SFA Australia and New Zealand

What SFA Australia and New Zealand does

SFA Australia and New Zealand operates as a wholly-owned regional subsidiary of SFA Group, a privately held French sanitary solutions company founded in 1958 that invented the first Sanibroyeur macerating toilet. The Australian entity, formerly known as Saniflo SFA and operating in the region for approximately 20 years, sells macerators, greywater pumps, free-standing lifting stations, and inground lifting stations that enable plumbing and wastewater drainage in locations where traditional gravity drainage is inaccessible. Its product portfolio includes the Sanicom, Sanicubic, Sanifos, Sanibest Pro, and Sanipack lines, incorporating IP68-rated waterproof motors, dual-motor redundancy systems, and a patented wireless communication float technology. Products carry Made in France labeling and have achieved up to 6-star WELS ratings for water efficiency.

The company runs a hybrid go-to-market combining direct sales to licensed plumbers with distribution through plumbing wholesalers and resellers across Australia and New Zealand. Revenue is generated primarily from hardware sales of pumping equipment, with extended warranty services providing supplementary income. Customer segments include residential homeowners, builders, and renovators (particularly granny flat and tiny home construction), commercial and hospitality venues requiring kitchens or wet areas without below-floor drainage, and trade professionals targeted through CPD-accredited courses, BIMobject specification integration, and a dedicated plumber training portal. Documented deployments include over 400 pumps at a Surat Basin mining camp, emergency shelter systems for Humanihut, and multi-storey timber buildings in Australia.

SFA Australia is operated from a single office in Chatswood, NSW, with no publicly disclosed headcount or revenue figures. The entity sits within the broader SFA Group, which has pursued acquisition-driven growth (Kinedo 1988, Zehnder Pumpen 2019, Format and Aquasystem 2020) and has opened new subsidiaries in Vietnam, India (2022), and South Korea (2023). The Australian operation has earned EcoVadis Bronze Medal recognition (2024) and is an Australian Packaging Covenant signatory (2020).

Name

SFA Australia and New Zealand

Legal name

SFA (Société Française d'Assainissement)

Website

https://saniflo.com.au

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1–10 employees

Short description

SFA Australia and New Zealand is a wholly-owned subsidiary of French sanitary group SFA, distributing macerators, greywater pumps, and lifting stations that enable plumbing installations in locations lacking traditional gravity drainage across residential, commercial, and industrial markets.

Ownership category

akta.pro rank

Product category

Wastewater Pumping Equipment

NAICS

Pump and Compressor Manufacturing (33391)

SIC

Pumps & Pumping Equipment (3561)

akta.pro primary industry

Pumps & Plumbing Pump Accessories (Sump, Sewage, Booster) (IMADALAL)

akta.pro secondary industries

Sewer Pump/Lift Stations & Wet Wells (EUANACAC), Plumbing & Utility Systems (Potable/Non-Potable Water, Sanitary, Storm, Sewage Lift) (EUAEAFAF), Pump & Compressor Packages (Skids, Booster Sets) (IMAHANAG)

Keywords

• Wastewater pumping systems
• Macerator pumps
• Lifting stations
• Greywater management
• Plumbing equipment

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sale of macerators, greywater pumps, lifting stations, and inground lifting stations along with accessories. Products are sold through distributors and directly to plumbers/installers.
2. Extended Warranty Services: Extended warranty forms available on website for product protection beyond standard warranty period.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

SFA Australia and New Zealand manufactures, markets, and distributes macerators, greywater pumps, lifting stations, and condensate pumps that allow plumbing installations in locations without access to traditional gravity drainage. The product range covers above-floor macerators for toilets and bathrooms, free-standing and inground lifting stations, shower/basin pumps, kitchen/laundry pumps, and rainwater harvesting systems for residential, commercial, and trade customers across Australia and New Zealand.

Product overview

SFA Australia and New Zealand offers a comprehensive range of macerators, greywater pumps, and lifting stations for wastewater management. The product portfolio includes macerators for toilets and bathrooms (Sanibest Pro, Saniaccess 2, Sanipack Pro Up), free-standing lifting stations (Sanicom 1, Sanicom 2, Sanicubic 1 GR, Sanicubic 2 Pro), and inground lifting stations (Sanifos 280 GR). These products enable plumbing installation in locations without access to traditional gravity drainage, serving residential, commercial, and industrial applications. The company also provides accessories including alarm systems (Sanialarm), hair traps (Sanihair), and extension rings (Sanifos 280 Extension).

Differentiator

Problem solved

Functional benefit

Products and services

• Sanicom 2 Commercial-grade lifting station designed for heavy-duty greywater handling in commercial kitchen, laundry, and workshop applications where high-temperature effluent and continuous duty are required.
• Sanicubic 1 GR Free-standing lifting station with grinder for below-floor and commercial applications, suited to installing a toilet and other fixtures in basements or extensions where gravity drainage is unavailable.
• Sanicubic 2 Pro Heavy-duty dual-motor lifting station with Pro X K3 grinder for high-traffic commercial and public installations requiring reliable wastewater evacuation below the sewer level.
• Sanifos 280 GR Inground lifting station with grinder for below-ground installation, enabling drainage of an entire household or small commercial wastewater stream when the sewer line is above the installation.
• Sanicom 1 Greywater lifting station for commercial kitchen, utility, or workshop environments requiring high-temperature effluent handling and continuous-duty pumping.
• Sanibest Pro Heavy-duty commercial macerator with Pro X K3 grinder system designed for intensive commercial bathroom use in restaurants, offices, and public buildings.
• Sanifos 280 Extension Ring Extension accessory for the Sanifos 280 inground lifting station range to increase burial depth and accommodate deeper installation requirements.

Quantifiable outcome

• 43 decibels - Sanivite operates at same noise level as average dishwasher but only runs for seconds at a time versus 1-1.5 hours for dishwasher
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tsurumi Pump: Japanese pump manufacturer with a broad wastewater and dewatering pump portfolio. Comparable to SFA in lifting station and submersible pump applications, particularly in commercial and industrial segments.
• Homa Pumpen: German manufacturer of submersible pumps and macerator/grinder systems for wastewater. Comparable to SFA as a similarly-positioned specialist focused on macerator-style grinder pumps for residential and commercial wastewater.
• Saniflo (SFA Group US/UK/EU entities): Sibling regional subsidiaries of SFA Group selling the same macerator and lifting station product lines in other geographies. Direct peer because they share product portfolio, brand DNA (Sanibroyeur), and trade specification tools, but operate in non-overlapping geographies.
• DAB Pumps: Italian pump manufacturer specializing in domestic and commercial water management, including macerators and lifting stations. Comparable to SFA as a similarly-sized specialist selling comparable product categories globally including Australia.
• Davey Water Products: Australian-established water pump and water pressure systems manufacturer with deep ANZ distribution. Comparable to SFA Australia as both sell domestic and commercial wastewater/transfer pumps through the same plumbing wholesaler channel in ANZ.

Broad incumbents

• Grundfos: Global Danish pump manufacturer with a broad portfolio spanning domestic, commercial, and industrial pumping. Comparable as it sells macerator/lifting station alternatives into the same plumbing channel, though its scale and product breadth dwarf SFA ANZ.
• Xylem: Global water technology company (Flygt, Wedeco, Bell & Gossett brands) supplying pumps for wastewater, drainage, and pressure boosting. Comparable to SFA in wastewater pumping applications, particularly commercial and municipal use cases.
• Sulzer: Swiss industrial engineering company with a strong pumps product line including wastewater and submersible pumps. Comparable to SFA in commercial/industrial lifting station and wastewater pumping applications.
• KSB: German global pump and valve manufacturer serving building services, water, and industrial markets. Comparable as a competitor in wastewater and building services pumps but at significantly larger scale and broader portfolio.

Regional players

• Reliance Worldwide Corporation: Australian-listed manufacturer and distributor of plumbing, water management, and bathroom hardware products (Reliance, SharkBite, HOLDRITE brands). Comparable to SFA ANZ as both serve the AU plumbing channel with complementary rather than directly overlapping product portfolios.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SFAAustraliaNewZealand
• Facebookfacebook.com/SanifloAU
• LinkedInlinkedin.com/company/sfaaustralianewzealand
• Instagraminstagram.com/sfaaustralia

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 SFA Australia and New Zealand