Easycraft
Easycraft is an Australian manufacturer of decorative wall and ceiling panels founded in 1986, serving residential DIYers, trade contractors, architects, and commercial/hospitality projects across Australia and New Zealand through Bunnings, stockists, and direct channels.
- Company typePrivate
- Founded1986
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Easycraft does
Easycraft (legal entity Porta Products Pty Limited, ACN 003 246 357) is an Australian manufacturer of decorative wall and ceiling panelling products, founded in 1986 and headquartered in Somersby, NSW. The company designs, manufactures, and distributes a diversified portfolio of pre-primed decorative panels built around a patented hidden tongue-and-groove joining system originally developed for VJ panelling. Core product lines include Silhouette (MDF decorative profiles), easyVJ (V-joint panels in 100mm and 60mm grooves), easyLINING (MR MDF lining boards), Portaline (FJ Pine DIY range), Contours (timber veneer and solid timber), easyREGENCY, easyASCOT, easyDADO, and Ikara prefinished linings. Products are offered across three substrate categories — General Purpose Interior (MDF), Wet Area Interior (Ultra-High Moisture Resistant MDF), and Semi Exterior (compressed hardwood) — enabling applications from bathrooms to undercover outdoor areas.
The company serves residential homeowners and DIY renovators, trade contractors (carpenters, plastering contractors, joinery contractors), architects and interior designers, and commercial/hospitality projects including hotels, restaurants, retail spaces, and government buildings. Distribution is multi-channel: through Bunnings (major Australian hardware retailer), an authorized stockist network across Australia, and a separate New Zealand entity (easycraft.co.nz). Revenue is generated through one-time product sales rather than subscriptions, with direct sample ordering available online.
Easycraft was acquired in 2022 by Australian Panels, a privately owned Australian business within the Borg group, which has invested in additional manufacturing capacity and technology. The company competes on durability (300% more impact resistant than standard plasterboard), installation ease via the hidden joining system, pre-primed finish reducing on-site labour by up to a third, and Australian-made positioning using FSC-certified timbers. Marketing is content-driven through blog content, social media (Instagram, Facebook, Pinterest, LinkedIn, TikTok), email newsletter, trade publication coverage, and an annual renovation challenge.
Easycraft firmographics
Firmographics- Name
- Easycraft
- Legal name
- Porta Products Pty Limited
- Website
- https://easycraft.com.au
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Easycraft is an Australian manufacturer of decorative wall and ceiling panels founded in 1986, serving residential DIYers, trade contractors, architects, and commercial/hospitality projects across Australia and New Zealand through Bunnings, stockists, and direct channels.
- Ownership category
- akta.pro rank
Easycraft industry classification
Industry- Product category
- Decorative Building Panels
- NAICS
- Veneer, Plywood, and Engineered Wood Product Manufacturing (3212), Reconstituted Wood Product Manufacturing (321219), Custom Architectural Woodwork and Millwork Manufacturing (337212)
- SIC
- Millwood, Veneer, Plywood, & Structural Wood Members (2430), Lumber & Wood Products (No Furniture) (2400)
- akta.pro primary industry
- Hardwood Plywood & Decorative Panels Manufacturing (IMAMACAB)
- akta.pro secondary industry
- Engineered Wood Product Finishing, Coating & Overlay (Film-faced, HPL/LPL) (IMAMACAN)
Keywords
Where Easycraft is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Easycraft business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Decorative Panel Sales: Easycraft generates revenue through the manufacture and sale of decorative wall and ceiling panelling products. Products are sold through stockists (retailers like Bunnings), direct sampling orders, and trade channels. Revenue is primarily one-time purchase with products designed for residential and commercial construction/renovation projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Direct Sample Ordering |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Easycraft product offering
Product offeringCore offering
Easycraft designs and manufactures decorative wall and ceiling panelling products using various substrates including General Purpose MDF, Moisture Resistant MDF, Ultra-High Moisture Resistant MDF (UHMR), Compressed Hardwood, and FSC-certified timbers (FJ Pine, Spruce, Radiata Pine, Tasmanian Oak, Engineered American Oak Veneer). The company sells multiple branded product ranges (Silhouette, easyVJ, easyLINING, Portaline, Contours, easyREGENCY, easyASCOT, easyDADO, Ikara) for interior, wet area, and semi-exterior applications, featuring a patented hidden tongue and groove system and pre-primed finish. Products are sold via Bunnings, an authorised stockist network, direct sample ordering, and dedicated trade/specifier channels across Australia.
Product overview
Easycraft is an Australian-owned manufacturer of decorative wall and ceiling panelling products, operating for nearly 40 years. The company offers a diversified portfolio of complementary product lines unified by their core value proposition: impact-resistant, pre-primed panels with hidden tongue-and-groove joining systems for easy installation. The main product lines include Silhouette (decorative MDF profiles), easyVJ (V-joint panelling), easyLINING (MR MDF lining boards), Portaline (FJ Pine products), and Contours (timber veneer and solid timber options). Easycraft also provides specialized substrates for different environmental requirements: General Purpose Interior for standard applications, Wet Area Interior using Ultra-High Moisture Resistant MDF for bathrooms and kitchens, and Semi Exterior using compressed hardwood for undercover outdoor use. Products serve residential and commercial segments including hospitality, retail, government, and office projects. The company was acquired by Australian Panels in 2022 and maintains manufacturing operations in Australia.
Differentiator
Problem solved
Functional benefit
Products and services
- Silhouette Innovative range of decorative panels providing depth, distinction and texture for unique design applications. Features multiple profiles including Convex, Cove, Channel, and Dado Rail. Made from Moisture Resistant MDF, suitable for General Purpose Interior applications.
- easyVJ V-joint panelling panels with vertical grooves creating a classic and timeless look. Available in 100mm and 60mm groove centres. Available in General Purpose, Wet Area Interior, and Semi Exterior substrates.
- easyLINING Range of decorative lining boards crafted from Moisture Resistant (MR) MDF. Six profiles available at 2700mm length with widths from 133mm to 170mm. Pre-primed and ready to paint, 300% tougher than plasterboard.
- Portaline DIY-friendly range of primed FJ Pine lining boards available in five popular profiles including Dune, Mesa, Peak, VJ Regency, and VJ Shiplap. Made from FSC-certified Finger Jointed Pine or Spruce. Features hidden overlap system for seamless finish.
- Contours Timber lining boards inspired by Australian landscape. Available in Tasmanian Oak, Engineered American Oak Veneer, Clear Pine, and Primed FJ Pine. Suitable for straight and curved applications, adding natural warmth and texture to interiors.
- easyREGENCY Regency profile panels offering detailed groove patterns. Versatile profile suitable for country, coastal, or contemporary spaces. Used for full-height walls and dado height applications.
- easyASCOT Classic profile decorative panels paired with easyDADO rails for traditional styling. Suitable for dado height wall applications.
- easyDADO Decorative rails designed to complement easyASCOT panels. Available in Classic and Vogue profiles for finishing dado wall applications.
- Ikara Prefinished Linings Prefinished lining boards offering ready-to-install wall and ceiling solutions. Eliminates the need for painting on-site.
- Wet Area Interior Panels Panels made from Ultra-High Moisture Resistant MDF (UHMR) for moisture-prone areas such as bathrooms, kitchens, and laundries. Available in easyVJ and easyREGENCY profiles.
- Semi Exterior Panels Panels made from compressed hardwood for undercover outdoor applications. Features blue tongue easyJOIN system. Suitable for alfresco, patios, verandahs, and commercial outdoor spaces. 9.5mm thickness.
Quantifiable outcome
- 300% more impact resistant than standard plasterboard
- +2 more outcomes
Companies that use Easycraft
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Easycraft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Easycraft partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights6 records
Easycraft competitors and assessment
Company assessmentDirect peers
- Screenwood: Australian manufacturer of decorative timber wall panels and screens serving residential and commercial interiors. Comparable to Easycraft as a domestic decorative panel brand competing for the same architect, designer, and DIY specification pool.
- Intrim Group: Australian maker of decorative timber mouldings, panelling, and finishing products for residential and commercial interiors. Comparable to Easycraft in decorative interior timber products, often co-specified in the same renovation projects.
- Decor Systems: Australian manufacturer of decorative and acoustic wall and ceiling panels for commercial interiors. Comparable to Easycraft in panel-based interior finishing, with a heavier skew to commercial acoustic applications.
- Supawood: Australian manufacturer of decorative architectural panels, screens, and ceiling systems. Comparable to Easycraft in supplying project-specific decorative wood-based panels to architects, designers, and builders across Australia.
Emerging players
- Atkar: Australian manufacturer of architectural and acoustic panels for commercial interiors. Comparable to Easycraft in decorative wall and ceiling finishes, with a stronger focus on acoustic performance and large commercial fit-outs.
- ModularWalls: Australian manufacturer of modular wall systems for residential and commercial outdoor and feature walls. Comparable to Easycraft as an alternative decorative wall solution competing for similar outdoor/alfresco and feature-wall specification budgets.
- Woven Image: Australian supplier of decorative and acoustic interior finishes including panels, screens, and textiles. Comparable to Easycraft in decorative interior wall and ceiling specification, overlapping in architect and designer projects.
Broad incumbents
- Knauf: Global building materials group with a leading plasterboard and lining systems business in Australia (formerly USG Boral). Comparable to Easycraft as the primary plasterboard substitute whose product roadmap defines the baseline competitive threat.
- Armstrong World Industries: Global manufacturer of ceilings, wall solutions, and acoustic products with established Australian presence. Comparable to Easycraft in decorative and functional interior wall and ceiling panels for commercial buildings.
- James Hardie: Australia's largest fibre cement building products manufacturer with a broad wall systems portfolio. Comparable to Easycraft as the dominant alternative wall substrate, competing for the same wall lining specification in residential and commercial construction.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Easycraft social profiles
Digital presenceEasycraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
Easycraft leadership team
Management profileNumber of profiles
Easycraft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Easycraft 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 Easycraft
What does Easycraft do?
Easycraft designs and manufactures decorative wall and ceiling panelling products using various substrates including General Purpose MDF, Moisture Resistant MDF, Ultra-High Moisture Resistant MDF (UHMR), Compressed Hardwood, and FSC-certified timbers (FJ Pine, Spruce, Radiata Pine, Tasmanian Oak, Engineered American Oak Veneer). The company sells multiple branded product ranges (Silhouette, easyVJ, easyLINING, Portaline, Contours, easyREGENCY, easyASCOT, easyDADO, Ikara) for interior, wet area, and semi-exterior applications, featuring a patented hidden tongue and groove system and pre-primed finish. Products are sold via Bunnings, an authorised stockist network, direct sample ordering, and dedicated trade/specifier channels across Australia.
Is Easycraft a public or private company?
Easycraft is a private company. It is classified as corporate owned and is currently operating.
When was Easycraft founded?
Easycraft was founded in 1986. It employs 11 to 50 people.
Where is Easycraft based?
Easycraft is headquartered in Brisbane, Australia, in the Oceania region.
How does Easycraft make money?
One revenue line is on record: decorative Panel Sales.
Who are Easycraft's main competitors?
Direct peers on record are Screenwood, Intrim Group, Decor Systems and Supawood. Emerging players are Atkar, ModularWalls and Woven Image. Broad incumbents are Knauf, Armstrong World Industries and James Hardie.
Does Easycraft have an API?
No public API is recorded for Easycraft.
What industry is Easycraft in?
Easycraft's product category is Decorative Building Panels. Its primary akta.pro industry code is IMAMACAB, Hardwood Plywood & Decorative Panels Manufacturing, with a secondary code of IMAMACAN, Engineered Wood Product Finishing, Coating & Overlay (Film-faced, HPL/LPL). Its NAICS code is 3212 and its SIC code is 2430.