Stone & Tile Wholesale Limited

What Stone & Tile Wholesale Limited does

Stone & Tile Wholesale Limited is a New Zealand-based private tile importer and distributor operating commercially under "The Tile Company" brand, headquartered in Christchurch. The company sources ceramic and porcelain tiles exclusively from manufacturers in Spain and Italy, carrying eight branded ranges (Aparici, Baldocer, Equipe, Etile, Geotiles, Navarti, Prissmacer, and Saloni) organised by supplier, aesthetic look (cement, marble, patterned, plain, stone, timber), and installation space (bathroom, kitchen, outdoor, splashback). All tiles are marketed as ISO-certified and backed by a 10-year warranty.

The business serves two primary customer segments: residential homeowners undertaking renovations (the primary segment) and trade/commercial buyers such as architects, interior designers, builders, and developers. Distribution is through physical showroom locations in New Zealand with live stock and batching visibility across sites, complemented by a content-rich e-commerce-enabled website that supports product discovery, inquiry submission, wishlist functionality, and practical tools (tile calculator, grout calculator). Marketing is digital-first, anchored by thetilecompany.co.nz, Facebook, Instagram, and an editorial blog covering tile trends and new product launches.

The revenue model is transactional one-time product sales at quote-based pricing, with no recurring subscription or service revenue component. The company operates exclusively within New Zealand and explicitly states it cannot service supply inquiries outside the country, defining a tightly bounded single-geography market. Pricing is not publicly listed; customers are routed through retail locations or website inquiry forms to obtain quotes, and the model is positioned around expert in-store advisory support on design, installation, and tile trends.

Name

Stone & Tile Wholesale Limited

Legal name

Stone & Tile Wholesale Limited

Website

https://stoneandtile.co.nz

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Stone & Tile Wholesale Limited, trading as The Tile Company, imports and distributes European-made ceramic and porcelain tiles in New Zealand, sourcing exclusively from eight Spanish and Italian manufacturers. It sells through Christchurch showrooms and a digital storefront to residential renovators and trade professionals.

Ownership category

akta.pro rank

Product category

Ceramic and Porcelain Tile Distribution

NAICS

Brick, Stone, and Related Construction Material Merchant Wholesalers (42332), Pottery, Ceramics, and Plumbing Fixture Manufacturing (327110)

SIC

Wholesale-Furniture & Home Furnishings (5020), Pottery & Related Products (3260)

akta.pro primary industry

Tile & Stone Specialty Retail (CRAIAGAA)

akta.pro secondary industry

Ceramic, Porcelain & Natural Stone Tile Flooring (IMADAJAE)

Keywords

• Ceramic tile distribution
• Porcelain tile import
• European tile wholesale
• Floor and wall tiles
• Tile retail showroom

Headquarters

HQ city

Halswell

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Tile Product Sales: The company generates revenue through the wholesale and retail sale of ceramic and porcelain tiles sourced from European manufacturers in Spain and Italy. Revenue is derived from one-time product transactions, with no recurring revenue component. Tiles are sold through the company's own retail locations and potentially through trade accounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Stone & Tile Wholesale Limited imports and distributes 100% European-made ceramic and porcelain tiles from Spanish and Italian manufacturers (Aparici, Baldocer, Equipe, Etile, Geotiles, Navarti, Prissmacer, Saloni), selling them through its own retail showrooms and digital storefront under The Tile Company brand within New Zealand. The portfolio is organized by tile look (cement, marble, patterned, plain, stone, timber), by installation space (bathroom, kitchen, outdoor, splashback), and by floor/wall/decorator application, with all tiles backed by a 10-year guarantee and ISO-certified quality standards.

Product overview

Stone & Tile Wholesale Limited operates as The Tile Company, a tile importer and retailer in New Zealand. The company offers a portfolio of ceramic and porcelain tiles sourced from European manufacturers in Spain and Italy. The product lineup comprises eight branded tile ranges (Aparici, Baldocer, Equipe, Etile, Geotiles, Navarti, Prissmacer, and Saloni) organized by supplier origin, along with tiles categorized by aesthetic look (cement, marble, patterned, plain, stone, and timber looks) and by installation space (bathroom, kitchen, outdoor, and splashback). The company also provides supporting services including a Tile Calculator, Grout Calculator, and a 10-year product guarantee. All tiles are marketed as meeting ISO-certified quality standards and eco-friendly manufacturing practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Aparici Tile Range Spanish-made ceramic tile brand featuring the Bondi and Carpet tile collections, providing contemporary ceramic tile designs for residential and commercial bathroom, kitchen, and wall applications.
• Baldocer Tile Range Spanish-made tile range featuring Asphalt (soft ground concrete effect), Canyon (large-format stone effect), Dome (limestone-inspired), and Florence collections, sold for residential and commercial floor and wall installations.
• Equipe Tile Range Spanish-made artisan-crafted ceramic wall tile range including the Coco, Hanoi, Massimo, and Sabbia collections, offering small-format art, advanced technical designs, and elegant wall finishes for residential and commercial interiors.
• Etile Tile Range Australian-made tile range featuring the Manhattan collection of contemporary designs suited to modern interior applications, sold alongside the company's predominantly European tile portfolio.
• Geotiles Tile Range Spanish-made tile range and the company's largest primary supplier portfolio, featuring Cronos, Dalston, Haru, Hermes, Makai, Marvet, Montpellier, Roden, Tabula, and Zero series across travertine-inspired, French-pattern, and stone-effect designs for floor and wall applications.
• Navarti Tile Range Spanish-made tile range featuring the Batela collection with contemporary stone-inspired designs capturing the earthy textures of nature, sold for residential and commercial interior flooring and wall installations.
• Prissmacer Tile Range Spanish-made tile range offering the Calacatta collection of premium marble-look porcelain tiles providing luxury aesthetics with porcelain durability for residential and commercial installations.
• Saloni Tile Range Spanish-made tile range featuring the Pobles collection, providing design-led tiles intended for refined residential and commercial spaces.
• 10-Year Product Guarantee 10-year warranty program backing every Tile Company tile sold in New Zealand, providing quality assurance on durability, manufacturing, and performance for residential and commercial purchases.
• Tile Calculator Tool Online web tool hosted on the company website that helps customers calculate the number of tiles required for their project, reducing estimation errors and supporting self-serve purchase planning.
• Grout Calculator Tool Online web tool hosted on the company website that helps customers calculate the volume of grout required for their tiling installation, paired with the tile calculator to support complete project planning.

Quantifiable outcome

• 10-year warranty on all tiles sold

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• AparicicoreOthersAparici is a Spanish tile manufacturer whose products (including the Bondi and Carpet tile ranges) are imported and distributed exclusively in New Zealand by Stone & Tile Wholesale Limited. The company is listed as a key supplier brand on the company's website.
• BaldocercoreOthersBaldocer is a Spanish tile manufacturer supplying the Asphalt, Canyon, Dome, and Florence tile ranges to Stone & Tile Wholesale Limited for distribution in New Zealand. Baldocer is featured prominently in the company's product range and marketing.
• EquipecoreOthersEquipe is a Spanish tile manufacturer whose collections (Coco, Hanoi, Massimo, Sabbia) are imported and sold by Stone & Tile Wholesale Limited in New Zealand. Equipe is highlighted as a key brand, with new arrivals such as Sabbia receiving dedicated editorial coverage.
• EtileminorOthersEtile is an Australian tile manufacturer whose Manhattan range is distributed by Stone & Tile Wholesale Limited in New Zealand. Featured under the Etile brand in the company's product catalogue.
• GeotilescoreOthersGeotiles is a Spanish tile manufacturer supplying the largest range of tile series to Stone & Tile Wholesale Limited, including Cronos, Dalston, Haru, Hermes, Makai, Marvet, Montpellier, Roden, Tabula, and Zero. Geotiles is positioned as a primary supplier brand.
• NavarticoreOthersNavarti is a Spanish tile manufacturer whose Batela range is distributed by Stone & Tile Wholesale Limited in New Zealand. Batela is featured in lifestyle imagery and editorial content highlighting cement-look tiles.
• PrissmacerminorOthersPrissmacer is a Spanish tile manufacturer whose Calacatta range is distributed by Stone & Tile Wholesale Limited in New Zealand. Featured in the product catalogue under the Aparici parent grouping.
• SaloniminorOthersSaloni is a Spanish tile manufacturer whose Pobles range is distributed by Stone & Tile Wholesale Limited in New Zealand. Listed in the company's product catalogue as a supported supplier brand.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• B&Q: UK mass-market home improvement retailer carrying tiles alongside many categories; competes for DIY renovation spend but does not specialise in curated European-made tile assortments.
• Florim: Large Italian/European ceramic surface manufacturer with broad design-led portfolios; comparable as a brand-side incumbent supplier to specialty tile distributors like The Tile Company.
• Marazzi Group: One of the largest global ceramic tile manufacturers and brand owners (part of Mohawk Industries); represents the broader incumbent supplier/manufacturer side of the same value chain that The Tile Company distributes into.

Direct peers

• Tile Warehouse: New Zealand-based tile retailer operating showrooms and online channels, serving residential renovators and trade buyers with a multi-brand tile assortment — the closest direct comparator to The Tile Company within NZ.
• Topps Tiles: UK's largest specialist tile retailer with a multi-channel showroom-plus-online model selling to consumers and trade; comparable in customer segmentation, premium-brand curation, and trade-account focus.
• Floor & Decor Holdings: US specialty retailer of hard-surface flooring including tile, stone, and wood, operating large-format showrooms targeting both DIY homeowners and PRO/trade buyers — directly analogous showroom-plus-trade GTM.

Regional players

• National Tiles: Australian tile and bathroomware retailer with trade and consumer channels; comparable in tile-plus-adjacent-categories positioning, but serves a different geography.
• Beaumont Tiles: Australia's largest tile retailer with showroom-network distribution across ANZ, serving residential and trade customers; comparable business model and customer mix but operating trans-Tasman rather than within NZ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thetilecompanyNZ
• Instagraminstagram.com/thetilecompanyNZ

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 Stone & Tile Wholesale Limited