Greg Natale
Australian luxury interior design and homewares brand selling premium furniture, textiles, tiles, and decor via DTC e-commerce, trade accounts, wholesale, and a flagship store, serving affluent residential clients, hospitality venues, and design professionals globally.
- Company typePrivate
- Founded2001
- HeadquartersSurry Hills, Sydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Greg Natale does
Greg Natale (legal entity: Greg Natale Design Pty Ltd) is an Australian luxury interior design and homewares brand founded in 2001 and headquartered in Surry Hills, Sydney. The company is privately held and founder-led by Greg Natale, operating a design studio that produces in-house collections spanning furniture, bedding, bathware, dining and tableware, decorative accessories, textiles and fabrics, tiles, and carpets, with materials including marble, ceramic, bone china, cotton, alpaca wool, and glass. The business combines a full architecture and interiors services practice (residential and commercial projects) with a consumer product line, including co-developed collections with partners such as Elliott Clarke (Greco-Roman fabrics), Plumbline (Milazzo bathware), Designer Rugs (Carpet I and II), Teranova (Marmo tiles), and furniture collaborations with Serafini, Covet Collection, and Kindel.
The company monetizes through three primary revenue streams: physical product sales (DTC e-commerce at gregnatale.com via Shopify, wholesale to stockists, and a flagship retail store), professional interior design services for residential and commercial clients, and sales of authored design books. Product pricing spans from low-ticket accessories (cushions from $84, napery from $5) to high-end furniture (credenzas from $41,995, dining tables up to $33,165), with a minimum free-shipping threshold of $50 AUD, indicating a volume-tolerant core assortment alongside aspirational anchor pieces. Distribution includes a dedicated trade program for interior designers, architects, hospitality professionals, and stylists, with global shipping to Australia, the US, Europe, and the UK.
Go-to-market is predominantly direct-to-consumer and trade-driven, supported by an organic social presence across Instagram, Facebook, Pinterest, YouTube, and X, an email newsletter, and a dedicated press/media section. The company has no disclosed external investors, no subsidiaries, no public funding history, and no AI or proprietary technology platform; operations are underpinned by Shopify for commerce and Google Analytics for web measurement. Twenty-five years of continuous operation, a named founder with strong personal brand recognition, and a portfolio of branded sub-collections (Terreno, Solar, Astoria, Amalfi, Anjelica, Maison, Greco-Roman, Milazzo, Marmo, New Wave, Beton, Pietra) suggest a mature, boutique-scale luxury design house rather than a scaled consumer-products platform.
Greg Natale firmographics
Firmographics- Name
- Greg Natale
- Legal name
- Greg Natale Design Pty Ltd
- Website
- https://gregnatale.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Australian luxury interior design and homewares brand selling premium furniture, textiles, tiles, and decor via DTC e-commerce, trade accounts, wholesale, and a flagship store, serving affluent residential clients, hospitality venues, and design professionals globally.
- Ownership category
- akta.pro rank
Greg Natale industry classification
Industry- Product category
- Luxury Home Décor & Interior Design
- NAICS
- Home Furnishings Retailers (44912), Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Luxury Home & Lifestyle (Tableware, Decor, Home Textiles) (CRAKAFAI)
- akta.pro secondary industries
- Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB), Wall Décor Retail (Art Prints, Mirrors, Clocks, Wall Hangings) (CRAIACAA), Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)
Keywords
Where Greg Natale is headquartered
LocationHeadquarters
- HQ city
- Surry Hills, Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Greg Natale business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Product Sales: Direct-to-consumer and wholesale sales of luxury homewares including accessories, bed & bath, dining, floors & walls, furniture, and textiles. Products are sold through e-commerce, trade accounts, and stockists.
- Interior Design Services: Architecture and interior design services for residential and commercial projects including complete interior design and project management.
- Books and Publications: Sale of design books authored by Greg Natale, including 'The Layered Interior' and 'The Patterned Interior'.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories and Decor |
| Unit Pricing | Pay-as-you-go | Bed & Bath |
| Unit Pricing | Pay-as-you-go | Dining |
| Unit Pricing | Pay-as-you-go | Floors & Walls |
| Unit Pricing | Pay-as-you-go | Furniture |
| Unit Pricing | Pay-as-you-go | Textiles |
| Unit Pricing | Pay-as-you-go | Books |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Greg Natale product offering
Product offeringCore offering
Greg Natale is a luxury Australian interior design and home goods brand that designs and sells a curated range of premium homewares (furniture, textiles, bedding, bathware, tiles, carpets, tableware, and decorative accessories) and provides full-service architecture and interior design for residential and commercial projects. All products are designed in-house at the Sydney studio with bold geometric patterns inspired by classical architecture, using materials such as marble, ceramic, bone china, cotton, alpaca wool, and glass. Revenue is generated through direct-to-consumer e-commerce, a flagship store, trade accounts for design professionals, wholesale to stockists, and fee-based interior design services.
Product overview
Greg Natale is a luxury Australian interior design brand and e-commerce retailer offering a comprehensive range of home décor and furnishings. The company operates both an architecture and interiors service and a consumer product business. The product portfolio spans multiple categories including: furniture (Anjelica Collection, side tables, beds, credenzas), bedding and bath (Maison Bedding, Astoria towels, Milazzo bathware), dining and tabletop (Astoria, Amalfi dinnerware, Hellenica napery), accessories and décor (Terreno Collection in ceramics/crystal/marble/timber, Solar Collection bone china accessories), textiles and fabrics (Greco-Roman Collection with Elliott Clarke, Beton Cushions), floor coverings (Carpet I & II with Designer Rugs, rugs in various materials), and tiles (Cubo, Pavimento cement tiles and Marmo marble tiles with Teranova). The brand also publishes design books and offers trade/wholesale programs.
Differentiator
Problem solved
Functional benefit
Brands
- Greco-Roman Collection: Fabric collection created in collaboration with Elliott Clarke, inspired by classical architecture.
- Terreno Collection
- Maison Bedding Collection
- Milazzo Bathware Collection
- Solar Collection
- New Wave Collection
- Carpet Collection
Products and services
- Architecture & Interiors Design Service Full-service interior design and architecture practice offering residential and commercial projects, including complete interior design and project management.
- Design Books (The Layered Interior and The Patterned Interior) Published design books by Greg Natale showcasing interior design principles and patterns, priced from $130-$150.
- Terreno Collection Sculptural décor accessories including ceramics, crystal, marble, and timber pieces inspired by terrain and informed by architecture.
- Greco-Roman Fabric Collection Fabric collection in collaboration with Elliott Clarke, featuring designs inspired by classical architecture including Carrara, Cemento, Gesso, Hellenica, Impasto, Palazzo, and Scala patterns. Suitable for cushions and upholstery.
- Maison Bedding Collection Bedding collection featuring the Venice pattern with graphic sophistication for bedroom décor.
- Beton Cushion Collection Cushion collection inspired by mid-century Brutalist art, combining contrasting textures in refined textile applications.
- Milazzo Bathware Collection Bathware collection designed exclusively for Plumbline, including freestanding bath and three basins inspired by minimalist lines found in Southern Italian street design.
- Astoria Collection Dinnerware and towel collection with bold black and white geometric patterns using motifs from classical architecture, including bone china tableware and cotton bathroom textiles.
- Solar Collection Mystical universe-inspired d\u00e9cor including bone china accessories with real silver and gold, featuring Soleil, Eclipse, and Lune designs.
- Anjelica Furniture Collection Luxury furniture line including beds, side tables, coffee tables, dining tables, credenzas, and bar cabinets.
- Carpet Collections (Carpet I & Carpet II) Axminster wool carpets designed in partnership with Designer Rugs, featuring geometric patterns suitable for residential and commercial interiors.
- Tile Collections (Cubo, Pavimento, Marmo) Tile collections including cement tiles (Cubo, Pavimento) and marble mosaic tiles (Marmo) designed in partnership with Teranova.
- Amalfi Collection Dinnerware and table accessories featuring vibrant patterns inspired by Italian design.
- Greg Natale x Serafini Furniture Collaboration Furniture collaboration featuring designs created with Serafini, including the Nastro Coffee Table with Green Onyx.
Companies that use Greg Natale
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Greg Natale technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Greg Natale partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Elliott ClarkecoreCollaboration with Elliott Clarke for the Greco-Roman fabric collection, featuring eight designs (Carrara, Cemento, Gesso, Hellenica, Impasto, Palazzo, Scala) inspired by classical architecture. Ideal for cushions and upholstery in contemporary interiors.
- PlumblinecoreExclusive collaboration with Plumbline for the Milazzo Bathware Collection, including freestanding bath and three basins inspired by minimalist lines found in Southern Italian street design.
- Designer RugscoreCarpet collection partnership with Designer Rugs, featuring two collections: Carpet I (6 wool Axminster designs in monochromes) and Carpet II (8 new designs with vibrant multi-colour combinations). All designs are commercial grade with customisation available.
- TeranovacorePartnership for the Marmo Collection featuring seven striking marble mosaic tile designs (Zucchi, Presto, Coro, Portico, Botta, Ponti, Palladio) inspired by Italian Design and Architecture. These are partner products not stocked by Greg Natale.
- SerafiniminorFurniture collaboration with Serafini, including the Nastro Coffee Table featuring Green Onyx.
- Covet CollectionminorFurniture collaboration with Covet Collection for Greg Natale x Covet House products.
- KindelminorFurniture collaboration with Kindel, Greg Natale X Kindel products.
- ShopifycoreE-commerce platform powering the online store at www.gregnatale.com, enabling direct-to-consumer sales and order management.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Greg Natale competitors and assessment
Company assessmentBroad incumbents
- Anthropologie Home: Multi-category home category under Urban Outfitters with strong bohemian/eclectic aesthetic. Overlaps in pattern-forward décor, textiles, bedding, and tabletop with global DTC and physical retail, but at lower price points and broader mass-premium positioning.
- Versace Home: Luxury fashion maison's home collection including furniture, tableware, textiles, and décor produced via licensed partners. Comparable in luxury maison DNA, co-development/partnership production model, and pattern-driven maximalist aesthetic in homewares.
- West Elm (Williams-Sonoma): Williams-Sonoma-owned mass-premium home furnishings retailer operating a global DTC platform with broad category coverage including furniture, bedding, rugs, and decor. Overlaps with Greg Natale in DTC home furnishings but at much larger scale and accessible price points, not the luxury designer-brand niche.
Direct peers
- Jonathan Adler: US-based designer-led luxury homeware brand offering bold-pattern pottery, furniture, lighting, and accessories via DTC and wholesale. Most directly comparable in designer-DTC-homewares model, mid-to-high price points, and category breadth.
- Tom Dixon: British designer-led brand producing premium furniture, lighting, and home accessories globally via DTC, trade, and hospitality channels. Comparable as founder brand extending into contract/hospitality projects, with strong materials expertise and a global multi-category catalogue.
- Pierre Yovanovitch: French luxury interior designer with eponymous furniture and object line sold DTC and through galleries. Comparable as founder-designer brand blending high-end residential interior design services with proprietary product lines at the top of the luxury market.
- House of Hackney: British maximalist-print homeware brand selling fabrics, wallpapers, furniture, and accessories DTC and through stockists. Closely comparable bold-pattern aesthetic, multi-category product range (textiles/fabrics to furniture), and direct-to-consumer plus trade positioning.
- Kelly Wearstler: Los Angeles interior designer with eponymous luxury homeware line spanning furniture, lighting, ceramics, textiles, and accessories. Same founder-brand DTC-plus-trade model, similar aesthetic signature (bold pattern, sculptural forms), same architecturally-inspired design language.
- Aerin Lauder (Aerin): Luxury lifestyle brand from Aerin Lauder offering home décor, tabletop, furniture, and entertaining products via DTC and trade. Comparable designer-name brand with premium positioning, books, interior design influence, and global e-commerce.
Others
- Designer Rugs: Australian custom rug manufacturer and partner on Greg Natale's Carpet I/II collections. Listed as a peer because they are a confirmed partner with overlapping commercial-grade Axminster carpet capability serving trade, hospitality, and residential segments in Australia and globally.
Market position
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Greg Natale social profiles
Digital presenceGreg Natale financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greg Natale leadership team
Management profileNumber of profiles
Profiles1 record
Greg Natale funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greg Natale 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 Greg Natale
What does Greg Natale do?
Greg Natale is a luxury Australian interior design and home goods brand that designs and sells a curated range of premium homewares (furniture, textiles, bedding, bathware, tiles, carpets, tableware, and decorative accessories) and provides full-service architecture and interior design for residential and commercial projects. All products are designed in-house at the Sydney studio with bold geometric patterns inspired by classical architecture, using materials such as marble, ceramic, bone china, cotton, alpaca wool, and glass. Revenue is generated through direct-to-consumer e-commerce, a flagship store, trade accounts for design professionals, wholesale to stockists, and fee-based interior design services.
Is Greg Natale a public or private company?
Greg Natale is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Greg Natale founded?
Greg Natale was founded in 2001. It employs 11 to 50 people.
Where is Greg Natale based?
Greg Natale is headquartered in Surry Hills, Sydney, Australia, in the Oceania region.
How does Greg Natale make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are interior Design Services and books and Publications.
Who are Greg Natale's main competitors?
Broad incumbents on record are Anthropologie Home, Versace Home and West Elm (Williams-Sonoma). Direct peers are Jonathan Adler, Tom Dixon, Pierre Yovanovitch, House of Hackney, Kelly Wearstler and Aerin Lauder (Aerin). Designer Rugs is listed as an others.
Does Greg Natale have an API?
No public API is recorded for Greg Natale.
What industry is Greg Natale in?
Greg Natale's product category is Luxury Home Décor & Interior Design. Its primary akta.pro industry code is CRAKAFAI, Luxury Home & Lifestyle (Tableware, Decor, Home Textiles), with a secondary code of CRAIACAB, Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays). Its NAICS code is 44912 and its SIC code is 5700.