Capstone is building momentum through two growth engines: acquisitions that expand its platform and organic growth within its existing operations. A prime example is Instone’s Aura Natural Landscapes™, where rising demand for outdoor living is translating directly into sales.
Outdoor living has moved from a design trend to a core feature of the home. Three-quarters of homebuyers now prioritize properties with outdoor spaces, and many are willing to dedicate a quarter of their renovation budgets to them.[1]
“We’ve seen significant growth in this customer segment over the past few years,” said Kevin Grotke, CEO of Instone. “Aura is very well positioned to meet that demand, with the quality, availability, and product range contractors and designers are looking for.”
Rising demand is driving investments in premium hardscaping, built-in kitchens, fire features, and multifunctional patios — many of which require durable, high-quality stone. The global natural landscape stone market is worth over $15 billion and is projected to grow more than 5 percent annually through 2033.[2]
Aura Natural Landscapes: A Growth Engine for Instone
Aura Natural Landscapes™ is Instone’s curated line of natural-stone pavers, steps, treads, pool-coping, and slabs, sourced from quarries across the U.S. and around the world. Instone’s design services team works closely with architects, designers, and consultants through every phase of a project, offering a broad range of options that help contractors and design professionals meet client goals.
So, what gives Instone a competitive edge in capturing this outdoor living demand with Aura?
Instone owns the Aura brand, giving Instone control over product design, pricing, quality, and availability across all its markets — an uncommon advantage in a fragmented industry. With a footprint spanning 31 states, that means Instone delivers consistent quality and pricing whether a contractor is sourcing stone in Boston, Chicago, or Des Moines.
For dealers, that translates into fewer sourcing headaches, more reliable timelines, and products they can’t get elsewhere. These benefits make the product stickier over time.
“We hear time and again that knowing exactly what they’ll get — in terms of quality, lead times, and support — makes it easier for customers to take on bigger projects and commit to our products,” Grotke explained. “In a market where so much is inconsistent, that reliability stands out.”
Durable Tailwinds from a High-Growth Segment
Demographic data suggests this demand growth could be long-lasting, as it’s being driven by younger homebuyers. Millennials, who make up a growing share of the market, already account for 37 percent of outdoor furniture purchases, and 76 percent plan to make additional outdoor investments in the next year.
New and soon-to-be homebuyers are likely to sustain demand for premium hardscaping materials like natural stone. That positions Aura Natural Landscapes™ to benefit from a multi-year cycle of investment, reinforced by Instone’s ability to control quality, pricing, and availability across a national distribution network.[3][4]
For more on Capstone’s organic growth, see two recent updates: Instone securing a $1 million order for Pangaea® Natural Stone in the high-growth Mountain States, and the thin brick veneer business posting 30 percent year-over-year growth.
[1] https://www.thisoldhouse.com/home-finances/outdoor-living-trends#:~:text=With%20the%20rise%20in%20popularity,to%20Brown%20Jordan%20Outdoor%20Kitchens
[2] https://www.verifiedmarketreports.com/product/natural-landscape-stone-market/#:~:text=Natural%20Landscape%20Stone%20Market%20size,5%20Billion%20by%202033
[3] https://www.grandviewresearch.com/industry-analysis/north-america-outdoor-furniture-market-report#:~:text=According%20to%20Consumer%20Buying%20Trends,Industry%20experts%20expect%20millennials%E2%80%99
[4] https://www.prnewswire.com/news-releases/do-we-adore-our-outdoor-spaces-icfa-releases-new-consumer-research-on-porch-and-patio-living-in-2025-302412470.html#:~:text=%2A%2059,their%20outdoor%20living%20space%2057