TF Group

What TF Group does

TF Group Ltd is a New Zealand-owned private company founded in 1992 and headquartered at 24A William Pickering Drive in Rosedale, Auckland. The company operates an e-commerce platform at tfgroup.co.nz focused on supplying surface protection products, cleaning solutions, and equipment servicing for furniture, automotive, and commercial equipment markets. Shipping is limited to New Zealand and is fulfilled through PostHaste courier, with payment processing handled by ANZ eGate supporting major card networks, digital wallets, and alternative methods including Afterpay, PayPal, Apple Pay, and Google Pay.

The core product portfolio spans automotive paint and fabric protection (DURA-SEAL Ceramic Paint Protection, DURA-SEAL Fabric Protector), furniture surface protection (Soil-Guard Fabric Protection, Leather Guard), and specialty sub-brands including Opti-Coat (distributed range) and ALU1 (aluminum surface protection). The Leather Guard 5-Year Protection Plan introduces a multi-year warranty-style structure that sits alongside an otherwise predominantly transactional product catalog, representing the company's primary recurring revenue component.

The business model is direct-to-consumer e-commerce with a small commercial and equipment-servicing tail, supported by 11-50 employees operating from a single Auckland facility. No disclosed revenue, no external funding rounds, and no signs of outside investment are present in the available data, and the technology stack consists of a conventional storefront with standard payment and logistics integrations rather than proprietary platform architecture.

Name

TF Group

Legal name

TF Group Limited

Website

https://tfgroup.co.nz

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

TF Group is a New Zealand-owned e-commerce retailer founded in 1992 that supplies surface protection products, cleaning solutions, and equipment servicing for automotive, furniture, and commercial equipment customers across New Zealand.

Ownership category

akta.pro rank

Product category

Automotive and Furniture Surface Protection Products

NAICS

Other Leather and Allied Product Manufacturing (316990)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Leather & Suede Upholstery Care (Cleaners & Conditioners) (CRAJALAJ)

Keywords

• Fabric protection products
• Ceramic paint protection
• Automotive detailing supplies
• Leather care products
• Furniture stain protection

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

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

Revenue model

1. Product Sales: Direct e-commerce sales of protection products including automotive paint protection, fabric protection, leather protection, and furniture care products. Customers purchase products through the company's online storefront with one-time transactions. Products are priced in NZD with free shipping on orders over $100.
2. Warranty Registration Products: The company offers 5-year protection plans (e.g., LeatherGuard 5-Year Protection Plan) which may include product refills and service coverage bundled with initial product purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

TF Group Ltd supplies and sells branded surface protection and cleaning products for the automotive and furniture markets, including ceramic paint protection, fabric protection, and leather protection under the Dura-Seal, Leather Guard, Soil-Guard, Opti-Coat, and ALU1 brands. Products are sold directly to New Zealand consumers via the company's own e-commerce website, with optional Click & Collect from Auckland and courier delivery nationwide, plus multi-year warranty-backed protection plans for furniture.

Product overview

TF Group is a New Zealand-owned company (since 1992) supplying protection products for furniture and automotive markets. The product portfolio consists of two main brands: Dura-Seal for automotive applications (fabric protection, ceramic paint protection, leather protection, and cleaning products) and Leather Guard/Soil-Guard for furniture applications (leather protection with 5-year warranty plans and fabric protection with stain removal products). The company also distributes Opti-Coat (a sub-brand of professional automotive detailing products including car wash, wax, coatings, and cleaners) and ALU1 (aluminum protection products for home use). TF Group operates primarily as an e-commerce business with retail shipping within New Zealand for orders over $100.

Differentiator

Problem solved

Functional benefit

Brands

• Dura-Seal: High Performance Vehicle Protection brand offering paint protection, fabric protection, and leather protection products for automotive applications.
• Leather Guard
• Soil-Guard

Products and services

• Dura-Seal Ceramic Paint Protection Ceramic-based paint protection treatment that forms a durable scratch-reducing finish and polymerises permanently to a vehicle's clear coat, protecting against acid rain, sea salt, bird droppings, tree sap, and UV rays. Sold to vehicle owners in New Zealand through the TF Group e-commerce site.
• Dura-Seal Fabric Protection Fabric protector specifically manufactured for the motor vehicle industry that penetrates and surrounds fibers to create an invisible barrier protecting fabric and carpets from spills and stains for the lifetime of the vehicle. Sold to vehicle owners in New Zealand.
• Dura-Seal Leather Protection Leather care products designed per leather manufacturer guidelines, independently tested to EN13336 and ISO11640, that prevent premature ageing, stop cracking, retain suppleness, and protect against everyday soiling and spills in vehicle interiors. Sold to vehicle owners in New Zealand.
• LeatherGuard Furniture Leather Protection (5-Year Protection Plan) Leather protection service plan for household furniture covering stains from food and drink spills, ballpoint ink, lipstick, and human or pet body fluids, including free in-home accidental damage repair service for 5 years. Sold to New Zealand furniture owners via the TF Group e-commerce site and registered through register.tfgroup.co.nz.
• Soil-Guard Furniture Fabric Protection Fabric protector for household furniture that forms an invisible barrier in and around fabric fibers, preventing liquid and food-based spills from being absorbed and causing permanent staining; backed by a 5-year stain protection warranty. Sold to New Zealand furniture owners.
• Opti-Coat Detailing Products Range Professional automotive detailing product line distributed by TF Group in New Zealand, covering car wash, car wax, cleaners, polishes, coatings, sealants, and specialised interior and metal-care formulations under the Opti-Coat sub-brand. Sold to New Zealand vehicle owners and detailing enthusiasts.
• ALU1 Aluminum Protection System Multi-step aluminum surface protection system for home use, comprising preparation products, the ALU1 protective coating, application accessories, and test kits. Sold to New Zealand consumers seeking to protect and treat aluminum surfaces.

Quantifiable outcome

• No need to wax or polish vehicle after DURA-SEAL Ceramic Paint Protection application
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• ANZ eGatecoreTechnology or IntegrationPayment gateway provider used for secure credit card processing. All credit card payments are processed securely through ANZ eGate. TF Group does not store any credit card information on their servers.
• PostHastecoreChannel Partner/ Reseller/ DistributorCourier service provider used for order fulfillment and delivery throughout New Zealand. Orders are processed and dispatched within 1-2 working days, with overnight delivery to North Island and 2-day delivery to South Island.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Guardsman: Furniture protection specialist offering fabric and leather protection plans (including warranty programs) to furniture retailers and consumers. Head-to-head competitor with TF Group's Leather Guard and Soil-Guard furniture-protection warranties on similar 5-year structures.
• Gtechniq: UK-based ceramic coating and surface protection brand with DIY and pro tiers. Closely comparable to TF Group's Dura-Seal Ceramic Paint Protection in technology positioning (durable polymer/ceramic bond) and enthusiast customer base.
• Chemical Guys: Direct-to-consumer car-care and detailing brand with broad product range (cleaners, coatings, microfibre). Highly comparable to TF Group's Dura-Seal automotive line in product mix, DIY consumer target, and e-commerce-led distribution model.
• Sonax: German car-care brand with strong presence in paint, leather, and fabric protection chemistry. Comparable to TF Group's Dura-Seal range across nearly every SKU category (interior, exterior, leather), with much broader geographic reach.
• Optimum Polymer Technologies: Manufacturer of the Opti-Coat line (ceramic coatings, car wash, detailing chemistry) which TF Group explicitly distributes across its storefront. Same end-customer (auto enthusiasts), same chemistry category, same D2C go-to-market — the most direct upstream/downstream peer in the set.
• CarPro: Specialist in ceramic coatings, leather/fabric protection, and detailing products (CQuartz, PERL). Directly comparable product set to Dura-Seal's auto leather/fabric and ceramic paint protection lines, targeting similar enthusiasts and pros.
• Weiman: Household surface-cleaning brand with leather care, cooktop care, and surface protection products. Overlaps with TF Group's consumer-facing leather cleaners and Dura-Seal dashboard/vinyl/glass cleaners in retail channels.

Broad incumbents

• Turtle Wax: Large incumbent consumer auto-care brand offering ceramic sprays, leather wipes, and fabric protection at retail mass-market price points. Adjacent competitor to Dura-Seal's DIY-oriented protection products, especially at the value-tier end of the market.
• Meguiar's: Established global car-care brand offering paint protection, leather care, and detailing products. Comparable to Dura-Seal's automotive surface protection range, but operates at vastly larger scale across multiple channels (retail, pro, OEM).
• 3M: Through Scotchgard fabric protectors and automotive surface films, 3M competes directly with Dura-Seal Fabric Protector and Dura-Seal Ceramic Paint Protection. Much larger and broader portfolio, but overlapping chemistry and end-use cases make it the most material incumbent threat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/durasealprotection
• LinkedInlinkedin.com/company/tf-group-ltd

Compliance2 records

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 TF Group