What Nustone does

Nustone Patios Ltd (trading as Nustone) is a UK-based e-commerce retailer of outdoor paving and landscaping materials, headquartered in Marks Tey, Colchester, Essex. Founded in 2004 and operating for over 20 years, the company sells natural stone (sandstone, granite, slate, limestone) and porcelain paving, alongside composite decking and fencing, stone cladding, aggregates, artificial grass, garden furniture, and a range of accessories including cleaning and sealing products. The product catalog spans 200+ variants across five core paving categories, retailed in units or crates with free sample ordering. There is no proprietary technology; the core business is sourcing and distributing third-party-produced outdoor materials, with a direct-to-consumer model intended to bypass traditional distributor markups.

Nustone serves two primary customer segments: DIY homeowners undertaking self-build patio projects and trade professionals (landscapers, builders, contractors) purchasing on negotiated wholesale terms. The business operates multiple go-to-market motions including a self-serve e-commerce website, a physical showroom in Colchester open seven days a week, phone-based inside sales, a trade account program with exclusive pricing, and an affiliate program paying 6-8.5% commissions to landscapers and content creators. Distribution is UK-wide via pallet delivery, with collection and trade counter services available from the Colchester site. Supporting partnerships include Payl8r for Buy Now Pay Later financing, ECOPROTEC for cleaning/sealing accessories, and Ipswich Town FC for regional brand visibility.

The business is privately held with no disclosed funding rounds, indicating organic, self-funded growth. Leadership comprises founder Azam Jaafri (Founder & CEO) and Ankit Modani (Managing Director). Credibility signals include BALI accreditation, an FCA-authorized BNPL arrangement, ICO registration, and 4,500+ verified customer reviews across platforms. Revenue is not publicly disclosed; based on catalog breadth, headcount of 11-50, and 20+ years of continuous operation, the company is best characterized as a small-to-mid-sized UK DTC retailer with a moderate growth trajectory driven by catalog expansion and B2B channel development.

Name

Nustone

Legal name

Nustone Patios Ltd

Website

https://nustone.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Nustone is a UK-based e-commerce retailer of natural stone and porcelain paving, composite decking, fencing, and garden furniture, serving DIY homeowners and trade professionals (landscapers, builders, contractors) via a Colchester showroom, UK-wide delivery, and trade/affiliate programs.

Ownership category

akta.pro rank

Product category

Landscaping & Outdoor Paving Materials

SIC

Cut Stone & Stone Products (3281)

akta.pro primary industry

Aggregates & Dimension Stone Trading (Sand & Gravel, Crushed Stone, Limestone, Granite, Marble) (IMAKAJAG)

Keywords

• Natural stone paving
• Porcelain patio slabs
• Landscaping materials
• Garden paving supplies
• Outdoor stone products

Headquarters

HQ city

Marks Tey

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales - Retail: Direct-to-consumer sales of paving slabs, stone cladding, decking, fencing, and outdoor materials through e-commerce website. One-time purchase model with per-unit pricing.
2. Trade & Wholesale: Wholesale pricing program for approved trade customers including landscapers and builders. Exclusive trade accounts with discounted pricing.
3. Affiliate Program: Commission-based referral program where partners (landscapers, content creators) earn 6-8.5% tiered commission on referred sales. Monthly payouts with no earning cap.
4. Financing Services: Buy Now Pay Later option through Payl8r allowing customers to spread costs over 3-12 months with 0% interest options.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Nustone is a UK-based paving and landscaping materials retailer that sources and distributes natural stone and porcelain paving products directly to homeowners and trade customers. Its core offering centers on sandstone, porcelain, granite, slate and limestone paving slabs, complemented by composite decking and fencing, stone cladding, garden furniture, and accessories such as cleaners, sealers and jointing compounds. Distribution is via e-commerce, a physical showroom in Colchester, UK-wide pallet delivery, and a trade/wholesale account program.

Product overview

Nustone is a UK-based paving and landscaping materials supplier offering a comprehensive portfolio of outdoor surface and garden products. The core offering centers on natural stone paving in multiple varieties: Sandstone (85+ variants including Kandla Grey, Raj Green, Rainbow, Autumn Brown), Porcelain Paving (64+ variants with non-slip R11 ratings), Granite Paving (48+ variants with flamed finish), Slate Paving (23+ variants in Brazilian Black, Blue Black, Rustic Copper), and Limestone Paving (23+ variants in Kotah Black and grey tones). Complementing the paving range are composite decking and fencing, garden furniture (rattan and aluminium sets), stone cladding and wall panels, fibreglass planters, artificial grass, and aggregates. The business also offers patio kits with mixed-size slab packs for random laying patterns, paving circles for decorative applications, stone setts and coping stones for edging, bullnose steps, and a full range of accessories including ECOPROTEC cleaning/sealing products, jointing compounds, and priming slurries. Services include a free sample program, trade and wholesale account pricing, and an affiliate program for landscapers and content creators. The product portfolio is distributed directly to consumers and trade customers through e-commerce with UK-wide delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Sandstone Paving Natural Indian sandstone paving slabs in riven or sawn & honed finishes, with 85+ variants across multiple colours. Sold per unit or per crate to homeowners and trade customers for patio installations.
• Porcelain Paving Outdoor porcelain paving tiles with non-slip R11-rated textured surface, stain and scratch resistant, available in 64+ variants including wood-effect and decor options for patios, pathways and driveways.
• Granite Paving Hard natural granite paving with flamed non-slip surface, available in 48+ variants across Silver Grey, Blue Black, Black, Pink and Charcoal. Suitable for patios, driveways and commercial applications.
• Slate Paving Natural riven texture slate paving available in Brazilian Black, Blue Black and Rustic Copper colours, with 23+ product variants for patios and pathways.
• Limestone Paving Natural limestone paving with lightly riven surface texture, primarily in Kotah Black variant, with 23+ variants across black, grey and yellow tones.
• Stone Cladding & Wall Panels Natural stone wall cladding panels and corner pieces in Beige, Black, Rustic Black and White finishes for interior and exterior wall applications.
• Composite Decking Composite material decking boards for outdoor landscaping, offered as an alternative to natural stone for patios and garden features.
• Composite Fencing Composite fencing products and accessories for garden boundaries and landscaping projects.
• Garden Furniture Rattan and aluminium garden furniture sets including dining sets, bistro sets and sofa lounging sets, with fire pit tables and all-weather options.
• Fibreglass Planters Luxury fibreglass planters in Zen Pebble design sold as finishing touches for outdoor spaces.
• Patio Kits Pre-packaged mixed-size paving kits containing multiple slab sizes for random laying patterns, available across sandstone, slate, granite and limestone ranges.
• Paving Circles Circular paving elements used to create focal points and decorative patterns in patios and pathways.
• Stone Setts Small stone units for borders, edging, pathways and driveways, available in granite, limestone and sandstone varieties.
• Coping Stones Edge finishing stones for walls and patio perimeters, including granite bullnose coping options.
• Bullnose Steps Step stones with rounded edges for safe transitions between patio levels and garden features.
• Artificial Grass Synthetic grass products sold as low-maintenance lawn alternatives.
• Aggregates Decorative aggregates for landscaping applications including paths and garden beds.
• Paving Cleaners & Sealers ECOPROTEC-branded cleaning, sealing and restoration products for natural stone and porcelain paving aftercare.
• Jointing Compounds Two-part brush-in jointing compounds for filling gaps between paving slabs.
• Priming Slurry Slurry primer applied to the underside of paving slabs to reduce moisture absorption and prevent efflorescence.
• Kerakoll H40 Gel Adhesive Professional-grade Kerakoll H40 tile adhesive supplied in 20kg bags for stone cladding installation.
• Free Paving Samples Service Free first paving sample service with subsequent samples from £2.50, supporting pre-purchase decisions for homeowners and trade customers.
• Trade & Wholesale Accounts Exclusive trade discounts and wholesale pricing account program for landscapers, builders and trade professionals purchasing paving materials.
• Affiliate Program Tiered commission referral program for landscapers and content creators earning 6-8.5% on referred sales, with monthly payouts and a £10 customer discount on qualifying orders.

Quantifiable outcome

• 4,500+ verified customer reviews across platforms

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Three partnerships are on record, tiered supporting.

• ECOPROTECsupportingTechnology or IntegrationRecommended supplier for cleaning and sealing products. Nustone offers ECOPROTEC range including Patio Sealer, Ultimate Sealer, Colour Enhancing Sealer, Iron Stain Away, and intensive cleaners for natural stone and porcelain aftercare.
• Ipswich Town FCsupportingGTM or Marketing PartnerOfficial Partner of Ipswich Town FC providing brand visibility and sponsorship association with regional football club.
• Royal MailsupportingChannel Partner/ Reseller/ DistributorSamples (1-3) delivered via Royal Mail letterbox-friendly service. Orders of 4+ samples delivered by Parcel Force.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wickes: UK home improvement retailer serving DIY consumers and trade customers with kitchens, bathrooms, and outdoor landscaping including paving. Overlaps with Nustone on consumer patio purchases but at much broader scale and category mix.
• Travis Perkins: UK's largest builders' merchant serving trade professionals with broad building materials including paving and landscaping products. Larger incumbent offering wider construction product range than Nustone's focused paving catalog.
• B&Q: UK's largest DIY retailer (Kingfisher subsidiary) offering paving, decking, fencing, and garden products alongside its full home improvement range. Competes with Nustone in DIY outdoor projects as part of a much wider portfolio.
• Jewson: UK builders' merchant with nationwide branches supplying construction materials including paving, aggregates, and landscaping products. Overlaps with Nustone's trade customer base but at broader construction-materials scale.

Direct peers

• Bradstone: UK paving and landscaping brand (part of Aggregate Industries) supplying natural stone, concrete paving, and walling products through trade and consumer channels. Closely comparable product mix to Nustone across patio projects.
• Simply Paving: UK online retailer of paving, walling, and landscaping products with both DIY and trade offerings. Closely matches Nustone's e-commerce-led model, product catalog, and customer base.
• Brett Landscaping: UK manufacturer and supplier of paving, block paving, and landscaping products for trade and consumer markets. Comparable product mix across stone and concrete paving categories.
• Marshalls: UK's leading hard landscaping manufacturer and supplier of natural stone paving, porcelain, and concrete products serving both trade and DIY customers. Directly comparable as a multi-channel UK paving specialist with overlapping product catalog and customer segments.
• London Stone: UK specialist supplier of natural stone paving, porcelain, and cladding with both trade and consumer offerings. Highly comparable range of premium stone products and direct-to-customer distribution model.
• Natural Paving: UK specialist supplier of natural stone paving products including sandstone, limestone, slate, and granite. Directly comparable niche focus, material mix, and customer segments to Nustone.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Nustone_UK
• Facebookfacebook.com/Nustone
• LinkedInlinkedin.com/company/about
• Instagraminstagram.com/nustone_uk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nustone