Hideaway Bins

What Hideaway Bins does

Hideaway Bins is a privately held, family-owned New Zealand manufacturer (Kitchen King Limited, founded 2006, headquartered in Auckland) that designs and produces concealed pull-out bins and laundry hampers for integration into residential and commercial cabinetry. Its core platform is a modular system of concealed runners, soft-close mechanisms, and removable bins spanning the Concelo premium range (featuring the patent-pending Active Lid, Clip'n'Clean system, patented Air Vent System, six-way door adjustment, and over-extension soft-close runners on German-made Häfele Matrix rails) and the mid-tier Compact/Soft Close/Deluxe ranges.

The company sells primarily through an indirect distribution model — five trade-channel partners across New Zealand (Häfele NZ, Carters, NZ Panels Group, Industry HQ, Impey's, ITM, Scooters) and Australia (Nover, Häfele Australia) — augmented by direct-to-consumer e-commerce (hideawaybins.co.nz and hideawaybins.com.au). Per-unit pricing is in the NZD 600-700 range for premium Concelo bins, with accessory and spare-parts revenue from replacement buckets, liner holders, Active Lids, and Clip'n'Clean trays. The Concelo Entro sub-line co-integrates with Blum LEGRABOX and MERIVOBOX drawer systems and supports Blum Servo drive and Grass Sensomatic electronic push-to-open hardware.

The customer base is hybrid: primary segments are residential homeowners (renovation and new-build) and trade buyers (cabinet makers, joiners, kitchen manufacturers) who specify Hideaway at install, with secondary specification pull-through from architects/interior designers (KBDI corporate partner) and commercial end-uses (office kitchens, supermarket counters, childcare facilities). Notable commercial proof points include the Concelo's 2019 Red Dot Design Award (Product Design category), the 2018 Gold Star Award for Innovative Technology at AWISA, and Global GreenTag GreenRate Level C certification. Continued product launches (CR600 four-bucket system in 2023, Compact Floor Mount in 2024, Compact range refresh in 2025) indicate ongoing investment in SKU breadth and modest, family-funded growth.

Name

Hideaway Bins

Legal name

Kitchen King Limited

Website

https://hideawaybins.co.nz

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Hideaway Bins is a New Zealand-based, family-owned manufacturer of concealed pull-out waste bins and laundry hampers for residential and commercial cabinetry, selling through trade distributors and direct e-commerce across New Zealand and Australia.

Ownership category

akta.pro rank

Product category

Concealed Waste Bins

NAICS

Showcase, Partition, Shelving, and Locker Manufacturing (337215)

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)

akta.pro primary industry

Drawer, Cabinet & Pantry Organization Retail (Dividers, Inserts, Lazy Susans) (CRAIAJAD)

akta.pro secondary industry

Storage Containers & Bins Retail (Plastic, Glass, Modular) (CRAIAJAC)

Keywords

• Concealed waste bins
• Pull-out bins
• Kitchen storage hardware
• Hidden cabinetry bins
• Concealed storage solutions

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bin and Storage Product Sales: One-time hardware sales of concealed waste bins, laundry hampers, and accessories for kitchen, bathroom, and laundry applications. Products are sold through distribution partners and direct-to-consumer e-commerce.
2. Spare Parts and Accessories: Replacement buckets, Clip'n'Clean trays, liner holders, door bracket covers, active lids, and other spare parts available for purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Hideaway Bins designs, manufactures, and sells concealed pull-out waste and recycling bin systems that integrate inside kitchen cabinetry. The company offers a tiered product portfolio — premium Concelo, mid-range Compact, soft-close, and Commercial/Deluxe variants — sold via trade distributors, cabinet makers, and direct e-commerce to homeowners across New Zealand and Australia.

Product overview

Hideaway Bins is a New Zealand family-owned manufacturer (Kitchen King Limited) offering a comprehensive portfolio of hidden waste bin and laundry hamper solutions. The product range is organised into two main tiers: the premium Concelo range (flagship, award-winning with Red Dot Design Award, featuring Active Lid and Clip'n'Clean innovations) and the mid-range Compact/Soft Close ranges (delivering quality at accessible price points), complemented by Commercial-grade Deluxe bins. Products span Kitchen, Bathroom, Laundry, and Commercial applications, with configurations ranging from single 15L buckets to quad 64L units. Key differentiators include Active Lid odour control, Clip'n'Clean easy-clean system, over-extension runners, bench-height mounting, 6-way door adjustment, and compatibility with electronic push-to-open systems from Blum and Grass. The specialist Concelo Entro line integrates Concelo technology with Blum's LEGRABOX and MERIVOBOX drawer platforms. Accessories include replacement buckets, liner holders (including colour-coded options), spare parts, and Top Mount Bracket Kits. Hideaway Bins holds GreenTag (GreenRate Level C) certification and distributes through a network of trade partners across New Zealand and Australia.

Differentiator

Problem solved

Functional benefit

Brands

• Concelo: Premium innovative hidden storage solutions product line including waste bins and laundry hampers. The Concelo range won the prestigious international Red Dot Design Award in 2019 and includes features such as Active Lid, Clip'n'Clean system, and soft-close runners.

Products and services

• Concelo Premium concealed pull-out waste and recycling bin system designed to be hidden inside kitchen cabinetry, featuring patented Active Lid, Clip'n'Clean, Air Vent System, 6-Way Adjustment, soft-close runners, and electronic push-to-open integration. Targeted at residential homeowners, architects, designers, and high-end cabinet makers across New Zealand and Australia.
• Hideaway Compact Mid-range concealed pull-out waste bin system designed to fit smaller cabinetry footprints while retaining core Hideaway Bins design quality. Targeted at residential homeowners and cabinet makers seeking a more compact or cost-effective alternative to the Concelo range.
• Soft Close runners Soft-close runner system integrated into Hideaway Bins pull-out products to provide smooth, quiet closing action using German-engineered hardware. Targeted at homeowners and cabinet makers upgrading concealed bin installations.
• Deluxe / Commercial range Commercial-grade concealed waste bin system designed for higher-capacity and more demanding commercial use cases including offices, childcare centres, and supermarkets. Targeted at commercial fit-out contractors and facility operators.
• Concelo Entro A variant within the Concelo premium concealed bin range, extending the flagship product line into additional configurations for residential and project use.

Quantifiable outcome

• Red Dot Design Award winner with 5,500 entries from 55 countries
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• HäfelecoreChannel Partner/ Reseller/ DistributorHäfele is a major distribution partner for Hideaway Bins in both New Zealand and Australia. Founded in Germany and operating for over 95 years, Häfele specializes in furniture fittings, hardware, and systems. They offer 36-page catalogues with Häfele product codes and have three fully equipped showrooms in Auckland, Wellington, and Christchurch for product display.
• CarterscoreChannel Partner/ Reseller/ DistributorCarters is a nationwide building supplies merchant and part of Carter Holt Harvey (CHH) with over 150 years serving New Zealand. They supply Hideaway Bins through their nationwide branch network for joinery projects.
• NZ Panels GroupcoreChannel Partner/ Reseller/ DistributorNZ Panels Group is the country's leading manufacturer and distributor of interior products covering pressed decor panels, benchtop surfaces, hardware, sinks and taps. They distribute Hideaway Bins nationwide through their own joinery merchant network and selected independent hardware merchants.
• Industry HQminorChannel Partner/ Reseller/ DistributorIndustry HQ (formerly Rose City Wood Panels) is a specialist supplier to the joinery trade in the lower North Island, based in Palmerston North. They are able to supply Hideaway Bins products when needed.
• NovercoreChannel Partner/ Reseller/ DistributorNover is an Australian distributor partner for Hideaway Bins, distributing products throughout Australia.
• KBDI (Kitchen and Bathroom Design Institute of New Zealand)minorStrategic or Co-development PartnerHideaway Bins is a corporate partner of the Kitchen and Bathroom Design Institute of New Zealand, connecting with design professionals in the industry.
• ArchiProminorGTM or Marketing PartnerHideaway Bins is proudly featured on ArchiPro platform in both Australia and New Zealand. ArchiPro connects homeowners with design and building professionals and best product suppliers.
• Impey'sminorChannel Partner/ Reseller/ DistributorImpey's is listed as a distribution partner for Hideaway Bins in New Zealand.
• ITMminorChannel Partner/ Reseller/ DistributorITM is listed as a distribution partner for Hideaway Bins in New Zealand.
• ScootersminorChannel Partner/ Reseller/ DistributorScooters is listed as a distribution partner for Hideaway Bins in New Zealand.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kesseböhmer: German global leader in pull-out storage and waste management solutions for kitchens, with products such as the Recylex and ArciTech bin systems. Directly comparable to Hideaway's Concelo range as a premium, design-led hidden storage specialist with international distribution and a focus on cabinet-integration engineering.
• Hailo: Specialist German manufacturer of waste separation and pull-out bin systems for kitchens, bathrooms, and commercial spaces. Closely matches Hideaway's product portfolio, premium positioning, soft-close runner focus, and ANZ/EU distribution pattern.
• Rev-A-Shelf: US-based market leader in cabinet and pantry organizational storage including pull-out waste bins, with tiered product lines similar to Hideaway's Concelo/Compact split. Strongly comparable product/market overlap in design-led cabinet-integrated storage.

Broad incumbents

• Blum: Austrian global leader in furniture fittings (hinges, drawer runners) including integrated waste bin solutions like BLUMOTION. While primarily a drawer/hinge manufacturer, Blum's integrated waste systems overlap with Hideaway's Concelo Entro and competes for cabinet specification share.
• Häfele: German-founded global furniture fittings and hardware distributor with a 95+ year history. Häfele both supplies Hideaway's Matrix runner technology and distributes competing bin and storage solutions through the same showroom network as Hideaway across NZ and Australia.
• Brabantia: Dutch household hardware and waste management brand with a broad bin portfolio including built-in and pull-out solutions. Larger, more diversified competitor addressing multiple room applications similar to Hideaway's kitchen/bathroom/laundry/commercial focus.
• Grass: Austrian manufacturer of drawer runners and Sensomatic electronic opening systems — a partner to Hideaway (compatibility layer) and a potential competitor via integrated cabinet hardware solutions that may include waste storage.

Emerging players

• Joseph Joseph: UK-based design-led brand specializing in intelligent waste management, kitchen organization, and laundry solutions. Comparable premium positioning to Hideaway's Concelo brand with strong retail and design-led consumer marketing.
• Simplehuman: US design-led consumer brand for kitchen and bathroom organization including sensor/voice-activated bins. Comparable premium price-point positioning and design-award credibility, though primarily sits inside rather than inside-cabinet.

Regional players

• Wesco: Swiss-based built-in waste, storage and kitchen organization specialist with strong European presence. Directly comparable product to Concelo at premium price points, but geographically concentrated in continental Europe with no ANZ presence.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hideawaybins
• LinkedInlinkedin.com/company/hideaway-bins

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Hideaway Bins