tyreline
Tyreline Distributors Limited is New Zealand's largest privately owned wholesale distributor of premium tyre brands, distributing Michelin, BFGoodrich, and other brands through a nationwide network of Tyreline Authorised Retailers, with additional Shell Lubricants distribution and a Michelin-accredited retread factory.
- Company typePrivate
- Founded1987
- HeadquartersHamilton, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What tyreline does
Tyreline Distributors Limited is a New Zealand-based B2B wholesale distributor of premium tyre brands, headquartered in Hamilton with warehouse operations in Auckland and Christchurch. Founded in 1987 (some sources cite 1989) by Grant and Barbara Rushbrooke as an agricultural tyre distributor operating from a Te Awamutu farm hay barn, the company has grown to become New Zealand's largest privately owned importer and distributor of premium tyre brands. The company distributes Michelin (flagship), BFGoodrich, GRI, Deestone, Warrior Tyres, TVS Eurogrip, and Infinity across passenger car, SUV, 4WD, van, truck and bus, earthmover, agricultural, and industrial categories.
Tyreline monetises primarily through wholesale hardware sales to a nationwide network of Tyreline Authorised Retailers (TARP programme), including Beaurepaires, Advantage Tyres, Tyre City, and independent retailers. A second revenue stream, professional services, comes from the Michelin-accredited retread factory — the first in Oceania to produce Michelin-branded retreads, accredited in 2011. A third stream, Shell Lubricants distribution, was added in June 2017 following a partnership with Shell. Pricing is quote-based through enquiry forms and is not publicly disclosed; retailers access promotional funds and merchandise through a dedicated TARP portal. The company maintains a related-party ownership structure with Beaurepaires under shared Rushbrooke family control (75%), with Michelin holding a 25% equity stake acquired in January 2018. The company has 11-50 employees and operates exclusively within New Zealand.
tyreline firmographics
Firmographics- Name
- tyreline
- Legal name
- Tyreline Distributors Limited
- Website
- https://tyreline.co.nz
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tyreline Distributors Limited is New Zealand's largest privately owned wholesale distributor of premium tyre brands, distributing Michelin, BFGoodrich, and other brands through a nationwide network of Tyreline Authorised Retailers, with additional Shell Lubricants distribution and a Michelin-accredited retread factory.
- Ownership category
- akta.pro rank
tyreline industry classification
Industry- Product category
- Tyre Wholesale Distribution
- NAICS
- Tire and Tube Merchant Wholesalers (42313), Tire Retreading (326212)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)
- akta.pro secondary industries
- Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB), Specialty Tires (OTR, Industrial, Agricultural, Mining, Aviation, Marine) (TLAKADAJ)
Keywords
Where tyreline is headquartered
LocationHeadquarters
- HQ city
- Hamilton
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
tyreline business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Tyre Distribution: Wholesale distribution of premium tyre brands including Michelin, BFGoodrich, GRI, Deestone, Warrior Tyres, and TVS to authorised retailers across New Zealand.
- Lubricants Distribution: Distribution of Shell Lubricants products in New Zealand following partnership announced in June 2017.
- Tyre Retreading: Michelin-accredited tyre retreading services at their factory, the first in Oceania to produce Michelin branded retreads.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
tyreline product offering
Product offeringCore offering
Tyreline is New Zealand's largest privately owned importer and wholesale distributor of premium tyre brands including Michelin, BFGoodrich, GRI, Deestone, Warrior, TVS and Infinity, supplied to a nationwide network of Tyreline Authorised Retailers. The company also distributes Shell Lubricants products across New Zealand and operates a Michelin-accredited tyre retreading factory — the first in Oceania to receive such accreditation — offering retreaded and regrooved tyres.
Product overview
Tyreline is New Zealand's largest privately owned importer and distributor of premium tyre brands, operating as a tyre distribution business rather than a technology company. The product portfolio centres on a multi-brand tyre offering including Michelin (flagship premium brand with passenger, SUV, van, light truck, truck/bus, and earthmover ranges), BFGoodrich (4WD/SUV specialist), Warrior, GRI, Deestone, TVS/Eurogrip, and Infinity. The company also operates a Michelin-accredited tyre retreading plant offering retreaded and regrooved tyres, and sells branded merchandise. The core offering is physical tyre products distributed through a nationwide network of Tyreline Authorised Retailers. No software platform, API, or AI/ML capabilities are offered.
Differentiator
Problem solved
Functional benefit
Products and services
- Michelin Tyres Premium tyre brand distributed by Tyreline across New Zealand, covering passenger car, SUV, van, light truck, truck and bus, and earthmover segments. Includes product families such as Pilot (ultra-high performance), Primacy (premium comfort), Energy (fuel efficiency), LTX (SUV/light truck), Latitude (SUV/crossover), Agilis (commercial van), X Multi Z and X Incity Z (truck/bus), and XTRA Load (earthmover).
- BFGoodrich Tyres Tyre brand distributed by Tyreline specialising in 4WD and SUV tyres, including Mud Terrain T/A KM3 for off-road conditions and Advantage T/A Sport for on-road performance.
- Infinity Tyres Tyre brand distributed by Tyreline offering a comprehensive range including PCR, high performance, ultra-high performance, 4x4/SUV, winter, van, light and heavy commercial truck, agricultural, and industrial tyres.
- Warrior Tyres Globally recognised tyre brand backed by Double Coin Tyre Group, distributed by Tyreline, offering passenger, touring, SUV, light truck, and commercial van tyres certified to DOT, ECE and INMETRO standards.
- GRI Tyres Tyre brand distributed by Tyreline in New Zealand, offering a range of tyre products across multiple vehicle and equipment segments.
- Deestone Tyres Tyre brand distributed by Tyreline focused on producing high-quality products at reasonable prices meeting international performance and quality standards.
- TVS Tyres (TVS Eurogrip) Tyre brand distributed by Tyreline offering industrial pneumatic, loader service, skid steer, tractor, farm, agro-industrial, flotation, farm and implement, and multi-purpose tyres.
- Shell Lubricants Distribution Wholesale distribution of Shell Lubricants products across New Zealand through Tyreline's authorised retailer and partner network, following Tyreline's appointment as Shell's NZ distributor in June 2017.
- Michelin-Accredited Tyre Retreading Tyre retreading service operated by Tyreline at its factory, producing Michelin-branded retreads under the first Michelin-accredited retread operation in Oceania. Retreaded tyres are positioned as safe as new tyres and capable of being driven at the same speeds.
- Michelin Regrooving Service Tyre regrooving service provided by Tyreline to extend tyre life and optimise performance across its commercial and fleet customer base.
Companies that use tyreline
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
tyreline technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
tyreline partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Shell LubricantscoreTyreline named new New Zealand distributor for Shell Lubricants in June 2017. Shell remains a major partner with sponsorships including Portergroup V8 Utes motorsport series.
- BeaurepairescoreBoth Tyreline and Beaurepaires are owned by the Rushbrooke family. Beaurepaires operates as part of the Tyreline Group with shared ownership (75% Rushbrooke family, 25% Michelin after 2018).
- Shell (Motorsport Sponsorship)minorShell Lubricants sponsors Portergroup V8 Utes racing series with co-rights to TV sponsorship. Tyreline as Shell distributor in NZ benefits from this motorsport presence.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
tyreline competitors and assessment
Company assessmentDirect peers
- Beaurepaires: New Zealand tyre retail chain co-owned by the same Rushbrooke family (75%) and Michelin (25%) following the 2018 deal. Sister company under shared Tyreline Group ownership with retail outlets that overlap Tyreline's authorised retailer customers — directly comparable as a co-owned tyre business.
- Tire Rack: US-based online tyre distributor/retailer distributing multiple premium and value brands direct to consumers via shipment-and-installation networks. Comparable to Tyreline in the multi-brand distribution model, though differing on the direct-to-consumer vs B2B-retail channel.
Regional players
- Bob Jane T-Marts: Australia's largest independent tyre retail chain, distributing multiple premium and mid-tier brands through franchise outlets. Comparable as a multi-brand tyre retailer/distributor in a neighbouring geography with similar brand stewardship and retail-network model.
- Jax Tyres: Australian franchise tyre retailer operating through a network of independently owned stores distributing multiple tyre brands. Comparable to Tyreline's authorised-retailer channel model across the Tasman.
Broad incumbents
- Kal Tire: Large North American tyre distributor and retailer operating across Canada and the US with commercial fleet, retail, and mining/OTR segments. Comparable as a multi-segment, multi-brand tyre distributor with retread capabilities.
- Continental Tyres New Zealand: NZ presence of global tyre manufacturer Continental, distributing through local dealer networks. Comparable as another global-brand-stewarded distribution channel operating in the same NZ market.
- Bridgestone New Zealand: NZ arm of global tyre manufacturer Bridgestone, distributing passenger, commercial, and agricultural tyres through a local dealer network. Comparable as a competing premium-brand distribution channel operating in the same NZ market.
Emerging players
- Blackcircles New Zealand: Online tyre retailer in New Zealand enabling customers to purchase tyres online and have them fitted at partner workshops. Operates in the same NZ market as Tyreline's authorised retailers with a partially overlapping distribution model.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
tyreline social profiles
Digital presencetyreline financial estimates
Financial estimateRevenue estimate
Valuation estimate
tyreline leadership team
Management profileNumber of profiles
Profiles2 records
tyreline funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
tyreline M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about tyreline
What does tyreline do?
Tyreline is New Zealand's largest privately owned importer and wholesale distributor of premium tyre brands including Michelin, BFGoodrich, GRI, Deestone, Warrior, TVS and Infinity, supplied to a nationwide network of Tyreline Authorised Retailers. The company also distributes Shell Lubricants products across New Zealand and operates a Michelin-accredited tyre retreading factory — the first in Oceania to receive such accreditation — offering retreaded and regrooved tyres.
Is tyreline a public or private company?
tyreline is a private company. It is classified as family owned and is currently operating.
When was tyreline founded?
tyreline was founded in 1987. It employs 11 to 50 people.
Where is tyreline based?
tyreline is headquartered in Hamilton, New Zealand, in the Oceania region.
How does tyreline make money?
Three revenue lines are on record. Tyre Distribution is the primary driver. The others are lubricants Distribution and tyre Retreading.
Who are tyreline's main competitors?
Direct peers on record are Beaurepaires and Tire Rack. Regional players are Bob Jane T-Marts and Jax Tyres. Broad incumbents are Kal Tire, Continental Tyres New Zealand and Bridgestone New Zealand. Blackcircles New Zealand is listed as an emerging player.
Does tyreline have an API?
No public API is recorded for tyreline.
What industry is tyreline in?
tyreline's product category is Tyre Wholesale Distribution. Its primary akta.pro industry code is TLAKADAH, Tire Distribution & Wholesale (Regional/Local Supply), with a secondary code of TLAKADAB, Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR). Its NAICS code is 42313 and its SIC code is 5013.