ICONA

What ICONA does

ICONA Limited is a privately-held New Zealand company founded in 2003 and headquartered in Palmerston North, operating across three integrated service pillars: HealthCare equipment distribution, ICT services, and SCADA engineering. In HealthCare, ICONA sells, installs, services, and provides IT support for third-party dental, medical, and veterinary equipment brands (including Acteon, Castellini, DEXIS, 3Shape, Euronda, Eickemeyer, Furix, Midmark, and Promotal), with factory-trained technicians providing certification, preventative maintenance, and after-sales support nationwide. The ICT division delivers business networks, VoIP and phone systems, and software support tailored to healthcare practices, while the SCADA division provides telecommunications, surveying, design, build, operation, and monitoring services for New Zealand energy distribution networks. The company maintains a sister-company partnership in Melbourne, Australia, and as of 2022 employed 18 staff across all divisions.

ICONA's business model combines one-time hardware sales (premium imported equipment distributed via an e-commerce storefront and direct field sales) with recurring service and maintenance contracts, plus managed ICT and SCADA engineering services. Pricing is predominantly quote-based for capital equipment; only consumables such as the wireless barcode scanner carry listed pricing. Go-to-market is sales-led and relationship-driven: a dedicated Auckland-based sales presence supports enterprise healthcare clients, while direct phone/email outreach (0800 367 336, [email protected]) and a network of customer testimonials drive SMB and mid-market dental, medical, and veterinary leads. ICONA positions itself as the only New Zealand provider offering the full package of Sales, Service, and IT-Support under one roof, a value proposition it has operationalized by establishing a dedicated Service and Support unit in 2014, adding Veterinary equipment in 2015, Medical equipment in 2018, and appointing its first CEO (Phil Scott) in 2019 to formalize executive leadership above its founder-led structure.

Name

ICONA

Legal name

ICONA Limited

Website

https://icona.co.nz

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

ICONA is a privately-held New Zealand company that distributes, installs, and services dental, medical, and veterinary equipment while providing ICT and SCADA engineering services to healthcare practices and energy infrastructure operators.

Ownership category

akta.pro rank

Product category

Healthcare Equipment Distribution and Services

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Dental Equipment & Supplies (3843), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Medical, Dental & Lab Supply Marketplaces (CRAFAHAG)

Keywords

• Dental equipment distribution
• Medical equipment supply
• Veterinary equipment sales
• SCADA engineering services
• ICT managed services

Headquarters

HQ city

Palmerston North

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Healthcare Equipment Sales: Sales of dental, medical and veterinary equipment including treatment units, imaging, sterilization, IT products, microscopes, handpieces, CAD/CAM, and sedation equipment. One-time hardware sales with ongoing service and support.
2. Service and Support: Service and support unit providing certification, servicing, and preventative maintenance for healthcare equipment. Factory-trained technicians travel the country.
3. ICT Services: Information Communication Technology services including business systems, phone systems, industry-specific expertise, and ongoing support.
4. SCADA Engineering: SCADA solutions engineering for New Zealand's energy infrastructure including telecommunications, telemetry, surveying, design, build, operation, monitoring and maintenance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

ICONA distributes and services third-party dental, medical, and veterinary equipment from brands such as Acteon, Castellini, 3Shape, DEXIS, Euronda, Promotal, Eickemeyer, Furix, and Midmark through an e-commerce storefront and direct field sales. It complements equipment sales with installation, factory-trained technician servicing, preventative maintenance, and IT support. It also delivers ICT managed services (business networks, VoIP, software support) for healthcare practices and SCADA engineering (telemetry, design, build, monitoring, maintenance) for New Zealand's energy distribution networks.

Product overview

ICONA is a New Zealand custom solutions business established in 2003, operating across four main service pillars: HealthCare (Dental, Medical, and Veterinary equipment sales and service), ICT services (business systems, VoIP, and software support), and SCADA engineering for energy infrastructure. The product portfolio consists of third-party medical equipment brands that ICONA distributes and services, organized into three categories: Dental products including 3Shape TRIOS intraoral scanners, Acteon imaging systems (C50 cameras, PSPix scanners, SOPIX sensors, X-Mind X-ray units), Castellini dental chairs (Puma Eli, SKEMA series) and imaging, DEXIS sensors and panoramic systems, Euronda and Powersonic sterilization equipment, Global Surgical microscopes, Nardi compressors, and ICONA-branded healthcare peripherals; Medical equipment primarily from Promotal including examination tables and chairs (1810, 188, 244-020 bariatric, 4365 paediatric), phlebotomy chairs (Deneo), gynaecological couches (Duolys, Elansa, gMotio, iDuolys), treatment couches (eKompact, eMotio, Fidji, Hydro), and specialist chairs (iQuest, Kompact); and Veterinary equipment including Eickemeyer anaesthesia machines (NarkoVet series, LAVC, LAV-3000) and ventilators, Furix anaesthesia machines (FVA series) and ventilators (DAV60, FAV80V), oxygen concentrators, and Midmark products (IV Fluid Warmer, ventilators, gas scavengers, VIP 3000 vaporizers). ICONA provides the full package of sales, installation, service, and IT support for these equipment lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Dental Equipment Distribution Distribution and sale of dental chairs (Castellini Puma Eli, SKEMA 5/6), intraoral scanners (3Shape TRIOS), imaging systems (Acteon C50 camera, PSPix², SOPIX sensors, X-Mind 2D/3D/Unity; DEXIS IXS, OP 2D/3D/Pro), sterilization (Euronda autoclaves, Eurosafe thermal disinfectors, Powersonic ultrasonic cleaners), CAD/CAM, microscopes (Global Surgical A-Series, Evolution XR6), dental compressors (Nardi), sedation systems (Tecno-Gaz MasterFlux), water filtration, amalgam separation, and infection-control peripherals. Targeted at dental practices in New Zealand.
• Medical Equipment Distribution Distribution of Promotal-branded examination tables, examination chairs, phlebotomy/blood collection chairs, gynaecological couches, bariatric examination chairs, paediatric exam and changing tables, and treatment couches (electric, hydraulic, and fixed-height variants) targeted at general medical practices, specialists, and gynaecology clinics in New Zealand.
• Veterinary Equipment Distribution Distribution of Eickemeyer and Furix veterinary anaesthesia machines and ventilators (NarkoVet series, LAVC-2000D, LAV-3000, DAV60, FAV80V, FVA-10, FVA-20), Midmark IV fluid warmers, small animal ventilators (3002PRO), anaesthetic gas scavengers, VIP 3000 vaporizers, and Furix JAY-10W oxygen concentrators for small and large animal veterinary practices.
• Healthcare Equipment Service and Support Ongoing factory-trained technician support including certification, servicing, and preventative maintenance for ICONA's healthcare equipment portfolio. Technicians travel nationwide across New Zealand to install, certify, service and maintain dental, medical and veterinary equipment for healthcare practices.
• ICT Services Information and Communication Technology services for healthcare practices and other clients, including business systems, business networks, VoIP phone systems, industry-specific software support, and ongoing managed services. The team has 40+ years combined experience in business networks and specialises in healthcare ICT requirements.
• SCADA Engineering Services Supervisory Control and Data Acquisition (SCADA) engineering for New Zealand's energy infrastructure including telecommunications, telemetry, surveying, design, build, operation, monitoring, and maintenance of power distribution networks. Provides end-to-end SCADA solutions for energy distribution operators.

Quantifiable outcome

• 8+ years of ongoing ICT support relationship with Manawatu Dental Group
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Sister Company MelbournecoreStrategic or Co-development Partner · 1 January 2013Partnered with a sister company in Melbourne, Australia in 2013. This partnership led to the rebranding from Facility Management Systems to ICONA in 2014, expanding geographic footprint and enabling broader service delivery.

Scale indicators3 records

Recent moves11 records

Expansion highlights5 records

Regional players

• EBOS Group: Leading Australia and New Zealand healthcare and animal care products distributor. Comparable to ICONA as a regional healthcare distributor with multi-vertical reach across human and animal health, though at substantially larger scale and ASX-listed.
• Getz Healthcare: Asia-Pacific medical device distributor with operations in Australia and New Zealand. Geographic peer to ICONA with medical equipment distribution focus across the trans-Tasman region.
• DB Dental: Australian dental product distributor serving dental practices. Geographic peer to ICONA with overlapping dental equipment distribution in the trans-Tasman market, but primarily serves Australia rather than New Zealand.

Broad incumbents

• Medline Industries: Major medical supply manufacturer and distributor. Comparable to ICONA in healthcare equipment distribution but operates at vastly larger scale, broader product portfolio, and wider geographic footprint.
• Henry Schein: Global dental and medical equipment distributor with a broad portfolio of products and value-added services. Comparable to ICONA in the dental and medical equipment distribution space, though operating at vastly larger scale across multiple geographies.
• Cardinal Health: Global healthcare products and services distributor. Comparable to ICONA in medical equipment distribution, though at dramatically larger scale across multiple product categories and geographies.
• Patterson Companies: US-based dental and animal health products distributor. Comparable to ICONA's healthcare equipment business with a similar vertical mix (dental + veterinary), though at dramatically larger scale and primarily US-focused.
• McKesson: Major healthcare supply chain solutions company with medical-surgical distribution to physician offices, dental practices, and other healthcare settings. Comparable to ICONA in medical/dental distribution at vastly larger scale and broader portfolio.

Direct peers

• Benco Dental: Privately-held dental supply distributor serving practices across the US. Closely mirrors ICONA's dental equipment distribution model with sales, service, and support focus; similar privately-held, full-service approach to healthcare practices.
• Burkhart Dental: Independent dental supply distributor serving practices across the US. Comparable to ICONA in privately-held, full-service dental equipment sales and service business model targeting dental practice customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ICONA_NZ
• Facebookfacebook.com/ICONAnewzealand
• LinkedInlinkedin.com/company/icona-new-zealand

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

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 ICONA