Strainrite Fencing Systems

What Strainrite Fencing Systems does

Strainrite Fencing Systems is the operating brand of Robertson Engineering Limited, a family-owned New Zealand manufacturer of fencing tools and equipment incorporated on 15 July 1974 and headquartered at 75 Montgomery Crescent, Upper Hutt. The company designs, manufactures, and exports a comprehensive product portfolio spanning wire tensioning systems (strainer boards with the proprietary Wedge Clamp design, chain and boundary strainers, Klima and Sureflex lifting springs), hand tools (wire cutters, fencing pliers, post and batten drivers, crimp sleeves, the EzePull 4-in-1 multi-tool), and electric fencing components (mains and battery energizers, pigtail posts with Duratop head technology, Joule Shield Pinlock insulators, Solcor monocore bungy cord, underground cables, and fence testers). Product engineering emphasizes durability — galvanized steel construction, UV-stabilized polymers, and patented features including the Bayco Insul Tie (Patent No. 745179).

The revenue model is built on one-time hardware sales of branded fencing products distributed primarily through rural supply store networks, supplemented by direct sales via phone, email, and a contact form. Pricing is not publicly disclosed; customers are directed to local rural stores or the company for quotes. End users are reached in New Zealand, Australia, the United Kingdom, and the United States through dedicated country-specific websites, and products are organized into an integrated fencing system where proprietary tools such as EzePull and EzeCrimp are designed for use with Strainrite consumables like Crimp Sleeves, while electric fencing components (energizers, insulators, cables, and posts) form complete installation packages.

Strainrite's go-to-market combines indirect distribution through rural supply stores with a digital presence (Facebook, YouTube, email newsletter, embedded product demonstration videos) focused on farmer and contractor audiences. The company operates at a small scale of 51-100 employees, claims market leadership in delivering durable fencing tools supported by over 40 years of continuous R&D, and maintains no disclosed external investors, acquisitions, partnerships, or executive leadership changes in the input data.

Name

Strainrite Fencing Systems

Legal name

Robertson Engineering Limited

Website

https://strainrite.co.nz

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Strainrite Fencing Systems is a family-owned New Zealand manufacturer of agricultural and electric fencing tools, wire tensioning systems, and accessories, selling primarily through rural supply stores across New Zealand, Australia, the UK, and the USA to farmers and fencing contractors.

Ownership category

akta.pro rank

Product category

Agricultural Fencing Equipment

NAICS

Spring and Wire Product Manufacturing (33261), Communication and Energy Wire and Cable Manufacturing (33592), Rope, Cordage, Twine, Tire Cord, and Tire Fabric Mills (314994)

SIC

Cutlery, Handtools & General Hardware (3420), Farm Machinery & Equipment (3523)

akta.pro primary industry

Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)

akta.pro secondary industries

Industrial Ropes, Cords, Twines & Netting (Mooring/Lifting/Fishing/Load Restraint) (IMAOADAK), Elastic, Tapes & Webbing Manufacturing (Elastic Bands/Binding/Strapping/Webbing) (IMAOALAD)

Keywords

• Agricultural fencing equipment
• Electric fencing systems
• Wire tensioning tools
• Fencing manufacturing
• Livestock containment

Headquarters

HQ city

Trentham

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, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Fencing Equipment Sales: One-time hardware sales of fencing tools, equipment, and electric fencing products through distributor network and direct sales. Products include wire tensioning systems, tools, electric fencing components, and accessories.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Strainrite Fencing Systems is a New Zealand manufacturer and exporter of quality fencing tools and equipment for agricultural applications. Its portfolio covers wire tensioning systems, electric fencing components (energizers, insulators, posts, cables, and wires), and hand tools (crimp sleeves, wire cutters, post drivers, fencing pliers, and chisels). Products are developed in the field by farmers for farmers and are sold primarily through rural supply stores in New Zealand, Australia, the UK, and the USA, with direct sales support for larger or custom orders.

Product overview

Strainrite Fencing Systems is a manufacturer and exporter of quality fencing tools and fencing equipment, offering a comprehensive portfolio of products developed in the field by farmers for farmers. The product range includes Wire Tensioning products (strainer boards, chain strainers, spring systems like Klima Sureflex and Sureflex Irrigator Springs, anchor chains, and boundary strainers), Tools & Equipment (crimp sleeves, wire cutters including KNIPEX branded tools, batten drivers, post drivers, fencing pliers, chisels, stay holders, and the EzePull/EzeCrimp multi-tool line), Electric Fencing products (energizers such as MX160 Mains, BX320 Battery, and BX18 Battery; pigtail posts including Deer Pigtail Multiwire, Hotpost Multiwire, and Dura-Top variants; underground cables in standard and extra heavy duty; Bayco wire; bungy cords including Solcor Premium and Standard variants; gate break kits; insulators including Joule Shield products; fence testers like KV LED Tester and Fence Scope; earth stakes; and warning signs), and Wire Jennys. The products work together as an integrated fencing system where tools like the EzePull and EzeCrimp are designed specifically for use with Strainrite Crimp Sleeves, while electric fencing components (energizers, insulators, cables, and posts) form complete electric fence installations. The company has over forty years of experience designing and building fencing products for demanding farming applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Wedge Clamp Strainer Board Sets (900mm and 1530mm) Press formed steel strainer boards with wedge clamp design and galvanized finish, compatible with mesh, hinged and ring joint netting, providing quick and secure wire tensioning for fencing applications.
• Klima Sureflex Lifting Wire Spring Lifting wire spring system for wire tensioning in fencing installations.
• Sureflex Irrigator Spring With Strainer Irrigator wire tensioning system including Cliplock strainer, L-Clamps, restriction wire, and irrigator spring extending from 976mm to a 1800mm maximum.
• Snap Hook Type Boundary Strainer Boundary strainer with snap hook feature, complete with 6-metre chain and hook, recommended for use with netting fence strainer boards.
• Anchor Chain Chain hook system with two 1m gold passivated chain lengths for quick chain attachment for tensioning strainer posts.
• Bayco Polymer Mono-filament Wire 4mm diameter high density polymer mono-filament wire with 316kg breaking strain, sold in 50m, 100m, 310m, and 625m reels for horse sighter wire and horticultural trellis.
• Deer Pigtail Multiwire Posts Galvanized spring steel shaft pigtail posts with hot dip galvanized foot for superior ground holding, featuring 5 angled insulator clips and insulated handle.
• Hotpost Multiwire Pigtail Posts Dura-top head pigtail posts designed to reduce tangling with uniquely designed hot dipped galvanized pressed steel foot for superior ground holding.
• Dunkit Pigtail Caddy Spring steel cradle caddy that carries approximately 25 pigtail standards, reduces tangling, and allows hands-free operation of fence tape reels.
• MX160 Mains Energizer Compact 230/240V single output mains energizer with 1.6J stored joules, 1.4J output joules, and maximum 9.0kV voltage, covering up to 7 hectares.
• BX320 Battery 25km Energizer 12V powerful dual level output energizer for off-mains applications, powering up to 3.2 Joules and covering 10 hectares.
• BX18 Battery 2.5km Energizer Portable battery powered energizer for strip grazing up to 2.5km, operates from internal D-cell batteries, 6V lantern battery, or 12V external battery.
• Joule Shield Pinlock Insulator Premium performance electric fence insulator with stainless steel bolt and Nylock nut, suitable for installation at travelling irrigator fence crossings.
• Termination Gate End Insulator JouleShield insulator for round or flat surfaces with V-Lock system for Brianex Bungee Connector; sold as a bag of 10.
• Premium Solcor Electric Bungy Cord 8mm premium bungy cord with solid UV-protected rubber core, tightly braided UV stabilised polyester outer cover with 4x0.25mm stainless steel wires, 96kg breaking strain.
• Standard Electric Bungy Cord 100m Reel NZ made 7mm banded bungy cord with 4x0.18mm stainless steel wires and UV resistant thread.
• Brianex Bungy Gate Break Kit 7m Gateway kit including Brianex bungee gate break handle, 5M Solcor electric bungee cord, and electric fence activator and termination end.
• Bayco Insul Tie 5 Pack (Patent No. 745179) Patent protected insulated strap with 1.1 metres of Bayco polymer wire for securing outriggers and providing a no-knot wire tying option.
• Standard and Extra Heavy Duty Underground Cable 2.5mm wire underground cable with UV resistant polyethylene insulation, available in standard 6.0mm OD and extra heavy duty 8.3mm OD thicknesses in 50m, 100m, and 500m configurations.
• High Conductive Aluminium Coated Wire 500m 2.6mm aluminium clad wire with four times the conductivity of standard galvanized wire and 8 ohms/1000m resistance.
• Twin Clip Terminal Set Insulated silicone coated terminal set with stainless steel spring and jaw for wire attachment and termination.
• Earth Stake Profile designed 2M earth stake with multiwire aluminium clamp system for ultimate surface to ground contact.
• Electric Fence Warning Signs (Pack of 10) Double sided UV stabilised warning signs with permanent print, in accordance with Australian/New Zealand standards.
• Fence Scope 4-in-1 Diagnostic Tool Diagnostic tool with fence probe, fence energy, fence scope, and fence noise modes for optimising electric fence installation and fault diagnosis.
• KV LED Fence Tester Self-earthing fence tester with bright LED display reading up to 10kV, powered by 2 CR2016 batteries.
• 85mm White Horse Gate Tape 100m UV stabilised 85mm horse gate tape with 10 heavy duty 0.22mm stainless steel wires and 40 ohms per km resistance.
• Electric Crimp Sleeves (2.5mm, various pack sizes) 2.5mm electric crimp sleeves with water resistant grit adhesive for fast wire joins on 1.6mm to 2.7mm fence wire that exceed wire breaking strain, sold in 50, 100, 500, and 1,000 unit pack sizes.
• EzePull 4in1 Fencing Tool Multi-function fencing tool for staple pulling, wire cutting, wire stripping, and wire joining, with hardened heat treated steel jaws and double action over-centre lever.
• Ezecut Fencer's Chisel High quality fencing chisel forged from solid high carbon steel with 37mm head, surface ground and whetstone sharpened.
• Heavy Duty Post Chisel General purpose fencing chisel with 45mm head and milled cutting edge for wood post applications.
• SQ Batten Drivers (57mm and 67mm) Solid welded steel batten drivers with improved design for reduced noise and shock, 800mm overall height with 57mm or 67mm internal square diameter.
• Slotted Batten Driver Batten driver with slotted design that drives battens with insulators already attached, solid welded construction with painted finish.
• Post Drivers (100mm and 150mm) Solid welded construction post drivers in 100mm and 150mm internal diameters with improved welds and handle designs for longer service life and reduced noise and shock transfer.
• Steel Post Driver Steel post driver with reduced noise and shock on impact, 220mm width with 54mm internal diameter and 520mm handle length.
• Steel Post Driver Cap (54mm) Solid welded steel post driver cap with 180mm height and 54mm internal diameter for light duty driving of steel Y posts and earth stakes.
• KNIPEX Wire Cutters and Pliers KNIPEX-branded high-leverage wire cutters, combination pliers, Cobra water pump pliers, and a 300mm plier wrench made from chrome vanadium heavy-duty steel with induction-hardened precision cutting edges.
• Strainrite HT Wire Cutter Induction-hardened precision cutting edge wire cutter with scalloped jaw design and ergonomic handles, for cutting up to 4mm diameter hard wire.
• Strainrite MK2 Fencing Plier Traditional style staple puller with hammer face that cuts, grips, and twists fencing wire, with single tooth jaws and high strength Chrome Molybdenum Steel construction.
• Adjustable Batten Clamp Hands-free batten holder with adjustable design for all common batten sizes, gold passivated for increased corrosion protection.
• Stay Holders (Standard and Heavy Duty) Heavy gauge galvanized steel stay holders that fit between post and brace, gold passivated for corrosion protection, suitable for angle and horizontal rails.
• Rail Hanger Bracket Hot dipped galvanised steel bracket for fast fitment of post rails or support stays.
• EzeMate Chain Diverter Unbreakable galvanized steel chain diverter that easily fits any chain strainer, creating room to work and preventing tool damage.

Quantifiable outcome

• Products designed to withstand tough and demanding farming elements with continual research and development ensuring best-in-market quality

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Datamars: Swiss-based global livestock solutions company owning Tru-Test, Speedrite, and other animal management brands. Competes directly through Speedrite electric fencing and provides a broader portfolio (ID, weighing, milk metering) than Strainrite.

Direct peers

• Tru-Test Group: NZ-headquartered livestock management and electric fencing brand (now part of Datamars) selling electric fence energizers, weigh scales, and milk meters. Highly comparable product mix and same NZ pastoral farming customer base as Strainrite.
• Gallagher Group: New Zealand-based global leader in electric fencing and animal management solutions, offering energizers, fence systems, and weighing/monitoring products. Direct competitor in NZ and international markets with overlapping customer base of livestock farmers.
• Premier1Supplies: US-based fencing and livestock supplies retailer/manufacturer offering electric netting, energizers, and poultry/sheep fencing. Overlaps with Strainrite's electric fencing and temporary sheep fencing product lines in serving small-to-mid livestock farmers.
• Zareba Systems: US-based manufacturer and distributor of electric fence energizers, wire, and fencing accessories for farm, ranch, and wildlife control. Direct competitor in the US market with overlapping electric fencing SKU portfolio.
• Fi-Shock: Long-standing US electric fencing brand (owned by Woodstream) offering energizers, insulators, and fence wire for agricultural and wildlife applications. Direct overlap in electric fencing consumables and hardware.
• Nemtek: South African manufacturer of electric fencing energizers, hardware, and security fencing products serving agricultural and perimeter security markets. Directly comparable product categories in energizers, wires, and insulators with comparable customer base.

Emerging players

• ElectroBraid: North American manufacturer of ElectroBraid fence systems — flexible polymer fence line for horse and livestock containment. Adjacent to Strainrite's Bayco polymer wire product line with similar end-use applications.
• Patriot (Polaris Electric Fencing): Electric fencing brand offering energizers, solar units, and fence components. Comparable product set in energizers and accessories, often positioned as a value challenger to Gallagher and Speedrite.

Others

• KNIPEX: German premium hand tool manufacturer whose products (pliers, cutters, water pump pliers) Strainrite distributes in NZ under its own catalog. Supplier/enabler rather than competitor, but a key dependency for several Strainrite SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/StrainriteFencing
• Facebookfacebook.com/StrainriteNZ
• LinkedInlinkedin.com/company/strainrite

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 Strainrite Fencing Systems