Badec Bros
Badec Bros is a Pretoria-based, family-owned group founded in 1997 with two divisions: Deco (designer steel-and-wood indoor and outdoor furniture for malls, corporates, universities, and hospitality) and Property (luxury sectional title apartments under M Life, B Life, and 79 on Anderson brands).
- Company typePrivate
- Founded1997
- HeadquartersPretoria, South Africa
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Badec Bros does
Badec Bros Pty Ltd is a South African, family-owned group founded in 1997 and headquartered in Pretoria, Gauteng, operating two wholly-owned divisions: Badec Bros Deco and Badec Bros Property. The company is controlled by the Badenhorst family, with Edrich Badenhorst as Executive Director and Chairman, Frans Badenhorst as Executive Director, and Dewald Rossouw as Financial Director.
Badec Bros Deco manufactures designer indoor and outdoor furniture in-house, using mild steel and stainless steel frames finished via e-coating and powder coating, combined with solid woods (American ash, Rhino wood, Teak, Oak, Balua). The product catalog spans mall and street furniture (Cubench seating, Cu-bin litter bins, Cubedec planters, Deco Panel laser-cut screening, Custom Gabions) and residential/hospitality furniture (bedroom, dining, lounge, patio, study and display units), with unit pricing publicly listed on the company website. Custom laser-cut patterns and branding options are offered for commercial clients. Key enterprise customers include Eastgate, Menlyn, Fourways, Brooklyn, Willowbridge and Greenstone shopping centres; WITS and UNISA; and corporates such as Vodacom, Woolworths, Pick n Pay, Shoprite, Discovery Health, KPMG, and Sandton Sun.
Badec Bros Property develops luxury sectional title apartments under the M Life (1, 2, 3), B Life, and 79 on Anderson brands, primarily in Menlo Park, Pretoria with expansion to Brooklyn/Wellington. Completed projects span 2016-2021 and cumulatively total approximately 70 apartments and duplex units across five developments. Revenue is generated through one-time furniture sales and one-time property sales conducted directly from the developer with no transfer fees. The group operates a sales-led GTM with dedicated sales executives, a direct showroom, an online quote-request storefront, and active social media presence across Facebook, LinkedIn, Instagram, Pinterest, Twitter, and YouTube.
Badec Bros firmographics
Firmographics- Name
- Badec Bros
- Legal name
- Badec Bros Pty Ltd
- Website
- https://badecbros.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Badec Bros is a Pretoria-based, family-owned group founded in 1997 with two divisions: Deco (designer steel-and-wood indoor and outdoor furniture for malls, corporates, universities, and hospitality) and Property (luxury sectional title apartments under M Life, B Life, and 79 on Anderson brands).
- Ownership category
- akta.pro rank
Badec Bros industry classification
Industry- Product category
- Designer Furniture Manufacturing
- NAICS
- Sheet Metal Work Manufacturing (332322)
- SIC
- Office Furniture (No Wood) (2522), General Bldg Contractors - Residential Bldgs (1520)
- akta.pro primary industry
- Custom Built-Ins (Shelving, Entertainment Centers, Mudrooms) (HSAPAIAH)
- akta.pro secondary industry
- Residential Interior Fit-Out (Multi-Family & High-End) (IMAFANAE)
Keywords
Where Badec Bros is headquartered
LocationHeadquarters
- HQ city
- Pretoria
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Badec Bros business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Furniture Manufacturing and Sales (Deco Division): Badec Bros Deco manufactures and sells designer indoor and outdoor furniture including mall furniture, street furniture, residential furniture, and hospitality furniture. Revenue is generated through one-time product sales with pricing based on product type, dimensions, materials, and finishes selected.
- Property Development and Sales: Badec Bros Property builds and sells luxury residential apartments directly to buyers. Properties include M Life 1, M Life 2, M Life 3, B Life, and 79 on Anderson developments. Revenue is generated through property sales with no transfer fees when buying directly from developer.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Study and Display Units |
| Unit Pricing | Pay-as-you-go | Coffee Tables |
| Unit Pricing | Pay-as-you-go | Bedroom Furniture |
| Unit Pricing | Pay-as-you-go | Dining Furniture |
| Unit Pricing | Pay-as-you-go | Mall Seating - Cubench PR |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Badec Bros product offering
Product offeringCore offering
Badec Bros operates two divisions: Badec Bros Deco manufactures designer indoor and outdoor furniture (mall and street furniture, residential and hospitality furniture) from mild steel or stainless steel with e-coated and powder-coated finishes combined with solid wood; and Badec Bros Property develops luxury residential apartment communities in Menlo Park, Pretoria (M Life 1/2/3, B Life 1.0, 79 on Anderson).
Product overview
Badec Bros is a South African company operating two main divisions: Badec Bros. Deco (furniture manufacturing) and Badec Bros. Property (residential property development). The Deco division manufactures designer indoor and outdoor furniture including mall and street furniture (Cubench seating, Cu-bin litter bins, Cubedec planters, Deco Panels, Custom Gabions) and residential/hospitality furniture (beds, dining tables, coffee tables, side tables, study units, display units). All furniture products are crafted from stainless steel or mild steel with e-coated and powder-coated finishes combined with solid wood (American ash, Rhino wood, Teak, Oak, Balua wood). The Property division develops luxury residential apartments under the M Life (1, 2, 3) and B Life brands in Menlo Park, Pretoria, as well as 79 on Anderson in Brooklyn. The company was founded in 1997 and serves South Africa's leading malls, universities, businesses, and residential market.
Differentiator
Problem solved
Functional benefit
Brands
- M Life: Luxury residential apartment brand featuring multiple developments (M Life 1, 2, and 3) in Menlo Park, Pretoria.
- B Life
Products and services
- Mall and Street Furniture Commercial-grade furniture line for shopping malls and public spaces including benches and seating, canteen dining furniture, designer planters, feature poles, gabion products, litter bins, screening and trellises, and smoking bins. Built for high-traffic environments using e-coated/powder-coated steel frames with wood or composite finishes.
- Residential and Hospitality Furniture Furniture line for residential homes and hospitality venues including bedroom furniture, benches and seating, dining furniture, gabion products, lounge furniture, patio furniture, screening and trellises, and study area furniture. Targeted at individual home buyers and hotels/restaurants.
- Cubench Seating Collection Versatile seating product line for shopping centres available in multiple models (PR, CR, C, P, X, W, V, A-BR, PRB, CSS, MD) with mild steel e-coated/powder-coated or stainless steel Grade 304 frame options in multiple sizes and wood/composite finishes. Pricing ranges from R5,103 to R36,590 excluding VAT depending on size and frame material.
- Cu-bin Litter Bins Collection Litter bin product line available in multiple models (A, AW, AS, AW-XL, GS, AF, A-XL, B, S, I, J, K, H, C, AC, SW, AFF, G) with materials including galvanised steel, mild steel, stainless steel, and wood/composite finishes for commercial and public-space use.
- Cubedec Designer Planters Collection Designer planters for commercial and residential spaces including Cubedec AW, Cubedec AL, Cubedec B, and Cubedec C models in various materials and finishes.
- Deco Panel Laser-cut decorative screening panels available in mild steel e-coated/powder-coated or stainless steel, with dimensions ranging from 300mm to 1000mm length and 1000mm to 2500mm height. Used for architectural screening and decorative partitioning.
- Custom Gabion Custom gabion wire mesh baskets and planters in various thicknesses (150mm, 250mm, 500mm) with options for mild steel e-coated/powder-coated, mild steel rust finish, or stainless steel.
- Dining Table A Dining table with steel frame and wooden top, available in 1600mm, 2000mm, or 2400mm lengths with powder coat finishing options. Pricing ranges from R17,107 to R27,147 excluding VAT.
- Standard Bed A Standard king bed with steel frame and wood finish, available in 1650mm, 1950mm, or 2050mm widths. Pricing ranges from R18,231 to R25,343 excluding VAT.
- M Life 1 Upmarket residential development in Menlo Park, Pretoria completed mid-2016 with 2,900 square meters comprising 20 sectional title apartments available in one, two, and three-bedroom configurations. Sold directly by the developer.
- M Life 2 Upmarket residential development at 43 18th Street, Menlo Park, Pretoria completed mid-2017 with 1,900 square meters comprising 15 sectional title apartments. Sold directly by the developer.
- M Life 3 Luxury residential development at 63 19th Street, Menlo Park completed mid-2017 with 1,900 square meters comprising 5 sectional title apartments with one, two, and three-bedroom units. Sold directly by the developer.
- B Life 1.0 Luxury residential development at 68 21st Street, Menlo Park, Pretoria completed 2021 with 1,810 square meters comprising 15 sectional title apartments including 6 duplex two-bedroom units with private gardens, 6 one-bedroom apartments, and 3 ground floor two-bedroom apartments.
- 79 on Anderson Luxury residential development in Brooklyn, Wellington with landscaped gardens, high quality finishes, complete privacy and security. Sold directly by the developer.
Quantifiable outcome
- Products designed to last a lifetime and be passed on from generation to generation
Companies that use Badec Bros
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles5 records
Badec Bros technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Badec Bros partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Badec Bros competitors and assessment
Company assessmentBroad incumbents
- Italtile: JSE-listed retailer of tiles, sanitaryware, and home finishing products across Southern Africa. Adjacent to Badec Bros as a South African home improvement/home finishing brand serving similar middle-to-upper income consumers and property developers.
- @home (House of Busby): South African premium home and furniture retailer operating multiple national chains. Overlaps with Badec Bros Deco in the residential designer furniture segment but competes via multi-brand retail distribution rather than bespoke manufacturing.
- Steinhoff International: JSE-listed global furniture and household goods conglomerate with major South African retail exposure (Pepkor, etc.). Operates far above Badec Bros in scale and breadth, but shares the underlying South African mass-market and value furniture customer base.
- Coricraft: Established South African furniture retailer (part of JD Group) selling lounge, dining and bedroom furniture nationwide. Competes with Badec Bros Deco in the residential furniture category through volume retail rather than custom metal-and-timber manufacturing.
Direct peers
- Calgro M3: JSE-listed integrated residential property developer in South Africa covering affordable and mid-market housing. Comparable to Badec Bros Property on multi-family residential development and turnkey project delivery, though targeting a more value-oriented buyer.
- Mobelli: South African designer indoor and outdoor furniture manufacturer serving residential and hospitality customers. Most directly comparable to Badec Bros Deco in product mix (lounge, patio, dining) and premium positioning in the local market.
- Balwin Properties: JSE-listed South African developer of large-scale, lifestyle-focused residential apartment developments. Closest listed peer to Badec Bros Property in target customer (middle-to-upper income apartment buyers), development style, and South African geographic focus.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Badec Bros social profiles
Digital presenceBadec Bros financial estimates
Financial estimateRevenue estimate
Valuation estimate
Badec Bros leadership team
Management profileNumber of profiles
Profiles1 record
Badec Bros subsidiaries and ownership
Company hierarchySubsidiaries2 records
Badec Bros funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Badec Bros 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 Badec Bros
What does Badec Bros do?
Badec Bros operates two divisions: Badec Bros Deco manufactures designer indoor and outdoor furniture (mall and street furniture, residential and hospitality furniture) from mild steel or stainless steel with e-coated and powder-coated finishes combined with solid wood; and Badec Bros Property develops luxury residential apartment communities in Menlo Park, Pretoria (M Life 1/2/3, B Life 1.0, 79 on Anderson).
Is Badec Bros a public or private company?
Badec Bros is a private company. It is classified as family owned and is currently operating.
When was Badec Bros founded?
Badec Bros was founded in 1997. It employs 1 to 10 people.
Where is Badec Bros based?
Badec Bros is headquartered in Pretoria, South Africa, in the Africa region.
How does Badec Bros make money?
Two revenue lines are on record. Furniture Manufacturing and Sales (Deco Division) is the primary driver. The others are property Development and Sales.
Who are Badec Bros's main competitors?
Broad incumbents on record are Italtile, @home (House of Busby), Steinhoff International and Coricraft. Direct peers are Calgro M3, Mobelli and Balwin Properties.
Does Badec Bros have an API?
No public API is recorded for Badec Bros.
What industry is Badec Bros in?
Badec Bros's product category is Designer Furniture Manufacturing. Its primary akta.pro industry code is HSAPAIAH, Custom Built-Ins (Shelving, Entertainment Centers, Mudrooms), with a secondary code of IMAFANAE, Residential Interior Fit-Out (Multi-Family & High-End). Its NAICS code is 332322 and its SIC code is 2522.