Lundia

What Lundia does

Lundia is a New Zealand-based furniture manufacturer founded in 1962, headquartered in Mangere, Auckland, that designs, manufactures, and supplies customized timber storage solutions and soft furnishings for residential, commercial, education, retail, and public-space customers. The company's core technology is a modular all-wood shelving system crafted from 99.9% sustainably sourced FSC-certified solid pine, featuring a proprietary interlocking design that allows installation with a single screwdriver and tool-free reconfiguration. Its product portfolio spans static Classic and Curved Shelving, high-density mobile storage systems (Manual Assist with a precision track and Rota Drive with geared drive for installations up to 10 bays deep), Mobile and Freestanding Spatial Dividers for space zoning, and a Teachers Wall (T-Wall) configurable teaching aid for educational environments. Supporting services include Free Measure, Design & Quote consultation, in-house manufacturing, professional delivery, installation and relocation, and a request-samples program.

Lundia operates a consultative direct-sales model with no public price list; every order is custom-quoted based on dimensions, finishes, and quantity, with lead times of 4-5 weeks for natural finishes and 6-7 weeks for stained or painted finishes. Revenue is generated primarily through one-time product sales of shelving units, accessories and components, custom finishes at additional charges, and professional installation/relocation services. Distribution is direct via the company website and in-person showroom/factory visits at the Auckland facility, with no retail intermediaries. Marketing relies on a content-rich website, an online Classic Shelving Designer configurator, sector-specific case studies, a journal, downloadable CAD/spec resources, and direct enquiry CTAs.

The company is privately held, operates exclusively in the New Zealand market, has 11-50 employees, and its website indicates it operates under the Surestyle Group umbrella. No parent-company ownership structure, institutional investors, funding rounds, M&A activity, patents, awards, or management-team disclosures appear in the available data.

Name

Lundia

Legal name

Lundia

Website

https://lundia.co.nz

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Lundia is a New Zealand-based, family of FSC-certified solid pine modular shelving, high-density mobile storage, spatial dividers, and Teachers Walls, serving education, retail, commercial, public-space, and residential customers via direct consultative sales and in-house manufacturing in Auckland.

Ownership category

akta.pro rank

Product category

Modular Timber Shelving Systems

NAICS

Custom Architectural Woodwork and Millwork Manufacturing (337212)

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Flat-Pack & Modular Furniture Assembly (IKEA, Wayfair, etc.) (HSAGAHAA)

Keywords

• Modular shelving systems
• Timber storage solutions
• High-density mobile shelving
• Educational teaching walls
• Custom furniture manufacturing

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Shelving Product Sales: One-time purchase of modular shelving units including Classic Shelving, Curved Shelving, Mobile Shelving, and spatial dividers. Products are available in standard and custom finishes with varying lead times.
2. Accessories and Components: Sale of additional components including doors, drawer fronts, accessories, and replacement parts for existing Lundia shelving systems.
3. Custom Finishes: Custom paint colors, water-based stains, and special finish options for shelves and uprights, available at additional charges depending on quantity.
4. Installation Services: Professional delivery, installation, and relocation services for Lundia products, including full assembly to ensure optimal performance.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Lundia designs, manufactures, and supplies customized modular timber storage solutions and soft furnishings, with a core product line of interlocking solid-pine shelving systems, high-density mobile shelving, spatial dividers, and educational teaching walls. The company offers end-to-end services including free measure, design and quote, custom manufacturing at its Auckland facility, delivery, and professional installation, targeting residential, education, retail, commercial, and public-space customers across New Zealand.

Product overview

Lundia is a New Zealand-based shelving and storage solutions company offering a unified modular system of wooden shelving products and services. The core product line consists of Classic Shelving (static modular shelving in various finishes), Curved Shelving (architectural curved variants), and High-Density Storage solutions including Manual Assist Shelving and Rota Drive Shelving (motorized mobile systems). Supporting the shelving line are Spatial Dividers (Mobile Dividers and Freestanding Dividers) for flexible space zoning, and Teachers Walls for educational environments. An online Classic Shelving Designer tool enables customer configuration. Services include Free Measure, Design & Quote, Manufacturing, Delivery, Installation & Relocation, and Request Samples. All products are crafted from FSC-certified solid pine and share a common interlocking modular design philosophy.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Shelving A modular shelving system crafted from 99.9% sustainably sourced FSC-certified solid pine, featuring an interlocking design that is simple to install and reconfigure with a single screwdriver, with tool-free shelf adjustments. Designed for permanence, adaptability, and long-term value across residential and commercial applications.
• Curved Shelving Curved shelving units that introduce soft architectural lines to Lundia's modular system, creating flow and defining spaces without rigidity, suitable for libraries, retail, residential, and commercial environments.
• Mobile Dividers Mobile storage partitions that can be repositioned with ease to create structure, flow, or separation in shared environments. Features options including acoustic panels, whiteboards, pinboards, integrated screens with built-in storage, and open shelving, suitable for schools, universities, offices, and public spaces.
• Freestanding Dividers Freestanding space dividers designed to define space without closing it off, built around Lundia's modular system and configurable for creating quiet zones, informal meeting areas, or functional separation with storage and accessories. Can include acoustic panels and whiteboards.
• Manual Assist Shelving Space-saving high-density mobile shelving with a precision track system that allows units to glide smoothly with minimal effort, reducing required floor space by up to 50%. Low-maintenance, power-free solution suitable for libraries, educational facilities, museums, offices, and retail stockrooms.
• Rota Drive Shelving Motorized high-density mobile shelving system with a Rota Drive gearing mechanism and geared drive that significantly reduces the effort required to move fully loaded bays, including a pull-out locking system for safety. Suitable for large-scale installations up to 10 bays deep.
• Teachers Walls Configurable teaching aid combining multiple storage opportunities with TV integration, tablet charging, tote trays, drawers, and cupboards. Features a sliding non-reflective ceramic magnetic whiteboard that is projector-friendly with optional locking, and comes with full CAD support, 3D models, and planning assistance.
• Free Measure, Design & Quote Service Free professional measurement, spatial design, and quotation service to help customers plan their Lundia installations.
• Manufacturing Service Hi-tech manufacturing services for Lundia shelving and storage products, offering precision production capabilities including custom paint colors, water-based stains, and special finish options.
• Delivery, Installation & Relocation Service Professional delivery, installation, and relocation services to ensure Lundia products are properly assembled and perform as intended.
• Request Samples Service Service allowing customers to request physical samples of Lundia finishes and materials before making purchasing decisions.

Quantifiable outcome

• High-density storage solutions can reduce required floor space by up to 50%

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Raumplus: German manufacturer of sliding door systems and modular room dividers. Overlaps with Lundia's spatial divider and custom millwork offerings with a comparable customization and project-based business model.

Direct peers

• Elfa: Swedish-origin manufacturer of modular shelving and storage systems sold globally. Closely comparable to Lundia in product category, modular configuration approach, custom-installation business model, and similar residential and commercial customer mix.
• ClosetMaid: US-based manufacturer of modular shelving and storage systems for residential and commercial applications. Similar modular storage product focus and comparable customer segments, though at much larger scale and mass-market positioning.
• USM Modular Furniture: Swiss manufacturer of modular furniture systems for offices, retail, and residential applications. Same modular configuration philosophy, comparable customization approach, and similar high-end B2B customer segments as Lundia.
• Vitsoe: UK-based designer and manufacturer of high-end modular shelving systems (the iconic 606 Universal Shelving System). Comparable to Lundia in custom modular furniture approach, premium positioning, and similar B2B and residential customer mix.

Broad incumbents

• IKEA (Inter IKEA): Global flat-pack furniture giant offering modular shelving systems (PAX, ALGOT, IVAR, etc.). Represents the most significant competitive threat on price and immediate availability, but lacks Lundia's customization, installation, and B2B service model.
• Herman Miller (MillerKnoll): Major office and architectural furniture manufacturer with modular storage offerings. Comparable target customers in commercial and education segments, with much broader product portfolio and global reach.
• Steelcase: Global office furniture manufacturer offering storage and organizational solutions as part of a broad workplace portfolio. Overlaps with Lundia's commercial office segment, though at much larger scale and broader product offering.
• Poliform: Italian high-end furniture and architectural millwork manufacturer. Comparable custom millwork and modular systems focus, though positioned at the premium residential and contract market with broader international presence.

Regional players

• Mocka: New Zealand-based furniture retailer serving the domestic market. Comparable geography and overlapping residential customer base, but operates as a retail/e-commerce brand rather than a custom manufacturer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lundiaforlife
• Facebookfacebook.com/lundianewzealand

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 Lundia