Ashford Formula
- Company typePrivate
- Founded-
- HeadquartersMckinnon, Australia
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
Ashford Formula firmographics
Firmographics- Name
- Ashford Formula
- Legal name
- Ashford Formula
- Website
- https://ashfordformula.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Ashford Formula industry classification
Industry- Product category
- Concrete Floor Treatment Chemicals
- NAICS
- Polish and Other Sanitation Good Manufacturing (325612)
- SIC
- Chemicals & Allied Products (2800), Adhesives & Sealants (2891)
- akta.pro primary industry
- Concrete Repair, Sealing & Waterproofing (Coatings/Membranes) (IMAIAKAK)
- akta.pro secondary industries
- Concrete Floor Cleaning, Grinding, Polishing & Sealing (HSAEAOAE), Concrete Flooring Systems (Polished, Stained, Overlays) (IMADAJAG)
Keywords
Where Ashford Formula is headquartered
LocationHeadquarters
- HQ city
- Mckinnon
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
Ashford Formula business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales
Revenue model
- Product Sales - Per Project: Ashford Formula products are sold directly to professional applicators on a per-project basis. The product is applied by certified professionals who work with project managers to ensure correct application. This is a transactional, project-based revenue model rather than recurring subscription.
- CureCrete Products: The company also sells CureCrete products, complementing the core Ashford Formula offering with related concrete treatment solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Professional per-project pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Ashford Formula product offering
Product offeringCore offering
Ashford Formula sells a chemical densification treatment applied to concrete floors that simultaneously cures, seals, hardens, and dustproofs the surface through a permanent inorganic crystalline growth process. The product is sold directly to professional applicators, builders, and specifiers on a per-project basis across Australia, with the company providing project management oversight to ensure correct application. A 20-year to lifetime warranty backs treated floors.
Product overview
Ashford Formula is a single primary product offering: a chemical densification treatment for concrete floors. The product is sold directly to professionals on a per-project basis and works through a unique inorganic chemistry that creates crystalline growth within the concrete surface. CureCrete products are referenced as companion offerings within the same product family. The company provides application services, technical support through 27 numbered technical bulletins, and quality assurance documentation (D1 Project Details and D2 Quality Assurance forms). A 20-year to lifetime warranty is offered on treated surfaces.
Differentiator
Problem solved
Functional benefit
Brands
- CureCrete: Related product brand mentioned alongside Ashford Formula; represents a complementary concrete treatment product line.
Products and services
- Ashford Formula
Quantifiable outcome
- 40% increase in compressive strength after 7 days (ASTM C39)
- +6 more outcomes
Companies that use Ashford Formula
Customer profileSegments3 records
Ideal customer profiles3 records
Ashford Formula technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Ashford Formula partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Ashford Formula competitors and assessment
Company assessmentBroad incumbents
- Mapei Australia: Mapei produces concrete admixtures, surface treatments, and flooring systems for commercial construction — comparable chemistries and specification-driven B2B channel but a far broader product portfolio and global footprint.
- Sika Australia: Sika is a global specialty chemicals incumbent with a full concrete admixture, sealing, and flooring systems portfolio in Australia; overlaps with Ashford Formula in concrete sealing/hardening but operates at much broader scale with many product lines.
- BASF Master Builders Solutions: BASF's Master Builders Solutions offers a broad portfolio of concrete admixtures, sealers, and surface treatments globally, including Australia — overlapping chemistry and customer base but as one of many categories within a much larger enterprise.
Direct peers
- ChemMasters: ChemMasters produces specialty concrete chemicals including sealers, densifiers, and curing compounds for commercial and industrial concrete applications — same specialty chemical category, same professional-applicator customer base.
- PROSOCO: PROSOCO manufactures concrete densifiers, hardeners, and sealers (e.g., Consolideck line) sold to professional applicators and specifiers in commercial construction — directly comparable chemistry category, customer base, and B2B specification-driven sales motion.
- Euclid Chemical: Euclid Chemical manufactures concrete admixtures, hardeners, sealers, and curing compounds sold to concrete professionals globally — directly overlapping chemistry category and B2B specification sales model.
- SpecChem: SpecChem manufactures concrete construction chemicals including sealers, hardeners, and curing products distributed to contractors and specifiers — directly comparable product mix and B2B professional channel.
- W. R. Meadows: W. R. Meadows produces specialty concrete construction products including sealers, curing compounds, and hardeners, distributed through construction professionals — overlapping product portfolio and customer base (builders, specifiers, applicators).
- Curecrete Distribution, Inc. Curecrete Distribution is the original developer and global licensor of the Ashford Formula chemical densification technology and produces the CureCrete product line. It is the directly comparable principal whose chemistry, ASTM test claims, and warranty terms underpin Ashford Formula Australia's offering.
Regional players
- Parchem Construction Supplies: Parchem is an Australian distributor and formulator of specialty construction chemicals including concrete repair and sealing products, serving similar specifier/builder/applicator customers in the same Australian geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Ashford Formula compliance and trust
Trust signalCompliance2 records
Ashford Formula financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ashford Formula leadership team
Management profileNumber of profiles
Ashford Formula funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ashford Formula 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 Ashford Formula
What does Ashford Formula do?
Ashford Formula sells a chemical densification treatment applied to concrete floors that simultaneously cures, seals, hardens, and dustproofs the surface through a permanent inorganic crystalline growth process. The product is sold directly to professional applicators, builders, and specifiers on a per-project basis across Australia, with the company providing project management oversight to ensure correct application. A 20-year to lifetime warranty backs treated floors.
Is Ashford Formula a public or private company?
Ashford Formula is a private company. It is classified as unknown and is currently operating.
When was Ashford Formula founded?
Ashford Formula was founded in -1. It employs 1 to 10 people.
Where is Ashford Formula based?
Ashford Formula is headquartered in Mckinnon, Australia, in the Oceania region.
How does Ashford Formula make money?
Two revenue lines are on record. Product Sales - Per Project is the primary driver. The others are cureCrete Products.
Who are Ashford Formula's main competitors?
Broad incumbents on record are Mapei Australia, Sika Australia and BASF Master Builders Solutions. Direct peers are ChemMasters, PROSOCO, Euclid Chemical, SpecChem, W. R. Meadows and Curecrete Distribution, Inc.. Parchem Construction Supplies is listed as a regional player.
Does Ashford Formula have an API?
No public API is recorded for Ashford Formula.
What industry is Ashford Formula in?
Ashford Formula's product category is Concrete Floor Treatment Chemicals. Its primary akta.pro industry code is IMAIAKAK, Concrete Repair, Sealing & Waterproofing (Coatings/Membranes), with a secondary code of HSAEAOAE, Concrete Floor Cleaning, Grinding, Polishing & Sealing. Its NAICS code is 325612 and its SIC code is 2800.