Buro Seating Ltd
- Company typePrivate
- Founded1996
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Buro Seating Ltd firmographics
Firmographics- Name
- Buro Seating Ltd
- Legal name
- Buro Seating Ltd
- Website
- https://buroseating.co.nz
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Buro Seating Ltd industry classification
Industry- Product category
- Office Furniture
- NAICS
- Office Furniture (including Fixtures) Manufacturing (3372)
- SIC
- Office Furniture (2520)
- akta.pro primary industry
- Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)
- akta.pro secondary industry
- Classroom & Student Furniture (Desks, Chairs, Tables, Storage) (EDAEAIAA)
Keywords
Where Buro Seating Ltd is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Buro Seating Ltd 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
- Office Furniture Sales: Buro Seating operates as a manufacturer and wholesaler of ergonomic office furniture, selling products through an authorized reseller network across New Zealand and Australasia. Revenue is generated from the sale of chairs, desks, tables, and related office furniture products.
- Wholesale Distribution: Buro Seating Ltd is a wholesale operation. Products are sold to resellers who then sell to end customers. Terms and conditions reference ACCO Brands general Terms & Conditions of sale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Budget home office chairs ($100-200) |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Buro Seating Ltd product offering
Product offeringCore offering
Buro Seating Ltd is a New Zealand-based manufacturer and wholesaler of ergonomic office furniture, producing task chairs, conference seating, soft seating, healthcare/aged care chairs, gaming chairs, and height-adjustable desks. The company sells its products through a nationwide authorized reseller network in New Zealand and Australia, supported by showrooms in Auckland and Christchurch. Its offering is organized under four sub-brands — Buro, Konfurb, Mondo, and Koplus — with proprietary self-adjusting seating technology (Buro Dynamic Intelligence™) as a key differentiator.
Product overview
Buro Seating Ltd is an office furniture manufacturer offering a multi-brand portfolio of ergonomic seating and workspace solutions. The core Buro brand provides ergonomic chairs with proprietary Dynamic Intelligence technology for automatic weight-based adjustment, while sub-brands Konfurb (contemporary design, sustainable materials), Mondo (affordable flat-pack options), and Koplus (modern solutions) extend the portfolio. Product range includes ergonomic desk chairs, conference seating, soft seating, healthcare/aged care chairs, school chairs, gaming chairs, height-adjustable desks, and tables. The offerings are sold through a nationwide reseller network and operate under ACCO Brands as parent company, with over 30 years of industry experience.
Differentiator
Problem solved
Functional benefit
Brands
- Konfurb: Ergonomic seating and furniture brand featuring contemporary design and dynamic functionality.
- Mondo
- Koplus
Products and services
- Buro Metro Chair
Quantifiable outcome
- Chairs with Dynamic Intelligence™ are ideal for agile workspaces where desks and chairs are used by multiple people, as they intuitively adjust to suit each person.
- +1 more outcomes
Companies that use Buro Seating Ltd
Customer profileNamed customers14 records
Segments6 records
Ideal customer profiles5 records
Buro Seating Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Buro Seating Ltd partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and flagship.
- Trees that CountminorBuro has committed to funding the planting of over 500 native trees in Aotearoa, New Zealand by end of 2022, with proceeds donated from each Mondo chair sold. Trees that Count is a New Zealand environmental charity helping Kiwis plant native trees.
- ACCO BrandsflagshipACCO Brands is the parent company of Buro Seating. Buro Seating operates as a division/brand under ACCO Brands New Zealand. The Auckland showroom contact email is [email protected] and phone is 09 633 2288. ACCO Brands New Zealand is headquartered at the same East Tāmaki location.
- Greening AustraliaminorBuro Seating is a Business Donor of Greening Australia, contributing to their not-for-profit organization and five large-scale restoration projects: Reef Aid, Tasmanian Island Ark, Great Southern Landscapes, Nature in Cities and Thriving on Country. Buro staff participate in tree planting days.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Buro Seating Ltd competitors and assessment
Company assessmentBroad incumbents
- Steelcase: World's largest office furniture manufacturer, offering ergonomic seating (e.g., Gesture, Leap) plus full workplace solutions. Competes with Buro on commercial office tenders but at vastly greater scale and global reach.
- HNI Corporation: US-listed manufacturer of office furniture (HON, Allsteel) and hearth products. Competes in the same commercial ergonomic seating category as Buro via dealer networks and is a relevant comparable for unit economics.
- MillerKnoll: Global office furniture collective (Herman Miller, Knoll, Colebrook Bosson Saunders) and parent of the Aeron and Embody chairs. Competes with Buro in the high-end ergonomic segment across Australasia via dealers and design specs.
- Haworth: Privately held global office furniture maker with ergonomic seating lines and a strong dealer network. Overlaps Buro in commercial fit-outs, particularly through Australian and NZ specification channels.
Others
- Officeworks: Wesfarmers-owned AU/NZ office supplies and furniture retailer. Functions as both a key Buro reseller channel and an adjacent competitor at the budget ergonomic chair end (e.g., Officeworks-branded task chairs).
Emerging players
- Ergocentric: Australian specialist ergonomic seating brand focused on task and executive chairs. Directly comparable in product category and target buyer (ergonomic-focused offices), though smaller scale than Buro.
Direct peers
- Humanscale: US-headquartered global leader in ergonomic task seating, with a comparable focus on self-adjusting mechanisms, physiotherapy/endorsement-driven marketing, and a B2B specification model overlapping Buro's premium Metro/Mentor offerings.
Regional players
- Workspace Commercial Furniture: Australian commercial furniture supplier offering ergonomic task seating and desking for corporate and government clients. Comparable distribution model (dealer-led) and customer profile to Buro in Australia.
- All Office: Australian commercial office furniture specialist supplying ergonomic seating, desking, and fit-out solutions. Closest head-to-head competitor in the Australian market for mid-market and enterprise seating tenders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Buro Seating Ltd social profiles
Digital presenceBuro Seating Ltd compliance and trust
Trust signalCompliance5 records
Buro Seating Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Buro Seating Ltd leadership team
Management profileNumber of profiles
Buro Seating Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Buro Seating Ltd 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 Buro Seating Ltd
What does Buro Seating Ltd do?
Buro Seating Ltd is a New Zealand-based manufacturer and wholesaler of ergonomic office furniture, producing task chairs, conference seating, soft seating, healthcare/aged care chairs, gaming chairs, and height-adjustable desks. The company sells its products through a nationwide authorized reseller network in New Zealand and Australia, supported by showrooms in Auckland and Christchurch. Its offering is organized under four sub-brands — Buro, Konfurb, Mondo, and Koplus — with proprietary self-adjusting seating technology (Buro Dynamic Intelligence™) as a key differentiator.
Is Buro Seating Ltd a public or private company?
Buro Seating Ltd is a private company. It is classified as corporate owned and is currently operating.
When was Buro Seating Ltd founded?
Buro Seating Ltd was founded in 1996. It employs 11 to 50 people.
Where is Buro Seating Ltd based?
Buro Seating Ltd is headquartered in Auckland, New Zealand, in the Oceania region.
How does Buro Seating Ltd make money?
Two revenue lines are on record. Office Furniture Sales are the primary driver. The others are wholesale Distribution.
Who are Buro Seating Ltd's main competitors?
Broad incumbents on record are Steelcase, HNI Corporation, MillerKnoll and Haworth. Officeworks is listed as an others. Ergocentric is listed as an emerging player. Humanscale is listed as a direct peer. Regional players are Workspace Commercial Furniture and All Office.
Does Buro Seating Ltd have an API?
No public API is recorded for Buro Seating Ltd.
What industry is Buro Seating Ltd in?
Buro Seating Ltd's product category is Office Furniture. Its primary akta.pro industry code is CRAIAAAD, Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage), with a secondary code of EDAEAIAA, Classroom & Student Furniture (Desks, Chairs, Tables, Storage). Its NAICS code is 3372 and its SIC code is 2520.