Cosell
CoSell Limited is a New Zealand-founded, privately held commercial refrigeration distributor and integrator established in 2006, supplying chillers, freezers, display cabinets, and cool rooms to supermarkets, convenience stores, hospitality operators, and corporate food and beverage customers across New Zealand, Australia, and the Pacific Islands.
- Company typePrivate
- Founded2006
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Cosell does
CoSell Limited is a New Zealand–headquartered, privately held commercial refrigeration solutions provider founded in 2006. The company supplies chillers, freezers, food display cabinets, supermarket cabinets, glass door inserts, walk-in cool rooms, refrigeration plant, and parts to retail stores, refrigeration dealers, corporate food and beverage customers, and hospitality operators across New Zealand, Australia, and the Pacific Islands. CoSell acts as a multi-brand distributor and integrator, holding the New Zealand agency for Frigrite supermarket cabinets and partnering with Kinco (Taiwan) for custom-manufactured display cases and Essentec for refrigeration condensing units built with Danfoss, Tecumseh, and Schneider components.
The business operates from headquarters in Auckland (Penrose) and a regional branch in Christchurch (Woolston), with an Australian subsidiary, Co Sell Pty Ltd, registered in Hawthorn, Victoria. Distribution is omnichannel: an e-commerce platform at cosell.co.nz handles SMB and individual purchases, while dedicated field sales teams serve enterprise customers with custom refrigeration design and installation. In-house capabilities include engineering, project management, commissioning, and a 24/7 nationwide service network operated through partnerships with regional service companies.
Revenue is generated through one-time equipment sales (range $535–$24,400 per unit), long-term rental and leasing of new and second-hand equipment, professional installation services, and recurring maintenance contracts under the National Maintenance Programme. Equipment financing is offered through a SilverChef partnership (Rent-Try-Buy 12-month and Lease-to-Keep 48-month structures). Adjacent revenue streams include the MSX wireless temperature monitoring solution and the glass door retrofit service, which delivers documented energy savings of 30–50% on refrigeration running costs.
Cosell firmographics
Firmographics- Name
- Cosell
- Legal name
- CoSell Limited
- Website
- https://cosell.co.nz
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CoSell Limited is a New Zealand-founded, privately held commercial refrigeration distributor and integrator established in 2006, supplying chillers, freezers, display cabinets, and cool rooms to supermarkets, convenience stores, hospitality operators, and corporate food and beverage customers across New Zealand, Australia, and the Pacific Islands.
- Ownership category
- akta.pro rank
Cosell industry classification
Industry- Product category
- Commercial Refrigeration
- NAICS
- Refrigeration Equipment and Supplies Merchant Wholesalers (423740), Refrigeration Equipment and Supplies Merchant Wholesalers (42374)
- SIC
- Refrigeration & Service Industry Machinery (3580), Wholesale-Industrial Machinery & Equipment (5084)
- akta.pro primary industry
- Commercial Refrigeration & HVAC (Foodservice) Wholesale (AFAIALAI)
- akta.pro secondary industry
- Refrigeration & Cold-Chain Equipment Service (IMAIABAE)
Keywords
Where Cosell is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
Cosell business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equipment Sales: Sale of new and second-hand commercial refrigeration equipment including chillers, freezers, food display cabinets, supermarket cabinets, cool rooms, and refrigeration parts. One-time purchases with various price points from entry-level to premium.
- Long-term Rental and Leasing: Long term rental and leasing options for new and second-hand equipment. Prices are fully inclusive of servicing and warranty costs. Project management from single cabinet to fleet of display cabinets.
- Equipment Financing: Finance arrangements through SilverChef partnership including Lease-to-Keep (4-year term, equipment ownership at end) and Rent-Try-Buy (12-month rental with purchase options).
- Installation Services: Professional installation of commercial cool rooms, freezer rooms, display and service cabinets, and custom-built refrigeration systems. Includes expert design and planning consultation.
- Service and Maintenance: 24 hour/7 day service and maintenance. National Maintenance Programme (NMP) is a customisable automated system for equipment maintenance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard equipment pricing from $535 to $24,400 |
| Subscription | Monthly | SilverChef Rent-Try-Buy - 12-month rental |
| Subscription | Annual | SilverChef Lease-to-Keep - 4-year hire purchase |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Cosell product offering
Product offeringCore offering
CoSell supplies commercial refrigeration equipment — chillers, freezers, food display cabinets, glass door inserts, supermarket cabinets, cool rooms, and refrigeration plant & parts — through its own e-commerce platform and direct sales offices in Auckland and Christchurch. The company complements equipment supply with custom refrigeration design and installation, 24/7 service and maintenance, glass door retrofit upgrades, long-term rentals and leasing, and equipment financing through SilverChef for retail, hospitality, and corporate customers across New Zealand, Australia, and the Pacific Islands.
Product overview
Cosell is a commercial refrigeration solutions provider operating in New Zealand, Australia, and Pacific Islands. The company offers a comprehensive portfolio of refrigeration products and services through a multi-brand, multi-category architecture. Core products include Chillers, Freezers, Food Display Cabinets, Glass Door Inserts, Supermarket Cabinets, Cool Rooms, and Refrigeration Plant & Parts across multiple brands (Dellware, Husky, Exquisite, Tefcold, Procool, ICCOLD, Vestfrost, Sharecool, General Fushi, Genova, Vence, Frigrite). Supporting services include custom manufacturing through Kinco, professional installation, 24/7 maintenance, equipment rentals, and SilverChef financing. Specialty offerings include MSX wireless temperature monitoring and glass door retrofits for energy efficiency upgrades.
Differentiator
Problem solved
Functional benefit
Products and services
- Commercial Chillers Commercial refrigeration chillers suitable for counter top, under-bench, vertical display, back bar, hotel/motel mini bars, promotional, and kitchen storage applications. Brands include Dellware, Husky, Exquisite, Tefcold, Procool, ICCOLD, Vestfrost, and Sharecool. Targeted at retail, hospitality, and commercial food service operators.
- Commercial Freezers Commercial freezer units ranging from counter-top ice cream display models to floor-standing vertical and large horizontal bulk display options for convenience stores. Includes island freezers, ice-cream scooping freezers, and blast chiller/freezers.
- Food Display Cabinets Display cabinets for bakery, cafe, deli, fresh meat serve-overs, and multi-tier chilled and heated products. Includes NewGen heated multi-deck, General Fushi Venice, Sharecool FSC, Rotor counter displays, and Genova plug-in multi-deck units.
- Glass Door Inserts Modular glass door insert and shelving systems for both chiller and freezer applications. Installed into coolrooms and freezer rooms to combine display and storage while allowing rear loading. Includes chiller door inserts, freezer door inserts, shelving, and accessories.
- Supermarket Cabinets Frigrite brand supermarket cabinets including multi-deck cabinets for dairy, meat, produce and liquor; vertical glass door freezers; island trough freezers; and serve-over cabinets. CoSell is the New Zealand agent for Frigrite products.
- Cool Rooms Walk-in cool rooms and freezer rooms for hospitality, retail, manufacturers, and wholesalers. Includes chiller and freezer rooms, refrigerated trailer rooms, cool room doors, and accessories. Also offers kitset options.
- Refrigeration Plant & Parts Compact packaged type refrigeration condensing units suitable for medium temperature and freezer temperature applications, manufactured by Essentec Refrigeration Co Limited. Components sourced from Danfoss, Coupland, Tecumseh, Henry, Schneider, ABB, and EBM.
- Custom Refrigeration Display Cases (Kinco) Custom-built refrigeration display cases manufactured by Kinco (Taiwan). Specializes in stainless steel and powder-coated finishes, with in-house marble, granite, and custom-bent glass production. Products include display cabinets for bakeries, cafes, restaurants, delis, chocolates, gelato, and ice cream. Used by global chains including Starbucks, Gloria Jeans, Coffee Club, Carl's Jr., and McCafé.
- Refrigeration Design and Installation Services Custom refrigeration system design, supply, and installation services covering commercial cool rooms, freezer rooms, display cabinets, custom-built systems, and specialty industrial refrigeration for supermarket, retail, hospitality, and industrial customers.
- Service and Maintenance Programme 24 hour/7 day service and maintenance for all equipment sold. National Maintenance Programme (NMP) provides automated customizable maintenance schedules. Partnered with regional service companies for nationwide 24/7 breakdown coverage across New Zealand.
- Rentals and Leasing Long-term rental and leasing options for new and second-hand equipment, inclusive of servicing and warranty. Custom branding available ex-factory or locally, with warehousing and national transport. Project management from single cabinet to fleet of display cabinets.
- MSX Wireless Temperature Monitoring Solution Wireless temperature monitoring system for cool rooms and freezer rooms, enabling remote tracking and alerts for refrigeration units to ensure temperature compliance and food safety.
- Glass Door Retrofit Service Retrofit glass door solutions for existing open-fronted refrigerated cabinets, reducing energy use by up to 50%, improving food safety, and creating more comfortable shopping environments.
Quantifiable outcome
- Energy savings of up to 50% on refrigeration running costs with glass door retrofits
- +2 more outcomes
Companies that use Cosell
Customer profileNamed customers11 records
Segments8 records
Ideal customer profiles5 records
Cosell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Cosell partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Regional Service CompaniescorePartnership with best regional service companies across New Zealand to provide nationwide service coverage. Enables 24hr/7day breakdown service anywhere in New Zealand.
- FrigritecoreCoSell Limited is the New Zealand agent for the Frigrite range of Supermarket cabinets. Frigrite is a long established brand specifically manufactured for the tough Australian environment. The cabinets are robust, cost effective and energy efficient.
- KincominorLeading custom manufacturer based in Taiwan known for handling design, manufacturing, assembly, and testing entirely in-house. Specializes in stainless steel and powder-coated finishes, producing custom glass for faster lead times. Trusted by global food chains like Starbucks, Gloria Jeans, Coffee Club, Carl's Jr., and McCafé for bespoke display case solutions.
- World's Leading Refrigeration ManufacturerscoreSupply partnerships with world's leading manufacturers of commercial refrigeration products. If customers can't find what they're looking for, CoSell can source options from their extensive supplier network. Brands include General Fushi, Genova, Vence, Dellware, Husky, Exquisite, Tefcold, Procool, ICCOLD, Vestfrost, Sharecool, Hiron, Baili, NewGen, ICE MATIC.
Scale indicators6 records
Recent moves5 records
Expansion highlights6 records
Cosell competitors and assessment
Company assessmentDirect peers
- Williams Refrigeration: UK/Australasian commercial refrigeration manufacturer and supplier of reach-in and undercounter units. Closely comparable in product range (chillers, freezers, display cabinets) and in serving hospitality + convenience retail.
- Chillmax Refrigeration: New Zealand-based commercial refrigeration specialist offering sales, service and installation. Directly comparable NZ peer competing for the same supermarket, convenience and hospitality customers.
- Simco Refrigeration & Electrical: NZ commercial refrigeration contractor offering design, installation and service. Comparable to Cosell's installation/services arm and competes for the same in-house refrigeration project work in NZ.
- Stoddart Group (Stoddart Refrigeration): Australian manufacturer and distributor of commercial refrigeration, kitchen and foodservice equipment serving retail and hospitality across Australasia. Closest direct peer in terms of multi-brand commercial refrigeration distribution plus custom manufacturing serving supermarket and hospitality channels.
- Sky Refrigeration: Australian specialist in commercial refrigeration installation, service and wholesale supply. Comparable to Cosell in business model (distribution + installation + service) and target customers in Australian supermarket and hospitality channels.
- Frigrite: Australian manufacturer of supermarket and commercial refrigeration cabinets. CoSell is Frigrite's NZ agent, but Frigrite also competes indirectly in the same supermarket cabinet category across Australasia, making it both supplier and the most direct category peer.
Broad incumbents
- Hussmann (a Panasonic company): Global incumbent in supermarket display cases and commercial refrigeration, with installed base across Australasian supermarket chains. Competes with Cosell at the enterprise supermarket-cabinet level and represents the large-scale alternative Cosell is differentiated against.
- Carrier Commercial Refrigeration: Carrier's commercial refrigeration division supplies refrigerated display cases and cold-room systems to supermarkets and foodservice globally. Comparable broad incumbent competing for the same enterprise supermarket and cold-room projects Cosell services.
- Hoshizaki: Global manufacturer of commercial ice machines, refrigeration and display cases sold across hospitality and retail. Many of the brands Cosell distributes (e.g., Husky, Ice-Matic) sit in the same category, making Hoshizaki an incumbent comparable on product line and customer overlap.
- Moffat (Ali Group): Distributor of commercial foodservice and refrigeration equipment across Australia and New Zealand. Overlaps Cosell in commercial refrigeration supply to hospitality, though Moffat's portfolio is much broader (cooking, warewashing, etc.).
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Cosell social profiles
Digital presenceCosell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cosell leadership team
Management profileNumber of profiles
Profiles9 records
Cosell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cosell 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 Cosell
What does Cosell do?
CoSell supplies commercial refrigeration equipment — chillers, freezers, food display cabinets, glass door inserts, supermarket cabinets, cool rooms, and refrigeration plant & parts — through its own e-commerce platform and direct sales offices in Auckland and Christchurch. The company complements equipment supply with custom refrigeration design and installation, 24/7 service and maintenance, glass door retrofit upgrades, long-term rentals and leasing, and equipment financing through SilverChef for retail, hospitality, and corporate customers across New Zealand, Australia, and the Pacific Islands.
Is Cosell a public or private company?
Cosell is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cosell founded?
Cosell was founded in 2006. It employs 11 to 50 people.
Where is Cosell based?
Cosell is headquartered in Auckland, New Zealand, in the Oceania region.
How does Cosell make money?
Five revenue lines are on record. Equipment Sales are the primary driver. The others are long-term Rental and Leasing, equipment Financing, installation Services and service and Maintenance.
Who are Cosell's main competitors?
Direct peers on record are Williams Refrigeration, Chillmax Refrigeration, Simco Refrigeration & Electrical, Stoddart Group (Stoddart Refrigeration), Sky Refrigeration and Frigrite. Broad incumbents are Hussmann (a Panasonic company), Carrier Commercial Refrigeration, Hoshizaki and Moffat (Ali Group).
Does Cosell have an API?
No public API is recorded for Cosell.
What industry is Cosell in?
Cosell's product category is Commercial Refrigeration. Its primary akta.pro industry code is AFAIALAI, Commercial Refrigeration & HVAC (Foodservice) Wholesale, with a secondary code of IMAIABAE, Refrigeration & Cold-Chain Equipment Service. Its NAICS code is 423740 and its SIC code is 3580.