What Rollex Group does

Rollex Group is a privately held, 100% New Zealand-owned distributor (legal entity ROLLEX GROUP 2010 LTD) of commercial food processing, washware, dishwashing, and packaging equipment, founded in 1990 and headquartered in Wellington with an additional office in Auckland. The company sources and distributes equipment from a deep bench of international principals — Bizerba, Meiko, Eloma, Kolbe, Fabbri Group, Webomatic, Valko, ICOS, Nuttall, Cossiga, and Perfect Fry — and in 2023 added exclusive NZ distribution rights for eWater Systems' onsite electrolysis-based cleaning technology. Its portfolio spans combi-steam ovens, industrial dishwashers, bandsaws, mixer grinders, slicers, scales and labellers, vacuum packers, thermoformers, tray sealers, stretch wrappers, sous-vide circulators, deep fryers, tilting and bratt pans, food display cabinets, bedpan washers, food-waste systems, and proprietary films/labels.

The business serves supermarket chains, food processors (including Inghams, Turks, Premier Beehive, and Tulsi), aged-care facilities, hospitality operators, and boutique butcheries. Rollex claims 95% penetration of New Zealand supermarkets, supported by 5,000+ warehoused specialist parts at its Wellington headquarters and nationwide seven-day technical support delivered through in-house technicians and sub-contractors. Reference customers include Woolworths NZ and Christchurch Convention Centre (Te Pae).

The revenue model combines one-time equipment sales (capex-driven) with recurring service, parts, and consumables (liners, films, labels) — making the after-sale service network and proprietary consumables the principal economic moat. Go-to-market is direct enterprise field sales supplemented by inside sales and a content-rich website catalog. No revenue, headcount, funding events, or institutional ownership are disclosed; the company appears founder/owner-operated with no public-listing, VC, or PE exposure.

Name

Rollex Group

Legal name

ROLLEX GROUP 2010 LTD

Website

https://rollexgroup.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Rollex Group is a 100% New Zealand-owned distributor (est. 1990) of commercial food processing, washware, and packaging equipment from leading international manufacturers, supplying 95% of NZ supermarkets plus food processors, hospitality, and aged-care operators.

Ownership category

akta.pro rank

Headquarters

HQ city

Lower Hutt

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, Infrastructure, Technology or R&D

Revenue model

1. Equipment Sales: Rollex Group generates revenue through the sale of food processing, washware, dishwashing, and packaging equipment sourced from international manufacturers. Sales include commercial ovens, slicers, scales, vacuum packers, tray sealers, butchery equipment, and food display cabinets.
2. Service and Support: The company provides nationwide technical support, parts, and service for all equipment through a network of in-house technicians and sub-contractors. They maintain over 5000 specialist parts warehoused at their Wellington head office and courier parts nationwide.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Rollex Group imports and distributes professional food processing, washware, dishwashing, and packaging equipment from international manufacturers such as Bizerba, Eloma, Fabbri Group, Kolbe, Meiko, and Webomatic to commercial customers across New Zealand. The company supplies, installs, and services equipment for supermarkets, food processors, hospitality venues, aged care facilities, and boutique butcheries, warehousing over 5,000 specialist parts and providing nationwide technical support. Customer purchases are completed through direct quotation-based sales with options for deposits and instalment payments.

Product overview

Rollex Group is a 100% Kiwi-owned distributor (established 1990) of professional food processing, washware, dishwashing, and packaging equipment serving the New Zealand market. The portfolio spans dishwashers (Meiko M-iClean, M-iQ, UPster series), commercial ovens (Eloma Multimax, Genius MT, Joker, Xpress Chef), butchery equipment (Kolbe bandsaws, mixer grinders, slicers), food display cabinets (Nuttall Flexeserve, Cossiga DTG), scales and labellers (Bizerba XCII, GLPmaxx), tray sealers and wrappers (Gruppo Fabbri Elixa/Automac, Valko, Italian Pack), vacuum packers and thermoformers (Webomatic), commercial cooking (ICOS tilting pans, bratt pans, cookers, boiling kettles), Perfect Fry deep fryers, sous vide equipment, and sustainable cleaning solutions (eWater Systems). The company distributes internationally sourced equipment from brands including Bizerba, Eloma, Fabbri Group, Kolbe, Meiko, Valko, Webomatic, ICOS, and others. Key markets include supermarkets (95% of NZ supermarkets), food processing companies, aged care facilities, and hospitality.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Washware and Dishwashing Equipment (Meiko range) Commercial undercounter, hood-type, pass-through, rack, and flight-type dishwashers plus bedpan washers and food waste systems from Meiko, including the M-iClean, M-iQ, U Series, H500, Topic Bedpan Washer, and Green BioMaster food waste system. Sold with installation, training, and nationwide service support to commercial kitchens, supermarkets, hospitality operators, and aged care facilities.
• Commercial Ovens (Eloma, Xpress Chef, Technobake, Giga ranges) Combi-steam ovens (Eloma Multimax and Genius MT series), compact benchtop and ventless high-speed ovens (Xpress Chef 3i, Joker Genius T), rotisserie ovens (Technobake Roastrunner), and countertop pizza ovens (Giga Fast Cook). Designed for professional chefs, restaurants, hotels, and service clubs needing high-volume cooking, baking, regenerating, and roasting.
• Butchery Equipment (Kolbe bandsaws, mixer grinders, portioners, and mincers) Floor, medium, and benchtop bandsaws (Kolbe K430, K330, K220), mixer grinders (Kolbe MWK32-80, MW32-120, MW52-120), automatic crossfeed mincers (Kolbe AWK130-160, AW52-240), automatic meat portioners (Kolbe PM150), manual mincers (Kolbe TWK32), and hydraulic sausage fillers (Talsa). Sold to food processors, supermarkets, and boutique butcheries for industrial-scale meat processing.
• Commercial Slicers (Bizerba range) Manual slicers (Bizerba GSP-H, VSC220, VSC280W), semi-automatic slicers (Bizerba GSP-HD), automatic slicers (Bizerba VSI, VS12 D-V), and bread slicers (Bizerba BS100), plus the Bizerba Tenderiser S111 for strip cutting, tenderising, and knitting meat. Sold to supermarkets, food processors, delis, and butcheries for high-volume food preparation.
• Commercial Scales and Labellers (Bizerba range) PC counter scales (Bizerba XCII 100, 300, 800 Pro), self-service scales (Bizerba MC 500), industrial label printers (Bizerba GLPmaxx 80/160), linerless label media, waterproof check scales (WDW 15 and 30), and digital pricing scales (QEP). Sold to supermarkets, food processors, and foodservice operators for weighing, pricing, labelling, and transaction processing.
• Vacuum Packaging Machines (Webomatic range) Entry-level table-top vacuum packers (Webomatic E15, JV002), single chamber floor vacuum packers (Webomatic SuperMax I), double chamber vacuum packers (Webomatic PNC 20), swing lid vacuum packers (Webomatic duoMAT 450/650/850), and thermoforming and skin packaging machines (Webomatic ML-C 2600, ML-C 5600-skin). Sold to food processors, supermarkets, and butchers for packaging fresh meat, fish, cheese, and ready meals.
• Tray Sealers (Gruppo Fabbri, Valko, Italian Pack, Enterline) Ultra compact tray sealers (Gruppo Fabbri TOPLid), economical tray sealers (Valko P-SG 420), small footprint manual tray sealers (Valko TS-2XL), large tray machines (Valko TVG 60 Maxi), semi-automatic tray sealers (Italian Pack Olympus), and fully automatic food packaging systems (Enterline). Sold to supermarkets, food processors, ready meal suppliers, and catering operations for MAP, vacuum, and skin sealing.
• Automatic Stretch Wrappers (Gruppo Fabbri Elixa and Automac) Automatic stretch packagers at 21, 24, and 35 packages per minute (Gruppo Fabbri Elixa 21, 24, 35) and high-volume industrial wrappers up to 40 packs per minute (Gruppo Fabbri Automac 40). Designed for supermarket produce, meat, fish, and cheese packaging with patented gas exchange and reduced energy consumption.
• Food Display Cabinets (Nuttall Flexeserve and Cossiga DTG) Heated display cabinets (Nuttall Flexeserve 2, 3, and 4 Tier) and chilled multideck display cabinets (Cossiga DTG OR6, OR9, OR12) with eco-friendly R290 refrigerant and slimline LEDs. Sold to supermarkets, hospitality, and food service for food presentation and holding.
• Commercial Cooking Equipment (ICOS tilting pans, bratt pans, cookers, boiling kettles) Compact and large tilting pans (ICOS BPB, PTBC, PTBL, PTBS), bratt pans (ICOS BRQ, BRC/BRCXL, BRP), automatic cookers (ICOS MCP single and double tank), and cylindrical/square boiling kettles (ICOS PTF, PTFM, PQF). Used in central production kitchens, large catering operations, and food processing for boiling, braising, stewing, and mixing.
• Perfect Fry Automatic Deep Fryers Enclosed, ventless automatic deep fryers in larger capacity (Perfect Fry PFA7200, 1.5kg per cycle) and compact benchtop (Perfect Fry PFC 5700, 1kg per cycle) configurations. Designed for bars, pubs, restaurants, hotels, and convenience outlets serving hot food without external venting requirements.
• Bedpan and Medical Washers (Meiko Topic) Compact bedpan washers (Meiko Topic) for nursing facilities and care homes, with quick installation and suitability for cleaning washbowls and children's toys. Sold to aged care, healthcare, and childcare facilities for hygiene and infection control.
• eWater Systems Sustainable Cleaning Solutions Onsite electrolysis-based generation systems for sustainable cleaning and infection control, eliminating the need for traditional chemical consumables and single-use plastics. HACCP certified, Organic Certified, and registered by the Australian TGA as a commercial grade disinfectant proven to kill COVID-19. Sold to supermarkets, hospitality venues, convention centres, and aged care facilities in New Zealand.
• Packaging Films and Stretch Film (Koex, Fabbri Fungustar, Biobased Star, Pelid Barrier) Super stretch films (Koex), mushroom-specific stretch films (Gruppo Fabbri Fungustar), sustainable biobased stretch films (Biobased Star, OK Biobased certified by TÜV Austria), and high barrier films (Pelid) for MAP packaging of red meat, white meat, fish, cheese, fresh pasta, fruits, and vegetables. Sold to supermarkets, food processors, and food service operations.
• Price Tag Printing and Labelling Solutions (Ediko Flex) Price tag labelling solution with color dye sublimation (16 million colors) and monochrome thermal transfer at 300 dpi, printing standard credit card size or longer format on both sides in 15 seconds. Sold to retailers and supermarkets for ticketing and signage.
• Thermoforming and Skin Packaging Machines Entry-level thermoforming machines (Webomatic ML-C 2600) for small to medium production and deep-drawing skin packaging machines (Webomatic ML-C 5600-skin) for medium to high production with CleanDesign hygiene and WEBOMATIC 2pack capability. Sold to food processors and seafood packagers for retail-ready packaging.
• Nationwide Technical Service and Spare Parts Support Nationwide seven-day technical support, installation, maintenance, and repair for all supplied equipment, delivered through a network of in-house technicians and sub-contractors. Over 5,000 specialist parts warehoused at the Wellington head office and couriered nationwide for rapid response and minimal production downtime.

Quantifiable outcome

• 95% of all supermarkets in New Zealand use Rollex Group equipment
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• eWater SystemscoreChannel Partner/ Reseller/ Distributor · 24 February 2023eWater Systems partnered with Rollex Group NZ as their exclusive distributor in New Zealand. The partnership brings sustainable, non-toxic cleaning and infection control solutions to the New Zealand market using electrolysis technology. eWater's onsite generation systems remove the need for traditional chemical consumables and single-use plastics. The solutions are HACCP and Organic Certified for food safe applications and registered by the Australian Therapeutic Goods Administration (TGA) as a commercial grade disinfectant proven to kill COVID-19.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Stoddart Group: Australian manufacturer and supplier of commercial kitchen, foodservice and architectural metalwork equipment — overlapping with Rollex on commercial cooking and foodservice lines, primarily serving the Australian market rather than competing head-to-head in NZ.

Broad incumbents

• Electrolux Professional: Sweden-listed global manufacturer of professional foodservice and laundry equipment — broad incumbent with an overlapping commercial kitchen and warewashing portfolio served through ANZ distribution partners that compete with Rollex for institutional and hospitality accounts.
• Welbilt (part of Middleby): Global commercial foodservice equipment manufacturer (now part of Middleby) producing cooking, warewashing and refrigeration products — broad incumbent whose products compete with several of Rollex's principal brands in commercial kitchens worldwide.
• Ali Group: Italian-owned global manufacturer and supplier of commercial foodservice equipment across cooking, refrigeration, warewashing and packaging — competes with Rollex's principals (Meiko, Eloma, Fabbri) at the OEM level and through regional distributors in ANZ.
• Middleby Corporation: Public US-listed global manufacturer of commercial foodservice equipment across cooking, refrigeration, warewashing and beverage — a broad incumbent whose brands (including recently-acquired Welbilt) overlap with Rollex's distribution portfolio at the global category level.

Direct peers

• Moffat: Australia/NZ-based manufacturer and distributor of professional cooking, baking and foodservice equipment (including the Turbofan, Blue Seal and Waldorf brands) — directly competes with Rollex's Eloma, Webomatic and Bizerba lines in commercial kitchens across ANZ.
• SCOTS (Southern Cross Overseas Trading Services): New Zealand-based importer and distributor of commercial refrigeration, foodservice equipment and kitchenware to supermarkets, hospitality and food processors — directly overlapping Rollex's customer base and distribution model within the same ANZ market.
• Hoshizaki Lancer: ANZ joint venture combining Hoshizaki Japan's ice/refrigeration with Lancer's beverage/foodservice equipment distribution — a direct competitor selling commercial kitchen and foodservice equipment to similar supermarkets, hospitality and food-service customers across Australia and New Zealand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rollexgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Rollex Group