St Michel Industries Limited

What St Michel Industries Limited does

St Michel Industries Limited is a New Zealand-based designer and manufacturer of premium bathroom and laundry furniture, founded in 1987 and family-owned for 39 years. Its product portfolio centers on vanity units (City Lite, City 35, City Collection, Ivy, Misura, Loft, Savoy, London), complemented by mirror cabinets (Sola, Solo Simple), LED lighting (Dusk till Dawn, Daylight), Soul-branded tapware, and laundry cabinets. Manufacturing occurs in West Auckland, with proprietary technologies including AquaEdge® water-resistant edging, Cherry Pie® solid-surface material, DuraPlex® storage composite, and Durashell® cabinet finish, paired with German Hettich softclose hardware across all vanities.

The company operates a wholesale and channel-driven distribution model, selling finished goods through plumbing merchants and retail stores across New Zealand, supplemented by a single Auckland showroom and a website with product catalog, configurator, wishlist, and store locator functionality. Pricing is per-unit, with vanities ranging from approximately $948 to $3,215, tapware from $145 to $644, and mirrors from $98 to $318. The customer base is predominantly residential homeowners renovating bathrooms or laundries, with secondary demand from new home builders and commercial properties (hospitality, rentals). Marketing is conducted through Facebook, Instagram, and Pinterest, plus downloadable brochures and designer-led inspiration content.

Revenue is generated entirely through one-time product sales across the bathroom and laundry furniture categories. The company holds four registered trademarks (AquaEdge®, Cherry Pie®, DuraPlex®, Durashell®), maintains Toitū Enviro-Mark Gold environmental certification, and partners with Hettich (hardware) and Architectural Designer Products (Soul tapware). No financial data, headcount, or export activity is disclosed; the company operates exclusively within New Zealand.

Name

St Michel Industries Limited

Legal name

St Michel Industries Limited

Website

https://stmichel.co.nz

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

St Michel Industries Limited is a New Zealand family-owned manufacturer of premium bathroom and laundry furniture, founded in 1987 and based in West Auckland. It designs and produces vanities, tapware, mirrors, and lighting using proprietary materials like AquaEdge® and Cherry Pie®, distributed through plumbing merchants across New Zealand.

Ownership category

akta.pro rank

Product category

Bathroom Furniture Manufacturing

SIC

Miscellaneous Furniture & Fixtures (2590), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB)

Keywords

• Bathroom furniture manufacturing
• Vanity units design
• Laundry cabinets solutions
• Bathroom tapware collections
• NZ made furniture

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, Infrastructure

Revenue model

1. Bathroom Furniture Sales: Revenue generated from the sale of vanities, basins, mirrors, cabinets, and related bathroom furniture. Products are sold as finished goods with various configuration options.
2. Tapware and Accessories: Sale of Soul tapware range including basin mixers, wall taps, handshowers, and related bathroom accessories available in multiple finishes.
3. Laundry Furniture: Sale of laundry cabinet solutions including Mako Easy-Plumb laundry furniture.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

St Michel Industries Limited designs and manufactures premium bathroom and laundry furniture in West Auckland, New Zealand. The company sells vanities, basins, mirrors, mirror cabinets, tapware, storage solutions, LED lighting, and laundry cabinetry through plumbing merchants, retail stores, and an Auckland showroom under proprietary brands including City Lite, City 35, Ivy, Misura, Loft, Savoy, London, Soul, Sola, and Solo Simple. Products feature proprietary technologies such as AquaEdge®, Cherry Pie® solid-surface, and German Hettich softclose hardware.

Product overview

St Michel Industries Limited is a New Zealand manufacturer of premium bathroom and laundry furniture. The product portfolio centers on vanity units (City Lite, City 35, City Collection, Ivy, Misura, Loft, Savoy, London), complemented by matching mirror cabinets and mirrors (Sola LED, Solo Simple), bathroom lighting (Dusk till Dawn, Daylight LED), tapware (Soul collection), and laundry solutions. The company also manufactures storage towers (City Tower) and offers complementary basins. Key proprietary technologies include Aqua Edge® water-resistant edging and Cherry Pie® solid-surface benchtops. Products feature German Hettich hardware throughout and are distributed through plumbing stores nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• AquaEdge: Water resistant edging technology for furniture protection

Products and services

• City Lite Range Vanity range in the Essentials Collection featuring simplified design selections with console basins for everyday living. Includes Wall, Maxi Wall, and Floor configurations in various widths, with prices ranging from $948 to $3,215.
• City 35 Vanity Ultra-slim bathroom console vanity with 350mm basin top depth, designed for maximum functionality in small or awkward spaces such as ensuites and powder rooms. Prices range from $1,354 to $2,478.
• City Collection Design Collection featuring City 46 and City 50 vanities with Design Blends allowing over 300 colour combinations through mix-and-match cabinet and panel colours with accent strips.
• City Tower Storage Vertical storage towers available in medium (1400) and tall (1740) sizes, featuring door-mounted mirrors, glass shelves, softclose hardware, and optional hidden waste bin. Prices range from $1,207 to $1,556. Features DuraPlex® material for durability and moisture resistance.
• Ivy Vanities Bathroom vanity range featuring classic design, now available in new colours including Velvet and Timberland finishes.
• Misura Vanities Sleek contemporary vanity range with refined design for modern living. Available in 46 and 50 variants with benchtop and console configurations.
• Loft Vanities Decorative vanity design featuring new 12mm Cherry Pie® benchtop option. Available in 50 variant with benchtop configuration.
• Savoy Vanities Premium vanity collection featuring effortless style and crafted design, includes benchtop and console configurations.
• London Collection Bathroom furniture collection delivering a blend of modern and traditional elements with optional push-to-open technology, featuring Cherry Pie® premium solid surface bench and matte basin.
• Sola Frontlit LED Mirror LED mirror with frontlit illumination for bathroom lighting, transforming daily routines with perfect light.
• Solo Simple Mirror Simple elegant mirror with optional LED panels, demister, and copper-free shatterproof technology. Available in sizes from 400mm to 1400mm width, with prices ranging from $98 to $318.
• Daylight LED Lights LED cabinet and wall lights replicating natural daylight for makeup application, up to 80% more efficient than traditional lighting with 25-year expected lifespan.
• Soul Tapware Premium bathroom tapware collection including basin mixers, wall taps, wall mixers, and handshowers available in five colours (Chrome, Brushed Brass, Brushed Copper, Brushed Nickel, Matte Black). Prices range from $145 to $644. Created exclusively for St Michel by Australian partner Architectural Designer Products.
• Laundry Cabinets Laundry furniture and storage solutions bringing modern edge to the laundry with easy-plumb configurations. Includes Mako Easy-Plumb laundry furniture.
• Basins Ceramic and mineral cast basins including Rubik ceramic basins and Cleo mineral cast basins in various finishes (Matte, Gloss) to complement vanity ranges.
• Dusk till Dawn LED Lighting Range LED lighting range for bathrooms featuring ambient strip lighting, mirror lighting, and drawer lighting options designed for use between sunset and sunrise.

Quantifiable outcome

• Energy efficient LED lighting uses up to 80% less energy than traditional lighting with 25-year expected lifespan
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• HettichcoreTechnology or IntegrationGerman hardware manufacturer providing softclose drawer and hinge systems used standard on all St Michel vanities. Hettich products come with a lifetime warranty, representing a core quality component of St Michel furniture.
• Architectural Designer ProductscoreTechnology or IntegrationAustralian bathroom furniture producer that created the Soul tapware range exclusively for St Michel. Soul tapware includes basin mixers, wall taps, and handshowers available in multiple finishes including Chrome, Brushed Brass, Brushed Copper, Brushed Nickel, and Matte Black.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Architectural Designer Products (ADP): ADP is the Australian bathroom furniture manufacturer that produces St Michel's Soul tapware range under a co-branded partnership. ADP designs and supplies its own bathroom furniture and tapware across Australia/NZ, making it both a partner and a direct competitor in the same Trans-Tasman premium bathroom category.
• Progetto: Progetto is a New Zealand/Australian bathroom brand offering vanities, basins, tapware, and showers distributed through plumbing merchants. It directly overlaps St Michel's product mix (vanities, basins, tapware) and target channel (plumbing retailers) in the same Trans-Tasman market.
• Methven: Methven is a long-established New Zealand shower, tapware, and bathroom fittings brand (now owned by GWA Group). It is the closest NZ-headquartered comparable to St Michel — serving the same plumbing-merchant channel and overlapping on tapware, where St Michel's Soul range competes directly.
• Newtech: Newtech is a New Zealand bathroom solutions brand and wholesaler offering vanities, showers, baths, and tapware. It competes head-to-head with St Michel for plumbing-merchant shelf space and shares the same residential renovation and new-build customer segments.
• Studio 006: Studio 006 is a New Zealand bathroom brand offering vanities, mirror cabinets, basins, and tapware with a similar premium positioning. It targets the same residential homeowner segment and sells through overlapping NZ retail channels, making it a focused same-market competitor.

Broad incumbents

• Toto: Toto is a Japanese global premium bathroom brand known for high-end toilets, washlets, and bathroom fittings. While not focused on NZ-made furniture, Toto competes for the same premium residential and hospitality customers and sells through overlapping NZ plumbing channels.
• Duravit: Duravit is a German premium bathroom furniture and ceramics manufacturer. Like St Michel, Duravit emphasizes German engineering and design-led vanities, but operates globally with a much wider product portfolio — competing for premium-segment bathroom renovation projects in NZ.
• IKEA: IKEA operates in NZ and offers mass-market bathroom vanities, storage, and accessories at lower price points. While not a direct premium competitor, IKEA competes for budget-conscious renovation customers who might otherwise consider St Michel's entry-level ranges (City Lite at $948+).
• Caroma: Caroma is Australia's largest bathroom brand (part of GWA Group) and a dominant Trans-Tasman incumbent offering toilets, basins, tapware, baths, and showers. While broader in scope than St Michel and not specializing in furniture, Caroma is the default alternative for NZ consumers and competes for the same plumbing-merchant and builder relationships.
• Kohler: Kohler is a global premium bathroom and kitchen brand with significant NZ distribution. It competes with St Michel on premium vanities and bathroom fittings through plumbing merchants and design channels, but at a far broader global scale across many product categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/stmichel.nz
• Instagraminstagram.com/stmichel.nz
• Pinterestpinterest.nz/stmichelbathroomware
• LinkedInlinkedin.com/company/st-michel-industries-ltd

Compliance1 record

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 St Michel Industries Limited