Formula

What Formula does

Formula is a New Zealand-based import wholesale distribution business that has operated continuously since the mid-1980s (firmographics state 1988 as the founded year), headquartered at 60B Cryers Road, East Tamaki, Auckland. The company distributes a multi-brand portfolio spanning automotive accessories (car batteries, dashcams, parking sensors, reverse cameras, mobile mounts), car audio equipment (Alpine, BlackVue, Nakamichi, Fusion), car security systems (AVS alarms, immobilizers, GPS trackers), collision repair supplies (spray guns, abrasives, body fillers, coatings), airbrushing equipment, consumer electronics (batteries, memory, pro audio), outdoor power solutions (Bluetti, solar), paint and coatings, and workshop tools. Beyond third-party brands, Formula owns two proprietary brands: the 'Formula' OEM product range and the registered 'ColorPak' aerosol filling system, the latter of which extends distribution into Australia.

The business model is straightforward import-and-distribute wholesale: Formula sources products from 60+ international brand owners and sells through a nationwide New Zealand dealer network supported by field sales representation and an Auckland distribution centre. Revenue is generated primarily through hardware sales on standard RRP-based unit pricing in New Zealand Dollars. The company operates a dual-channel go-to-market: a B2B motion via trade credit accounts for installers, collision repair shops, and service centres, and a long-tail B2C motion via the formula.co.nz e-commerce platform with guest checkout for retail consumers.

Formula is a privately held company with 11-50 employees, no public listing, no disclosed funding rounds, no identified parent company, no management team information available in source data, and no M&A or restructuring activity on record. The operational footprint is primarily New Zealand-domestic, with the ColorPak brand providing a secondary channel into Australia. There are no disclosed AI/ML capabilities, no API or software platform, and no third-party technology integrations documented in the source material, positioning Formula as a traditional product distribution business rather than a technology-enabled commerce platform.

Name

Formula

Legal name

Formula

Website

https://formula.co.nz

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Formula is a New Zealand import wholesale distributor, founded in the mid-1980s, that distributes automotive aftermarket and consumer electronics products across 10 categories via a nationwide dealer network and e-commerce platform, serving both trade professionals and retail consumers from its Auckland distribution centre.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Distribution

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Performance, racing & tuning parts distribution (CRAOANAH)

Keywords

• Automotive parts distribution
• Consumer electronics wholesale
• Car audio equipment
• Parking sensor systems
• Automotive aftermarket supplies

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Product Distribution and Sales: Formula generates revenue through importing and distributing automotive and consumer electronics products to dealers and end customers across New Zealand. The company sells products from internationally recognized brand owners along with its own proprietary Formula brand and ColorPak aerosol system.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Formula is an Auckland-based import wholesale distributor that supplies a broad range of automotive aftermarket products (car audio, dashcams, parking sensors, alarms/immobilisers, collision repair consumables, workshop tools) and consumer electronics (batteries, chargers, portable power stations, memory, pro audio) to a New Zealand dealer network and directly to retail consumers. It represents numerous international brand owners (including 3M, Alpine, BlackVue, Bluetti, Sandisk, Viofo) in New Zealand and also markets its own proprietary Formula OEM range and the unique ColorPak aerosol point-of-sale can filling system.

Product overview

Formula is a New Zealand-based import wholesale distribution business established in the mid-1980s, specializing in automotive and consumer electronics products. The company operates a multi-brand portfolio strategy, representing numerous international brand owners while also maintaining proprietary brands including the 'Formula' brand for OEM products and the unique 'ColorPak' aerosol filling system. Formula distributes a comprehensive range of products across ten main categories: Car Audio (amplifiers, head units, speakers, subwoofers from brands like Alpine and BlackVue), Car Accessories (dashcams, reverse cameras, parking sensors from AVS and BlackVue), Car Security (alarms, GPS trackers from AVS), Collision Repair (spray guns, abrasives, coatings, body fillers), Airbrushing Equipment, Consumer Electronics (batteries, memory, pro audio), Outdoor/Power Stations, Paint & Coatings, Spares, and Workshop Tools. The company serves dealers across New Zealand through its Auckland-based office and distribution centre.

Differentiator

Problem solved

Functional benefit

Brands

• ColorPak: Unique aerosol system for convenient point-of-sale can filling throughout New Zealand and Australia
• Formula

Products and services

• ColorPak Aerosol System Unique proprietary aerosol can filling system enabling convenient point-of-sale aerosol filling, distributed across New Zealand and Australia as an in-house Formula brand offering for retail and trade customers.
• Formula OEM Brand Products Proprietary Formula-branded OEM range including airbrush compressors and related automotive/car audio accessories, sold as Formula's own label offering alongside distributed brands.
• AVS Car Security & Camera Systems Vehicle security and camera products including AS/NZS-certified alarms (S4, S5, A4, A5, C3, C4, C5), immobilisers, GPS trackers (FreeTrack 4G), reverse camera systems, parking sensors, and 4.3 to 10-inch monitors, supplied to New Zealand trade and retail customers.
• Alpine Car Audio Equipment Premium Alpine car audio range including Halo head units with wireless CarPlay/Android Auto, DSP amplifiers and sound processors (Status Series, R2, S2, DP2), component and coaxial speakers, subwoofers, Tesla-specific EV series, and vehicle-specific OEM fit solutions for vehicles such as Landcruiser and BMW.
• BlackVue Dashcams BlackVue premium dashcam systems including DR770X Box Pro 3-CH units for commercial trucks, Elite series (10, 9, 8), and DR970X LTE models with cloud connectivity, offering 4K UHD, 2K, and Full HD recording options.
• AMADEX Safety Equipment AMADEX personal protection equipment including latex and nitrile disposable gloves (Jaeger and Panther lines) for automotive and industrial use, distributed to New Zealand trade and retail customers.
• Car Batteries Car batteries supplied under Formula's Car Accessories category to trade and retail customers across New Zealand, including consumer-grade and rechargeable Li-ion options.
• Parking Sensors and Reverse Camera Kits Parking sensors, reverse cameras, reverse mirror monitors, and camera kits (including commercial variants) supplied under Formula's Car Accessories category, covering individual components, vehicle-specific kits, and taxi system parts.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• International Brand OwnerscoreOthersFormula represents many international brand owners in New Zealand, distributing their products through its dealer network. Brands include 3M, ALPINE, BLACKVUE, BLUETTI, CAMPBELL HAUSFELD, COLORPAK, DEVILBISS, FUSION, IWATA, Maxell, METRA, NAKAMICHI, NITECORE, ROCK OIL, SANDISK, SCHUMACHER, VIOFO, WHISTLER, and many others across automotive, consumer electronics, and industrial product categories.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Burson Auto Parts: Burson Auto Parts is Australia's largest trade-focused automotive aftermarket parts distributor. Comparable to Formula in business model (trade wholesale, dealer-style service, parts, tools, accessories) and in adjacent Australian/NZ geography.
• Jaycar Electronics: Jaycar is an Australasian electronics and consumer-electronics retailer/distributor covering batteries, dashcams, power, lighting, and tools. Its product mix overlaps meaningfully with Formula's consumer-electronics and workshop-tools categories.
• Metra Electronics: Metra is a US-based manufacturer and distributor of car audio installation accessories, integration kits, and vehicle-specific fit solutions. It is a direct peer in the car audio and car accessories distribution niche that Formula serves through brands like Alpine and its own Formula OEM line.
• Repco New Zealand: Repco is one of the largest automotive aftermarket parts and accessories distributors/retailers in New Zealand. It competes directly with Formula on car audio, accessories, and workshop tools sold through a national trade and retail network.
• Supercheap Auto (NZ): Supercheap Auto is an Australian-headquartered automotive aftermarket retailer operating across NZ. It directly overlaps with Formula on dashcams, batteries, tools, and in-car electronics sold to trade and consumer buyers.
• Scosche Industries: Scosche is a US-based aftermarket car audio and electronics accessories brand/manufacturer. It is comparable to the brand owners Formula distributes, with overlapping product categories (dashcams, audio interfaces, mobile mounting) and a similar trade-channel distribution model.

Broad incumbents

• AutoZone: AutoZone is a large US-headquartered automotive aftermarket parts and accessories retailer. It is a broad incumbent reference point for Formula's category mix, even though AutoZone does not directly serve the NZ market.
• NAPA Auto Parts: NAPA is a global automotive aftermarket parts distribution network. It serves as a broad incumbent benchmark for trade-focused wholesale distribution of vehicle parts, accessories, and workshop tools — categories Formula also distributes.
• Bapcor Limited: Bapcor is the ASX-listed parent of Burson Auto Parts, Autobarn, and other Australasian automotive aftermarket brands. It is a broad incumbent in the same regional distribution market Formula serves from a much smaller base.

Regional players

• Noel Leeming: Noel Leeming is a major NZ-based consumer electronics and home appliances retailer. While not an automotive distributor, it overlaps with Formula's consumer-electronics and outdoor/power-station categories and competes for the same NZ retail consumer demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/formula.nz

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 Formula