SHADEmakers
SHADEmakers is a UK manufacturer and global supplier of luxury commercial and garden parasols, serving hospitality, marine/superyacht, heritage, education, golf, corporate events and premium residential clients with marine-grade materials, integrated heating and lighting, and bespoke UK fabrication.
- Company typePrivate
- Founded2004
- HeadquartersWelwyn Garden City, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What SHADEmakers does
SHADEmakers is a UK-based specialist manufacturer and supplier of luxury commercial and garden parasols, founded in 2003 by Mike Kirkby-Jones and operated through wholly-owned subsidiary ShadeArt, which runs a purpose-built factory in Welwyn Garden City, Hertfordshire. The product portfolio comprises approximately fourteen parasol lines across sidepost/cantilever (Bora, Alterra, Terrafirma, Storm S, Nautica Marine, Tellus, Mistral) and centrepost (Alterra Centre, Cafe Lido, Tempest, Albatros) configurations, priced from £395 to £5,795 per unit. Core technology centres on marine-grade construction (316 stainless steel, marine anodised aluminium, laminated hardwoods), proprietary internal cabling systems, a one-bolt bayonet assembly, and the Smart Hub/Smart Box electrical management platform that powers integrated radiant heating (1.0-2.0 kW, 7,000-hour lamp life) and LED lighting from a single feed. The company serves seven primary customer segments: hospitality (Four Seasons, The Grove, Athenaeum), museums and heritage (V&A, British Museum, National Trust, English Heritage), marine and superyacht, golf and country clubs, education, corporate events (Mercedes, Audi, Red Bull, Formula One), and premium residential estates.
Revenue is generated through direct sales of bespoke parasols, a corporate rental programme, ongoing replacement canopy and spare parts sales, and turn-key installation and professional services. The business operates a consultative enterprise field-sales model anchored by its Hertfordshire Shade Centre showroom, supported by regional distributors outside the UK, and exports globally to markets including the UAE, Caribbean, Mauritius, France, USA, and Australia. The company is privately held with no external institutional investors, employs approximately 9-10 staff spanning fabrication, assembly, installation, engineering, electrical, and digital marketing, and maintains a stated commitment to supporting every product sold for over 20 years.
SHADEmakers firmographics
Firmographics- Name
- SHADEmakers
- Legal name
- SHADEmakers Ltd
- Website
- https://shademakers.co.uk
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SHADEmakers is a UK manufacturer and global supplier of luxury commercial and garden parasols, serving hospitality, marine/superyacht, heritage, education, golf, corporate events and premium residential clients with marine-grade materials, integrated heating and lighting, and bespoke UK fabrication.
- Ownership category
- akta.pro rank
Where SHADEmakers is headquartered
LocationHeadquarters
- HQ city
- Welwyn Garden City
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
SHADEmakers business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Parasol and Umbrella Sales: Core revenue from selling commercial and residential parasols and umbrellas, including custom canopy printing and branding. Products range from £395 to £5,795 depending on model and specifications.
- Replacement Canopies and Spare Parts: Ongoing revenue from replacement canopies (available in over 100 colours), spare parts, and refurbishment services for both SHADEmakers and ShadeArt products sold over 20 years ago.
- Corporate Rental Program: Short-term rental of parasols for corporate events, exhibitions, and temporary installations. Serves clients including hotels, event venues, and Formula One teams.
- Installation and Professional Services: Turn-key installation services, repair, maintenance, and bespoke customisation including connecting gutters, side sheets, heating, lighting, sound, and WiFi integration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Sidepost/Cantilever Parasols - Entry to Mid-Range |
| One time/ perpetual license | Pay-as-you-go | Centrepost Parasols - Entry to Mid-Range |
| One time/ perpetual license | Pay-as-you-go | Premium Commercial Parasols - High-End |
| Transaction based/ take rate | Pay-as-you-go | Corporate Rental Program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
SHADEmakers product offering
Product offeringCore offering
SHADEmakers handcrafts luxury commercial and garden parasols in the UK from marine-grade materials including 316 stainless steel, marine anodised aluminium, and laminated timber. The product range centres on sidepost/cantilever and centrepost parasols available in over 100 colours, with optional integrated heating, lighting, branding, sound, and WiFi via a proprietary Smart Hub electrical system. The company provides bespoke customisation, turn-key installation, repair, and 20+ year spare parts support to commercial, hospitality, marine, education, heritage, and premium residential customers globally.
Product overview
SHADEmakers is a UK-based specialist manufacturer of luxury commercial and garden parasols with over 20 years of experience. The product portfolio centres on sidepost/cantilever parasols (including Bora Inclinare, Bora Astro, Bora Astro Duo, Alterra, Terrafirma Single, Terrafirma Arched, Terrafirma Grand, Terrafirma Grand Duo, Storm S, Nautica Marine, Tellus Tubular, and Mistral) and centrepost parasols (including Alterra Centre and Cafe Lido). These are complemented by proprietary Smart Hubs for integrated electrical management, radiant heaters, and a range of accessories including ground anchors, bases, and premium fabrics. The company offers installation, repair, and canopy replacement services. Products are manufactured in the UK by ShadeArt with materials including marine-grade stainless steel, anodised aluminium, laminated timbers, and solution-dyed acrylic canvases.
Differentiator
Problem solved
Functional benefit
Brands
- ShadeArt: English-made luxury parasols and umbrellas manufactured in Welwyn Garden City, featuring contemporary designs with extensive frame options, fabric colours, and finishes.
Products and services
- Bora Inclinare A single cantilever parasol offering 360-degree rotation and tilt functionality to block sun at various angles. Features aluminium masts in Carbon, White, or Timber Effect finishes with solution-dyed acrylic canopies. Part of the sidepost/cantilever parasol range.
- Bora Astro A single cantilever parasol with gas spring assist for easy operation. Features oval aluminium mast with optional colours including Carbon, white, wood effect, or Titanium silver anodised, and retracts into compact vertical format.
- Bora Astro Duo Dual-canopy cantilever parasol with gas spring operation, available in T or V formation. Provides extended coverage from a single mast with configurations for larger outdoor spaces in hotels, restaurants, and private homes.
- Alterra (Sidepost) Vertical mast side post/cantilever parasol available in Marine anodised, Spotted Gum, and polyester powder-coated aluminium. Features 360-degree rotation, marine-grade materials, and contemporary design suitable for commercial and residential use.
- Alterra Centre Lightweight yet durable commercial-grade centre post parasol made from marine-grade materials. Designed for table or free-standing use on patios, decks, or around pools with pulley opening system.
- Terrafirma Single Elegant side post parasol crafted from natural laminated hardwoods bonded to alloy or stainless core, mated with marine-grade stainless steel boom. Features 360-degree rotation, hand-crafted UK manufacture, and minimal maintenance requirements.
- Terrafirma Arched Cantilever parasol combining satin marine stainless fittings with English-crafted laminated Sapele timber mast. Features arched shape with layered timbers for strength and stability, designed to withstand elements.
- Terrafirma Grand Larger side post parasol with heavy-duty 141mm by 141mm mast allowing canopy sizes up to 4 metre Square, 4.5 x 3.38 metre Rectangle, and 5 metre Octagonal. Features laminated timber and aluminium or all stainless construction.
- Terrafirma Grand Duo Side post parasol with two canopies from one mast, supporting coverage up to 8 metres by 4 metres. Available with Terrafirma Single mast (93mm by 93mm) or heavy-duty Grand mast (141mm by 141mm).
- Storm S Engineered for wind gusts up to 70mph/112 kph, designed to remain open virtually year-round. Features high-strength steel mast and boom with hot zinc or marine galvanising and powder coat finish, and tension membrane PVC canopies.
- Nautica Marine Flagship marine grade side post parasol with hand polished 316 stainless steel mast and boom. Each piece crafted in UK from marine engineered 316 stainless and high strength alloys, designed for superyacht and coastal resort markets.
- Tellus Tubular Slim side post parasol with 60mm diameter round high strength stainless steel mast. Features 360-degree rotation, corrosion resistant design, and optional articulated boom that folds back for compact spaces.
- Mistral Cantilever parasol with gas spring assist for single-hand operation. Available in Singles to 9m², Duos to 18m², or Quads to 36m², all folding into compact vertical format. Mast situated at corner allowing placement in patio corners.
- Cafe Lido Elegant centre post umbrella with unique push-up system requiring no crank or rope. Made of high-quality aluminium with modern design, suitable for cafes, beach areas, swimming pools, balconies, and terraces.
- Smart Hubs Proprietary electrical management system enabling one power cable to feed up to 4 radiant heaters and 2 LED lights simultaneously. Designed for integral use on all ShadeArt parasols with internal cable routing.
- Radiant Heaters Radiant heaters using infrared technology available in 1.0, 1.5 and 2.0 kW capacities. Feature specially coded safety plugs, custom brackets, and long lamp life of 7000 hours. Available in silver, white, black or anthracite finishes.
- Parasol Fabrics Range of premium European awning, marine-grade canvas, and PVC fabrics resisting water and UV. Options include ShadeArt Premium Acrylic, ShadeArt Ferrari PVC, ShadeArt Sauleda PVC, and Harmattan Spuncrylic in over 100 colours.
- Parasol Accessories (Bases, Anchors, Fittings) Range of accessories including galvanised steel ground anchors, concrete or granite pedestal bases, planter boxes, terrace screens, marine stainless fittings for 316 Inox, protective cover bags, and Osmo timber care products.
Quantifiable outcome
- Parasols remain serviceable for 18+ years with proper maintenance
- +4 more outcomes
Companies that use SHADEmakers
Customer profileNamed customers22 records
Segments7 records
Ideal customer profiles5 records
SHADEmakers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SHADEmakers partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- ShadeArtcoreShadeArt is the company's subsidiary manufacturing entity and primary product brand. Founded as the design and manufacturing vehicle for the UK market, ShadeArt operates from a purpose-built factory in Welwyn Garden City. All SHADEmakers UK products are designed and manufactured by ShadeArt, representing the core manufacturing capability.
- English ShadeArt Parasols (UK Partner)coreSHADEmakers UK is the exclusive UK/European importer and distributor for English ShadeArt parasols, which are manufactured in the UK by their subsidiary ShadeArt.
- German MAY Commercial Parasols (UK Partner)minorSHADEmakers UK is a proud UK partner for German MAY commercial parasols, representing a quality European manufacturer in their portfolio.
- Italian Scolaro Cantilever Parasols (UK Partner)minorUK partner for Italian Scolaro cantilever and central pole parasols, adding Mediterranean design options to the product portfolio.
- Belgium Prostor Parasols (UK Partner)minorUK partner for Belgium Prostor single, duo, and quad parasol solutions, expanding coverage options available to customers.
- English Aztec Tempest Parasols (UK Partner)minorUK partner for English Aztec commercial telescopic Tempest Parasols, adding another quality British manufacturer to the range.
- OsmominorUK stockist of Osmo timber care and maintenance products. Osmo's natural oil wood stains (140+ years experience) are used to finish and maintain ShadeArt timber parasol masts. Products include Timber Care, Deck Cleaner, Woodstain Colours, UV Protection Oil, and Wood Reviver Gel.
Scale indicators8 records
Recent moves6 records
Expansion highlights3 records
SHADEmakers competitors and assessment
Company assessmentDirect peers
- Tuuci: US-based global manufacturer of luxury commercial and residential parasols and shade structures. Closest direct peer in the premium commercial parasol category with similar marine-grade materials and hospitality/marine focus.
- Glatz AG: Swiss manufacturer of premium commercial parasols with strong European market presence. Comparable centrepost and cantilever product range targeting hospitality and high-end residential customers.
- MAY Parasols: German commercial parasol manufacturer that SHADEmakers distributes in the UK. Direct competitor in commercial-grade parasols with overlapping hospitality and marine target segments.
- Umbrosa: Belgian designer and manufacturer of premium parasols for residential and hospitality use. Comparable design-led, premium-materials approach with overlapping cantilever parasol lines.
- Caravita: German manufacturer of large-format commercial parasols and sun protection systems. Comparable premium product positioning, customisation options and B2B sales motion to hotels and restaurants.
- Poggesi: Italian maker of high-end commercial parasols with strong presence in European hospitality. Comparable premium positioning and bespoke customisation approach to SHADEmakers.
- Scolaro Parasols: Italian manufacturer of cantilever and centre post parasols distributed by SHADEmakers in the UK. Direct competitor with Mediterranean design focus and commercial-grade offerings.
- Prostor: Belgian manufacturer of single, duo and quad parasol solutions distributed by SHADEmakers in the UK. Direct competitor in the modular commercial parasol category.
Regional players
- Symo Parasols: Dutch manufacturer of commercial parasols focused primarily on the Benelux market. Comparable product line (centre post and cantilever parasols) for hospitality use, with regional rather than global distribution.
Emerging players
- Solero Parasols: European parasol manufacturer serving hospitality with centre post and cantilever designs. Comparable commercial-grade offerings but smaller scale and brand presence than SHADEmakers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
SHADEmakers social profiles
Digital presenceSHADEmakers financial estimates
Financial estimateRevenue estimate
Valuation estimate
SHADEmakers leadership team
Management profileNumber of profiles
Profiles9 records
SHADEmakers subsidiaries and ownership
Company hierarchySubsidiaries1 record
SHADEmakers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SHADEmakers 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 SHADEmakers
What does SHADEmakers do?
SHADEmakers handcrafts luxury commercial and garden parasols in the UK from marine-grade materials including 316 stainless steel, marine anodised aluminium, and laminated timber. The product range centres on sidepost/cantilever and centrepost parasols available in over 100 colours, with optional integrated heating, lighting, branding, sound, and WiFi via a proprietary Smart Hub electrical system. The company provides bespoke customisation, turn-key installation, repair, and 20+ year spare parts support to commercial, hospitality, marine, education, heritage, and premium residential customers globally.
Is SHADEmakers a public or private company?
SHADEmakers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SHADEmakers founded?
SHADEmakers was founded in 2004. It employs 1 to 10 people.
Where is SHADEmakers based?
SHADEmakers is headquartered in Welwyn Garden City, United Kingdom, in the Europe region.
How does SHADEmakers make money?
Four revenue lines are on record. Parasol and Umbrella Sales are the primary driver. The others are replacement Canopies and Spare Parts, corporate Rental Program and installation and Professional Services.
Who are SHADEmakers's main competitors?
Direct peers on record are Tuuci, Glatz AG, MAY Parasols, Umbrosa, Caravita, Poggesi, Scolaro Parasols and Prostor. Symo Parasols is listed as a regional player. Solero Parasols is listed as an emerging player.
Does SHADEmakers have an API?
No public API is recorded for SHADEmakers.