Straight Edge Steel Frame Homes

What Straight Edge Steel Frame Homes does

Straight Edge Steel Frame Homes is a privately held Western Australian manufacturer and distributor of steel frame kit homes, founded in 2011 and headquartered in Mullaloo, with a workforce of 11-50 employees. The company supplies DIY kit homes, fully built turnkey homes, and supporting drafting and construction services to owner-builders across Perth and Western Australia, with international requests explicitly excluded.

Core products are built on TRUECORE® steel from BlueScope, backed by a 50-year structural warranty, with design precision generated through computerized structural engineering per project. The catalog spans entry-level ancillary structures (The Sleep Out at $42,879), mid-size cabins and family dwellings (The Cabana, The Getaway 3, The Entertainer), multi-generational homes (MULTIGEN 2), and larger two-storey residences (The Gable 2 Storey 3x2 kit at $264,385). The newest addition, The Pods (2021), extends the line into compact space-efficient dwellings. Turnkey builds are delivered from approximately $453,000 via partner builder Figliomeni Constructions, and drafting services are priced $1,200 to $5,900.

Revenue is generated through three discrete streams: one-time kit sales ($42,879 to $264,385+), turnkey construction projects (from $453K), and ancillary drafting services ($1,200-$5,900). The go-to-market is sales-led and direct-to-customer, with a single point of contact maintained across the project lifecycle and bundled pricing intended to eliminate hidden costs. Customers are individual owner-builders, full-service home buyers, and metro Perth build clients. Material sourcing is drawn exclusively from Western Australian suppliers, and the operating footprint is intentionally restricted to Western Australia.

Name

Straight Edge Steel Frame Homes

Legal name

Straight Edge Steel Frame Homes

Website

https://straightedge.net.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Straight Edge Steel Frame Homes is a privately held Western Australian manufacturer of steel frame kit homes, turnkey builds, and drafting services for owner-builders, using TRUECORE® steel backed by BlueScope's 50-year warranty and operating exclusively in WA.

Ownership category

akta.pro rank

Product category

Prefabricated Steel Frame Kit Homes

NAICS

Fabricated Structural Metal Manufacturing (332312), Steel Product Manufacturing from Purchased Steel (3312)

SIC

Fabricated Structural Metal Products (3440), Prefabricated Metal Buildings & Components (3448)

akta.pro primary industry

Residential Modular & Prefabricated Home Construction (IMAFABAF)

akta.pro secondary industries

Cold-Formed Steel Framing & Studs (IMADACAF), Custom Home Building (IMAFABAC)

Keywords

• Steel frame kit homes
• Owner builder homes
• Prefabricated steel buildings
• Kit home construction
• Custom home drafting

Headquarters

HQ city

South Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Kit Home Sales: Sale of steel frame kit homes for owner-builders. Kits include steel frames, drawings, approvals, nuts, bolts, fittings, and sealants. Options range from simple granny flats to multi-storey homes.
2. Fully Built/Turnkey Homes: Full construction service through partner builders for customers who prefer not to self-build. Premium specification builds available.
3. Drafting Services: Custom home design and drafting services including working drawings for building approval, engineer certification, and energy assessment. Pricing from $1,200 to $5,900 + GST depending on complexity.
4. Steel Carports: Standard and custom steel kit carports sold as standalone products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Straight Edge Steel Frame Homes designs, manufactures, and supplies steel frame kit homes for owner-builders across Western Australia. Kits include precision-manufactured TRUECORE® steel frames, working drawings, building approvals, nuts, bolts, fittings, and sealants, plus a step-by-step instruction manual for self-build. The company also offers custom drafting services, fully built turnkey homes through partner builder Figliomeni Constructions, and add-on structures such as granny flats, chalets, studios, patios, cabanas, and carports.

Product overview

Straight Edge Steel Frame Homes is a single-product brand offering steel frame kit homes as its core offering, supplemented by add-on structures and services. The core product is the Steel Frame Kit Home line, which includes specific models: The Gable 2 Storey 3 x 2 (three-bedroom two-storey), The Sleep Out (32sqm studio), The Getaway 3 (three-bedroom design), The Entertainer, The Pods (two-storey pod), and MULTIGEN 2 (multi-generational with dual entrances). Add-on modules encompass Granny Flats, Chalets, Studios, Patios & Cabanas, Steel Carports, and Fully Built Homes (turnkey construction via partnered builders). Services include Drafting Service (custom home design with engineering and energy assessment) and Construction Support (owner-builder manual and contractor introductions). The portfolio is unified around TRUECORE® steel framing technology backed by BlueScope's 50-year warranty, targeting Western Australian owner-builders.

Differentiator

Problem solved

Functional benefit

Products and services

• Steel Frame Kit Homes DIY steel frame kit homes for owner-builders across Perth and WA. Includes TRUECORE® steel frames, working drawings, building approvals, all fixings (nuts, bolts, fittings, sealants), and a step-by-step instruction manual for self-build.
• The Gable 2 Storey 3 x 2 Three-bedroom, two-bathroom two-storey steel frame kit home with open-plan living upstairs and an outdoor entertaining area under the main roof. Available as a Full Kit from $264,385 inc GST (Perth metro delivery) or as a full build from $453K + GST through Figliomeni Constructions.
• The Sleep Out 32sqm self-contained living space designed as an affordable DIY room addition without the expense of a full granny flat. Priced at $42,879 inc GST.
• The Getaway 3 Three-bedroom, two-bathroom steel frame home popular for its design simplicity, ease of build, built-in robes, and generous glazing; suitable for contemporary claddings.
• The Entertainer Residential steel frame home design released new for 2020 as part of the standard product range, suited to entertainer-style living.
• The Pods (2 Storey Pod) Two-storey pod design released in 2021, optimised for space-efficient residential living.
• MULTIGEN 2 Multi-generational home design with two separate entrances, suited to extended family living arrangements.
• Granny Flats Steel frame kit granny flats or studios designed for visitors, in-laws, growing teenagers, or hobby rooms; addresses space restrictions in existing homes.
• Chalets Holiday chalet kit homes designed for vacation properties and getaways, part of the company's standard steel frame product range.
• Studios Kit studio spaces used for home offices, art studios, or additional living space.
• Patios & Cabanas Outdoor entertaining structures including pool cabanas, patios, and covered outdoor areas, with The Cabana released as a pool cabana in Summer 2019.
• Steel Carports Standard and custom steel kit carports designed to protect vehicles from harsh Australian weather; positioned as entry-level DIY projects.
• Fully Built Homes Turnkey construction service delivered through partner builder Figliomeni Constructions for customers who prefer not to self-build, including those requiring bank finance.
• Drafting Service Professional drafting service for custom-designed homes, including working drawings for building approval, engineer certification, and energy assessment. Priced from $1,200 to $5,900 + GST depending on complexity.

Quantifiable outcome

• 30-40% cost savings compared to traditional builder-constructed homes
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Figliomeni ConstructionscoreChannel Partner/ Reseller/ DistributorFigliomeni Constructions is the recommended builder partner for customers requiring a fully built or turnkey home. They handle complete construction of Straight Edge steel frame homes for customers who cannot self-build or need bank finance (which typically requires a contract with a registered builder).
• BlueScopecoreTechnology or IntegrationBlueScope is the manufacturer of TRUECORE® steel, which Straight Edge uses exclusively in their steel frame homes. TRUECORE® steel is backed by a 50-year warranty from BlueScope, providing structural assurance to customers.
• WA SuppliersminorStrategic or Co-development PartnerStraight Edge works exclusively with Western Australian suppliers for materials and components, supporting local industry while ensuring timely delivery and service for WA customers.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• True Steel Frames: Australian manufacturer of cold-formed steel framing systems for residential construction — closely comparable product technology (light-gauge steel frames) and overlapping customer base of builders and owner-builders.
• Spanbuild Steel Homes: Another Western Australian steel frame kit home supplier serving owner-builders with prefabricated steel frame designs — directly overlapping with Straight Edge on product, customer segment, and geographic market.
• GRD Steel Frame Homes: Australian supplier of pre-engineered steel frame home kits targeting owner-builders — overlaps with Straight Edge on prefabricated steel framing and DIY owner-builder segment.
• Strongbuilt Homes: Australian kit home manufacturer offering steel and hybrid frame kits to owner-builders with multi-state delivery — directly comparable product category and target customer, though broader footprint than Straight Edge.
• CNC Kit Homes: Australian kit home supplier offering prefabricated home kits to owner-builders across multiple states — comparable sales-led go-to-market and DIY delivery model though typically timber-framed rather than steel.

Broad incumbents

• Wide Span Sheds: Major Australian prefabricated steel building manufacturer primarily serving rural, agricultural, and shed markets — comparable steel kit manufacturing capability and DIY customer base though lighter structural residential overlap.
• Homefab: Larger Australian modular and prefabricated home builder with broader product portfolio and turnkey services — overlaps on prefab residential delivery but operates at greater scale and geographic breadth than the boutique Straight Edge.
• Fair Dinkum Builds: National Australian shed, garage, and steel kit building retailer with broader product lines and dealer network — comparable prefabricated steel kit distribution and DIY market though primarily non-residential.

Emerging players

• Backcountry Hut Company: Niche Australian prefab cabin and studio kit supplier serving owner-builders seeking compact secondary dwellings — partially overlapping with Straight Edge's granny flat, studio, and chalet kit categories.

Others

• BlueScope Steel (TRUECORE® product line): Upstream supplier of the TRUECORE® branded steel used by Straight Edge — comparable as the foundational material supplier in the Australian cold-formed steel framing ecosystem and ecosystem partner rather than direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/steelframehomes
• LinkedInlinkedin.com/in/scott-elsley-44650a78
• Xx.com/StraightEdge0

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Straight Edge Steel Frame Homes