Shade Elements

What Shade Elements does

Shade Elements is a New Zealand-owned manufacturer and supplier of exterior shade systems — retractable awnings, screens, and pergolas — and interior window treatments, including roller, venetian, vertical, and energy-efficient honeycomb blinds plus shutters. The company assembles products at its Auckland (Penrose) factory using parts imported from Europe, and sources premium fabric materials from global manufacturers including Serge Ferrari Soltis (France) and Docril (Spain). A core technical layer is motorization and automation through a Somfy partnership, providing wireless remotes, wall controls, smartphone app integration, and weather sensors (wind, rain, motion) that automatically retract awnings, screens, and pergolas during adverse conditions. The Omega Pergola line in particular supports custom-engineered configurations, such as multi-roof layouts on angled sites without intermediate posts.

The company serves two primary customer segments: residential homeowners seeking to enhance indoor-outdoor flow and weather protection, and hospitality businesses (cafes, restaurants, bars) that need all-weather outdoor seating solutions, with architects and designers acting as a secondary specification channel. Notable commercial work includes a custom three-roof Omega Pergola installation at Hoppers bar in Ponsonby.

Shade Elements operates a channel-partner go-to-market model: customers submit enquiries through the company's website and are routed to a nationwide network of independent fabricators and installers who provide quote-based pricing and handle installation. Revenue is generated through one-time product sales across exterior shade products, interior blinds, fabric collections, and automation systems, with no disclosed recurring or subscription component. The company is privately held, New Zealand-only, and has no disclosed funding rounds, M&A activity, or financial figures.

Name

Shade Elements

Legal name

Shade Elements

Website

https://shadeelements.co.nz

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Shade Elements is a New Zealand-owned manufacturer and distributor of retractable exterior shade systems (awnings, screens, pergolas) and interior window treatments, serving residential homeowners and hospitality businesses through a nationwide installer network and direct architect/designer specification.

Ownership category

akta.pro rank

Product category

Exterior and Interior Shading Systems

NAICS

Blind and Shade Manufacturing (337920), Blind and Shade Manufacturing (33792)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Window Treatments & Shading Systems (Blinds, Shades, Awnings) (IMADAIAN)

akta.pro secondary industries

Pergolas, Pavilions & Hardscape Shade Structures (HSAIACAH), Window Coverings Manufacturing (Curtains/Drapes/Sheers/Valances) (IMAOAKAC), Outdoor & Performance Home Textiles Manufacturing (Awning/Patio Cushions/UV-Resistant Home Fabrics) (IMAOAKAJ)

Keywords

• Retractable awnings
• Outdoor shade systems
• Window blinds
• Retractable pergolas
• Sun protection products

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Exterior Shade Products: Sale of exterior awnings, screens, and retractable pergolas for residential and commercial outdoor spaces. Includes products like Horizon Monobloc, Ellipse Monobloc, Fetuna Cassette, Integral Cassette, Omega Pergola, Vertigo Window, Muriwai Shutters, Ziptrak, and Omni Screen.
2. Interior Blinds and Shutters: Sale of interior window treatments including roller blinds, venetian blinds, shutters, vertical blinds, and honeycomb blinds for residential and commercial interiors.
3. Fabric Collections: Sale of exterior and interior fabric collections including Serge Ferrari Soltis, Docril, and various blockout, sunscreen, and light filtering fabrics.
4. Automation Products: Sale of motorization and automation systems including Somfy wireless remotes, sensors, and smart home integration.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Shade Elements manufactures and supplies a comprehensive range of exterior and interior shade solutions, including retractable awnings, outdoor screens, retractable pergolas, and interior window blinds and shutters. Products are assembled at the company's Auckland factory using globally sourced parts and fabrics (from Japan, France, Spain, and Australia) and distributed to customers through a nationwide network of independent fabricators and installers.

Product overview

Shade Elements is a New Zealand-owned and operated company that manufactures and supplies a comprehensive range of shade and window treatment solutions for indoor and outdoor living. The product portfolio consists of multiple product categories: exterior awnings (Horizon Monobloc, Ellipse Monobloc, Fetuna Cassette, Integral Cassette, Omega Pergola, Vertigo Window), exterior screens (Ziptrak, Omni Screen, Muriwai Shutters), interior blinds (Honeycomb Blinds, Roller Blinds, Venetian Blinds, Shutters, Vertical Blinds), and motorisation/automation systems (Somfy). The company sources world-leading fabric materials from manufacturers including Serge Ferrari Soltis (France) and Docril (Spain), and assembles products in its Auckland Penrose factory. Products are sold through a network of fabricators and installers to private homeowners and commercial operators such as cafés and restaurants.

Differentiator

Problem solved

Functional benefit

Products and services

• Horizon Monobloc A monobloc retractable awning providing outdoor shade and weather protection for residential and commercial spaces.
• Ellipse Monobloc A monobloc retractable awning with elliptical design for outdoor shading applications.
• Fetuna Cassette A cassette-style retractable awning with enclosed cassette housing for clean aesthetics and fabric protection.
• Integral Cassette A cassette awning system with integrated design for outdoor shade and weather protection.
• Omega Pergola A retractable roof pergola system providing all-weather functionality for outdoor spaces, manufactured in New Zealand from European parts. Suitable for hospitality and residential applications, with customizable configurations including angled dimensions.
• Vertigo Window Awning A window-specific awning designed for targeted shade over windows to reduce heat and UV exposure.
• Ziptrak A screen system for patio, deck, and outdoor area shading with zip-track technology for smooth operation, providing privacy, shade, and weather protection.
• Omni Screen An outdoor screen system providing shade, privacy, and weather protection for various exterior applications.
• Muriwai Shutters A shutter system for exterior applications providing privacy, ventilation, and weather protection.
• Honeycomb Blinds Energy-efficient cellular window blinds with honeycomb-shaped cells that trap air for thermal insulation. Available in light filtering or blockout fabrics with control options including cord, clutch, cordless, and motorised operation.
• Roller Blinds Interior roller blinds available in various fabric options including blockout, light filtering, and sunscreen varieties.
• Venetian Blinds Interior venetian blinds for light control and privacy with adjustable slat positioning.
• Interior Shutters Interior shutter systems for window coverage, privacy control, and aesthetic enhancement.
• Vertical Blinds Interior vertical blinds for window coverage with vertical slat orientation.
• Somfy Automation System Motorisation and automation system for awnings, screens, and pergolas. Includes wireless remotes, wall controls, smartphone app integration (My Somfy App), and weather sensors (motion, rain, wind) for automated retraction during extreme conditions.
• Serge Ferrari Soltis Fabric Collection Indoor and outdoor solar protection fabrics including Horizon 86, Lounge 96, Proof W96, and Proof 502 lines. Features UV resistance, water resistance, mould resistance, and fading resistance with options for view-through to blackout, waterproof to airflow, and light filtration applications.
• Docril Fabric Collection Acrylic fabric designed and manufactured in Spain with 10-year UV warranty. Available in extensive colour palette including plain and stripe options for awning and screen applications.
• Interior Fabric Collection Interior blind fabrics including Plain Blockout, Textured Blockout, Sunscreen, Light Filtering, and Printed varieties spanning collections such as Dawn, Vibe, Duo Block, Palm Beach, Sunset, Resene Origin, Wembley, Evolution, Miami, and many others.

Quantifiable outcome

• Omega Pergola delivers excellent functionality at realistic cost, much less than a permanent structure

Named customers1 record

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

Four partnerships are on record, tiered core.

• SomfycoreTechnology or IntegrationSomfy provides motorization technology for Shade Elements' products including wireless remotes, wall-mounted controls, smartphone app integration (My Somfy App), and weather sensors (wind, rain, motion sensors) for automated retractable shade operation.
• Serge FerraricoreTechnology or IntegrationSerge Ferrari supplies Soltis mesh fabrics used in Shade Elements' exterior products. Soltis fabrics offer UV, water, mould, and fading resistance for long-lasting outdoor performance. Available in various styles from view-through to blackout options.
• DocrilcoreTechnology or IntegrationDocril fabric is designed and manufactured in Spain, known for superb quality with an extensive colour palette. Docril offers vibrant colours to suit any décor and comes with a 10 year UV warranty.
• ZiptrakcoreTechnology or IntegrationZiptrak is a screen product brand offered by Shade Elements, providing track-guided outdoor screens for privacy, shade, and weather protection.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Stratco: Australian manufacturer and retailer of outdoor living products including patios, pergolas, awnings, and roofing. Comparable product breadth across outdoor shade and structure categories, primarily serving the Australian market as a regional incumbent.
• Solair Shade Solutions: US-based manufacturer of retractable awnings and shade products for residential and commercial use. Operates in a comparable product category with similar retractable and motorized systems, though primarily serving the North American market.

Broad incumbents

• Hunter Douglas: Global manufacturer of window coverings (blinds, shades, shutters) and architectural products with broad distribution across residential and commercial segments. A larger, established player in the interior blinds portion of Shade Elements' portfolio, though it does not focus on Shade Elements' exterior awning specialty.

Direct peers

• Markilux: German premium manufacturer of retractable awnings, pergolas, and vertical blinds for residential and commercial applications. Directly competes in the same high-end awning category with motorization integration, and represents a potential source of competitive pressure on Shade Elements' premium positioning.
• Weinor: German manufacturer of awnings, conservatory awnings, and pergola systems with motorized operation. Comparable product categories, premium positioning, and European parts-sourcing model make it a directly comparable peer and potential import competitor in NZ.
• Louvretec: NZ/AU specialist in retractable louvre roof and opening roof systems for outdoor living spaces. Directly competes with Shade Elements' Omega Pergola offering in the same Trans-Tasman market with similar all-weather outdoor-room use cases.
• Vergola: Australian manufacturer of retractable louver roof and pergola systems for residential and commercial use. Directly comparable to Shade Elements' Omega Pergola line and core retractable-roof value proposition, though operating primarily in the Australian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shadeelements
• Instagraminstagram.com/shade_elements
• LinkedInlinkedin.com/company/shade-elements

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 Shade Elements