Webbline

What Webbline does

Webbline Agriculture Limited is a New Zealand-based importer and distributor of premium agricultural and construction machinery, operating continuously since 1963 from its headquarters in Rukuhia/Hamilton in the Waikato region. The company holds exclusive New Zealand distribution rights for several international equipment manufacturers — BvL (Germany) for feed mixer wagons and dairy feeding systems, Dieci (Italy) for telehandlers, SIP (Slovenia) for grass harvesting machinery, Goweil (Austria) for balers and wrappers, Bergmann (Germany) for loader wagons and muck spreaders, and Herron (New Zealand) for trailers — alongside complementary consumables lines from Barbier (France) and Mima Films (Ireland/Belgium). Its product surface spans feedout equipment (BvL mixer wagons in 6.5m³ to 46m³ capacities with twin augers and integrated scales), telehandlers (Dieci Agri Max, Agri Plus, Agri Star, Agri Farmer, Mini Agri, and Agri Pivot lines, 2.5–7.5 tonne lift capacities, with the new HVT-1 hydrostatic-mechanical transmission), grass harvesting equipment (SIP Silvercut disc mowers with Disc Drive Safety System, mower conditioners, tedders, swathers), Goweil round balers and Kombi baler-wrappers, Herron and Bergmann trailers, and Giltrap effluent equipment, supported by proprietary attachments including BvL's patented V-LOAD double-blade silage block cutter.

The business operates a multi-channel go-to-market combining direct field sales with dedicated product specialists per category (e.g., Tim Currie for Dieci, Carl Malcolm for used machinery), four physical branches covering Waikato, Manawatu, Canterbury, and Southland with 24/7 technical support, an online parts and consumables shop with tiered NZ shipping, and no-reserve equipment auctions on TradeMe. Revenue is generated across six streams: new equipment sales, used machinery resale, equipment hire (short- and long-term telehandler and trailer hire), parts and consumables, service and support, and finance/lease arrangements. Customer segments are organized by vertical — dairy farming (primary), agricultural contracting (primary), and drystock farming (secondary) — with documented customer outcomes including a 60% production increase without higher feed costs on a BvL-equipped farm and 1.4 million kg of annual milk solids across multi-farm BvL fleets.

Name

Webbline

Legal name

Webbline Agriculture Limited

Website

https://webbline.co.nz

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Webbline Agriculture Limited is a New Zealand agricultural and construction machinery distributor founded in 1963, exclusively representing premium international brands (BvL, Dieci, SIP, Goweil, Bergmann, Herron) and serving dairy farmers, contractors, and drystock farmers across four branches via sales, hire, lease, and parts services.

Ownership category

akta.pro rank

Headquarters

HQ city

Rukuhia

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Equipment Sales: Sale of new agricultural and construction machinery including telehandlers, mixer wagons, grass harvesting equipment, trailers, and attachments from international brands (Dieci, BvL, SIP, Goweil, Herron, Bergmann).
2. Used Machinery Sales: Resale of pre-owned agricultural and construction equipment. Sales conducted via website listings and TradeMe no-reserve auctions.
3. Equipment Hire: Short and long-term hire of Dieci telehandlers and Herron trailers. Flexible terms for seasonal work, peak projects, or short-term fill-ins.
4. Parts & Consumables: Online shop offering spray pumps, service kits, sprayer accessories, crop packaging consumables including bale wrap, silage covers, grain bags, and hay tarps.
5. Service & Support: Technical support, maintenance, and servicing of equipment. 24/7 support available with well-stocked branches across Waikato, Manawatu, Canterbury, and Southland.
6. Finance & Lease Solutions: Flexible finance and lease options for equipment purchases, with terms tailored to customer cashflow requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Webbline is a New Zealand agricultural and construction machinery distributor that imports, sells, hires, leases, and services premium international equipment brands (BvL, Dieci, SIP, Goweil, Bergmann, Herron). The company supplies feedout equipment, grass harvesting machinery, telehandlers, trailers, balers, effluent systems, and crop packaging consumables to dairy farmers, agricultural contractors, and drystock farmers across New Zealand through four branches and nationwide delivery.

Product overview

Webbline is an agricultural and construction machinery distributor operating since 1963, offering equipment hire, lease, and purchase options across New Zealand. The product portfolio includes multiple equipment categories spanning feedout equipment (BvL mixer wagons, dairy feeders, sheargrabs, silage block cutters), grass harvesting equipment (SIP disc mowers, mower conditioners, tedders, swathers), telehandlers (Dieci agricultural and construction models including the revolutionary AGRIMAX Power X2), balers and bale wrappers (Goweil), trailers (Herron, Bergmann), crop packaging consumables (Silobox, Mima Films, silage covers), and effluent spreading systems. Key product lines include BvL German-engineered feed mixer wagons ranging 6.5–46m³, Dieci telehandlers with lift capacities 2.5–7.5 tonnes, SIP grass harvesting machinery with Disc Drive Safety System, and Goweil combined baler/wrapper machines. The company also provides machinery hire services, no-reserve auctions via TradeMe, an online parts shop, and 24/7 technical support across four nationwide branches.

Differentiator

Problem solved

Functional benefit

Products and services

• BvL Mixer Wagons German-engineered feed mixer wagons ranging from 6.5m³ to 46m³ capacity, featuring twin auger designs, scales integration, and side elevators for precise dairy farm feeding and ration delivery.
• BvL V-Connect Dairy Feeder Automated dairy feeding system for precise ration delivery to individual animals on dairy farms.
• BvL Sheargrabs Heavy-duty silage block handling attachments with capacities up to 2.25m³, featuring wear-resistant knife blades for efficient feedout operations on dairy farms.
• BvL Silage Block Cutters Patented double-blade silage block cutters with unloading capacities of 1.65–2.95m³, designed to preserve silage density and reduce fodder waste during feedout.
• Dieci Telehandlers Italian-manufactured telehandlers available in agricultural and construction variants including Agri Max, Agri Plus, Agri Star, Agri Farmer, Mini Agri, Agri Pivot, and the AGRIMAX Power X2. Lift capacities range from 1,250 kg to 7,500 kg and reaches from 4 to 10 metres. Notable technologies include the HVT-1 transmission (0–50 km/h continuous variation, co-developed with DANA Inc) and Active Power Management System.
• SIP Grass Harvesting Equipment Slovenian-manufactured grass harvesting machinery including Silvercut disc mowers (rear, front, and butterfly configurations with cutting widths from 3.0m to 10m and Disc Drive Safety System), Silvercut mower conditioners with steel finger conditioning, Star swather rakes (6.0m–12.5m working widths), and Spider trailing tedders. All backed by a 3-year warranty.
• Goweil Balers and Bale Wrappers Austrian-manufactured round balers (G1-F125), baler/wrapper combinations (G1-F125 Kombi with 8-star rotor and ISOBUS controls), and twin satellite bale wrappers with 750mm pre-tensioners and film monitoring.
• Herron Trailers New Zealand-manufactured dump, tip, and flat-bed trailers including silage trailers, bale trailers, and tractor low loaders for agricultural and construction transport applications.
• Bergmann Loader Wagons German-manufactured durable and efficient loader wagons designed for handling harvested crops on Kiwi farms, complementing Webbline's effluent spreading range.
• Giltrap Slurry Tankers High-capacity slurry tankers with various capacities for efficient nutrient management and spreading on farms.
• Crop Packaging Consumables Consumables including Silobox oxygen barrier covers (130-micron, 5 cm³/m²/day oxygen transfer rate, manufactured by Barbier Group France), Mima Films triple-layer stretch film and net replacement film (12-month UV guarantee), and black/white silage stack covers and 2in1 combi covers manufactured from 100% virgin resins.
• Telehandler Hire Services Short and long-term hire of Dieci telehandlers (lifting capacity 2.5–4.5 tonnes, reach 4–10 metres) and Herron trailers with flexible terms, nationwide delivery, and 24/7 support for agriculture, construction, and industrial applications.
• No Reserve Auctions Online auction sales channel via TradeMe marketplace featuring new and used Webbline agricultural machinery with no reserve pricing.
• Online Parts Shop Online e-commerce platform for spray pumps, service kits, sprayer accessories, machine attachments, and crop packaging consumables with nationwide delivery and tiered shipping rates within New Zealand.
• Used Machinery Sales Resale of pre-owned agricultural and construction equipment including telehandlers, balers, wrappers, mowers, tedders, rakes, tractors, trailers, loader wagons, and effluent spreaders, sold via website listings and TradeMe no-reserve auctions.

Quantifiable outcome

• Dairy farms using BvL Mixer Wagons have achieved up to 60% production increases with no increase in feed costs.
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• BvL (Buschhoff & Lang) - GermanycoreChannel Partner/ Reseller/ DistributorExclusive New Zealand distributor for BvL Mixer Wagons, feed mixer wagons, dairy feeders, sheargrabs, silage block cutters, and associated equipment. BvL is a trusted German brand known for high-performance feed mixer wagons and digital feeding systems. Webbline offers new and used BvL stock for hire, lease, or purchase with flexible finance.
• Dieci - ItalycoreChannel Partner/ Reseller/ DistributorOfficial Dieci telehandler dealer for New Zealand. Offers full range of Dieci construction and agricultural telehandlers including Agri Max, Agri Plus, Agri Star, Agri Farmer, Mini Agri, and Agri Pivot models. Dieci has been producing telehandlers since 1983 and exports over 70% of production globally from their facility in Emilia Montecchio, Italy.
• SIP - SloveniacoreChannel Partner/ Reseller/ DistributorExclusive New Zealand distributor for SIP grass harvesting machinery including Silvercut disc mowers, Star swather rakes, Spider tedders, and Alp mountain mowers. SIP has been designing and manufacturing mowers, tedders, and swather rakes for over 70 years in Slovenia. All SIP machines backed by a 3-year warranty.
• Goweil - AustriacoreChannel Partner/ Reseller/ DistributorNZ distributor for Goweil balers and bale wrappers including G1 round balers, G3010, G5012, G5020, and Kombi models. Goweil is an Austrian manufacturer of leading baling and wrapping solutions. Products include round bale wrappers, baler/wrapper combinations, and bale handling equipment.
• Bergmann - GermanycoreChannel Partner/ Reseller/ DistributorNZ distributor for Bergmann loader wagons and muck spreaders. Bergmann products complement Webbline's effluent spreading range, offering solutions for muck handling and nutrient distribution on farms.
• Herron Trailers - New ZealandcoreChannel Partner/ Reseller/ DistributorNZ distributor for Herron trailers including dump trailers, tip trailers, and flat-bed trailers. Herron is a New Zealand manufacturer of innovative trailer solutions for agricultural and contracting applications.
• Barbier Group - FranceminorChannel Partner/ Reseller/ DistributorSupplier of silage covers including standard black/white covers, 2in1 combi covers, and Silobox oxygen barrier covers. Manufactured from 100% virgin resins for exceptional quality, puncture resistance, and flexibility.
• Mima Films - Ireland/BelgiumminorChannel Partner/ Reseller/ DistributorSupplier of bale wrap and crop packaging films. Mima Films produces Mimarap triple-layer stretch film and net replacement film (NRF). Products used by NZ contractors and farmers for over 15 years with 12-month UV degradation guarantee.
• Rapid Relief Team (RRT)minorOthersCharitable organization supported by Webbline. In October 2023, Webbline participated in RRT's farmer aid efforts for Hawkes Bay region.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• AGCO Corporation: Global manufacturer of Massey Ferguson, Fendt, and Valtra tractors plus Hesston and Massey hay/forage equipment. Comparable to Webbline at the OEM/brand level as a supplier of premium European-origin agricultural machinery that ultimately flows through NZ distributors like Webbline's peers.
• Manitou Group: French global manufacturer of telehandlers (MLT, MT), rough-terrain forklifts, and agricultural handling equipment. Directly comparable to Webbline's Dieci telehandler line as a competing premium telehandler brand sold through NZ distributors, and a structural competitor to Webbline's hire and lease business.
• John Deere: Global market leader in agricultural machinery with the broadest product portfolio including tractors, combines, balers, and precision agriculture technology. Relevant as the dominant competitor Webbline's dealer peers (e.g., Drummond & Etheridge) represent, and whose brand strength shapes competitive dynamics in NZ.
• CLAAS: German global manufacturer of forage harvesting machinery (Jaguar, Lexion, Disco), telehandlers (Scorpion), and tractors. Relevant as an OEM peer whose products compete head-to-head with Webbline's SIP, BvL, and Dieci lines, and whose NZ distribution is run by a direct peer (Landpower/CLAAS Harvest Centre).
• Kubota: Japanese global manufacturer of compact and mid-range tractors, telehandlers (R series), and implements with established NZ distribution. Relevant as a competing tractor and equipment brand sold alongside Webbline's portfolio through competitor NZ distributors, and a reference point for premium compact machinery pricing.

Direct peers

• Drummond & Etheridge: South Island NZ dealer group distributing John Deere, Kuhn, and Bailey trailers through branches across Canterbury and the West Coast. Comparable to Webbline in product mix (agricultural equipment, trailers, parts, service) and target segments (dairy and cropping farmers).
• Landpower New Zealand: NZ distributor of CLAAS, Amazone, JCB, and other European agricultural and construction machinery brands via the CLAAS Harvest Centre network. Directly comparable to Webbline in product mix (forage harvesting, telehandlers, tractors) and target customers (dairy farmers and contractors).
• CB Norwood Distributors: New Zealand's largest agricultural and construction machinery distributor, distributing brands such as Case IH, Kuhn, and Hardox across a national branch network. Directly comparable to Webbline as a multi-brand NZ importer/distributor serving dairy, cropping, and contractor customers with new and used equipment, parts, and service.
• Power Farming New Zealand: Wholly-owned NZ subsidiary of Power Farming, distributing a portfolio of European and Asian tractor and machinery brands (Deutz-Fahr, Same, Kioti, Krone) through a regional dealer network. Highly comparable to Webbline as a multi-brand agricultural importer focused on dairy and pastoral farming with parts and service support.
• Tractors & Machinery NZ: NZ importer and distributor of McCormick, Landini, and Iseki tractors and associated agricultural equipment. A direct peer to Webbline as a smaller multi-brand NZ importer serving dairy, drystock, and horticultural farmers with parts and service support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/webblineltd

Revenue estimate

Valuation estimate

Number of profiles

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 Webbline