Elpower

What Elpower does

Elpower is a privately held New Zealand-based distributor of premium lighting components, lighting controls, and lamps, operating under the legal name Elpower NZ Limited from its headquarters and warehouse in Manukau, Auckland. The company stocks and distributes a catalog that spans LED products (LED drivers, LED engines and modules, indoor and outdoor LED luminaires, light management systems), magnetic lighting control gear (magnetic chokes, HID control gear, weatherproof transformers), electronic lighting control gear (electronic transformers, electronic ballasts, digitally dimmable ballasts, emergency lights), luminaires, and lighting accessories such as lampholders. The technical portfolio is anchored by exclusive or core distribution partnerships with global lighting brands including Osram, Tridonic, eldoLED, BJB, Electro Terminal, Casambi, and Zico Lighting, with Elpower holding exclusive New Zealand distribution rights for eldoLED, BJB lampholders, and Zico LED filament lamps. Underlying technical differentiators highlighted across the product range include flicker-free dimming (eldoLED), tunable white technology mimicking natural daylight cycles (Tridonic), wireless Bluetooth-based lighting control (Casambi), and high colour-rendering LED filament lamps with dim-to-warm capability (Zico, CRI95). Compliance documentation covers AS/NZS standards for electrical safety and EMC applicable to LED drivers and lighting equipment sold in Australia and New Zealand.

Elpower's business model is a technical-specialist distribution play rather than a software or branded manufacturing business. Revenue is generated through the markup on distributed lighting components, with orders shipped from three warehouses — Auckland (NZ), Silverwater NSW (Australia), and Epping VIC (Australia) — under a same-day or next-business-day delivery service, with free into-store delivery offered on orders over NZD 150. The go-to-market is structured around three primary customer segments: electrical wholesalers, lighting OEMs, and resellers/installers, all served through a horizontal segmentation approach that emphasises technical advisory support (lamp selection, lamp/gear compatibility, gear conversions) over price-led volume selling. Distribution channels are regional in scope, covering New Zealand and the Australian states of New South Wales and Victoria, and the company markets itself primarily through its website (elpower.co.nz), product and brand pages, technical resources (PDF compatibility charts), and a news/updates section.

The company is independently owned and operated, with no disclosed venture capital, private equity, or institutional ownership. The leadership team comprises Managing Director and Partner Paul de Knegt, joined by partners Brad McCullough and Clive Mills in July 2015. The company states over two decades of operating history in the lighting business, and no specific founding year is disclosed in available material. There is no evidence of acquisitions, funding rounds, subsidiaries, or public listing. The business is operating and actively servicing customers as of the most recent data, with the stated competitive positioning resting on extensive local stockholding, brand exclusivity arrangements, and accumulated technical expertise in the lighting components trade.

Name

Elpower

Legal name

Elpower NZ limited

Website

https://elpower.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Elpower is a New Zealand-based distributor of premium lighting components, controls, and lamps, serving electrical wholesalers, lighting OEMs, and resellers across New Zealand and Australia from warehouses in Auckland, NSW, and Victoria, with exclusive NZ distribution rights for eldoLED, BJB, and Zico Lighting.

Ownership category

akta.pro rank

Headquarters

HQ city

Manukau

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Lighting Components Distribution: Elpower generates revenue through distribution of premium lighting products and controls to electrical wholesalers, lighting OEMs, and resellers across New Zealand and Australia. Revenue comes from the markup on lighting components including LED drivers, LED modules, luminaires, ballasts, transformers, and lighting control gear.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Elpower is a New Zealand-based distributor of premium lighting components, LED systems, and lighting controls, supplying electrical wholesalers, lighting OEMs, and resellers across New Zealand and Australia. The company maintains extensive local warehouse stockholding for LED drivers, LED modules, luminaires, ballasts, transformers, lampholders, emergency lighting, and lighting control gear, with same-day/next-day delivery and technical advisory support on component selection and gear conversions.

Product overview

Elpower is a New Zealand distributor of premium lighting products and lighting controls operating as a stockist/distributor model rather than a single unified software product. The company offers a comprehensive portfolio organized into several product categories: LED products (including LED Drivers, LED Engines & Modules, Indoor LED Luminaires, and Outdoor LED Luminaires), Magnetic Lighting Control (Magnetic Chokes, Control Gear for HID, Weatherproof Transformers), Electronic Lighting Control (Transformers, Electronic Ballasts, Digitally Dimmable Ballasts, Control Gear for HID, Light Management, Emergency Lights), Luminaires, and Lighting Accessories including Lampholders. Elpower distributes products from world-renowned brands including Osram, eldoLED, Tridonic, BJB, Electro Terminal, Casambi (wireless Bluetooth control), and Zico Lighting (premium LED filament lamps). The company serves electrical wholesalers, lighting OEMs, and resellers throughout New Zealand and Australasia.

Differentiator

Problem solved

Functional benefit

Products and services

• LED Drivers

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• OsramcoreTechnology or IntegrationElpower distributes Osram lighting products including Optotronic drivers. Osram products come complete with Regulatory Compliance Mark and documentation satisfying Australian Standards for Electrical Safety and EMC.
• EldoLEDcoreTechnology or IntegrationElpower is New Zealand's exclusive distributor of eldoLED products. eldoLED is recognized as a world leader in intelligent driver solutions for LED-based lighting systems with advanced flicker-free dimming technology.
• TridoniccoreTechnology or IntegrationElpower is a key provider of Tridonic lighting solutions in New Zealand, offering the entire product range including LED drivers, modules, tunable white control gear, and emergency lighting.
• BJBcoreTechnology or IntegrationElpower is the exclusive New Zealand distributor of BJB lampholders. BJB has been associated with lighting technology for 140 years, offering quality lampholder components.
• Electro TerminalsupportingTechnology or IntegrationElpower distributes Electro Terminal lighting accessories and connection solutions.
• CasambicoreTechnology or IntegrationElpower distributes Casambi smart lighting modules enabling wireless Bluetooth control of lighting systems.
• Zico LightingcoreTechnology or IntegrationElpower is the exclusive stockist of Zico Lighting premium LED filament lamps in New Zealand. Zico offers innovative LED lamps with superior dimming capability, high colour rendering (CRI95), and 3-year warranty.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pierlite: Established ANZ lighting manufacturer and supplier of commercial, industrial, and outdoor luminaires. Comparable to Elpower in the ANZ lighting supply chain and overlapping customer base of electrical wholesalers and contractors.
• Lightmoves: Australian specialist in architectural lighting solutions and lighting controls, distributing premium control brands. Highly comparable to Elpower's premium control-gear and smart-lighting distribution focus.
• Jands: Australia-headquartered distributor of professional lighting, audio, and staging products, with a comparable B2B distribution model supplying integrators, OEMs, and resellers across ANZ — closely aligned with Elpower's go-to-market in commercial and architectural lighting.
• ULA Group: Australian and New Zealand distributor of architectural and entertainment lighting solutions, with showrooms and technical support. Directly comparable to Elpower as a regional lighting specialist distributor serving NZ and AU projects.
• SAL National: Australian lighting brand and distributor supplying commercial, architectural, and residential channels. Comparable in scale and product mix to Elpower, with overlapping electrical wholesaler customers across ANZ.

Broad incumbents

• Rexel: Global electrical distribution leader with significant ANZ presence (Rexel Australia, Gardner Electrical). Overlaps with Elpower on lighting components but at much larger scale and across broader electrical categories.
• WESCO International: Global electrical, communications, and utility distribution company. Comparable as a broad incumbent in electrical distribution with growing presence in lighting and smart-building categories.
• Sonepar: World's largest B2B electrical distributor with operations in Australia and New Zealand. Competes with Elpower for lighting component sales via its local branches and digital channels.
• Signify: Global lighting leader (Philips Lighting, Color Kinetics, Interact) selling direct and through distribution. Represents both a potential supplier relationship and a structural disintermediation threat to regional distributors like Elpower.

Regional players

• Gerard Lighting: Australian lighting manufacturer and supplier (Pierlite, Haneco, Sylvania brand portfolio) competing across commercial and industrial channels. Comparable as an ANZ lighting supplier, though with its own manufacturing rather than pure distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/elpower-nz-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Elpower