morton & perry
Morton & Perry is a New Zealand nationwide distributor of mobility and disability equipment, holding exclusive distribution rights for 14+ European brands of powered wheelchairs, seating, walkers, and assistive devices, and serving government, clinical, and consumer end users.
- Company typePrivate
- Founded2004
- HeadquartersWairau Valley, New Zealand
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What morton & perry does
Morton & Perry is a New Zealand-based distributor of mobility and disability equipment, founded in 2004 and headquartered in Wairau Valley, Auckland. The company operates as a nationwide exclusive or primary distributor for more than a dozen European and international manufacturers, including TA (Denmark), Meyra (Germany), Vicair (Netherlands), Topro (Norway), Vela (Denmark), Systam (France), nxt (Canada), ATTO (Israel), Molift (Norway), Novis (Australia), and Maxxcare. Its product portfolio spans powered wheelchairs, manual wheelchairs, wheelchair cushions and seating systems, walkers, mobility scooters, pressure care products, patient-transfer equipment, and assistive technology such as the Obi dining robot and iShear shear. The company also maintains an in-house technical team that customizes and modifies powered wheelchairs, including factory-direct training received from TA in Denmark.
The company's revenue model is built on hardware sales through four go-to-market channels: a retail showroom in Auckland, field sales to occupational therapists and other clinical prescribers, government-funded procurement through the Ministry of Health (MOH) and the Accident Compensation Corporation (ACC), and direct e-commerce. Morton & Perry is an accredited MOH affiliated provider and an ACC contracted supplier, which positions it inside New Zealand's principal public disability funding framework and is the dominant channel through which end-users access its products. In 2019, the company established Mobility Hub as a sister operation, indicating a deliberate channel-diversification strategy targeting consumer-direct activity within the same end market. The business is privately held under founder/CEO David Morton following the departure of co-founder David Perry, with an employee base in the 11-50 range. No AI, software platform, or proprietary technology assets are developed by the company itself; it operates as a pure-play specialty distribution and value-added services business.
morton & perry firmographics
Firmographics- Name
- morton & perry
- Legal name
- Morton & Perry Limited
- Website
- https://mortonperry.co.nz
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Morton & Perry is a New Zealand nationwide distributor of mobility and disability equipment, holding exclusive distribution rights for 14+ European brands of powered wheelchairs, seating, walkers, and assistive devices, and serving government, clinical, and consumer end users.
- Ownership category
- akta.pro rank
morton & perry industry classification
Industry- Product category
- Mobility and Disability Equipment Distribution
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Medical & Mobility Device Leasing (Consumer) (FSAKANAJ)
- akta.pro secondary industry
- Accessible/Paratransit Bus & Coach Leasing/Rental (Wheelchair-Equipped) (TLABADAG)
Keywords
Where morton & perry is headquartered
LocationHeadquarters
- HQ city
- Wairau Valley
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
morton & perry business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Mobility & Disability Equipment Sales: Sale of powered wheelchairs, manual wheelchairs, wheelchair cushions/seating, walkers/rollators, mobility scooters, independence chairs, pressure care products, hoists, and related disability equipment. Products sourced from European brand partners and sold directly to consumers, health agencies, and via ACC/MOH funding channels.
- Showroom & Retail Sales: Direct retail sales at the Mobility Hub retail store at 39 Porana Rd, Wairau Valley, Auckland, with in-store and appointment-based purchases.
- Government/Funded Sales: Sales through Ministry of Health (MOH) and ACC contracted provider arrangements, where equipment is funded via government schemes for eligible individuals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for all products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
morton & perry product offering
Product offeringCore offering
Morton & Perry is a New Zealand-based distributor and retailer of mobility and disability equipment, supplying powered wheelchairs, manual wheelchairs, wheelchair cushions and backs, rollator walkers, mobility scooters, pressure care mattresses, hoists, independence chairs, and the Obi dining robot. The company is the exclusive NZ distributor for several European brands (TA, Meyra, Vicair, Topro, VELA, Systam, nxt, Molift, ATTO, Novis) and is an affiliated equipment provider for the Ministry of Health and ACC contracted provider, supplying both private consumers and government-funded end users nationwide.
Product overview
Morton & Perry is a New Zealand disability equipment supplier offering a comprehensive portfolio of mobility and accessibility products distributed across 20+ product categories. The core offering centers on powered wheelchairs (TA from Denmark and Meyra from Germany), VELA independence and medical chairs from Denmark, Vicair wheelchair air cushions from the Netherlands, and Topro rollator walkers from Norway. Additional product lines include pressure care solutions (mattresses, heel protection), dining robots (Obi from USA), mobility scooters, dynamic wheelchairs, hoists and slings, and back support braces. Products are sourced from European brands and delivered NZ-wide, with the company serving as an affiliated equipment provider for the Ministry of Health and ACC contracted provider. The portfolio enables solution-selling across mobility disabilities, pressure injury prevention, and accessibility needs.
Differentiator
Problem solved
Functional benefit
Products and services
- TA Power Wheelchairs Electric wheelchairs from TA (Denmark) including high-speed models (RS/LC reaching 15 km/h with 40 km range), mid-wheel drive, front-wheel drive, rear-wheel drive variants, pediatric models, and stand-up wheelchairs. Sold to mobility-impaired individuals, MOH/ACC-funded end users, and therapists across New Zealand.
- Meyra Power Wheelchairs German-manufactured electric wheelchairs including all-terrain/off-road models, mid-wheel drive stand-up wheelchairs, and rear-wheel drive options for users with complex mobility needs.
- Vicair Wheelchair Air Cushions Pressure-relief air cell cushions using Vicair SmartCell technology from the Netherlands, including ultra-lightweight options, coccyx relief, asymmetry correction, active user designs, and the Mattress 415 pressure care mattress. Targets wheelchair users at risk of pressure injuries.
- Systam Wheelchair Cushions and Heel Protection French-manufactured contoured foam cushions for low-to-medium pressure risk, memory foam back cushions, and heel pressure ulcer prevention products.
- Nxt and Vicair Wheelchair Back Supports Adjustable backrests with lateral supports including carbon thoracic back supports, pediatric options, and Vicair-technology cushions for pressure redistribution and adjustable positioning.
Quantifiable outcome
- Pressure injuries reduced from 9% to 1% in care facilities using Vicair cushions (per clinical case study data shared on Morton & Perry site)
Companies that use morton & perry
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
morton & perry technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
morton & perry partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and minor.
- Ministry of Health (MOH) - New ZealandcoreMorton & Perry is an affiliated equipment provider for the Ministry of Health's Equipment and Modification Services (EMS) scheme. This enables eligible individuals with long-term disabilities to receive government-funded mobility and disability equipment through Morton & Perry's product range.
- ACC - New ZealandcoreMorton & Perry is an ACC contracted provider, supplying mobility and disability equipment funded through ACC claims for individuals with accident-related injuries in New Zealand.
- TA (Thomas Ahlkvist)coreExclusive NZ distributor for TA powered wheelchairs from Denmark. TA is a leading manufacturer of high-performance electric wheelchairs, including the TA LC and TA RS (fastest wheelchairs). Morton & Perry's Technical Manager has visited the TA Service Factory in Denmark twice.
- Meyra GmbHcoreExclusive NZ distributor for Meyra mobility products from Germany, including powered wheelchairs (iCHAIR series), mobility scooters, and the iTravel Carbon portable electric wheelchair.
- Vicair BVcoreExclusive NZ distributor for Vicair wheelchair air cushions and back supports from the Netherlands. Vicair SmartCell technology cushions provide pressure redistribution and are a flagship product category for Morton & Perry, backed by extensive clinical case study content.
- Topro AScoreExclusive NZ distributor for Topro rollators and walkers from Norway. Topro is described as one of Europe's main suppliers of quality walking frames, all designed and made in Germany.
- VELA (Vest三方 As)coreExclusive NZ distributor for Vela independence and medical chairs from Denmark. The Vela Tango series is a flagship product line, with the Tango 500 winning 'Danish-manufactured aid of the year' at the Health & Rehab trade fair in 2016.
- Systam (France)majorExclusive NZ distributor for Systam wheelchair seating and cushion products from France, including contoured cushions and heel support boots.
- nxt (Canada)majorExclusive NZ distributor for nxt wheelchair back supports and positioning products from Canada, including the Biofit cushion, Xtend backrest, and Optima Carbon backrest.
- Molift (Etac AB, Norway)majorExclusive NZ distributor for Molift hoists and slings from Norway, including ceiling hoist systems (Molift Air Rail), freestanding gantry lifts, and various slings.
- ATTO mobility (Israel)majorExclusive NZ distributor for ATTO travel mobility scooters from Israel, a portable/foldable mobility scooter designed for travel.
- Novis (Australia)majorExclusive NZ distributor for Novis pressure care mattresses from Australia, including the ProCair alternating pressure mattress range and CairMax Duo hybrid air mattress.
- Obi (U.S.A.)majorExclusive NZ distributor for the Obi dining robot (Generation 2) from the USA, described as the '#1 Eating Robot'. Obi assists people with limited arm/hand mobility to feed themselves independently.
- Maxxcare (Pressure Care Heel Protection)minorExclusive NZ distributor for Maxxcare heel protection products used to prevent pressure ulcers of the heel, including the Maxxcare Heel Pro Evolution.
- ATS-NZ (Assistive Technology Suppliers NZ)minorAssociate member of ATS-NZ. Morton & Perry's products comply with the ATS-NZ Code of Practice. ATS-NZ is the New Zealand industry association for assistive technology suppliers.
- Mobility Hub (Sister Company)coreMobility Hub is a sister company of Morton & Perry, serving as a retail showroom that showcases all top-tier mobility equipment. It provides individuals with the opportunity to interact directly with products and experience solutions firsthand.
Scale indicators3 records
Recent moves6 records
Expansion highlights3 records
morton & perry competitors and assessment
Company assessmentBroad incumbents
- Permobil: World-leading powered wheelchair manufacturer with Australasian operations, competing for high-end complex powerchair prescriptions that Morton & Perry addresses via TA and Meyra distributions.
- Invacare: Global manufacturer and distributor of wheelchairs, scooters, and pressure care products with established Australasian distribution, competing for the same MOH/ACC-funded customer base and therapist-driven specifications.
- Drive DeVilbiss Healthcare: Global medical and mobility equipment manufacturer and distributor with broad product overlap (pressure care mattresses, mobility aids) and active Australasian distribution.
- Ottobock: Global prosthetics, orthotics, and mobility solutions provider with Australasian presence, overlapping with Morton & Perry's wheelchair seating, back supports, and rehabilitation equipment categories.
- Pride Mobility: Large US-based manufacturer of power chairs and mobility scooters distributed into NZ, competing in the same retail and funded mobility scooter categories as Meyra and ATTO lines carried by Morton & Perry.
- Sunrise Medical: Global mobility equipment group (Quickie, Magic Mobility, Leckey) supplying manual and powered wheelchairs, seating, and positioning products into the NZ market through distribution and direct channels.
Emerging players
- Magic Mobility: Australian all-terrain and high-performance power wheelchair manufacturer now part of Sunrise Medical, competing in the same complex powerchair prescriptions funded through ACC and MOH.
Direct peers
- Etac: Scandinavian mobility and patient-handling specialist that owns Molift — one of Morton & Perry's exclusive NZ principals — and competes directly in hoists, slings, and daily-living aids across NZ and Australian channels.
- Cubro: Cubro appears co-branded with Morton & Perry in the company's logo (LogoCubroMorton_Perry) and is a New Zealand supplier of assistive technology and healthcare equipment, overlapping directly in mobility and disability product distribution across the same MOH/ACC funded channels.
Regional players
- Allied Medical NZ: New Zealand-based distributor of rehabilitation, mobility, and pressure care equipment, serving overlapping therapist and DHB customers through MOH/ACC funding channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
morton & perry social profiles
Digital presencemorton & perry financial estimates
Financial estimateRevenue estimate
Valuation estimate
morton & perry leadership team
Management profileNumber of profiles
Profiles6 records
morton & perry funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
morton & perry 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 morton & perry
What does morton & perry do?
Morton & Perry is a New Zealand-based distributor and retailer of mobility and disability equipment, supplying powered wheelchairs, manual wheelchairs, wheelchair cushions and backs, rollator walkers, mobility scooters, pressure care mattresses, hoists, independence chairs, and the Obi dining robot. The company is the exclusive NZ distributor for several European brands (TA, Meyra, Vicair, Topro, VELA, Systam, nxt, Molift, ATTO, Novis) and is an affiliated equipment provider for the Ministry of Health and ACC contracted provider, supplying both private consumers and government-funded end users nationwide.
Is morton & perry a public or private company?
morton & perry is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was morton & perry founded?
morton & perry was founded in 2004. It employs 11 to 50 people.
Where is morton & perry based?
morton & perry is headquartered in Wairau Valley, New Zealand, in the Oceania region.
How does morton & perry make money?
Three revenue lines are on record. Mobility & Disability Equipment Sales are the primary driver. The others are showroom & Retail Sales and government/Funded Sales.
Who are morton & perry's main competitors?
Broad incumbents on record are Permobil, Invacare, Drive DeVilbiss Healthcare, Ottobock, Pride Mobility and Sunrise Medical. Magic Mobility is listed as an emerging player. Direct peers are Etac and Cubro. Allied Medical NZ is listed as a regional player.
Does morton & perry have an API?
No public API is recorded for morton & perry.
What industry is morton & perry in?
morton & perry's product category is Mobility and Disability Equipment Distribution. Its primary akta.pro industry code is FSAKANAJ, Medical & Mobility Device Leasing (Consumer), with a secondary code of TLABADAG, Accessible/Paratransit Bus & Coach Leasing/Rental (Wheelchair-Equipped). Its SIC code is 3842.