AceDoors
AceDoors is a New Zealand manufacturer (legal entity Max-Rom Investments Ltd) producing the country's widest range of commercial, industrial, controlled-environment, and residential garage doors, serving enterprise customers across food and beverage, logistics, retail, and real estate with locally manufactured and selectively imported products.
- Company typePrivate
- Founded1988
- HeadquartersRolleston, New Zealand
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What AceDoors does
AceDoors (legal entity Max-Rom Investments Ltd) is a privately held New Zealand manufacturer of commercial, industrial, controlled-environment, and residential garage doors, founded circa 1988 and operating from headquarters in Auckland (43a Hobill Ave, Wiri) and a manufacturing facility in Rolleston/Christchurch (12 Westland Place). The company employs 51-100 staff and claims the widest product range in New Zealand across roller shutters, fast-acting fabric doors, dock seals and levelers, sectional doors, refrigeration doors, fire curtains and sliding fire doors, insulated traffic doors, and residential garage doors.
Core products are manufactured locally in Auckland and Rolleston with selective imports from established international partners, including Nergeco (France) for high-performance fast-acting doors, Kelley (US) for loading dock equipment, Kent (Dubai) for smoke and fire curtains, Raynor (US) for commercial sectional doors, and Merlin for residential automation. The company holds a patent-pending DuraShutter guide system and was the first in New Zealand to certify a roller shutter door to AS/NZS 4505:2012 with wind resistance up to 200kph. Additional proprietary features include the grease-free HushShutter guide, the T Star 2 vertical folding design, and the Kent gravity fail-safe fire curtain system.
AceDoors runs a sales-led go-to-market model combining direct manufacturer sales with an approved dealer, installer, and service-agent network across New Zealand, supplemented by a MasterSpec partnership targeting architects and specifiers and an e-commerce parts shop. Revenue is generated through quote-based commercial and industrial door sales, residential garage door sales backed by up to a 15-year warranty, aftermarket service contracts, and spare-parts e-commerce. Named enterprise customers include food and beverage producers (Tegel, Bidfood, Hansells, Tip Top, Zeagold, Griffins, Quality Bakers), logistics operators (Americold, Cardinal, Downers, Halls, Sanford), retail chains (Pak'nSave, Foodstuffs, New World Rototuna), and real estate/building materials (Goodman Property, Laminex).
AceDoors firmographics
Firmographics- Name
- AceDoors
- Legal name
- Max-Rom Investments Ltd
- Website
- https://acedoors.co.nz
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AceDoors is a New Zealand manufacturer (legal entity Max-Rom Investments Ltd) producing the country's widest range of commercial, industrial, controlled-environment, and residential garage doors, serving enterprise customers across food and beverage, logistics, retail, and real estate with locally manufactured and selectively imported products.
- Ownership category
- akta.pro rank
AceDoors industry classification
Industry- Product category
- Commercial and Industrial Door Manufacturing
- SIC
- Metal Doors, Sash, Frames, Moldings & Trim (3442)
- akta.pro primary industry
- Commercial & Industrial Doors (Sectional, High-Speed, Fire, Security) (IMADAIAF)
- akta.pro secondary industries
- Garage Doors & Rolling Shutters (IMADAIAE), Garage Door Off-Track Reset & Emergency Service (HSAGAMAF), Garage Door Sensor, Keypad & Remote Repair/Programming (HSAGAMAG), Garage Door Weather Seal, Bottom Seal & Threshold Replacement (HSAGAMAH), Garage Door Cable, Roller & Hinge Repair (HSAGAMAC)
Keywords
Where AceDoors is headquartered
LocationHeadquarters
- HQ city
- Rolleston
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
AceDoors business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Door Manufacturing and Sales: AceDoors generates primary revenue from manufacturing and selling a comprehensive range of commercial, industrial, controlled environment, and residential garage doors. Products are sold directly through manufacturer representatives, approved dealers, and installers. Products are precision built for long life at competitive prices.
- Parts and Service: AceDoors provides a full service department offering personalised after-sales service, maintenance, and repairs across New Zealand. Service department handles both AceDoors products and all other door brands. Preventative maintenance programmes and repair services are offered, including a free audit programme.
- Parts Sales (e-commerce): Online shop selling spare parts including extrusions, gaskets, refrigeration door parts, and remotes, with 81 products listed across multiple categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Spare Parts (Shop) |
| Other | Multi-year contract | Custom/Commercial Products |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
AceDoors product offering
Product offeringCore offering
AceDoors manufactures, assembles, and supplies a comprehensive range of commercial, industrial, controlled environment, and residential garage doors across New Zealand. Core products include egress doors, commercial roller shutters, fast-acting fabric doors, dock seals/levelers, sectional doors, refrigeration doors, fire and smoke curtains, and residential garage doors. Manufacturing occurs locally in Auckland and Christchurch factories, with cutting-edge products imported from international partners in France, Germany, Dubai, the United States, China, and Taiwan. The company also operates a nationwide parts, service, and preventative maintenance department.
Product overview
AceDoors is a New Zealand-owned manufacturer offering the widest product range of commercial, industrial, controlled environment, and residential doors in New Zealand. The portfolio includes egress doors (DuraDoor, Personnel Door), commercial roller shutters (DuraShutter, DuraGrille, RollerShutter Doors, A&B Series), fast acting fabric doors (R Labo 5, T Star 2, T Enduro 2, C Freezer 2 sourced from Nergeco), dock seals and levelers (Kelley brand), sectional doors (AlumaView from Raynor, ThermaSeal), PVC strip curtains and swing doors, refrigeration doors (CoolClad, Insulated Sliding Doors, Process Hinged Doors), fire solutions (Kent Smoke Curtains, Kent Fire Curtains, FireSlide), insulated traffic doors, and residential garage doors (Urban Series: Sandringham, Sumner, St Kilda; Thermal Series: Wairakei, Tekapo). Products are manufactured locally in Auckland and Christchurch factories, with some imported from France (Nergeco), USA (Kelley), and Dubai (Kent). The company also provides comprehensive parts, service, repair, and maintenance support.
Differentiator
Problem solved
Functional benefit
Products and services
- DuraDoor High security metal egress door with rigid aluminium construction and polyurethane foam core, designed for installation into pre-cast concrete, timber, or block work. Targeted at commercial and industrial buildings requiring secure personnel access.
- Personnel Door Cost-efficient pressed colour steel panel door with high density polyurethane foam core, for steel frame sheds, barns, and domestic garages. Targeted at commercial and residential users needing affordable personnel access doors.
- DuraShutter Roller Shutter New Zealand's first fully tested and certified roller shutter door meeting AS/NZS 4505:2012 wind load requirements, with wind resistance up to 200kph. Features the patent-pending DuraShutter Guide System. Targeted at warehouses, factories, and industrial buildings needing highest-specification roller shutters.
- DuraGrille Anodised aluminium roller grille providing security, ventilation, and visibility for commercial and industrial applications such as car parking facilities, retail storefronts, underground access, and public spaces. Manufactured from the Christchurch/Rolleston factory.
- RollerShutter Doors Versatile and durable roller shutter doors with options for grease-free guides (HushShutter) or windlocked systems (DuraShutter) for harsh weather conditions. Targeted at commercial and industrial buildings.
- A & B-Series Roller Doors Residential and light commercial roller doors with classic corrugated profile, available in various sizes and Colorsteel colours. Targeted at homeowners, sheds, barns, and light commercial applications.
- R Labo 5 Fast Acting Fabric Door Fast-acting flexible fabric door designed for clean processes with high sealing and Nergeco's patented multicomposite construction technology, operating at 1m/s. Targeted at food and beverage, pharmaceutical, and clean manufacturing environments.
- T Star 2 Fast Acting Exterior Door Exterior fold up door with patented vertical folding design for harsh New Zealand weather conditions, wind resistance up to 177kph (class 5), operating at 0.8m/s. Targeted at large industrial openings exposed to severe weather.
- T Enduro 2 Folding Curtain Door Fast-acting vertical folding curtain door for oversized external openings up to 11m x 11m, wind resistance up to class 5. Targeted at very large industrial and logistics openings.
- C Freezer 2 Freezer Fabric Door Fast acting fabric door for low temperature environments with triple-layer insulated curtain and integrated air mattress, operating at 0.8m/s. Targeted at deep freeze and cold storage facilities.
- Kelley Dock Seal Loading dock seal providing effective barrier against elements for climate-controlled facilities, manufactured in the USA by Kelley. Targeted at warehouses and logistics facilities with climate-controlled loading bays.
- Kelley Rigid Frame Dock Shelter Rigid frame dock shelter enabling full vehicle access while protecting people and products from elements during loading and unloading. Targeted at warehouses and logistics operations.
- Kelley Dock Levelers Loading dock levelers bridging gap and height difference between dock and trailer, available in air-powered and vertical storing models. Targeted at logistics and warehousing facilities.
- Kelley Vehicle Restraints Vehicle restraints securing trailers during loading and unloading operations with cast ductile iron restraining arm. Targeted at logistics and warehousing facilities for safety compliance.
- AlumaView Sectional Doors Aluminium sectional doors available in three thickness options (AV175 at 44mm, AV200 at 51mm, AV300 at 76mm) with glazed or solid panels for commercial applications. Supplied by Raynor USA. Targeted at commercial buildings needing visibility and natural light.
- ThermaSeal Insulated Sectional Doors Insulated sectional doors with 100% polyurethane foam insulation filling the door interior for superior thermal performance (R-values up to exceptional thermal ratings). Targeted at temperature-controlled facilities.
- PVC Strip Curtains Flexible vinyl strip curtains for environmental control, available in various widths and temperature grades for pedestrian to truck traffic. Supplied with non-phthalate plasticizer compliant with REACH, RoHS, European Food Contact Regulation, and FDA.
- PVC Swing Doors Impact-operated, self-closing double action swing doors for high traffic zone separation with non-phthalate PVC. Targeted at industrial facilities needing hygienic traffic separation.
- CoolClad Coolroom Door NZ-made insulated hinged door for refrigeration applications with 100mm thick door leaf, maintaining temperatures between 0 to -25 degrees C. Targeted at cold storage and food manufacturing facilities.
- Insulated Sliding Doors Customisable insulated sliding doors available in various thicknesses (50mm to 150mm) for chiller, freezer, or ambient process applications. Targeted at cold storage and food processing facilities.
- Process Hinged Doors Ambient hinged doors for high traffic zone separation with double-leaf gaskets ensuring complete sealing and temperature management. Targeted at process areas in food and pharmaceutical manufacturing.
- Kent Automatic Smoke Curtains Automatic smoke curtains controlling smoke movement through buildings, CE labelled D120 with 120-minute fire resistance. AceDoors is the sole NZ-approved agent. Targeted at commercial buildings requiring smoke management.
- Kent Automatic Fire Curtains Automatic fail-safe fire curtains for fire compartmentalisation with gravity fail safe system, rated up to E180 minutes (180 minutes fire resistance at 600 degrees C). Targeted at commercial buildings for fire compartmentalisation.
- FireSlide Fire Sliding Doors Automatic fail-safe sliding fire doors rated for up to 4 hours integrity and 120 minutes insulation (/240/120). Targeted at commercial buildings requiring large opening fire separation.
- Insulated Traffic Doors Durable insulated traffic doors with PVC construction and PIR foam core, suitable for walk-in coolers, supermarkets, and hospitals. Targeted at pedestrian traffic in temperature-controlled environments.
- Sandringham Urban Series Garage Door Urban Series residential garage door with minimalist design complementing modern homes, powered by Merlin/AceDoors Force motor. Targeted at residential homeowners seeking contemporary design.
- Sumner Urban Series Garage Door Urban Series residential garage door with clean, uncluttered look resembling wide weatherboard, available in 12+ colours. Targeted at residential homeowners.
- St Kilda Urban Series Garage Door Urban Series residential garage door with clean linear lines suitable for traditional and contemporary homes. Targeted at residential homeowners.
- Wairakei Thermal Series Garage Door Thermal Series insulated garage door with light embossed texture and PUR foam insulation, R-value of 2.0. Targeted at homeowners seeking insulated residential garage doors.
- Tekapo Thermal Series Garage Door Thermal Series insulated garage door with smooth finished surface and PUR foam insulation for thermal properties. Targeted at homeowners seeking insulated residential garage doors.
- Parts and Service Department Comprehensive repair, maintenance, and installation services for all AceDoors products and other door brands across New Zealand. Includes preventative maintenance programs, free audits, and 24-hour service via 0800 line. Targeted at commercial, industrial, and residential customers.
Quantifiable outcome
- DuraShutter is New Zealand's first roller shutter door to meet AS/NZS 4505:2012 wind load requirements, withstanding winds up to 200kph
- +5 more outcomes
Companies that use AceDoors
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles4 records
AceDoors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
AceDoors partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Rudnev Door SystemscoreIn 2010, AceDoors merged with Rudnev Door Systems who had been manufacturing and selling cool room doors for over nine years. This merger expanded AceDoors' refrigeration door capabilities and product range.
- KelleycoreEstablished in 1953, Kelley is a leading manufacturer of commercial sectional doors, loading dock equipment, HVLS warehouse fans, and high-performance dock seals and shelters. Kelley loading dock products are sold through an extensive network of trained dealers in the U.S., Canada and Mexico. Kelley has been a proud partner with AceDoors for over 20 years, supplying dock seals, dock shelters, dock levelers, and vehicle restraints.
- NergecocoreAceDoors partnered with Nergeco 30 years ago for fast-acting fabric door technology. Nergeco has 35 years of skillful experience and success with high-performance doors adapted to each trade, process, and building in more than 90 countries worldwide. Products include R Labo 5, T Star 2, T Enduro 2, and C Freezer 2.
- Kent Smoke and Fire CurtainscoreAceDoors are the sole New Zealand-approved agents for Kent Smoke and Fire Curtains, a leading manufacturer of fire and smoke curtains based in Dubai. Kent's state-of-the-art manufacturing facilities use the latest European technology to produce smoke and fire curtains with high-quality engineered precision.
- RaynorcoreRaynor supplies AlumaView commercial sectional doors (AV175, AV200, AV300) and ThermaSeal insulated sectional doors to AceDoors. Raynor is a US-based manufacturer known for commercial door reliability and durability.
- MasterSpecminorAceDoors is listed as a partner on MasterSpec, New Zealand's leading specification platform for building professionals, enabling visibility to architects and specifiers through the platform.
- Metaflex DoorsminorMetaflex is listed as a partner on the AceDoors website, indicating a GTM or marketing partnership relationship.
- SitewiseminorSitewise is listed as a partner on the AceDoors website, indicating a GTM or marketing partnership relationship.
- MerlincoreMerlin supplies the Commander Elite door opener (standard on Urban Series residential garage doors) and the Force Door Motor (standard on Sandringham, Wairakei, and Tekapo residential garage doors). Merlin is a leading residential garage door automation brand in New Zealand.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
AceDoors competitors and assessment
Company assessmentDirect peers
- Dynaco: Manufacturer of high-speed roll-up and sliding doors for industrial, commercial, and cold-storage environments. Competes in the same fast-acting fabric door category as AceDoors' Nergeco R Labo 5.
- B&D Doors: Australia and New Zealand manufacturer of residential garage doors and commercial doors. Comparable to AceDoors via its regional residential garage door business and shared trans-Tasman market overlap.
- Cornell Iron Works: US manufacturer of rolling steel doors, fire doors, and counter doors for commercial and industrial facilities. Directly comparable to AceDoors' commercial roller shutter and fire curtain offerings.
- Dominator (Auckland Doors): New Zealand-based manufacturer and installer of residential garage doors and openers. Directly competes with AceDoors' Urban Series and Thermal Series residential garage door lines in the same NZ market.
- Rite-Hite: Global manufacturer of loading dock equipment, industrial doors, and facility safety products. Comparable to AceDoors' Kelley dock seals, dock levelers, and vehicle restraints business.
- Rytec Corporation: US manufacturer of high-speed industrial doors for warehouses, manufacturing, and cold storage. Directly comparable to AceDoors' Nergeco fast-acting fabric door portfolio (R Labo 5, T Star 2) serving the same industrial use cases.
Regional players
- Steel-Line Garage Doors: Australian manufacturer of residential and commercial roller doors, sectional doors, and shutters. Comparable to AceDoors' A&B Series and roller shutter range, with regional rather than direct market overlap.
Broad incumbents
- Assa Abloy: Global leader in door opening solutions, including industrial doors, sectional doors, and high-performance doors. A broad incumbent whose door divisions overlap with AceDoors' commercial and industrial product range.
- Overhead Door Corporation: US-based manufacturer of commercial and residential garage doors, sectional doors, and loading dock equipment. Comparable via its commercial and industrial door product portfolio that overlaps with AceDoors' offerings.
- Hörmann: Global leader in industrial, commercial, and residential doors, including roller shutters, sectional doors, and high-speed doors. A multinational incumbent that competes with AceDoors on the same product categories in markets where their ranges overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AceDoors social profiles
Digital presenceAceDoors financial estimates
Financial estimateRevenue estimate
Valuation estimate
AceDoors leadership team
Management profileNumber of profiles
Profiles1 record
AceDoors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AceDoors 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 AceDoors
What does AceDoors do?
AceDoors manufactures, assembles, and supplies a comprehensive range of commercial, industrial, controlled environment, and residential garage doors across New Zealand. Core products include egress doors, commercial roller shutters, fast-acting fabric doors, dock seals/levelers, sectional doors, refrigeration doors, fire and smoke curtains, and residential garage doors. Manufacturing occurs locally in Auckland and Christchurch factories, with cutting-edge products imported from international partners in France, Germany, Dubai, the United States, China, and Taiwan. The company also operates a nationwide parts, service, and preventative maintenance department.
Is AceDoors a public or private company?
AceDoors is a private company. It is classified as unknown and is currently operating.
When was AceDoors founded?
AceDoors was founded in 1988. It employs 51 to 100 people.
Where is AceDoors based?
AceDoors is headquartered in Rolleston, New Zealand, in the Oceania region.
How does AceDoors make money?
Three revenue lines are on record. Door Manufacturing and Sales are the primary driver. The others are parts and Service and parts Sales (e-commerce).
Who are AceDoors's main competitors?
Direct peers on record are Dynaco, B&D Doors, Cornell Iron Works, Dominator (Auckland Doors), Rite-Hite and Rytec Corporation. Steel-Line Garage Doors is listed as a regional player. Broad incumbents are Assa Abloy, Overhead Door Corporation and Hörmann.
Does AceDoors have an API?
No public API is recorded for AceDoors.
What industry is AceDoors in?
AceDoors's product category is Commercial and Industrial Door Manufacturing. Its primary akta.pro industry code is IMADAIAF, Commercial & Industrial Doors (Sectional, High-Speed, Fire, Security), with a secondary code of IMADAIAE, Garage Doors & Rolling Shutters. Its SIC code is 3442.