GramLine®
GramLine® (Gram Engineering Pty Ltd) is an Australian manufacturer of modular steel fencing systems—privacy, pool, garden, security, lattice, and hardware—serving residential homeowners, fencing contractors, and building material distributors across Australia, New Zealand, and the UK.
- Company typePrivate
- Founded1970
- HeadquartersSmithfield, Australia
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What GramLine® does
GramLine® is the trading brand of Gram Engineering Pty Ltd, a privately held Australian manufacturer of steel fencing systems headquartered in Smithfield, NSW. Established in 1970 with the launch of its ChildGard™ pool and garden fencing line, the company has continuously manufactured and supplied fencing products for over 40 years and serves residential homeowners, commercial and industrial property owners, fencing contractors, and building material distributors. Its portfolio addresses privacy, pool-safety compliance, security, garden, retaining-wall, and decorative screening applications, with materials manufactured from Prepainted Hi-Tensile Steel sourced from BlueScope Steel and finished with its proprietary ColorSealed® coating technology.
The product architecture is modular, anchored by the SPF® Steel Privacy Fencing system, which integrates proprietary components including ZigZag® and ColorLine® infill sheets, SlimLine framing, SmartPost® framing posts, Steel Plinth™ retaining walls, and complementary gates. Adjacent product lines include ChildGard™ pool and garden fencing (engineered to exceed Australian Standard 1926-2012), SmartSlat® privacy slat systems, GramLat® 3D Lattice™ decorative screening, LockOut™ high-tensile security fencing, a floodway louvre system, a custom rail punching service for steel and aluminium up to 2.0mm thickness, and a comprehensive hardware range. GramLine offers 31 powder-coating colour options, which it describes as the largest range in the steel privacy fencing industry, supported by a 10-year perforation warranty on steel privacy fencing and a 3-year powder-coating warranty on pool and garden products.
GramLine operates a sales-led, quote-based go-to-market model with two quote paths: Supply Only (direct material pricing via phone and website) and Supply and Install (referral to recommended fencing contractors who provide on-site measurement and quoting). Distribution is multi-channel: direct consumer sales, an authorised distributor network spanning all Australian states and territories plus New Zealand and the United Kingdom, contractor referrals, and a dedicated trade portal (gramapi.com.au). Marketing is concentrated on the company's website, Facebook, YouTube, and direct phone/email, supplemented by downloadable brochures and installation guides. Revenue is generated through one-time product sales and referral-based installation services; pricing is not publicly disclosed.
GramLine® firmographics
Firmographics- Name
- GramLine®
- Legal name
- Gram Engineering Pty Ltd
- Website
- https://gram.com.au
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Short description
- GramLine® (Gram Engineering Pty Ltd) is an Australian manufacturer of modular steel fencing systems—privacy, pool, garden, security, lattice, and hardware—serving residential homeowners, fencing contractors, and building material distributors across Australia, New Zealand, and the UK.
- Ownership category
- akta.pro rank
Where GramLine® is headquartered
LocationHeadquarters
- HQ city
- Smithfield
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
GramLine® business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Fencing Products Sales: Sale of steel privacy fencing, pool fencing, garden fencing, security fencing, lattice, and hardware products to consumers and trade customers. Products include both standard and custom configurations.
- Fencing Installation Services: Referral to recommended fencing contractors for supply and installation services. Contractors provide free measurement and quote.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Supply Only |
| Unit Pricing | Pay-as-you-go | Supply and Install |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
GramLine® product offering
Product offeringCore offering
GramLine® (trading as Gram Engineering Pty Ltd) manufactures and supplies steel fencing systems across Australia, New Zealand, and the United Kingdom. Core offerings include SPF® Steel Privacy Fencing, ChildGard™ Pool and Garden Fencing, GramLat® 3D Lattice™, SmartSlat®, Steel Plinth™ retaining walls, Security Fencing & Punched Tubing, and a comprehensive hardware range, all built from Prepainted Hi-Tensile Steel with ColorSealed® coating. The company sells both supply-only product packages and supply-and-install arrangements through its contractor network.
Product overview
GramLine® is an Australian manufacturer of steel fencing solutions established over 40 years ago, offering a comprehensive portfolio of fencing products. The core product lines include SPF® Steel Privacy Fencing (a modular steel fencing system with components such as infill sheets, SlimLine framing, SmartPost® posts, and Steel Plinth™ retaining walls), Childgard™ Pool and Garden Fencing (engineered to Australian Standards for pool safety), GramLat® 3D Lattice™ decorative screening, SmartSlat® privacy systems, and Security Fencing for commercial/industrial applications. Products are manufactured using Prepainted Hi-Tensile Steel with ColorSealed® coating technology and are available in 31 powder coating colours. The company also offers custom rail punching services, a comprehensive hardware range, and installation services through a network of fencing contractors across Australia and New Zealand.
Differentiator
Problem solved
Functional benefit
Brands
- ChildGard™: Pool and garden fencing product line, engineered to exceed Australian Standard 1926 – 2012 requirements.
- GramLat® 3D Lattice™
- SteelPlinth™
- SmartSlat®
- LockOut™
- SmartPost®
- ColorLine®
- SlimLine
- Colorsealed®
Products and services
- SPF® Steel Privacy Fencing
Quantifiable outcome
- Over 2000 kilometers of ChildGard™ pool and garden fencing sold
- +3 more outcomes
Companies that use GramLine®
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
GramLine® technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
GramLine® partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
GramLine® competitors and assessment
Company assessmentDirect peers
- Lysaght: Lysaght is a BlueScope-owned brand of steel building and fencing products sold across Australia and the Asia-Pacific. It competes directly with GramLine in steel fencing using BlueScope substrate, making it the closest head-to-head comparable in the Australian market.
- COLORBOND: COLORBOND is the BlueScope prepainted steel brand widely used in Australian roofing, fencing, and cladding applications. GramLine itself manufactures from BlueScope/Colorbond substrate, and Colorbond-branded fencing systems are a direct alternative to GramLine's SPF® Steel Privacy Fencing in retail and trade channels.
- Jacksons Fencing: Jacksons Fencing is a UK-based fencing manufacturer offering timber, metal, and security fencing with a strong trade installer channel. It is directly comparable to GramLine's UK operation and provides a peer benchmark for fencing manufacturing margin and brand dynamics in the UK.
- Betafence: Betafence is a global fencing manufacturer with a broad portfolio including residential privacy, security, and industrial fencing systems. It is directly comparable to GramLine across the steel privacy and security fencing categories and provides a benchmark for internationally scaled fencing manufacturers.
- Ameristar Fence Products: Ameristar is a US-based manufacturer of ornamental steel and security fencing serving residential, commercial, and industrial segments. It is comparable to GramLine on the steel privacy and commercial security fencing categories, with similar trade contractor channel economics.
- Master Halco: Master Halco is one of North America's largest fencing distributors and manufacturers, with a broad portfolio of chain link, ornamental steel, and privacy fencing. It is comparable to GramLine on product mix and trade/distributor channel economics.
Broad incumbents
- Stratco: Stratco is a large Australian manufacturer of outdoor building products including fencing, roofing, sheds, and patio structures. It serves overlapping residential and trade customers with broader product lines, making it a broad incumbent rather than a fence-only specialist.
Regional players
- Alspec: Alspec is an Australian manufacturer and distributor of aluminum extrusions and screening products including aluminum fencing and balustrades. It serves overlapping residential and trade customers in Australia but competes in a different substrate (aluminum vs. steel).
Others
- Bunnings Warehouse: Bunnings is Australia's dominant home improvement and trade retailer, distributing fencing materials across its national store network. It is not a direct manufacturer peer but is the most important retail/distribution channel for fencing products in Australia and a key competitive context for GramLine's pricing.
- BlueScope Steel: BlueScope is GramLine's primary raw material supplier (and owner of the Lysaght and COLORBOND brands). It is included as an adjacent/ecosystem peer that directly shapes GramLine's input cost, product specification, and competitive context.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
GramLine® social profiles
Digital presenceGramLine® compliance and trust
Trust signalCompliance5 records
GramLine® financial estimates
Financial estimateRevenue estimate
Valuation estimate
GramLine® leadership team
Management profileNumber of profiles
GramLine® funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GramLine® 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 GramLine®
What does GramLine® do?
GramLine® (trading as Gram Engineering Pty Ltd) manufactures and supplies steel fencing systems across Australia, New Zealand, and the United Kingdom. Core offerings include SPF® Steel Privacy Fencing, ChildGard™ Pool and Garden Fencing, GramLat® 3D Lattice™, SmartSlat®, Steel Plinth™ retaining walls, Security Fencing & Punched Tubing, and a comprehensive hardware range, all built from Prepainted Hi-Tensile Steel with ColorSealed® coating. The company sells both supply-only product packages and supply-and-install arrangements through its contractor network.
Is GramLine® a public or private company?
GramLine® is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GramLine® founded?
GramLine® was founded in 1970.
Where is GramLine® based?
GramLine® is headquartered in Smithfield, Australia, in the Oceania region.
How does GramLine® make money?
Two revenue lines are on record. Fencing Products Sales are the primary driver. The others are fencing Installation Services.
Who are GramLine®'s main competitors?
Direct peers on record are Lysaght, COLORBOND, Jacksons Fencing, Betafence, Ameristar Fence Products and Master Halco. Stratco is listed as a broad incumbent. Alspec is listed as a regional player. Others are Bunnings Warehouse and BlueScope Steel.
Does GramLine® have an API?
No public API is recorded for GramLine®.