What Marine Instruments does

Marine Instruments (trading as MI Systems) is a family-owned New Zealand company founded in 1982 as Marine Instruments Limited, headquartered in Onehunga, Auckland. The company operates as a B2B distributor and light manufacturer with three principal product lines: (1) low-voltage (12V/24V) LED lighting solutions sourced from UK manufacturers Lumo, Bestlight, and Labcraft, covering interior, exterior, and commercial vehicle lighting for motorhomes, caravans, boats, off-grid housing, and emergency vehicles; (2) street lighting controls distributed exclusively under a 25+ year partnership with Lucy Zodion, including NEMA bases, photocells, fused cut-outs, and the Ki. LoRaWAN-based IoT smart city platform; and (3) the legacy Midas marine instruments line (speed logs, depth sounders, wind indicators) which the company continues to manufacture and service in New Zealand. The company also distributes Lucy Zodion EV charging supply pillars and Lawson Fuses, with products modified to comply with ASNZS3000 standards for the New Zealand and Australian markets.

Revenue is generated through one-time product sales across multiple channels: an online B2B store for trade account customers, exclusive distributor agreements (RV Super Centre with four NZ locations, J.A. Russell Ltd, Active Electrical, Corys Electrical), direct sales for custom street lighting and EV charging infrastructure projects, and physical retail stockists. The company operates a wholly-owned Australian subsidiary, MI Systems (Australia) Limited, incorporated in December 2017. Pricing is largely quote-based for enterprise customers, with account-based trade pricing and free shipping on online orders over NZ$250. The customer base is segmented across RV/motorhome OEMs and owners, local government and municipal authorities, commercial vehicle fleets, marine vessel owners and operators, and EV charging infrastructure providers. Management remains under family ownership, with founder Seymour Haden, director Stephanie Haden, and a small office team.

Name

Marine Instruments

Legal name

MI Systems Ltd

Website

https://misystems.co.nz

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

MI Systems (Marine Instruments) is a family-owned New Zealand B2B distributor and light manufacturer founded in 1982, supplying low-voltage LED lighting, Lucy Zodion street lighting controls, Midas marine instruments, EV charging pillars, and Lawson fuses to RV/motorhome, marine, commercial vehicle, municipal, and electrical wholesale customers across New Zealand and Australia.

Ownership category

akta.pro rank

Product category

LED Lighting and Marine Instruments Distribution

NAICS

Electric Lighting Equipment Manufacturing (3351), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132)

SIC

Electric Lighting & Wiring Equipment (3640), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Industrial & Commercial Luminaires (High-bay, Low-bay, Troffers, Downlights) (IMAGAIAA)

akta.pro secondary industries

Marine Lighting & Signaling Systems (Internal/External) (IMAJAJAJ), Outdoor & Area Lighting (Street, Roadway, Parking, Flood, Sports/Architectural exterior) (IMAGAIAB), LED Drivers, Ballasts & Power Modules for Lighting (Constant-current/voltage drivers, ballasts, control gear) (IMAGAIAJ)

Keywords

• Low voltage LED lighting
• Street lighting controls
• Marine instruments
• Motorhome lighting
• EV charging supply

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Low Voltage LED Lighting Products: Sale of 12V and 24V LED lighting solutions for motorhomes, boats, caravans, commercial vehicles and off-grid housing. Includes interior lights (ceiling, down, reading), exterior lights (awning, outdoor), and commercial vehicle lighting. One-time product sales through distributors and direct channels.
2. Street Lighting Controls: Exclusive distribution of Lucy Zodion street lighting controls including NEMA bases, SS6 photocells, miniature photocells, Titans and SLF fused disconnects throughout New Zealand and Australia. Products are modified to meet ASNZS3000 compliance requirements.
3. Midas Marine Instruments: New Zealand made Midas marine equipment including speed logs, depth sounders, wind speed indicators, and related instruments. The company continues to make and service original Midas units for boats and vessels.
4. Fuses and Electrical Components: Distribution of Lawson Fuses (LST, LD, LA, MD, NS ranges) for street lighting, commercial and industrial installations. Complies with IEC 60269 and BS 88 standards, ASTA certified.
5. EV Charging Supply Solutions: Distribution of Lucy Zodion EV charging supply pillars and power distribution boxes. Available in four sizes to power up to 54 fast, 12 rapid and 2 ultra-rapid charge points. Custom pillar shells and electrical configurations available.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

MI Systems distributes and supplies low voltage (12V/24V) LED lighting for motorhomes, caravans, boats, commercial vehicles and off-grid housing, exclusively distributes Lucy Zodion street lighting controls (NEMA bases, photocells, fused cut-outs) across New Zealand and Australia, manufactures original Midas marine instruments (speed logs, depth sounders, wind indicators), and supplies EV charging power distribution pillars plus Lawson fuses. Products are sold through an online B2B trade store, RV distributors, electrical wholesalers, and marine retailers across Oceania.

Product overview

Marine Instruments (trading as MI Systems) is a family-owned New Zealand company established in 1982, originally as Marine Instruments Limited. The company operates as a B2B distributor and manufacturer with two core product lines: (1) Low Voltage LED Lighting solutions comprising interior LED lighting (ceiling lights, down lights, reading lights), exterior LED lighting (awning lights, outdoor lights), and commercial vehicle lighting - all available in 12V and 24V for motorhomes, caravans, boats, off-grid housing, and commercial vehicles; and (2) Street Lighting Controls as exclusive Lucy Zodion distributor in New Zealand, including photocells, fused cut-outs, NEMA bases, and EV charging supply pillars. Additionally, the company manufactures and services original Midas marine instruments (speed logs, depth sounders, wind indicators) and stocks Lawson fuses. The product portfolio is sourced from suppliers including Lumo, Bestlight, Labcraft, and Lucy Zodion, with products distributed through RV Super Centre, RV World, RV Mega, and electrical wholesalers throughout New Zealand and Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Low Voltage LED Lighting Range Comprehensive range of 12V and 24V low voltage LED lighting solutions including interior and exterior lighting for motorhomes, caravans, boats, off-grid housing, commercial vehicles, and emergency vehicles. One of the largest ranges of low voltage LED lights in New Zealand.
• Interior LED Lighting Wide range of interior LED light fittings for caravans, campers, motorhomes, boats, off-grid housing, tiny homes, and retail displays in 12V and 24V options including strip lights, cabin lights, ceiling lights, down lights, and reading lights.
• Exterior LED Lighting Waterproof exterior LED lighting solutions including awning lights, outdoor lights, and work lights with IP66 and IP67 waterproof ratings, available in 12V and 24V for motorhomes, campers, caravans, boats, trucks, trailers, and commercial vehicles.
• Commercial Vehicle Lighting Robust LED lighting for commercial vehicles and vessels including refrigerated trucks, with waterproof casings for high moisture environments. Specialized yellow and red lighting for emergency vehicles to improve safety and visibility.
• Street Lighting Controls

Quantifiable outcome

• Products used in motorhome manufacture throughout New Zealand and Australia
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, primary and secondary.

• Lucy ZodioncoreChannel Partner/ Reseller/ DistributorExclusive distributor of Lucy Zodion street lighting controls in New Zealand for over 10 years. Products include NEMA bases, SS6 photocells, miniature photocells, Titans and SLF fused disconnects. MI Systems has been working with Lucy Zodion for over 25 years. Products are modified to meet ASNZS3000 requirements for New Zealand and Australian markets.
• LumoprimaryTechnology or IntegrationLED lighting supplier providing low voltage lighting solutions. Products include LumoBeam for commercial vehicles, DownLite recessed lights, and other interior lighting. Manufactured in the UK.
• BestlightprimaryTechnology or IntegrationLED lighting supplier providing portable rechargeable light bars (JV Light Bar) and other lighting solutions for motorhome and commercial vehicle applications.
• LabcraftprimaryTechnology or IntegrationUK-based LED lighting manufacturer supplying commercial vehicle lighting range including Banksman Lighting Range, Scenelite series (S12, S16, S17, S18, S19), Hyperlux, Powerlux, Microlux, Superlux, and Nebula products. Uses CREE LED technology exclusively. Products feature 10-year warranty.
• RV Super CentreprimaryChannel Partner/ Reseller/ DistributorMajor distributor of low voltage LED lighting products through multiple locations in New Zealand including Albany, Mangere, Christchurch, and Queenstown. Products available online through their website.
• RV WorldsecondaryChannel Partner/ Reseller/ DistributorOnline distributor of low voltage LED lighting products for recreational vehicles in New Zealand.
• RV MegasecondaryChannel Partner/ Reseller/ DistributorOnline distributor of low voltage LED lighting products for recreational vehicles, operating from Mt Maunganui, New Zealand.
• CREEprimaryTechnology or IntegrationGlobal LED technology partner used exclusively by Labcraft. Partnership resulted in 12% brighter luminaires with CREE XTE LED range upgrade. Labcraft has advance access to latest LED technology developments through close working relationship.
• Lawson FusessecondaryChannel Partner/ Reseller/ DistributorSupplier of fuse range including LST, LD, LA, MD, and NS fuses for street lighting, commercial and industrial installations. Fuses comply with IEC 60269 and BS 88 standards, ASTA certified.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Acuity Brands: US-based lighting and building solutions provider with Distech controls and indoor/outdoor luminaire brands. Broad incumbent competing for the same commercial, industrial, and street lighting customers as MI Systems.
• Hubbell Incorporated: US electrical and lighting products manufacturer with strong utility/municipal exposure. Overlaps MI Systems' fused cut-outs, photocells, and street lighting infrastructure offerings through its lighting segment.
• Signify N.V. (Philips Lighting): Global lighting leader (Philips, Interact IoT, Lumileds). Competes with MI Systems across street lighting, commercial luminaires, and connected lighting controls at far greater scale, especially in municipal tenders.
• GE Current, a Daintree company: Industrial and commercial lighting provider with IoT-enabled controls. Directly comparable to MI Systems' commercial-vehicle, industrial, and smart-city street lighting portfolio via the Current brand.
• Eaton (Cooper Lighting Solutions): Power management and lighting giant with Cooper Lighting and Ephesus sports/outdoor brands. Competes with MI Systems' commercial-vehicle, street, and infrastructure lighting via its lighting solutions segment.

Direct peers

• Schreder Group: Belgian street and outdoor lighting specialist with connected/smart-city controls. Overlaps MI Systems' street lighting controls and EV pillar distribution through comparable product categories (luminaires, photocells, smart controls).
• Lucy Zodion: UK-based street lighting controls manufacturer whose photocells, NEMA bases, fused cut-outs, and EV charging pillars MI Systems distributes exclusively in NZ/AU. Lucy Zodion is the closest direct comparable in product category, with overlapping street lighting and smart-city offerings.
• Hella Marine: Specialist marine lighting and electronics brand owned by Hella. Comparable to MI Systems' Midas marine instruments and EEL emergency escape light range, serving boat builders and marine dealers with safety and navigation lighting.
• Thorn Lighting (Zumtobel Group): European outdoor and street lighting brand within Zumtobel Group. Directly competes with the Lucy Zodion range MI Systems distributes, particularly in roadway, area, and amenity lighting categories.

Emerging players

• Cree Lighting: LED-lighting specialist (now under Ideal Industries) focused on commercial and outdoor applications. Comparable to MI Systems' commercial/industrial luminaire business and partner Labcraft's CREE-LED-based range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Marine Instruments