Water Ups
WaterUps is an Australian manufacturer and retailer of patented, modular wicking-cell self-watering garden systems made from recycled polypropylene, selling DTC via e-commerce, stockists, and commercial integration partners to home gardeners, property developers, urban farms, and landscape architects.
- Company typePrivate
- Founded2016
- HeadquartersBrookvale, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Water Ups does
WaterUps, the trading name of WaterWix Pty Ltd, is an Australian designer, manufacturer, and retailer of modular wicking-based self-watering garden systems. The company is headquartered in Brookvale/Frenchs Forest, New South Wales, with manufacturing in Western Sydney, and operates with a staff of 1-10 employees. Its core technology centres on patented wicking cells made from 100% recycled polypropylene, each holding 17 litres of water and delivering moisture to plant roots via capillary action through perlite-filled wicks. The product portfolio spans pre-assembled Colorbond raised beds (the Oasis and Artesian ranges), modular planters, Sub-Irrigation Channels for landscape-scale installations, Tree Reservoir Kits, DIY retrofit kits, and complementary accessories (perlite, level indicators, joiners). Pricing ranges from $9.95 AUD for small consumables to $7,434.60 for full Food Garden Packages.
The company sells through multiple channels: direct-to-consumer e-commerce on its Shopify storefront, a network of Australian stockists (Urban Veggie Crew, Little Veggie Patch, Mr Fox in a Box, Aqualess, Adelaide Hills Veggie Gardens), international stockists, and commercial integration partners (Draffin Street Furniture, Street Furniture Australia, Satu Bumi, Plantabox) that embed WaterUps into their own product lines. Customer segments include home gardeners, property developers, urban farms and horticulturalists, landscape architects, schools and education institutions, local government, nursery growers, and community/aid organisations. Endorsed by Royal Botanic Garden Sydney and supported by NSW Exporters Award and Smart Drop Certification, the business is bootstrapped with no disclosed external funding and is now expanding into North America.
Water Ups firmographics
Firmographics- Name
- Water Ups
- Legal name
- WaterWix Pty Ltd
- Website
- https://waterups.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WaterUps is an Australian manufacturer and retailer of patented, modular wicking-cell self-watering garden systems made from recycled polypropylene, selling DTC via e-commerce, stockists, and commercial integration partners to home gardeners, property developers, urban farms, and landscape architects.
- Ownership category
- akta.pro rank
Water Ups industry classification
Industry- Product category
- Self-Watering Garden Beds & Wicking Systems
- NAICS
- Water Supply and Irrigation Systems (221310), Water Supply and Irrigation Systems (22131)
- SIC
- Farm Machinery & Equipment (3523), Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Water-Smart Irrigation & Water Stewardship (Drip/Micro, Scheduling, Water Harvesting) (AFAGAMAD)
- akta.pro secondary industries
- Irrigation, Hoses & Watering Systems Retail (CRAIAIAD), Commercial & HOA Irrigation Services (Large-Scale Systems) (HSAIAEAJ)
Keywords
Where Water Ups is headquartered
LocationHeadquarters
- HQ city
- Brookvale
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Water Ups 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
Revenue model
- Product Sales: WaterUps generates revenue through the sale of physical products including wicking beds, planters, wicking systems, accessories, and permeable systems. Products are sold directly through the e-commerce website and through a network of stockists across Australia and internationally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level planters and accessories |
| One time/ perpetual license | Pay-as-you-go | Wicking beds and planters |
| One time/ perpetual license | Pay-as-you-go | Wicking systems and kits |
| One time/ perpetual license | Pay-as-you-go | Complete food garden packages |
| Unit Pricing | Pay-as-you-go | Accessories and components |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
Water Ups product offering
Product offeringCore offering
WaterUps designs, manufactures, and sells water-efficient wicking garden beds, planters, and modular wicking systems that deliver water from a subsurface reservoir to plant roots via capillary action, achieving up to 80% water savings versus traditional top-down watering. The range includes pre-assembled Colorbond raised wicking beds (Oasis and Artesian series), the WaterUps Square Planter, DIY Wicking Kits, modular Wicking Cells, Sub-Irrigation Channels, Tree Reservoir Kits, and accessory items, all manufactured in Western Sydney from 100% recycled polypropylene. Products are sold direct-to-consumer through waterups.com.au and via Australian/international stockists and commercial partners.
Product overview
WaterUps is an Australian company offering a comprehensive portfolio of water-efficient wicking products for raised garden beds, planters, and self-watering systems. The product line centers on patented wicking technology that delivers water from subsurface reservoirs to plant roots through capillary action, achieving up to 80% water savings compared to traditional top-down watering. The core offering includes pre-assembled Oasis and Artesian wicking beds (Colorbond steel raised garden beds with integrated WaterUps technology), the modular WaterUps Square Planter, and DIY Wicking Kits for retrofitting existing containers or building custom beds. Supporting products include Wicking Cells (recycled polypropylene cells forming the reservoir), Sub-Irrigation Channels for extended linear applications, Tree Reservoir Kits for converting standard pots, and accessory items such as Perlite, Reservoir Level Indicators, inlet/overflow pipes, and joiners. The company also distributes BERA permeable surface systems (Gravel Fix Pro and Grass Fix Eco) for stabilising outdoor surfaces. All WaterUps products are manufactured in Western Sydney from 100% recycled materials, with the technology designed for Australian conditions to address drought resilience and food security.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Uses 80% less water than traditional top-down watering methods
- +9 more outcomes
Companies that use Water Ups
Customer profileNamed customers8 records
Segments8 records
Ideal customer profiles10 records
Water Ups technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Water Ups partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Stephanie Alexander Kitchen Garden FoundationcoreWaterUps partnered with the Stephanie Alexander Kitchen Garden Foundation in February 2026 to promote food gardens in schools and educational settings, supporting food security and edible garden education programs.
- BERA BVcorePartnership with BERA BV for permeable systems including BERA Gravel Fix Pro and BERA Grass Fix Eco products. Companies won the Groene Sector Award together.
- Flexi Garden Frames AustraliaminorPartnership to provide custom garden covers and frames to protect vegetables from insects, rodents, and mould issues.
- TumbleweedminorPartnership for composting solutions to complement WaterUps food garden offerings for sustainable gardens.
- Draffin Street FurnitureminorCommercial partner providing Hamilton Planter box range and other street furniture incorporating WaterUps wicking solutions.
- Street Furniture AustraliaminorCommercial partner integrating WaterUps into planter and tree surround products.
- Satu BumiminorCommercial partner offering commercial GRC-H planters with integrated WaterUps wicking solutions.
- PlantaboxminorPartner providing pop-up gardens for public spaces using WaterUps technology.
- The Landscape Association (TLA)coreWaterUps is a member of TLA NSW, providing trade pricing to registered members and promoting installation accreditation.
- Australian Institute of Landscape Architects (AILA)coreWaterUps is a member of AILA, supporting landscape architects in sustainable design.
- Food2SoilminorPartner organization supporting sustainable food and soil initiatives.
- Future VillageminorPartner organization in sustainable urban development.
Scale indicators10 records
Recent moves6 records
Expansion highlights12 records
Water Ups competitors and assessment
Company assessmentDirect peers
- Vegepod: Australian-headquartered maker of self-watering, container-style raised garden beds (Vegepod, Vegebag). Closest direct competitor to WaterUps in the wicking/self-watering raised bed category serving home gardeners, schools, and commercial landscapers.
- Greenstalk Garden: US-based direct-to-consumer brand of vertical, tiered self-watering planters. Comparable to WaterUps in the self-watering planter category and DTC e-commerce go-to-market.
- Modbox: Australian manufacturer of modular, made-to-order raised garden beds for residential and commercial landscaping. Competes with WaterUps in the same garden bed category, especially in the architect/specifier channel.
- EarthBox: Established US-based maker of self-watering container garden systems. Comparable to WaterUps in the sub-irrigated planter use case, with a focus on home gardeners and educational/community garden programmes.
- Birdies Garden Products: Australian raised garden bed manufacturer with strong direct-to-consumer and commercial channels. Comparable to WaterUps in target customer (home gardeners, urban farms, developers) and product form factor (modular metal raised beds).
- Mr Stacky: US DTC brand specialising in stackable/vertical self-watering planters for home growers. Comparable to WaterUps in the self-watering planter niche and ecommerce-led distribution.
Broad incumbents
- The Ames Companies: Large US-based lawn and garden tools and accessories manufacturer. Relevant broad incumbent for understanding mass-market gardening hardware economics, though not a direct product competitor.
- Gardeners Supply Company: Long-established US gardening retailer and product developer offering raised beds, self-watering planters, and irrigation accessories. Comparable to WaterUps across multiple product categories but operating at much broader scale.
- Fiskars Garden (incl. OXO, Suncatcher): Global consumer gardening brand offering tools, planters, and irrigation products through mass retail. Comparable to WaterUps only at a category level; relevant as a benchmark for what scale a gardening hardware brand can reach.
Emerging players
- Lettuce Grow: US-based company selling hydroponic/self-watering Farmstand growing towers for home and educational use. Adjacent to WaterUps in the water-efficient home growing category with overlapping residential and school customer segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Water Ups social profiles
Digital presenceWater Ups compliance and trust
Trust signalCompliance1 record
Water Ups financial estimates
Financial estimateRevenue estimate
Valuation estimate
Water Ups leadership team
Management profileNumber of profiles
Water Ups funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Water Ups 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 Water Ups
What does Water Ups do?
WaterUps designs, manufactures, and sells water-efficient wicking garden beds, planters, and modular wicking systems that deliver water from a subsurface reservoir to plant roots via capillary action, achieving up to 80% water savings versus traditional top-down watering. The range includes pre-assembled Colorbond raised wicking beds (Oasis and Artesian series), the WaterUps Square Planter, DIY Wicking Kits, modular Wicking Cells, Sub-Irrigation Channels, Tree Reservoir Kits, and accessory items, all manufactured in Western Sydney from 100% recycled polypropylene. Products are sold direct-to-consumer through waterups.com.au and via Australian/international stockists and commercial partners.
Is Water Ups a public or private company?
Water Ups is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Water Ups founded?
Water Ups was founded in 2016. It employs 1 to 10 people.
Where is Water Ups based?
Water Ups is headquartered in Brookvale, Australia, in the Oceania region.
How does Water Ups make money?
One revenue line is on record: product Sales.
Who are Water Ups's main competitors?
Direct peers on record are Vegepod, Greenstalk Garden, Modbox, EarthBox, Birdies Garden Products and Mr Stacky. Broad incumbents are The Ames Companies, Gardeners Supply Company and Fiskars Garden (incl. OXO, Suncatcher). Lettuce Grow is listed as an emerging player.
Does Water Ups have an API?
No public API is recorded for Water Ups.
What industry is Water Ups in?
Water Ups's product category is Self-Watering Garden Beds & Wicking Systems. Its primary akta.pro industry code is AFAGAMAD, Water-Smart Irrigation & Water Stewardship (Drip/Micro, Scheduling, Water Harvesting), with a secondary code of CRAIAIAD, Irrigation, Hoses & Watering Systems Retail. Its NAICS code is 221310 and its SIC code is 3523.