Makita New Zealand

What Makita New Zealand does

Makita New Zealand (legal entity: Makita (NZ) Limited) is the New Zealand distribution subsidiary of Makita Corporation of Japan, operating as an importer and distributor of power tools, outdoor power equipment, and related accessories. The company was established as a formal subsidiary in 1993, though Makita has been importing power tools into New Zealand since 1961 when it introduced the 1000 Power Planer. Headquartered in Hobsonville, Auckland with warehouse and distribution facilities on-site, the company also operates Factory Service Centres in Auckland, Wellington, and Christchurch for warranty service, repairs, and battery recycling. It serves trade professionals (builders, electricians, plumbers, engineers, landscapers, arborists), commercial cleaning businesses, and DIY consumers through an authorized dealer network covering the entirety of New Zealand.

The product portfolio is anchored on three proprietary cordless battery platforms: XGT (40V/80Vmax, 100+ products) for heavy-duty applications, LXT (18V, 300+ products, described as the world's largest compatible 18V slide-style battery system) for broad professional use, and CXT (12Vmax, 70+ products) for compact tasks. These platforms are complemented by corded, petrol-powered, and pneumatic tools; outdoor power equipment; commercial cleaning systems; dust extraction; and jobsite lighting. The portfolio incorporates multiple proprietary technologies — AVT anti-vibration, XPT dust/moisture protection, AWS wireless auto-start, brushless BL motors, ADT automatic torque drive, AFT active feedback sensing, X-Lock tool-less accessory change, and MM4 mini 4-stroke engines — backed by registered trademarks (Makita®, LXT®, AVT®). Products are manufactured by Makita Corporation subsidiaries in Japan, Germany, China, the UK, and the USA.

Revenue is generated through wholesale hardware sales to the authorized dealer network, with retail pricing determined at the dealer level. The company captures recurring revenue via accessories (drill bits, saw blades, abrasives, batteries, chargers) and proprietary accessory brands (Maktrak storage, ImpactX/ImpactXPS, Efficut, Nemesis II). Supporting services include the MyMakita customer portal for warranty registration and tool tracking, and the Makita Regeneration battery recycling program operated in partnership with Phoenix Recycling Group, which exports end-of-life batteries to specialized plants in Japan and South Korea and achieves 98% component reuse under EPA-approved hazardous waste licensing. The company is wholly owned by Makita Corporation of Japan and does not sell directly to end customers, relying instead on its dealer and service centre footprint.

Name

Makita New Zealand

Legal name

MAKITA (NZ) LIMITED

Website

https://makita.co.nz

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Makita New Zealand is the New Zealand subsidiary of Makita Corporation of Japan, importing and distributing cordless, corded, petrol, and pneumatic power tools across three proprietary battery platforms (XGT, LXT, CXT). It serves trade professionals, commercial cleaners, landscapers, and DIY consumers through a nationwide authorized dealer network supported by Factory Service Centres in Auckland, Wellington, and Christchurch.

Ownership category

akta.pro rank

Product category

Power Tools

NAICS

Battery Manufacturing (33591), Electrical Equipment Manufacturing (3353)

SIC

Motors & Generators (3621)

akta.pro primary industry

Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB)

akta.pro secondary industries

Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL), Power Banks & Portable Power (Battery Packs, MagSafe Packs) (CRACATAD)

Keywords

• Cordless power tools
• Outdoor power equipment
• Battery platforms
• Commercial cleaning tools
• Jobsite accessories

Headquarters

HQ city

Hobsonville

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Power Tools Sales: Makita New Zealand operates as an importer and distributor of cordless and electric power tools, petrol powered tools, and air powered tools. Products are manufactured in Japan, Germany, China, UK and USA by subsidiaries of Makita Japan. Revenue is generated through direct sales to trade professionals via dealer network and to consumers through retail outlets.
2. Accessories and Spare Parts: Extensive range of accessories including drill bits, saw blades, abrasives, sanding products, batteries, chargers, and storage solutions. These complementary products drive recurring revenue from the installed base of power tool users.
3. Battery Recycling (Regeneration Program): Battery recycling program that accepts old Makita batteries for responsible disposal. While the service is free for customers, it supports the circular economy and brand loyalty.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Makita New Zealand imports and distributes cordless, electric, petrol-powered, and air-powered tools, along with batteries, chargers, and a full accessories range, under the Makita brand. Its offering is anchored on three proprietary battery platforms — XGT (40V/80Vmax), LXT (18V), and CXT (12Vmax) — and is sold exclusively through authorized dealers across New Zealand. The company also operates Factory Service Centres and a battery recycling program to support its installed base.

Product overview

Makita New Zealand operates as a multi-platform power tool company offering a comprehensive ecosystem of cordless, corded, and pneumatic tools. The product portfolio centers on three distinct cordless battery platforms: XGT (40V/80Vmax, 100+ products) for heavy-duty applications, LXT (18V, 300+ products) as the world's largest 18V slide-style battery system, and CXT (12Vmax, 70+ products) for compact solutions. These platforms share battery compatibility within their respective systems. Beyond power tools, Makita offers Outdoor Power Equipment (lawn mowers, chainsaws, hedge trimmers), Commercial Cleaning equipment, Dust Extraction systems, Jobsite Lighting, and a full range of accessories including the Maktrak modular storage system, ImpactX/ImpactXPS fastening accessories, and Efficut saw blades. Services include MyMakita customer portal for warranty registration and the Makita Regeneration battery recycling program. The company operates from Auckland with distribution throughout New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• XGT Cordless Platform
• LXT Cordless Platform
• CXT Cordless Platform
• Outdoor Power Equipment (OPE)
• Commercial Cleaning Equipment
• Dust Extraction Systems
• Jobsite Lighting
• Combo Kits
• Drilling, Fastening and Nailing Tools
• Sawing Tools
• Grinding Tools
• Sanders and Polishers
• Planers, Trimmers and Routers
• Rotary and Demolition Hammers
• Batteries and Chargers
• Pneumatic Tools
• Maktrak Modular Storage System
• ImpactX Fastening Accessories
• ImpactXPS Fastener Drive Accessories
• Efficut TCT Saw Blades
• Nemesis II SDS Plus Drill Bits
• Torque Control Tools
• MT Series Maintenance Tools
• MyMakita Customer Portal
• Makita Regeneration Battery Recycling Service
• ConnectX Connectivity Solution

Quantifiable outcome

• 98% of battery components can be reused through the Makita Regeneration recycling program
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature16 records

Partnerships

One partnership is on record.

• Phoenix Recycling GroupcoreStrategic or Co-development PartnerMakita partners with Phoenix Recycling Group in New Zealand to manage the collection and recycling of lithium battery packs. Phoenix Recycling Group handles the local collection process before batteries are transported to specialized recycling plants in Japan and South Korea for processing.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bosch Power Tools (NZ): Bosch Professional (blue) power tools sold through NZ dealers directly compete with Makita's professional cordless and corded ranges, including competing 18V platforms (Bosch GBA / BITURBO) and similar trade-targeted positioning.
• Ryobi (NZ): Ryobi New Zealand, distributed by Techtronic Industries, targets DIY consumers and prosumer segments with its 18V ONE+ platform. Overlaps with Makita NZ in the DIY consumer segment and lower-end trade tools, competing on price and battery ecosystem.
• Hilti (NZ): Hilti New Zealand competes head-on with Makita NZ in heavy-duty trade and construction segments (rotary hammers, demolition, drilling, fastening). Strong overlap in target customer (trade professionals) and emphasis on service-led distribution, though Hilti uses a direct-sales fleet model in addition to dealers.
• DeWalt (NZ): DeWalt New Zealand, distributed by Stanley Black & Decker, competes across the same trade-professional cordless power tool, accessory and jobsite lighting categories as Makita NZ. The 20V MAX / 60V MAX FlexVolt platform overlaps directly with Makita's LXT and XGT systems.
• HiKOKI Power Tools (NZ): HiKOKI (formerly Hitachi Power Tools) sells 18V and 36V brushless cordless systems into the NZ trade market via dealers. Directly comparable as a Japanese-headquartered power tool specialist with similar battery-platform and trade-pro positioning to Makita.
• Milwaukee Tool (NZ): Milwaukee Tool's New Zealand arm directly competes with Makita NZ in the cordless trade-professional segment with its M18 (18V) and M12 (12V) brushless platforms. Closely comparable in product category, target customer (trade professionals) and battery-platform strategy, making it the most head-to-head competitor.

Broad incumbents

• Stanley Black & Decker (NZ): Parent of DeWalt, Stanley, Black+Decker, Porter-Cable and Facom. Operates broadly in the same NZ power tools, hand tools and accessories market as Makita NZ through multiple brands — comparable as a wider-portfolio incumbent that competes across overlapping categories rather than a single brand.
• Techtronic Industries (NZ): TTI's NZ business sells Milwaukee, Ryobi, AEG, Homelite and Hoover. Comparable to Makita NZ as a multi-brand power tool distributor serving both professional (Milwaukee) and DIY (Ryobi) segments across similar cordless platforms and accessories.
• Atlas Copco (NZ): Atlas Copco New Zealand supplies industrial power tools, assembly solutions and construction tools. Comparable as an industrial / professional power tool incumbent serving overlapping NZ construction and manufacturing customers, though broader in scope than Makita NZ.

Others

• Repco New Zealand: Repco NZ is a major automotive and tools aftermarket retailer stocking multiple power tool brands including Makita. Comparable as a downstream retail channel that determines end-consumer pricing and reach for Makita NZ products in the NZ market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/makitanewzealand
• Facebookfacebook.com/MakitaNewZealand
• Instagraminstagram.com/makitanewzealand
• Xx.com/makitatoolsnz

Compliance3 records

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 Makita New Zealand