Mico

What Mico does

Mico New Zealand Limited is a Christchurch-headquartered distributor of plumbing, bathroom, kitchen, laundry, heating, cooling, ventilation, pipelines, and safety/apparel products, operating through a nationwide network of more than 60 retail showrooms and trade-only branches spanning from Kaitaia to Invercargill. The company holds more than 70,000 SKUs across 17 product categories and serves four distinct customer segments: licensed plumbers and builders (trade), retail homeowners, commercial architects/developers/specifiers, and rural/agricultural customers. Its legal entity, Mico New Zealand Limited, is privately held with no publicly disclosed ownership, investor base, or parent company, though the privacy statement redirects to Fletcher Building's website, suggesting a potential corporate affiliation that is not formally documented in the available data.

The business is anchored by two proprietary digital platforms: the Mico Trade Portal (web) and Mico Trade App (iOS/Android), which provide trade customers with live stock visibility, personalized pricing across branches, multi-user account management, order tracking, and online invoicing. Supporting services include Mico Design (a commercial specification consultancy with a regional team of specification managers serving architects, developers, and specifiers), Trade Edge Rewards (a trade loyalty program), and Mico Van Book (a mobile inventory tool for trade professionals). Retail customers access the 3D Design Planner for bathroom visualization and can purchase online with free shipping on orders over $75; Buy Now Pay Later is offered through Zip. Revenue is generated through one-time product sales across both trade and retail channels, with no disclosed subscription, recurring, or licensing component.

Mico's operating geography is exclusively New Zealand. Financial performance, revenue, funding history, and ownership structure are not disclosed in the source data, and the only public signals of strategic activity are product platform launches, branch network coverage, and two product safety recalls (Serene Bathroom Heater in April 2024 and HPM Electresafe Powercentre in January 2025). Management visibility in the source data is limited to the Mico Design regional specification team; no CEO, CFO, or board information is disclosed.

Name

Mico

Legal name

Mico New Zealand Limited

Website

https://mico.co.nz

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Mico New Zealand Limited is a Christchurch-based distributor of plumbing, bathroom, kitchen, laundry, and HVAC products operating 60+ retail and trade branches across New Zealand, serving trade professionals, homeowners, commercial specifiers, and rural customers through showrooms and the Trade Portal/App.

Ownership category

akta.pro rank

Product category

Plumbing and Bathroom Supply Distribution

NAICS

Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

akta.pro secondary industry

Ventilation, Ducting & Air Distribution Equipment (IMAHAKAG)

Keywords

• Plumbing supply distribution
• Bathroom fixtures retail
• Trade plumbing supplies
• Kitchen laundry products
• Heating ventilation systems

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices65 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Trade: Mico sells 70,000+ plumbing, bathroom, kitchen, and laundry products to trade customers (plumbers, builders) through trade branches and the Trade Portal. Trade customers can apply for trade accounts for personalized pricing.
2. Product Sales - Retail: Retail sales of bathroom fixtures, plumbing supplies, heating/cooling equipment, and related products to homeowners through showrooms and the e-commerce website.
3. Commercial Project Services: Mico Design provides specification assistance, product procurement, competitive pricing, and technical support for commercial projects involving architects, developers, and specifiers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mico is a New Zealand-based distributor of plumbing, bathroom, kitchen, laundry, heating, cooling, ventilation, hot water, rural, water filtration, tools, safety/apparel, and pipeline products, selling more than 70,000 SKUs through 60+ branches and showrooms nationwide. The company serves trade professionals via trade branches, the Mico Trade Portal, and the Mico Trade App, and serves retail homeowners through showrooms and an e-commerce website, with specialized commercial specification support delivered by the Mico Design division.

Product overview

Mico is a New Zealand-based distributor of bathroom, plumbing, laundry, and kitchen supplies operating as a multi-channel retail and trade business. The company offers a unified platform combining physical retail showrooms across New Zealand with digital tools, including the Mico Trade Portal (web-based platform) and Mico Trade App (mobile application), which together provide trade customers access to 70,000+ products with live stock availability and personalized pricing. Supporting services include Mico Design (commercial specification consulting for architects and developers), Trade Edge Rewards (loyalty program), and Mico Van Book (mobile inventory management). The core product portfolio spans 17 major categories: Bathroom products (basins, tapware, baths, showers, toilets, vanities), Heating/Cooling/Ventilation, Kitchen, Laundry, Plumbing supplies, Hot Water Systems, Rural products, Water Filtration & Treatment, Tools & Accessories, Safety & Apparel, Trade Essentials, Rain Water & Irrigation, and Pipelines. Mico serves both retail consumers through showrooms and trade professionals through dedicated trade centers.

Differentiator

Problem solved

Functional benefit

Brands

• Mico Plumbing: Trade division offering digital tools, trade portal, trade app, and trade account services for plumbers and trade professionals.
• Mico Design

Products and services

• Mico Trade Portal Web-based digital platform for trade customers providing access to 70,000+ products with live stock availability, personalized pricing, account management, order tracking, and online invoicing.
• Mico Trade App Mobile application enabling trade customers to view orders and status, browse products with live stock, access personalized pricing across branches, manage account permissions, and retrieve invoices and statements online.
• Mico Design Commercial specification service providing specification assistance, product procurement, competitive pricing, and full technical support for architects, plumbers, developers, and specifiers managing commercial projects.
• Trade Edge Rewards Loyalty program for trade customers offering rewards and benefits for frequent purchases.
• Mico Van Book Trade resource tool for managing inventory and supplies for mobile service operations.
• Bathroom Products Comprehensive range including basins, bathroom accessories, tapware, baths, shower enclosures, shower mixers, toilets, and vanities/cabinets for residential and commercial bathrooms.
• Plumbing Products Plumbing supplies including backflow prevention, hose and tube, pipe insulation, rubber couplers, surface drainage, tapware spares, and wastes/traps/grates.
• Kitchen Products Kitchen products including boiling/chilled/filtered water systems, kitchen and laundry tapware, kitchen appliances, and kitchen sinks in various materials.
• Laundry Products Laundry products including laundry accessories, appliances (washing machines and dryers), laundry tubs and sinks, and modular laundry solutions.
• Heating, Cooling & Ventilation Products Products including air conditioning/heat pumps, bathroom heating and extraction, central heating systems, electrical heating, fans, gas heating, outdoor heating, solid fuel heating, and ventilation/ducting solutions.
• Hot Water Systems Hot water solutions including electric (instant, low pressure, mains pressure), gas (boiler, continuous flow, storage), and heat pump hot water systems with accessories and control valves.
• Rural Products Rural supplies including PE pipe and fittings, pumps, troughs, and water tanks for agricultural water management.
• Water Filtration & Treatment Water filtration products including filtration systems, under bench filtration, UV filtration, whole house filtration, and water treatment solutions.
• Tools & Accessories Professional tools including drain cleaners, hand tools, power tool accessories, power tools, specialty plumbing hand tools, and tool storage solutions.
• Safety & Apparel Safety equipment including eye protection, footwear, hand protection, head protection, hearing protection, personal safety items, respiratory protection, site safety, and workwear.
• Trade Essentials Essential trade supplies including adhesives/sealants/tape, concrete/cement/mortar, electrical consumables, and ladders/scaffolding.
• Rain Water & Irrigation Water management products including irrigation/watering systems, pumps and accessories, spouting/downpipe, and tanks/troughs.
• Pipelines Pipeline products including land drainage, manholes/chambers/catchpits, pipe and fittings, and stormwater management systems.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• ZipminorOthersZip provides Buy Now Pay Later payment option for Mico customers, allowing flexible payment terms for purchases.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Tile Warehouse: NZ tile and bathroom surface retailer with showrooms targeting design-conscious homeowners. Competes with Mico on showroom-led retail bathroom renovation projects, particularly for tiles and finishes.

Direct peers

• Reece Group: Australia and New Zealand's largest plumbing, bathroom, and HVAC distributor with a multi-branch trade and retail model. Reece operates an extensive branch network across NZ (Plumbing World branded at the time of acquisition) and is the most direct strategic comparable to Mico's distribution-plus-trade-services model.
• Plumbing World: New Zealand plumbing and bathroom supply distributor with a multi-branch network across the country. Direct competitor in trade and retail plumbing distribution, with overlapping product categories and customer segments to Mico.
• Tradelink: New Zealand-owned plumbing and bathroom specialist with showrooms and trade branches. Competes head-to-head with Mico on trade pricing, showroom experience, and commercial specification in the NZ market.
• Reece (acquired Plumbing World NZ stores): Reece Group's NZ operation, operating former Plumbing World branches and rebranded to Reece. Direct trade and retail plumbing distributor competing for the same plumbers, builders, and homeowners as Mico across New Zealand.

Broad incumbents

• Bunnings Warehouse: Wesfarmers' NZ home improvement and trade retail chain offering plumbing, bathroom, and renovation products alongside a broader DIY range. Overlaps with Mico on retail plumbing/bathroom SKUs but serves a much wider home-improvement mandate.
• Fletcher Building: NZ-listed building products and distribution conglomerate. Mico's privacy policy redirects to Fletcher Building, suggesting a corporate affiliation; Fletcher operates competing or related distribution and manufacturing across plumbing, bathroom, and HVAC categories.
• Mitre 10: NZ hardware and home improvement co-operative with member stores across the country. Stocks plumbing and bathroom supplies alongside a broad hardware range, competing for retail DIY customers and some trade wallet.

Regional players

• Corys Electrical: NZ specialist electrical and plumbing supplies distributor with a branch network across the country. Adjacent competitor for trade plumbing customers and for HVAC/ventilation product distribution overlap.
• Harvey Norman: Large-format retail franchise in NZ selling bathroom, kitchen, and laundry appliances and fixtures alongside broader home electronics. Competes on showroom-led retail experience and design consultation rather than trade distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/micobathroomspage
• LinkedInlinkedin.com/company/crane-distribution-nz-ltd
• Instagraminstagram.com/miconewzealand

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Mico