Pure Steel Products

What Pure Steel Products does

Pure Steel Products is a South African manufacturer and direct-to-consumer retailer of stainless steel wire products, founded in 1993 and headquartered in Cape Town. The company operates as the first mover in its domestic stainless steel wire category and self-manufactures its full product range in-house, applying 304 stainless steel as its primary material with an in-house electro-polishing finishing service that the company describes as a quality differentiator. Its catalog spans seven categories: industrial woven mesh (304 and 316 stainless, with openings from 0.14mm² to 25mm² across heavy, fine, and Hollander weave variants), bathroom accessories, kitchen organization, braai/BBQ grids and accessories, wine and bar, homeware, and the premium Midnight Collection sub-brand in matte black finish.

The company's business model is direct-to-consumer e-commerce through a Shopify-powered storefront at puresteel.co.za, with same-day dispatch for orders before 2 PM and 2–5 day delivery across South Africa. Pricing is unit-based in South African Rand (SKUs ranging from R51 to R2,646), supported by gift cards in R100–R4,000 denominations and tiered free-shipping thresholds (R850 for standard, R1,750 for wire mesh). Channels are limited to a single domestic e-commerce storefront plus email newsletter and organic social sharing, with no third-party retail, marketplace, or wholesale distribution disclosed.

Customer segments are horizontally diversified across consumer use cases (bathroom, kitchen, braai, wine, home) and a smaller industrial/trade woven mesh motion. The company has 11–50 employees, no disclosed funding, no parent company, and is privately held with no public revenue disclosure. Marketing is minimal and direct; there is no evidence of AI/ML, data products, or international operations.

Name

Pure Steel Products

Legal name

Pure Steel Products

Website

https://puresteel.co.za

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Pure Steel Products is a Cape Town-based, in-house manufacturer of stainless steel wire products serving South African consumers and trade buyers through a direct Shopify e-commerce storefront, spanning braai grids, bathroom, kitchen, wine, homeware, and industrial woven mesh categories since 1993.

Ownership category

akta.pro rank

Product category

Stainless Steel Wire Products

NAICS

Other Fabricated Wire Product Manufacturing (332618), Spring and Wire Product Manufacturing (33261)

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro industry

PRIMARYCRAKAIAE

Chains & Wire Manufacturing

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Jewelry Manufacturing & Private Label

Keywords

• Stainless steel wire products
• Braai grill accessories
• Woven wire mesh
• Kitchen wire accessories
• Bathroom wire accessories

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer retail sales of stainless steel wire products through their Shopify-powered e-commerce platform. One-time product purchases at listed prices in South African Rand.
2. Gift Cards: Gift cards sold in denominations of R100 to R4,000, redeemable on their online store.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Pure Steel Products manufactures and distributes stainless steel wire products manufactured in-house in Cape Town, South Africa. The portfolio spans woven mesh (304 and 316 stainless steel), bathroom, kitchen, braai/BBQ, wine & bar, homeware accessories, and a premium matte black Midnight Collection, sold exclusively through a Shopify-powered direct e-commerce store serving South African consumers.

Product overview

Pure Steel Products is a South African manufacturer of stainless steel wire products established in 1993. The company operates as a single unified product line specializing in stainless steel wire products across seven core categories: Woven Mesh (industrial filtration mesh in 304/316 stainless steel with various opening sizes), Bathroom Accessories (shower caddies, towel rails, soap holders), Wine & Bar (wine racks, ice buckets), Home Accessories (clothes hangers, utility hooks), Braai/BBQ Accessories (braai grids in multiple sizes with stands and storage bags), Kitchen Accessories (plate racks, dish dryers), and the Midnight Collection premium sub-brand featuring matte black finished products. All products are manufactured in-house in Cape Town using 304 stainless steel as the primary material, with electro-polishing service available. The product portfolio ranges from industrial mesh (0.14mm² to 25mm² openings) to consumer kitchen and braai accessories, unified by stainless steel construction and lifetime durability.

Differentiator

Problem solved

Functional benefit

Products and services

• Woven Mesh Stainless steel woven wire mesh in 304 and 316 grades, with openings from 0.14mm² to 25mm², sold by the metre (minimum 1.0m cut). Includes Heavy Woven Mesh, Fine Woven Mesh (304 and 316), and Hollander Weave Mesh for industrial filtration, sieving, screening, marine, and crafting applications.
• Bathroom Accessories Stainless steel bathroom storage and organization accessories — soap holders, vanity shelves, bath caddies, shower caddies, towel rails, toilet roll holders — designed for wet and dry environments.
• Kitchen Accessories
• Braai / BBQ Accessories Stainless steel braai (BBQ) grids in multiple sizes (Standard, Galjoen, Maxi, Camper, Savuti, Kalahari), plus grid stands, storage bags, tripods, pot stands, and braai tongs. All grids are electro-polished for corrosion resistance.
• Wine & Bar Accessories
• Home Accessories
• Midnight Collection
• Gift Cards

Segments5 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

One partnership is on record.

• Shopify Inc.coreTechnology or IntegrationE-commerce platform provider hosting Pure Steel Products' online store. Provides the infrastructure for online sales, shopping cart functionality, and order processing. The store operates on Shopify's platform enabling the direct-to-consumer business model.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• simplehuman: Premium stainless steel home organization brand known for bathroom and kitchen accessories (soap dispensers, towel holders, dish racks). Comparable to Pure Steel in positioning durable, design-forward stainless steel household goods via DTC e-commerce.
• TWP Inc. US-based wire mesh supplier offering stainless steel woven mesh in 304 and 316 grades across industrial filtration, architectural, and DIY applications. Direct comparable to Pure Steel's woven mesh product line.
• Brabantia: Global Dutch manufacturer of stainless steel and metal household products including bathroom accessories, kitchen storage, and laundry solutions. Direct comparable to Pure Steel's bathroom and kitchen wire product lines, with overlapping DTC and retail distribution.
• Joseph Joseph: UK-based kitchen and homeware brand with overlapping plate racks, dish drying, and storage products. Comparable in DTC-driven kitchen organization category with similar premium positioning.
• McNICHOLS: Leading North American supplier of perforated and woven wire mesh, including stainless steel grades. Comparable in industrial/trade woven mesh sales channel and product specification overlap with Pure Steel's mesh range.

Regional players

• Cobb (Cobb Global): South African-origin portable braai manufacturer targeting outdoor and camping cooking. Comparable in the South African braai accessories space where Pure Steel competes with its Camper and Savuti grids.
• Cadac: South African braai and outdoor cooking brand offering portable BBQs, gas grills, and braai accessories. Regional peer in the South African braai category where Pure Steel's grids are a flagship line.

Others

• @home (Lewis Group): South African homeware retailer carrying premium home accessories, decor, and kitchenware. Adjacent channel partner/distributor context for Pure Steel in the South African home market.

Broad incumbents

• Tramontina: Large Brazilian stainless steel housewares manufacturer with broad kitchen, BBQ, and utility product lines. Broad incumbent peer with overlapping stainless steel consumer goods categories.
• Weber (Weber Grills): Global BBQ and grilling giant offering grills, accessories, and grids across many markets. Broad incumbent in braai accessories; competes with Pure Steel's braai grid range on durability and finish.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pure-steel-products

Revenue estimate

Valuation estimate

Number of profiles

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 Pure Steel Products