Phenix Industries
Phenix Industries Australia is a Sydney-based, founder-owned importer and distributor of three specialist automotive brands (SMART-O® sump plugs, GIBBS lubricant, Phenix Performance Plumbing AN fittings), serving Australian workshops, mechanics, trade buyers, and performance enthusiasts via Shopify e-commerce and trade/wholesale channels.
- Company typePrivate
- Founded2008
- HeadquartersArtarmon, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
Phenix Industries firmographics
Firmographics- Name
- Phenix Industries
- Legal name
- Phenix Industries Australia
- Website
- https://phenixindustries.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Phenix Industries Australia is a Sydney-based, founder-owned importer and distributor of three specialist automotive brands (SMART-O® sump plugs, GIBBS lubricant, Phenix Performance Plumbing AN fittings), serving Australian workshops, mechanics, trade buyers, and performance enthusiasts via Shopify e-commerce and trade/wholesale channels.
- Ownership category
- akta.pro rank
Phenix Industries industry classification
Industry- Product category
- Automotive Parts Distribution
- NAICS
- Chemical and Allied Products Merchant Wholesalers (4246)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)
- akta.pro primary industry
- Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)
- akta.pro secondary industry
- Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)
Keywords
Where Phenix Industries is headquartered
LocationHeadquarters
- HQ city
- Artarmon
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Phenix Industries business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- E-commerce Retail Sales: Direct-to-consumer sales through the phenixindustries.com.au Shopify storefront, offering products across SMART-O®, GIBBS, and Phenix Performance Plumbing brands with Australia-wide shipping.
- Trade and Wholesale Supply: Wholesale supply relationships with workshops, mechanics, resellers, and fleet operators. Preferred pricing for trade buyers with bulk ordering capabilities and product specification support.
- Reseller/Distribution Sales: Wholesale conversations and supply for retail, online and distribution partners across all three specialist automotive brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail e-commerce pricing for individual consumers |
| Unit Pricing | Pay-as-you-go | Trade and wholesale pricing for workshops, mechanics, and resellers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Phenix Industries product offering
Product offeringCore offering
Phenix Industries Australia imports and wholesales three specialist performance automotive product families: SMART-O® intelligent sump plugs that reduce oil leaks and stripped threads; GIBBS multi-use lubricant and penetrant that penetrates, lubricates, protects against corrosion, repels water and cleans metal; and Phenix Performance Plumbing AN hose, fittings and adapters for high-pressure fuel, oil, cooling and motorsport systems. Products are sold through a Shopify e-commerce storefront and dedicated trade/wholesale channels to workshops, mechanics, resellers and enthusiasts across Australia.
Product overview
Phenix Industries Australia is a distributor of three specialist performance automotive brands. The portfolio consists of SMART-O® intelligent sump plugs for oil-change protection, GIBBS multi-use lubricant and penetrant for workshop maintenance, and Phenix Performance Plumbing AN hose, fittings and adapters for high-pressure fuel, oil and cooling systems. The company operates as an e-commerce store powered by Shopify, serving trade professionals, mechanics, retailers and enthusiasts across Australia with Sydney-based stock.
Differentiator
Problem solved
Functional benefit
Brands
- SMART-O: Intelligent sump plugs engineered to reduce leaks, stripped threads and costly oil-change failures
- GIBBS
- Phenix Performance Plumbing
Products and services
- SMART-O® Intelligent Sump Plugs Intelligent sump plugs engineered to reduce oil leaks, stripped threads and costly oil-change failures, designed to protect every oil change for automotive and motorsport applications. Sold via the phenixindustries.com.au Shopify storefront and trade/wholesale channels.
- GIBBS Brand Lubricant and Penetrant Multi-use lubricant and penetrant that penetrates, lubricates, protects against corrosion, repels water and cleans metal surfaces. Non-silicone, non-wax, non-Teflon patented formula used across automotive, marine, tools, machinery and general workshop maintenance.
- Phenix Performance Plumbing (AN Hose, Fittings and Adapters) AN plumbing components including hose, fittings and adapters for fuel, oil, cooling and motorsport systems, featuring Teflox® locking technology, 600+ PSI stainless-reinforced hose and aircraft-grade 6061/2024 aluminium components machined to AN specification. SEMA 2010 Best Performance Product award winner.
Quantifiable outcome
- Saves workshops from costly oil-change failures, stripped threads and warranty callbacks
Companies that use Phenix Industries
Customer profileSegments4 records
Ideal customer profiles4 records
Phenix Industries technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Phenix Industries partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- SMART-O® (International Brand)corePhenix Industries Australia is the official Australian importer and distributor of SMART-O® intelligent sump plugs. SMART-O® is an intelligent sump plug brand designed to reduce leaks, stripped threads and costly oil-change failures.
- GIBBS (International Brand)corePhenix Industries Australia is the official Australian distributor of GIBBS lubricant and penetrant brand. GIBBS is a patented formula developed in the 1970s that lubricates, penetrates, protects against corrosion, repels water and cleans metal surfaces.
- Teflox®corePhenix Performance Plumbing's locking AN fitting technology incorporates Teflox® technology which won the SEMA 2010 Best Performance Product award. This is a proprietary technology partnership for high-performance plumbing fittings.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Phenix Industries competitors and assessment
Company assessmentBroad incumbents
- Aeroquip (Eaton): Established manufacturer of AN fittings, hose and performance plumbing under the Aeroquip brand, owned by Eaton. Comparable as a manufacturer of AN hose and fittings competing directly with Phenix Performance Plumbing's Teflox® AN fittings line in the motorsport and performance aftermarket.
- Supercheap Auto: Mass-market automotive aftermarket retailer across Australia and New Zealand owned by Super Retail Group, selling parts, accessories, tools and workshop consumables. Comparable as a broad-line AU/NZ aftermarket distributor/retailer, though at far greater scale and breadth than Phenix's specialist niche.
- CRC Industries: Global manufacturer of specialty chemicals, lubricants, penetrants and workshop consumables under the CRC brand. Comparable as a manufacturer competing with Phenix's GIBBS penetrant/lubricant range across automotive and industrial workshops, though operating as a global incumbent.
- Brown & Watson International (BWI): Australian-owned distributor and brand owner of automotive aftermarket products including Narva, Hella, Projecta and other specialist lines. Comparable as an Australian multi-brand automotive aftermarket specialist distributor with similar trade and retail channels across AU/NZ.
Direct peers
- Repco Australia: Australia's largest automotive aftermarket parts distributor and retailer, supplying motors, parts, accessories and workshop consumables across Australia and New Zealand. Directly comparable as a wholesale/retail distributor of automotive parts and accessories to workshops and consumers in the same geography.
- WD-40 Company: Global multi-use lubricant and penetrant brand whose flagship product competes head-to-head with GIBBS in the workshop penetrant/lubricant category. Comparable as a direct product-line competitor to Phenix's GIBBS range, though at vastly greater scale and global distribution.
- Burson Auto Parts: Trade-focused Australian automotive parts wholesaler serving workshops, service centres and fleet operators with a broad parts and accessories catalogue. Directly comparable on trade/wholesale distribution model, target customer (workshops, mechanics) and Australia-wide footprint.
- Penrite Oil: Australian-owned lubricant and chemical manufacturer serving automotive, marine and industrial markets across Australia and New Zealand. Comparable as an Australian lubricant brand competing in similar end-markets (workshop, marine) and channels to Phenix's GIBBS line.
- CoolDrive Auto Parts: Australian automotive aftermarket parts distributor offering parts, accessories and workshop supplies to trade and retail customers with national distribution. Comparable as an Australian trade-and-retail automotive parts distributor with a multi-brand catalogue and similar specialist distribution positioning.
- Aeroflow Performance: Australian motorsport and performance parts distributor offering hose, fittings, fuel systems and performance accessories. Directly comparable on AN fittings and high-performance plumbing product overlap with Phenix Performance Plumbing and motorsport customer overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Phenix Industries social profiles
Digital presencePhenix Industries financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phenix Industries leadership team
Management profileNumber of profiles
Profiles1 record
Phenix Industries funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phenix Industries 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 Phenix Industries
What does Phenix Industries do?
Phenix Industries Australia imports and wholesales three specialist performance automotive product families: SMART-O® intelligent sump plugs that reduce oil leaks and stripped threads; GIBBS multi-use lubricant and penetrant that penetrates, lubricates, protects against corrosion, repels water and cleans metal; and Phenix Performance Plumbing AN hose, fittings and adapters for high-pressure fuel, oil, cooling and motorsport systems. Products are sold through a Shopify e-commerce storefront and dedicated trade/wholesale channels to workshops, mechanics, resellers and enthusiasts across Australia.
Is Phenix Industries a public or private company?
Phenix Industries is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Phenix Industries founded?
Phenix Industries was founded in 2008. It employs 1 to 10 people.
Where is Phenix Industries based?
Phenix Industries is headquartered in Artarmon, Australia, in the Oceania region.
How does Phenix Industries make money?
Three revenue lines are on record. E-commerce Retail Sales are the primary driver. The others are trade and Wholesale Supply and reseller/Distribution Sales.
Who are Phenix Industries's main competitors?
Broad incumbents on record are Aeroquip (Eaton), Supercheap Auto, CRC Industries and Brown & Watson International (BWI). Direct peers are Repco Australia, WD-40 Company, Burson Auto Parts, Penrite Oil, CoolDrive Auto Parts and Aeroflow Performance.
Does Phenix Industries have an API?
No public API is recorded for Phenix Industries.
What industry is Phenix Industries in?
Phenix Industries's product category is Automotive Parts Distribution. Its primary akta.pro industry code is TLAKAOAL, Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners), with a secondary code of CRAOAGAM, Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution. Its NAICS code is 4246 and its SIC code is 5013.