What Kethy does

Kethy Australia (legally Greg Steele Trading Pty Ltd) is a privately held distributor and supplier of architectural hardware, specialising in knobs, handles, and cabinet hardware for kitchen, bathroom, laundry, and furniture applications. Founded in 1990 when Swedish company Kethy Produkter appointed Greg Steele as its Australian distributor, the company operates from Kirrawee NSW with a second showroom in South Brisbane QLD and a sales office in Auckland, New Zealand. The product portfolio spans stainless steel, brass, copper, timber, aluminium, and zinc alloy finishes, with specialised lines including the ENVIRO fully recyclable stainless steel range, adapted housing compliant with Australian Standard 1428, custom aluminium frame doors, and edge/lip pull systems.

The business operates a hybrid wholesale and direct retail model. Wholesale distribution flows through over 50 resellers across Australia and New Zealand, including hardware chains (Hardware & General, Keeler Hardware), architectural suppliers, and joinery outlets. Direct revenue comes from two company-owned showrooms by appointment and trade pickup, supported by territory-based product advisors covering NSW/ACT, QLD, VIC/TAS, and WA/NT/SA. Online-only retailers Linear Standard and The Block Shop extend the digital channel. Marketing is conducted through the company website, monthly 'Designs that Enhance' newsletter, and product catalogues targeted at designers, cabinet makers, joiners, and homeowners.

Kethy is founder-owned with no external investment, no parent company, and no disclosed funding rounds. The entity trades as Kethy Australia and earns revenue primarily through hardware sales (B2B reseller sales, direct showroom sales, and online partner sales). Pricing is not publicly disclosed and requires direct inquiry. The company employs 11-50 staff and positions itself as a design-forward alternative in the Australian and New Zealand architectural hardware market, leveraging its Scandinavian design heritage and 30+ years of brand presence.

Name

Kethy

Legal name

Greg Steele Trading Pty Ltd

Website

https://kethy.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Kethy Australia is a privately held distributor of architectural hardware, supplying knobs, handles, and cabinet fixtures across Australia and New Zealand. Founded in 1990, it serves cabinet makers, joiners, architects, designers, and homeowners through resellers, showrooms, and field advisors.

Ownership category

akta.pro rank

Headquarters

HQ city

Kirrawee

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Reseller Sales: Wholesale distribution through a network of resellers including hardware stores, architectural design hardware suppliers, joinery supplies, and specialist kitchen/bathroom fitting retailers across Australia and New Zealand.
2. Direct Showroom Sales: Retail sales through company-owned showrooms in Kirrawee NSW and South Brisbane QLD, offering trade pickup and direct customer consultation.
3. Online Store Sales: Sales through online-only partners including Linear Standard and The Block Shop.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Kethy distributes and supplies design knobs, handles, and architectural hardware for kitchens, bathrooms, laundries, and furniture across Australia and New Zealand. The company operates as the Australian arm of Swedish brand Kethy Produkter, sourcing products in stainless steel, brass, copper, timber, zinc alloy, and aluminium, sold through resellers, two company-owned showrooms, regional product advisors, and selected online partners.

Product overview

Kethy Australia is an architectural hardware company supplying kitchen, bathroom, and furniture hardware. The product portfolio centers on knobs and handles (the core offering) available in brass, copper, timber, stainless steel, and aluminium materials. Supporting product lines include aluminium frame doors (Brittany, Calais, Cayen), accessories (cable outlets, furniture legs), door opening systems, and an Adaptable Housing range compliant with Australian Standard 1428 for aged care applications. The company also offers a range of edge pulls and lip pulls in stainless steel and other finishes. Founded in 1990 as the Australian distributor for Swedish company Kethy Produkter, Kethy operates through a network of resellers across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Kethy Produkter (Sweden)coreTechnology or IntegrationOriginal partnership established in 1990 when Swedish company Kethy Produkter appointed Greg Steele as the Australian distributor for their products. This foundational partnership established the Kethy brand presence in the Australian market and continues to inform the company's design philosophy of 'Designs that Enhance'.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Häfele: German global hardware distributor with AU/NZ subsidiaries supplying architectural hardware, cabinet fittings, and furniture components. Directly comparable business model — multi-brand distributor combining own products and third-party brands via showrooms and trade dealers.
• Salice: Italian manufacturer of furniture hinges and hardware with worldwide distribution including AU/NZ. Comparable as a premium cabinet hardware supplier targeting kitchen manufacturers and joiners in the same specifier channel as Kethy.
• Hettich: German family-owned manufacturer and distributor of cabinet and furniture hardware (hinges, drawer runners, knobs/handles) with established AU/NZ operations. Directly comparable to Kethy as a multi-category architectural hardware supplier serving kitchen, bathroom, and joinery trade customers.
• Blum: Austrian manufacturer of furniture fittings (hinges, lift systems, drawer runners) with a strong AU/NZ distribution presence. Comparable to Kethy as a premium-specification hardware brand targeting kitchen manufacturers, designers, and joiners.
• Lincoln Sentry: Australian wholesale distributor of cabinet hardware, kitchen components, and architectural fittings. Comparable as a trade-focused hardware distributor in the same Australian cabinetry and joinery channel as Kethy.
• Castella: Australian heritage architectural hardware brand specialising in cabinet knobs, handles, and pull handles for kitchens, bathrooms, and joinery. Closely comparable as an AU-based, design-led architectural hardware supplier serving the same trade and design segments as Kethy.
• Archant: Australian distributor of architectural hardware, kitchen and bathroom fittings. Directly comparable to Kethy in product range, customer base (architects, designers, builders), and AU/NZ distribution footprint.
• Manassen: Australian wholesale distributor of cabinet hardware, handles, and kitchen fittings. Comparable to Kethy as an AU-based distributor supplying trade customers with branded and sourced hardware products.
• Titus Group: Global manufacturer of furniture and cabinet hardware (hinges, drawer systems, connectors) with AU/NZ distribution. Comparable as a multi-category architectural hardware brand serving furniture and kitchen manufacturers.

Broad incumbents

• Bunnings Warehouse: Australia's dominant home improvement and hardware retailer. Indirectly comparable as the mass-market outlet through which many of Kethy's resellers (and some end customers) ultimately purchase cabinet hardware, representing both a route-to-market and a competitive threat on basic handle/knob lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KethyAustralia
• LinkedInlinkedin.com/company/kethy-australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kethy