What Howick does

Howick Ltd is a New Zealand-based, family-owned designer and manufacturer of precision light gauge steel (LGS) roll-forming machines, founded in 1978 in east Auckland by Keith and Bruce Coubray and now led by the second generation (Nick Coubray as CEO, Hamish Coubray as Director). All machines are designed, engineered, and assembled at the company's 117 Vincent Street, Howick, Auckland facility, and are sold to developers, builders, and offsite construction companies in 75–80+ countries across North America, Australasia, Europe, Africa, and South America. The product portfolio spans the FRAMA series (3200, 4200, 5600, 6800, 7600, 7800) for frames, trusses, panels and floor joists, the X-TENDA 3600 telescopic framing system, the X-CALIBR structural framing system, the SPEEDFLOOR composite floor system, plus mobile factories, custom trailers, coil loaders, and complementary software (Panel Software, Machine Control, File Converter).

Underlying technology centres on roll-forming coiled steel into framing components at ±0.5mm accuracy, driven by an open-language CSV control system that accepts output from major CAD/BIM platforms (Autodesk, Strucsoft, Tekla, Vertex, FrameBuilder-MRD, Dynamo, StudFinder) with no per-machine software licensing fees or meterage royalties. Howick sells machines outright as capital equipment (one-time purchase) with a 100% Money Back Guarantee, generating revenue predominantly from hardware sales of new machines plus custom one-off builds, add-ons, and spares/service. Distribution combines direct field sales through regional managers with regional distributors in France and the CIS/Baltic States, supported by a UK technical support office and the STEEL HORIZONS international thought-leadership event series. Customer segments are horizontal across modular, residential, commercial, and rapid-build construction, with named enterprise adopters including Capsule, M3 Components, CPAC Modular, Wernick Buildings, Queensland Steel House Frames, and Uniplan Group; group subsidiaries (Rollforming Services Ltd, Central Steel Framing) provide in-house contract framing and an LGS solution pipeline for the New Zealand market.

Name

Howick

Legal name

Howick Ltd

Website

https://howickltd.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Howick Ltd designs and manufactures precision light gauge steel roll-forming machines in Auckland, New Zealand, selling FRAMA-series equipment, X-TENDA telescopic framing, and X-CALIBR structural systems to developers, builders, and modular construction companies across 75–80+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales (Roll-Forming Machines): Howick manufactures and sells precision roll-forming machines for light gauge steel construction. Machines are sold outright — customers own the equipment fully with no software lock-ins or meterage fees. Revenue comes from the initial capital sale of machines and optional configurations including decoilers, coil loaders, and mobile factory units.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Howick designs, engineers, builds and assembles precision light gauge steel roll-forming machines (FRAMA series, X-TENDA 3600) at its Auckland facility, plus complementary equipment, sub-brand structural systems (SPEEDFLOOR, X-CALIBR), and dedicated software that convert coiled steel into CAD-accurate framing components for construction. Machines are sold outright as capital equipment to developers, builders and offsite/modular construction companies, with no meterage or licensing fees.

Product overview

Howick is a precision light steel roll-forming technology company offering a comprehensive portfolio of manufacturing machines and software. The core product line includes the FRAMA series (3200, 4200, 5600, 6800, 7600, 7800) - dedicated and multi-purpose roll-forming machines for frames, trusses, panels, and floor joists - plus the X-TENDA 3600 for telescopic interior framing. Complementary products include mobile factories, custom trailers, coil-loading systems, and the TH200 tophat batten machine. Specialty brand products include SPEEDFLOOR composite flooring systems and X-CALIBR structural framing systems. Software offerings include Howick Panel Software, FRAMA Machine Control Software, and Howick File Converter for design-to-fabrication workflows. All machines feature open language control systems accepting CSV input files for compatibility with major CAD platforms including Autodesk, Tekla, Strucsoft, and Vertex.

Differentiator

Problem solved

Functional benefit

Brands

• SPEEDFLOOR: A revolutionary, roll-formed steel joist and concrete/steel composite floor system providing rapid deployment and superior spanning for demanding flooring projects.
• X-TENDA 3600
• X-CALIBR
• TIPABIN
• FRAMA

Products and services

• FRAMA 3200 The FRAMA 3200 is a dedicated frame and truss component manufacturing machine that produces up to 900m/hr of framing at a gauge range of 0.75 to 1.15mm (22 to 18 gauge), designed for residential and commercial light gauge steel framing applications.
• FRAMA 4200 The FRAMA 4200 is a dedicated truss machine using unique innovative rivet jointing technology to produce lightweight, cost-effective truss solutions with superior strength compared to screws, production rate up to 700m/hr and gauge range of 0.75 to 0.95mm (22 to 20 gauge).
• FRAMA 5600 The FRAMA 5600 is designed for manufacturing heavier and wider sectioned frame and trusses, forming material up to 1.6mm (16 gauge) thickness with production up to 800m/hr and gauge range of 0.95 to 1.55mm (20 to 16 gauge).
• FRAMA 6800 The FRAMA 6800 is a dedicated floor joist cassette manufacturing machine with increased production capacity and improved installation efficiency over standard lattice flooring systems, featuring a unique swaged service hole for ducting and plumbing, gauge range of 2.0 to 2.5mm (14 to 13 gauge), producing up to 600m/hr of floor joists.
• FRAMA 7600 The FRAMA 7600 is a convertible profile frame and truss system with ultimate flexibility, convertible to up to 5 different framing sizes for a range of construction needs, with gauge range of 0.95 to 1.55mm (20 to 16 gauge) and production speed up to 800m/hr.
• FRAMA 7800 The FRAMA 7800 is the heavy-duty multi-profile floor joist fabrication system, convertible for up to 5 floor joist profile widths (150 to 350mm) with gauge range of 1.85 to 2.5mm (16 to 13 gauge), producing up to 750m/hr.
• X-TENDA 3600 The X-TENDA 3600 is a breakthrough steel roll-forming system that manufactures telescopic framing for interior walls, ceilings and more, solving the challenge of framing uneven internal spaces by producing extendable panels that can be compressed for transport and expanded for precise fit, saving 50% or more on installation time for interior framing.
• Custom Built Roll-Forming Machines Custom one-off roll-forming machines and systems developed to meet specific customer product requirements, including examples such as the Gallagher Kiwitar post former, Staplelock fence post, window well former, brick tie machine, pallet racking system, cable ladder rollformer, and the Speedfloor composite flooring system.
• Dedicated Coil-Loading System A coil loading system designed to make changing coils quicker and easier, available in 1.5t and 3.0t de-coiler configurations, reducing coil change time from 15 minutes to 3 minutes and increasing production by 5% over a 7-hour shift.
• TIPABIN TIPABIN is a bin system for effortless manufacturing waste disposal. Operators load TIPABIN onto a forklift, then lift, tip and return the bin without leaving the seat. It is sold as a separate Howick sub-brand product line.
• TH200 Tophat Batten Machine The TH200 Tophat Batten Machine produces a tophat batten up to 0.75mm (24 gauge) thickness with a specially developed profile for material efficiency featuring a screw location groove and rolled safety edge, at a production rate of 1,500m/hour.
• FRAMA Mobile Factory A mobile factory option available for all Howick frame and truss machines, used for remote sites and disaster relief, available in 20' unit for FRAMA 3200 or 40' unit for larger machines, capable of rolling a 40-square metre structure in 1.5 hours ready for assembly.
• FRAMA Custom Trailer A trailer setup allowing the FRAMA 3200 to be towed to work sites, enabling commercial interiors, housing in remote locations, sheds and specialist applications with reduced transport costs and just-in-time framing capability.
• SPEEDFLOOR SPEEDFLOOR is a revolutionary roll-formed steel joist and concrete/steel composite floor system providing rapid deployment and superior spanning for demanding flooring projects, available through speedfloor.co.nz.
• X-CALIBR X-CALIBR is a roll-formed structural system that can be configured as portal framing, purlins, girts, columns and rafters to frame mid to large-span projects faster and more cost-effectively than traditional heavy steel support systems.
• Howick Panel Software Howick Panel Software is a CAD software tool for designing light gauge steel framing panels and components that integrate with Howick roll-forming machines.
• FRAMA Machine Control Software FRAMA Machine Control Software is the machine control software for operating FRAMA roll-forming machines, using the open language CSV format for file input without licensing fees or royalties.
• Howick File Converter The Howick File Converter is a software utility for converting design files to the CSV format required by Howick roll-forming machines.

Named customers20 records

Segments6 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• AutodeskcoreTechnology or IntegrationHowick machines are compatible with Autodesk CAD platforms. In 2016, Howick partnered with Autodesk Buildspace to provide a FRAMA 3200 for their Boston facility. Autodesk is listed as a key software partner with open language control systems allowing customers to use partnered CAD software without licence fees.
• StrucsoftcoreTechnology or IntegrationListed as a key software partner. Howick machines are compatible with Strucsoft CAD framing software platforms, allowing customers to use the software of their choice.
• TeklacoreTechnology or IntegrationListed as a key software partner. Howick machines are compatible with Tekla CAD software, enabling seamless digital-to-physical workflows from design to fabrication.
• VertexcoreTechnology or IntegrationListed as a key software partner. Howick machines work with Vertex CAD software. Featured in project showcase with UBC BIM Services & Vertex BD for the Young Residence project in Arizona.
• FrameBuilder-MRDcoreTechnology or IntegrationListed as a key software partner. Howick machines are compatible with FrameBuilder-MRD CAD framing software.
• DynamocoreTechnology or IntegrationListed as a key software partner. Howick machines are compatible with Dynamo BIM software platform.
• StudFindercoreTechnology or IntegrationListed as a key software partner. Howick machines are compatible with StudFinder software platform.
• University of AucklandminorStrategic or Co-development PartnerHowick collaborates with the University of Auckland for testing and validation of products. Uses university facilities alongside its own testing facilities to conduct rigorous product testing including advanced Finite Element Method (FEM) analysis and complex computer simulations.
• University of WaikatominorStrategic or Co-development PartnerHowick collaborates with the University of Waikato for product testing and development. Works alongside University of Auckland and internal testing facilities for comprehensive product validation.
• SpeedfloorcoreTechnology or IntegrationSpeedfloor is a Howick-developed product brand — a revolutionary roll-formed steel joist and concrete/steel composite floor system. Speedfloor partnership was secured with a major Indian manufacturer in 2012. Available through speedfloor.co.nz. Speedfloor was the first product developed by Howick for roll-forming steel flooring components.
• Central Steel FramingcoreStrategic or Co-development PartnerSister company within the Howick Group that brings light gauge steel framing benefits to consumer, residential and primary industry markets in New Zealand. Central Steel Framing developed X-CALIBR in partnership with Howick. The company uses Howick framing automation and CAD technology to custom make and assemble framing to specifications.
• Rollforming Services LtdcoreStrategic or Co-development PartnerPart of the Howick Group, Rollforming Services provides contract LGS roll-forming for the New Zealand construction industry using Howick technology. Offers complete design, manufacture and supply service for customers who do not require an in-house roll-forming solution.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• FRAMECAD: FRAMECAD is the most direct competitor to Howick, designing and manufacturing end-to-end light gauge steel roll-forming machines, design software, and framing systems for residential and commercial construction. Headquartered in New Zealand, it competes head-to-head in the same product category, customer base, and global geographies as Howick.
• Scottsdale Construction Systems: Scottsdale is a leading manufacturer of light gauge steel roll-forming equipment and framing systems, serving modular, residential, and commercial builders globally. It offers a comparable range of cold-formed steel framing machines and competes directly with Howick's FRAMA series.

Broad incumbents

• Bradbury Group: Bradbury Group is a long-standing UK-based manufacturer of roll-forming equipment, metal processing lines, and structural steel machinery. It is a broader industrial incumbent whose roll-forming product line overlaps with Howick's light gauge steel framing machines.
• Voortman Steel Machinery: Voortman is a well-established Dutch manufacturer of steel processing and fabrication machinery, including roll-forming, plate processing, and structural steel equipment. It serves a broader industrial customer base but overlaps with Howick in the roll-forming and light steel framing machinery category.
• Saint-Gobain (Light Steel Framing): Saint-Gobain is a global building products major with an increasing focus on light steel framing solutions for sustainable construction. While not a direct machinery competitor, it represents a major downstream player shaping demand for LGS roll-forming equipment like Howick's.
• Andritz (Metal Forming): Andritz is a large global industrial group with metal forming equipment capabilities including roll-forming and processing lines for steel products. While serving broader industrial markets, its metal forming technology is comparable to Howick's roll-forming machinery for steel construction components.

Regional players

• EPACK Prefab: EPACK Prefab is an Indian manufacturer of prefabricated and modular building solutions using light gauge steel framing, and was the partner secured for the Speedfloor system in 2012. It represents a regional roll-forming and prefab competitor with growing exposure in South Asian markets where Howick also operates.
• SmartLintel (Ayrshire Group): SmartLintel is an Australian-based light gauge steel framing systems provider that uses roll-forming technology to deliver framing solutions for residential and commercial construction. It is a regional peer operating in a key Howick market (Australia) with comparable product offerings.

Emerging players

• Knauf Industries: Knauf is a global building materials group with a growing presence in light steel frame systems and modular construction. It represents an emerging channel competitor and potential customer for roll-forming equipment in the LGS construction value chain.

Others

• Speedfloor (subsidiary brand): Speedfloor is a roll-formed steel joist and composite floor system developed by Howick itself and operating as a sub-brand via speedfloor.co.nz. It is included as a related ecosystem entity illustrating Howick's own product diversification into structural flooring components.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/howickltd
• YouTubeyoutube.com/user/HowickLimited
• Facebookfacebook.com/Howickltd
• LinkedInlinkedin.com/company/howick-ltd
• Instagraminstagram.com/howickltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries2 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 Howick