Steela
Steela designs, manufactures, and supplies premium custom architectural steel doors and windows in Australia and New Zealand, serving homeowners, architects, builders, and designers through a Paddington showroom, e-commerce quote system, and trade professional network backed by Chinese manufacturing partners.
- Company typePrivate
- Founded2021
- HeadquartersPaddington, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Steela does
Steela designs, manufactures, and supplies custom architectural steel doors and windows for the Australian and New Zealand markets, operating under the legal entity Molf Industries Pty Ltd from its flagship showroom and headquarters at 350 Oxford Street in Paddington, Sydney. The company sells a dual product offering comprising a 'Shop Styles' catalogue of over 40 pre-designed models (single doors, double doors, bifold, sliding, fixed windows, and sidelight configurations) and a fully bespoke design service for original specifications. Manufacturing is performed by partner facilities in China with 15+ years of specialist experience, while Steela handles design consultation, sales, technical documentation, and optional in-house installation in Australia.
The core technical platform is built on four Swiss steel profile systems: hot-rolled W37 and W40 solid steel (galvanised and grit-blasted), cold-rolled Slimline Tubular steel (with magnesium pre-coating), and the MTS50 thermally broken profile (cold-rolled with fibreglass thermal isolator). All products are finished with Japanese marine-grade fluorocarbon paint and use glass certified to AS/NZS 4666:2012 and AS/NZS 2208:1996, available in single, double, laminated, and low-e configurations. The company complements its core line with a proprietary hardware sub-brand, 'Steela Hardware'.
Steela monetises through quote-based one-time product sales priced by size, complexity, and specification (with tiered payment milestones ranging from 100% upfront for orders under AUD $10K to 60% deposit for orders above AUD $51K), optional installation services billed as professional services, and bespoke design consultation. Distribution combines a website quote configurator, the Paddington showroom, Australia-wide and New Zealand shipping from a Sydney warehouse, and a referral network with architects, builders, and designers. Customers span homeowners, architectural firms, builders, and luxury residential developers, with named reference projects including multi-unit Bellevue Hill and Melbourne renovations.
Steela firmographics
Firmographics- Name
- Steela
- Legal name
- Molf Industries Pty Ltd
- Website
- https://steela.com.au
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Steela designs, manufactures, and supplies premium custom architectural steel doors and windows in Australia and New Zealand, serving homeowners, architects, builders, and designers through a Paddington showroom, e-commerce quote system, and trade professional network backed by Chinese manufacturing partners.
- Ownership category
- akta.pro rank
Steela industry classification
Industry- Product category
- Architectural Steel Doors and Windows
- NAICS
- Metal Window and Door Manufacturing (332321)
- SIC
- Metal Doors, Sash, Frames, Moldings & Trim (3442)
- akta.pro primary industry
- Windows (IMADAIAC)
- akta.pro secondary industries
- Exterior Doors (IMADAIAA), Interior Doors (IMADAIAB)
Keywords
Where Steela is headquartered
LocationHeadquarters
- HQ city
- Paddington
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Steela business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Steel Windows and Doors Sales: One-time sale of custom-manufactured steel windows and doors. Products are priced based on size, complexity, and specifications. Payment structure: 100% upfront for orders under $10,000 (ex GST), 50% deposit for orders $10,001-$50,999, and 60% deposit for orders $51,000+.
- Installation Services: In-house installation service offered as an add-on to product sales. Installation pricing follows milestone structure: 70% upfront, 25% upon substantial completion, 5% after minor defects rectification.
- Bespoke Design Services: Custom design consultation and original steel door/window design creation for customers who don't find suitable styles in the standard Shop Styles collection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Orders (<$10,000 ex GST) |
| One time/ perpetual license | Multi-year contract | Mid-Range Orders ($10,001-$50,999 ex GST) |
| One time/ perpetual license | Multi-year contract | Large Orders ($51,000+ ex GST) |
| Professional services/ project-based | Multi-year contract | Installation Services |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels9 records
Steela product offering
Product offeringCore offering
Steela designs, manufactures, and supplies custom architectural steel doors and windows for Australian residential and commercial projects. The company offers a Shop Styles collection of 40+ pre-designed door and window models across categories including single doors, bifold doors, sliding doors, double doors (arched and square), doors with sidelights, and fixed windows, as well as fully bespoke custom design services for original creations. Products are built on four proprietary Swiss steel profile systems finished with Japanese marine-grade fluorocarbon paint, with the company providing in-house design consultation, manufacturing, delivery, and installation.
Product overview
Steela is a premium steel windows and doors manufacturer offering a dual approach: standardized 'Shop Styles' (pre-designed models) and fully bespoke custom designs. The core product line includes over 40 distinct steel door and window styles organized into categories: Single Doors (16 styles including Zelia, Eames, Smart, Sullivan), Arched Double Doors (15 styles including Pelli, Berkel, Foster), Square Double Doors (4 styles including Bardi, Drew), Doors with Sidelights (7 styles), Bifold Doors (3 styles including Sklarek, Dell, Stenos), Sliding Doors (3 styles including Egann, Hadid), and Fixed Windows (3 styles including Saarinen, Ponti). All products are built on four steel profile systems: W37 Swiss Solid Steel (hot rolled galvanized), W40 Swiss Solid Steel (hot rolled galvanized), Slimline Tubular Steel (cold rolled galvanized), and MTS50 Thermally Broken (cold rolled with fiberglass thermal isolator). The company offers complete in-house installation services and provides complementary hardware accessories under the 'Hardware by Steela' range.
Differentiator
Problem solved
Functional benefit
Brands
- Steela Hardware: A range of hardware products including handles, locks, and other door/window components sold independently of Steela doors and windows.
Products and services
- Single Doors (Architect Series) Collection of 16 single door styles for residential and commercial openings, offering premium steel construction with multiple glazing and finish options for homeowners, architects, builders, and designers.
- Arched Double Doors Collection of 15 arched double door styles designed for grand residential and commercial entrances, featuring steel construction with marine-grade finishes and multiple glazing configurations.
- Square Double Doors Collection of 4 square double door styles for contemporary openings, offering steel construction with a range of glazing and finish options.
- Doors with Sidelights Steel door configurations with integrated side light panels, allowing additional natural light and architectural detailing for residential and commercial entrances.
- Bifold Doors Collection of bifold door styles including Sklarek, Dell, and Stenos, designed for wide openings that maximise indoor-outdoor flow with slim steel profiles.
- Sliding Doors Collection of sliding door styles including Egann, Barbarigo, and Hadid, designed for residential and commercial openings requiring space-saving operation with slim steel profiles.
- Fixed Windows Collection of fixed window styles including Saarinen, Ponti, and Palladio, offering maximum glass area and natural light through slim steel framing for residential and commercial applications.
- Bespoke Design Service Fully custom design and engineering service for clients seeking original steel door and window designs outside the standard Shop Styles collection. Customers commission unique creations handled end-to-end by the Steela design and engineering team, targeting architects, designers, builders, and homeowners with specific design briefs.
- Hardware by Steela Separate hardware product range offered alongside Steela's steel doors and windows, providing matching ironmongery and hardware components for customers outfitting their projects.
Quantifiable outcome
- Slimmer profiles allow for larger glass areas and more natural light compared to aluminium or timber frames
- +1 more outcomes
Companies that use Steela
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Steela technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Steela partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Rumi HardwareminorRumi Hardware is referenced as a linked partner on the Steela website, suggesting a referral or collaborative relationship for hardware supplies. Their logo appears in the website navigation.
- Prosper ProjectscoreBuilder for the Bellevue Hill high-end residential project. Steela supplied 12 units of steel doors including Stenos, Bardi, Drew, and Ponti designs for this project.
- MorganBuildcoreBuilder for the Melbourne architectural renovation project (MorganBuild project). Featured Egann, Wilbraham, and Smart door styles with W20/W37 premium super slimline Swiss steel profiles in double glazing. 9 units total.
- Chinese Manufacturing FacilitiescoreManufacturing partners with over 15 years of specialist experience in producing steel windows and doors. Products are crafted by highly experienced metalworkers at these facilities.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Steela competitors and assessment
Company assessmentRegional players
- Breezway: Breezeway is an Australian louvre and window system manufacturer with strong presence in residential architectural projects. It competes for the same builder/architect specification channel but is not a direct steel window competitor.
- Aneeta Window Systems: Aneeta is an established Australian manufacturer of architectural windows and doors with a strong commercial and high-end residential presence. It overlaps with Steela in the premium window category but is broader in materials (aluminium, etc.) and not steel-specialised.
- Optimum Window Solutions: Optimum is an Australian manufacturer of premium aluminium and specialty window products targeting architectural and high-end residential projects. It overlaps with Steela on customer segment and channel but uses aluminium as primary material.
- Vivid Architectural Windows & Doors: Vivid is an Australian supplier of premium residential and architectural window and door systems, often used in higher-end homes. Comparable to Steela on customer segment and product category but not steel-focused.
- Wintec Windows & Doors: Wintec is an Australian manufacturer of premium aluminium window and door systems targeting the architectural and high-end residential market. It competes with Steela for the same builder/architect specification but is aluminium-focused.
Direct peers
- Crittall Windows: Crittall is the UK's most recognised heritage manufacturer of steel windows and doors, with a comparable premium architectural positioning and bespoke design service. It is the closest direct global analogue to Steela, serving architects, designers and high-end residential renovation markets.
- Avante Steel Windows & Doors: Avante is an Australian manufacturer of architectural steel windows and doors targeting the premium residential and commercial market. They overlap directly with Steela on product (steel doors/windows), customer base (architects, builders, homeowners), and channel (bespoke and standard offerings).
- Designed Steel Windows and Doors: Designed Steel is an Australian steel window and door fabricator offering bespoke and standard products for residential and architectural projects. It competes with Steela in the same Australian premium niche for steel-framed glazing.
Broad incumbents
- Architectural Window Systems (AWS): AWS is one of Australia's largest suppliers of aluminium and specialty window and door systems serving residential and commercial markets. It is a broader incumbent with overlapping customer base (architects, builders) but not a steel-window specialist.
Others
- Jansen Steel Window Systems: Jansen is a Swiss/European manufacturer of steel window and door profile systems that fabricators use to build finished products. It is an ecosystem supplier whose steel profiles (similar to Steela's W37/W40 Swiss steel claim) feed many premium steel window manufacturers globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Steela social profiles
Digital presenceSteela compliance and trust
Trust signalCompliance2 records
Steela financial estimates
Financial estimateRevenue estimate
Valuation estimate
Steela leadership team
Management profileNumber of profiles
Steela funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Steela 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 Steela
What does Steela do?
Steela designs, manufactures, and supplies custom architectural steel doors and windows for Australian residential and commercial projects. The company offers a Shop Styles collection of 40+ pre-designed door and window models across categories including single doors, bifold doors, sliding doors, double doors (arched and square), doors with sidelights, and fixed windows, as well as fully bespoke custom design services for original creations. Products are built on four proprietary Swiss steel profile systems finished with Japanese marine-grade fluorocarbon paint, with the company providing in-house design consultation, manufacturing, delivery, and installation.
Is Steela a public or private company?
Steela is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Steela founded?
Steela was founded in 2021. It employs 1 to 10 people.
Where is Steela based?
Steela is headquartered in Paddington, Australia, in the Oceania region.
How does Steela make money?
Three revenue lines are on record. Steel Windows and Doors Sales are the primary driver. The others are installation Services and bespoke Design Services.
Who are Steela's main competitors?
Regional players on record are Breezway, Aneeta Window Systems, Optimum Window Solutions, Vivid Architectural Windows & Doors and Wintec Windows & Doors. Direct peers are Crittall Windows, Avante Steel Windows & Doors and Designed Steel Windows and Doors. Architectural Window Systems (AWS) is listed as a broad incumbent. Jansen Steel Window Systems is listed as an others.
Does Steela have an API?
No public API is recorded for Steela.
What industry is Steela in?
Steela's product category is Architectural Steel Doors and Windows. Its primary akta.pro industry code is IMADAIAC, Windows, with a secondary code of IMADAIAA, Exterior Doors. Its NAICS code is 332321 and its SIC code is 3442.