The Laptop Company

What The Laptop Company does

The Laptop Company (legal entity: THE LAPTOP COMPANY LTD) is a privately held New Zealand B2B technology reseller and managed services provider operating from Wellington with service centres in Auckland, Wellington, Christchurch, and Dunedin. Founded in 1986, the firm supplies corporate-grade laptops, tablets, desktops, workstations, meeting-room equipment, and peripherals from Apple, Dell, HP, Lenovo, Microsoft Surface, and Dynabook, alongside Chromebooks and thin clients for education and secure enterprise environments. Its core business is multi-vendor device procurement targeted at New Zealand government agencies, district health boards, financial institutions, higher-education institutions, schools, construction and engineering firms, and corporate fleet buyers.

The company's underlying technology layer is largely third-party. Its managed-services stack is built on Microsoft Intune, Jamf (Apple management), and Microsoft Autopilot for device deployment, supplemented by an in-house user-experience offering (UXx) and lifecycle programmes (RecoverMax trade-ins, TLC Renew repair and refurbishment). The firm is NZ's first local Microsoft Surface Authorised Service Provider and a Microsoft Gold Partner, and it holds HP Enterprise Partner recognition alongside SVB Group. These OEM authorisations, combined with All of Government (AoG) catalogue supplier status, form the foundation of its go-to-market rather than any proprietary platform.

Commercially, The Laptop Company earns revenue across four streams: hardware resale (transactional, thin margin), fleet leasing and 0% Surface Finance (multi-year recurring), managed services (Intune, Jamf, Autopilot, Windows 11 Migration, UXx), and procurement services (AoG catalogue access, Gateway procurement, Broader Outcomes facilitation). The primary GTM motion is enterprise field sales to government and corporate fleet buyers via direct account managers, complemented by a B2B e-commerce portal (procure.laptop.co.nz) and content-marketing solution pages targeting specific industry verticals. No public pricing is disclosed, and all fleet and government pricing requires account creation or direct enquiry.

Name

The Laptop Company

Legal name

THE LAPTOP COMPANY LTD

Website

https://laptop.co.nz

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

The Laptop Company is a New Zealand B2B technology reseller and managed services provider offering corporate hardware from Apple, Dell, HP, Lenovo, Microsoft Surface, and Dynabook, alongside fleet management, deployment, and lifecycle services for government agencies, healthcare, education, and enterprise clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Wellington

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales: Sale of laptops, tablets, desktops, workstations, and peripherals from major manufacturers including Microsoft Surface, Dell, HP, Lenovo, Apple, and Dynabook. Products available through e-commerce portal and direct sales for fleet/government buyers.
2. Fleet Leasing: Flexible ownership, finance options, and fleet pricing for corporate device fleets. Provides 0% Surface Finance options and lease arrangements for enterprise customers.
3. Managed Services: Device management services including Modern Fleet Management, Windows 11 Migration, Intune & Device Management, Autopilot & Device Deployment, Jamf for Apple Management, User Experience Management (UXx), and device repair services.
4. Procurement Services: Procurement services for government and corporate buyers, including All of Government catalogue access, Gateway procurement, and Broader Outcomes facilitation for sustainability and social impact requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

The Laptop Company is a New Zealand-based B2B reseller that supplies laptops, tablets, desktops, workstations and meeting room equipment from manufacturers such as Microsoft Surface, Dell, HP, Lenovo, Apple and Dynabook. It complements hardware sales with managed device lifecycle services including fleet management, Microsoft Autopilot deployment, Intune and Jamf device management, Windows 11 migration, user experience management (UXx), trade-in (RecoverMax) and repair/refurbishment (TLC Renew). The company primarily serves corporate, government, education and healthcare buyers through its procurement portal and direct sales.

Product overview

The Laptop Company is a New Zealand-based corporate technology reseller offering a portfolio of hardware products from multiple manufacturers combined with managed device services. Their core product portfolio includes laptops, tablets, desktop computers, workstations, and meeting room equipment from Apple, Dell, HP, Lenovo, Microsoft Surface, and Dynabook Toshiba. They complement hardware sales with managed services including Modern Fleet Management, Device Management via Intune and Jamf, Autopilot deployment, Windows 11 Migration, User Experience management (UXx), and device sustainability programs (RecoverMax trade-ins and TLC Renew repair/reuse). They serve government agencies through All of Government procurement catalogues, as well as financial sector, healthcare, higher education, construction, and local government organizations with fleet pricing and flexible leasing options.

Differentiator

Problem solved

Functional benefit

Products and services

• Apple Devices Apple MacBook, iPad and Mac devices supplied to corporate, government and fleet deal buyers. The Laptop Company is an Apple Authorised Reseller offering these devices with procurement and fleet pricing.
• Dell Devices Dell commercial laptops, desktops, monitors and workstations including the Dell Pro and Dell Pro Max lines for business environments.
• HP Devices HP commercial laptops, desktops, and workstations including HP EliteBook, HP ZBook and HP Premium+ Support offerings for corporate and government buyers.
• Lenovo Devices Lenovo commercial laptops, desktops and workstations supplied for corporate and government procurement.
• Microsoft Surface Devices Microsoft Surface laptops, tablets, and 2-in-1 devices including Surface Pro, Surface Laptop, Surface Go and Surface Hub supplied for business and government customers.
• Dynabook Toshiba Devices Dynabook laptops and ultraportable devices (formerly the Toshiba PC Division) supplied for corporate environments.
• Modern Fleet Management Managed fleet management service covering corporate device deployment and lifecycle management from factory until recycling.
• Device Management (Intune) Microsoft Intune-based device management service for Windows devices in corporate environments.
• Jamf Apple Management Apple device management using Jamf for Mac, iPad and iPhone fleet management.
• Autopilot and Device Deployment Microsoft Autopilot-based device deployment service for rapid provisioning of new Windows devices.
• Windows 11 Migration Managed migration service for Windows 11 upgrades across corporate device fleets.
• UXx User Experiences User Experience management service providing frustration-free computing for end users in corporate environments.
• RecoverMax Trade-ins Sustainable device trade-in program providing secure data handling and second-life device processing for end-of-life corporate fleets.
• TLC Renew (Fix and Re-use) Device repair and refurbishment service extending device lifecycle and reducing environmental impact for corporate customers.
• All of Government (AoG) Procurement Government procurement catalogue providing New Zealand government agencies access to approved device fleets under All of Government agreements.
• Fleet Leasing Flexible device leasing and 0% Surface Finance options for corporate and government fleet deployments.
• Meeting Room Solutions Meeting room equipment including video conferencing displays and collaboration tools, with Steelcase mobile cart options for Surface Hub deployment.
• Workspace Accessories Workspace accessories including monitors, docking stations, keyboards, mice and peripherals for corporate workstations.

Quantifiable outcome

• Reduce fleet carbon footprint with repairable Surface devices and sustainable trade-in program

Named customers1 record

Segments9 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• MicrosoftcoreTechnology or IntegrationMicrosoft Gold certified partner and multi-award-winning Surface Partner. The Laptop Company is an authorised Surface reseller and NZ's first local Surface Authorised Service Provider, offering the full range of Microsoft Surface devices, accessories, and services including deployment, management, and repairs.
• Dell TechnologiescoreChannel Partner/ Reseller/ DistributorAuthorised Dell reseller offering Dell Pro laptops, desktops, monitors, and Dell Pro Max workstations. Products include Dell Pro and Dell Pro Max brands targeting business and enterprise customers.
• HPcoreChannel Partner/ Reseller/ DistributorAuthorised HP reseller with specialisations including HP EliteBook, HP ZBook workstations, HP Ctrl Solutions, HP Premium+ Support, and HP Sustainability programs including carbon offsets. References HP Enterprise Partner of the Year recognition.
• ApplecoreChannel Partner/ Reseller/ DistributorApple Authorised Reseller for Mac devices, offering MacBook, iPad, and Mac products. Provides Apple device management through Jamf integration and Apple repairs through authorised service centre.
• LenovominorChannel Partner/ Reseller/ DistributorAuthorised Lenovo reseller offering Lenovo laptops, tablets, and accessories for corporate and government buyers.
• Dynabook (formerly Toshiba PC Division)minorChannel Partner/ Reseller/ DistributorAuthorised Dynabook reseller offering Dynabook laptops and ultraportable devices, formerly part of Toshiba PC Division.
• SVB GroupminorGTM or Marketing PartnerSVB Group referenced as HP Enterprise Partner of the Year with shared marketing and brand visibility through HP partner programmes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• SHI International: Global IT solutions provider offering multi-vendor hardware reselling alongside device lifecycle, managed, and deployment services to enterprise and public-sector customers.
• CDW Corporation: Large US/UK IT reseller providing multi-OEM hardware, software, and managed services to enterprise, government, healthcare, and education — closely comparable business model to TLC at much larger scale.
• Datacom: One of the largest Australasian IT services companies, offering device procurement, managed services, and cloud solutions to government and enterprise — directly overlapping with TLC's managed fleet and government offerings but at much greater scale.
• Ingram Micro: Global IT distributor providing hardware, software, and lifecycle services through resellers and directly to enterprise — comparable in product breadth and managed services trajectory.
• Spark New Zealand: NZ's largest telco with a substantial ICT and managed services division serving government and enterprise, competing for similar device procurement, fleet management, and managed workplace contracts.
• Insight Enterprises: Global IT solutions integrator reselling hardware and software from Microsoft, HP, Dell, Lenovo, and Apple with managed services attached — the international analogue of TLC's enterprise fleet and managed-device model.

Direct peers

• Revera: NZ-based ICT services and cloud provider serving government and enterprise, competing in managed workplace and device management alongside TLC.
• Computer Concepts (CCL): NZ-based IT reseller and managed services provider offering multi-vendor hardware procurement and workplace services to NZ businesses and government — a close functional peer.
• Softsource: NZ IT distribution and reseller business supplying enterprise hardware and software with services — overlapping with TLC's procurement and corporate/government channel.
• PB Technologies: NZ-headquartered multi-vendor IT reseller and retailer offering laptops, desktops, and peripherals from major OEMs to consumers, businesses, education, and government — overlapping core product range and target segments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheLaptopCo

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 The Laptop Company