muk mat

What muk mat does

muk mat (trading entity: Burleigh Life Pty Ltd) is an Australian direct-to-consumer brand that designs, manufactures, and sells portable synthetic grass mats intended to trap sand, dirt, and grit at the entry points of caravans, camping setups, vehicles, and homes. Founded in 2017 on the Gold Coast by Suzanne Horton, the company's core product line centers on a proprietary 40mm multi-filament yarn grass blade made from PP (polypropylene) and PE (polyethylene) plastics, with a two-layer backing, waterproof web binding, UV protection, and water-resistant construction. The portfolio spans ground mats in multiple sizes, a range of caravan step mats (pull-out, portable, rounded, angled, square), bundles (most prominently the Caravan Bundle), accessories (carry bags, non-slip matting), and a custom-sizing service for unique fitments.

The business operates a hybrid omnichannel go-to-market model. Primary revenue comes from one-time hardware sales through a Shopify-powered direct-to-consumer e-commerce store at mukmat.com, supplemented by retail distribution through outdoor adventure chain Anaconda Australia-wide, a wholesale program serving registered businesses, an independent stockist network, and a Queensland warehouse pickup option. Pricing is unit-based in AUD, ranging from approximately $2.50 for small non-slip matting up to $215 for premium bundles, with bundle discounts (e.g., Caravan Bundle saves $35) and a 10% discount on purchases of two or more items. Products ship across Australia and New Zealand with worldwide shipping planned. The company is founder-owned and bootstrapped, with no disclosed venture capital, private equity, or institutional funding, and reported revenue of $10 million AUD across multiple Australian media outlets by 2023.

Name

muk mat

Legal name

Burleigh Life Pty Ltd

Website

https://mukmat.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

muk mat is an Australian direct-to-consumer brand that designs and sells portable synthetic grass mats to keep sand, dirt, and grit out of caravans, camping setups, vehicles, and homes, serving caravanning, camping, and homeowner segments across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Outdoor Floor Mats

NAICS

Carpet and Rug Mills (314110)

SIC

Carpets & Rugs (2273), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Rug & Mat Manufacturing (Entry/Anti-fatigue/Utility) (IMAOAJAD)

akta.pro secondary industry

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Synthetic grass mats
• Caravan step mats
• Camping floor mats
• Outdoor doormats
• Portable outdoor mats

Headquarters

HQ city

Burleigh Heads

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): One-time hardware sales of synthetic grass mats through direct-to-consumer Shopify e-commerce store. Products include ground mats, caravan step mats, portable step mats, and bundles. Revenue generated through individual product purchases and bundled packages with volume discounts.
2. Wholesale Distribution: Bulk sales to wholesale partners including outdoor adventure retailers like Anaconda and other stockists across Australia. Requires registered business number and proof of trading.
3. Retail Sales: Sales through physical retail locations and stockist network across Australia, including outdoor adventure retailer Anaconda Australia-wide.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

muk mat designs, manufactures, and sells portable synthetic grass mats and accessories engineered to trap sand, dirt, and grit at the entry points of caravans, camping setups, vehicles, and homes. The product range includes ground mats in multiple sizes, caravan step mats, custom-sized mats, bundles, and accessories, sold primarily direct-to-consumer through a Shopify storefront, with supplementary distribution via retail partner Anaconda and a wholesale program for registered businesses.

Product overview

muk mat is a portable synthetic grass mat brand designed to keep dirt, sand, and grit outside caravans, camping setups, cars, and homes. The product portfolio centers on customizable synthetic grass mats with a core offering of Ground Mats (available in Original, Large, Extra Large, and Square sizes) and Caravan Step Mats (including Pull-Out, Portable, Rounded Step in four sizes, Rectangle, and Angled styles). The signature Caravan Bundle combines a large ground mat with two step mats and a storage bag at a discounted price. Accessories include carry bags for transport and Non Slip Matting for safety. The company also offers custom-sized mats for unique applications. Key product features include 40mm multi-filament grass blades, two-layer backing, waterproof web binding, UV protection, and water resistance.

Differentiator

Problem solved

Functional benefit

Products and services

• muk mat Caravan Bundle Bundled package combining a large ground mat with two caravan step mats of choice and a storage bag, designed to keep sand, dirt, and grit out of caravans. From $185.00 (regular $220.00).
• muk mat Ground Mat Portable synthetic grass mat designed to remove dirt and sand from feet and shoes. Available in Original (50cm x 65cm), Large (60cm x 90cm), Extra Large (60cm x 120cm), and Square (50cm x 50cm) sizes. From $80.00.
• muk mat Pull-Out Step Mat Step mat designed for pull-out caravan steps with velcro straps for secure attachment. Size 51cm x 20cm. $70.00.
• muk mat Portable Step Mat Portable step mat with velcro straps for easy attachment to caravan steps. Size 48cm x 30cm. $75.00.
• muk mat Rounded Step Mat Rounded edge step mat for caravans available in Small, Medium, Large, and Extra Large sizes (roughly 55–60cm x 23–28cm). From $60.00.
• muk mat Square Mat Square-shaped synthetic grass mat suitable for caravans, camping, and home use. Size 50cm x 50cm.
• muk mat Angled Step Mat Step mat designed for angled caravan steps, featuring 40mm grass blades that trap sand, dirt, and grit.
• muk mat Carry Bag Storage bag for convenient transport and storage of muk mats during travel.
• Non Slip Matting Rubber anti-slip mesh matting placed under muk mats for added safety in slippery or wet areas. Available in Step Size (15cm x 45cm, $2.50) and Floor Size (45cm x 55cm, $4.00).
• Custom muk mats Custom-sized synthetic grass mats tailored to specific dimensions for unique applications.

Quantifiable outcome

• 100,000+ happy customers
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core, supporting and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform hosting the muk mat online store. Provides the technical infrastructure for the direct-to-consumer sales channel including shopping cart, payment processing, and order management.
• Google AnalyticssupportingTechnology or IntegrationAnalytics service used to understand how customers browse and interact with the website. Helps optimize the site and assess marketing campaign effectiveness.
• Facebook & Instagram (Meta)coreGTM or Marketing PartnerSocial media platforms used for retargeting advertising and behavioral marketing. Device information is used to serve targeted advertisements across these platforms.
• AnacondacoreChannel Partner/ Reseller/ DistributorMajor outdoor adventure retailer with Australia-wide store presence. Primary retail distribution partner making muk mat products available in physical stores.
• Surf Life Saving FoundationminorOthersCommunity cause supported through sponsorship and fundraising. Australia's leading authority on coastal water safety with 190,000+ members and 315 affiliated clubs.
• SurfwitchesminorOthersWomen's surf community organization registered as Boardriders Club with Surfing Queensland. Empowers women in surf community through connections, fun, and safety.
• The Real Australian DreamminorOthersTravelling family using passion for music to raise money for Make-A-Wish Australia. Hosts guitar gigs in regional caravan parks.
• Muk Mates (Content Creators)coreGTM or Marketing PartnerAmbassador program for content creators and affiliates. Participants share adventure content featuring muk mat products, providing authentic user-generated content for marketing.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Camec: Leading Australian supplier of caravan parts, accessories, and outdoor lifestyle products. Directly comparable as a caravan-focused retailer selling complementary products to the same caravanning enthusiast segment that drives muk mat's core revenue.
• Anaconda: Australia's largest outdoor and adventure retailer and muk mat's primary national distribution partner. Comparable because it sells directly overlapping product categories (camping mats, outdoor gear) and operates the same omnichannel retail model that muk mat supplements.
• Coast to Coast RV: Specialist caravan and RV accessories retailer with nationwide Australian distribution. Comparable because it sells similar entry-mat and outdoor lifestyle products for the same caravanning/RV customer base.
• Bungalow Flooring: Direct-to-consumer home mat brand offering custom and standard sized mats including synthetic grass door mats. Directly competes with muk mat's home entry mat range and shares the same online customization + DTC commerce model.

Emerging players

• BlackWolf Outdoor: Australian outdoor adventure equipment retailer selling camping and outdoor gear. Adjacent peer serving the same camping/outdoor enthusiast segment via DTC e-commerce and retail distribution.
• Mountain Designs: Australian outdoor adventure retailer. Comparable brand operating in the same caravanning and outdoor gear vertical that anchors muk mat's customer base.
• GrassWorx: Australia-focused artificial turf supplier producing decorative grass mats and similar textile-based grass products. Comparable on product material and consumer use case, though more installer-oriented than direct-to-consumer.

Regional players

• Dometic Group: Global RV and caravan accessory manufacturer supplying caravan OEMs with steps, mats, and exterior components. Comparable because it serves caravanning OEMs and aftermarket with mat and accessory lines in the US/Europe that muk mat addresses in Australia/NZ.

Broad incumbents

• Easigrass: UK/global artificial grass installation specialist. Comparable on the underlying synthetic turf technology and material science underpinning muk mat's grass blades, although sells installed landscaping rather than portable consumer mats.
• 3M Waterhog: 3M's commercial-grade Waterhog entrance mat line is the dominant institutional mat category leader worldwide. Comparable because it serves the same "keep dirt out" functional use case as muk mat's entry mats, just at commercial scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mukmatHQ
• Instagraminstagram.com/muk.mat
• LinkedInlinkedin.com/company/muk-mat

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 muk mat