/creator audience.
- Aftershock PC: Australian custom gaming laptop and desktop maker with build-to-order configurations. Most direct comparable to Metabox given shared Australia base, custom-build model, and gaming/creator focus.
- Origin PC: US boutique custom gaming PC and laptop manufacturer, recently re-launched with high-end configurations. Direct comparable on premium gaming hardware customization.
- Puget Systems: US custom workstation and creator PC builder emphasizing quality testing and pro-user focus. Comparable on the workstation/multimedia side of Metabox's lineup with rigorous QC and customization.
- Velocity Micro: US boutique custom PC and gaming laptop builder with hand-assembled configurations and premium positioning. Comparable high-end custom-build ethos and enthusiast/professional target market.
- Dreamcore: Singapore-based custom gaming PC and laptop builder serving APAC. Comparable build-to-order custom gaming hardware business model in Metabox's adjacent international market.
- PC Specialist: UK-based custom PC and laptop builder offering configure-to-order gaming laptops and workstations. Directly comparable build-to-order model and customer profile, though operating in a different geography.
- CyberPowerPC: US-based custom gaming PC and laptop builder with online configurator and wide component selection. Closely aligned build-to-order gaming hardware business model.
Broad incumbents
- ASUS ROG (Republic of Gamers): Global gaming-laptop brand from ASUS offering high-end RTX 50-series laptops at scale. Competes with Metabox at the premium tier but via mass OEM production rather than custom build-to-order.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Metabox social profiles
Digital presenceMetabox financial estimates
Financial estimateRevenue estimate
Valuation estimate
Metabox leadership team
Management profileNumber of profiles
Metabox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Metabox 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 Metabox
What does Metabox do?
Metabox designs, manufactures, and sells custom-built high-performance laptops assembled to order at its Australian production facility. The product range spans gaming, professional mobile workstations, multimedia, ultraportable, and entry-level categories, with each unit configurable across CPU, GPU, RAM, storage, display, and thermal paste. Supporting offerings include laptop accessories (keyboards, mice, storage, bags, MXM-II graphics cards), premium warranty plans, 3D-textured carbon-fibre customisation, and 12-month interest-free financing through FlexiCards.
Is Metabox a public or private company?
Metabox is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Metabox founded?
Metabox was founded in 1998. It employs 11 to 50 people.
Where is Metabox based?
Metabox is headquartered in Perth, Australia, in the Oceania region.
How does Metabox make money?
Five revenue lines are on record. Hardware Sales are the primary driver. The others are accessories, extended Warranty Services, 12 Months Interest Free Financing and customization Options.
Who are Metabox's main competitors?
Direct peers on record are iBuyPower, MainGear, Aftershock PC, Origin PC, Puget Systems, Velocity Micro, Dreamcore, PC Specialist and CyberPowerPC. ASUS ROG (Republic of Gamers) is listed as a broad incumbent.
Does Metabox have an API?
No public API is recorded for Metabox.
What industry is Metabox in?
Metabox's product category is Consumer Electronics. Its primary akta.pro industry code is MPAFAGAC, Gaming PCs & Laptops (Prebuilt OEM/SIs), with a secondary code of HDACAAAF, Consumer Laptops (Mainstream & Premium). Its NAICS code is 3341 and its SIC code is 5734.