What Rollforming Services does

Rollforming Services Ltd is a New Zealand-based contract light gauge steel (LGS) roll-forming manufacturer, established in 1996 as the manufacturing and distribution arm of Howick Ltd within the Howick Group. Operating from a purpose-built facility in East Tamaki, Auckland equipped with three 5-tonne gantry cranes, the company produces precision steel framing components on Howick FRAMA™ and Howick X-TENDA™ 3600 machines. Its 11-product portfolio spans Telescopic Panels (adjustable interior framing for uneven spaces), 150mm wall framing from AXXIS® Steel, Tophat and Bird Proof Purlins, 41mm RFS Strut and Back-To-Back Strut for cable/pipe support, SPEEDFLOOR® Steel Joist Systems with spans up to 6.5m, residential roof purlins, custom profiles, and garage door anti-sag profiles. Products are dimensionally accurate to within 0.5mm and ship flat-packed, pre-assembled, or cut-to-length with no minimum order quantities.

The company serves the New Zealand construction sector directly and exports to at least 11 countries across the Pacific, Australia, USA, South America, Asia, and Africa via LCL or FCL shipping. Customer segments include group home builders, commercial interior contractors, multi-storey and carpark developers, electrical and mechanical support installers, shed builders, residential builders, architects/specifiers/engineers, and garage door manufacturers. Documented customer logos span Wellington City Council, NZ Police, Tauranga City Council, KPMG Wellington, One Queen Street ($300M refurbishment), Victoria Lane Apartments (67,000m of framing), retirement village developers, Riverway Orchards, and Caltex Solway. Value proposition rests on LGS efficiency versus timber: 2-3% wastage versus ~20%, 30-60% lighter than timber or concrete, fire resistance to 1000°C, structural performance under 240km/h winds and category 9 earthquake loads, and 85% recyclability.

Revenue mechanics are quote-based contract manufacturing with no minimum order quantities, cut-to-length service, and ex-factory pickup or freight organized via customer-preferred carriers. The go-to-market is sales-led direct relationships supplemented by website content, LinkedIn, YouTube, Facebook, and email newsletters. Marketing emphasizes 100% New Zealand-made provenance, local supply chain speed, precision tolerance, and the broader Howick Group technology advantage. The company operates with a 11-50 employee headcount under General Manager Parker Cline and Director Hamish Coubray, with no external institutional investment disclosed.

Name

Rollforming Services

Legal name

Rollforming Services Ltd

Website

https://rollforming.co.nz

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Rollforming Services Ltd is a New Zealand contract light gauge steel roll-forming manufacturer (1996, Auckland) producing precision framing, purlins, struts, telescopic panels, and SPEEDFLOOR® joist systems for the NZ construction sector and exports to 11+ countries, operating as the manufacturing arm of Howick Ltd within the Howick Group.

Ownership category

akta.pro rank

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, Technology or R&D

Revenue model

1. Contract Light Steel Roll-Forming Manufacturing: Custom steel profile manufacturing to customer specifications. Products range from framing, trusses, floor joists, purlins, struts, telescopic panels to custom profiles. Manufacturing and assembly to customer requirements with precision and efficiency.
2. Cut-to-Length Service: Supply of exact sizes for installations without need for customer to cut down standard lengths. Bundling of various lengths specific to each installation.
3. Freight and Logistics Services: Products shipped ex-factory with freight organized on behalf of customers via their preferred freight company.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Rollforming Services Ltd is a contract light gauge steel (LGS) roll-forming manufacturer based in Auckland, New Zealand. They produce precision-manufactured steel components for the construction sector including framing, trusses, floor joists, flooring systems, purlins, struts, telescopic panels, and custom profiles. Products are made using Howick roll-forming technology and supplied ex-factory with cut-to-length service and no minimum order quantities.

Product overview

Rollforming Services is a contract light gauge steel (LGS) roll-forming manufacturer offering precision steel components for the New Zealand construction sector. Their product portfolio consists of 11 distinct product lines: Telescopic Panels (adjustable interior framing for uneven spaces), RFS Strut and RFS Back To Back Strut (41mm support channels for electrical/plumbing), Tophat Purlins and Bird Proof Purlins (roof and structural purlins), 150mm Framing (wall framing from AXXIS steel), Residential Roof Purlins (40mm roof battens), Steel Joist System and SPEEDFLOOR (flooring systems with joist spans up to 6.5m), Custom Profiles (bespoke roll-forming), and Garage Door Profiles. Products are manufactured at their East Tamaki facility using Howick roll-forming technology and are 100% New Zealand made.

Differentiator

Problem solved

Functional benefit

Products and services

• Telescopic Panels Expandable light gauge steel panels for commercial interior framing that extend upwards and outwards to fit uneven or non-level spaces without cutting. Manufactured on Howick X-TENDA™ 3600 machines and available as custom designs or 3x3 kitsets for commercial interior contractors and refurbishment projects.
• RFS Strut 41mm wide roll-formed steel strut profiles available in pre-galvanised or black steel, suitable for supporting cable trays, pipes, lighting rigs, and HVAC installations. Features cut-to-length service for electrical and mechanical support installers.
• RFS Back To Back Strut Double-sided 41mm channel struts riveted together during the cold-formed steel rolling process, eliminating the need for welding or additional galvanising. Made from 2.45mm pre-galvanised steel for electrical and plumbing support applications.
• Tophat Purlins Versatile light gauge steel tophat sections for roof purlins, wall girts, floor joists, carports, fencing and racking. Made from G550 hot-dipped galvanised steel with Z275 coating, suitable for spans from 3 to 7 metres for shed builders and residential construction.
• Bird Proof Purlins Enclosed box-section steel purlins designed with smooth surfaces preventing birds from perching. Made from high tensile Z450 galvanised steel with spans up to 10m. Available in powder coated finish for shed builders and agricultural buildings.
• 150mm Framing Light gauge steel wall framing manufactured from AXXIS® Steel using Howick FRAMA™ technology. Suitable for load-bearing and multi-storey applications including internal/external walls, mid-floors, and fire-rated walls for residential and commercial builders.
• Residential Roof Purlins 40mm DS40 steel roof purlins as a direct replacement for timber purlins. Lightweight at 0.965 kg/metre, manufactured from G550 Z275 hot dipped galvanised steel. Suitable for timber or steel trusses with spans up to 1200mm at 900mm spacings.
• Steel Joist System (SPEEDFLOOR®) Engineered SPEEDFLOOR® Steel Joist System featuring galvanised C sections with fold-out tab connectors for fast joining. Available in 140, 150, 190, 240, 250 and 290mm sections with pre-punched service holes. Spans up to 6.5m in residential flooring.
• SPEEDFLOOR® Flooring System Roll-formed Steel Joist Floor System including Suspended Concrete Flooring (composite floor with integrated cold-formed pre-galvanised steel joists) and Transportable Concrete Floor (lightweight portable slab). Designed and manufactured in New Zealand for commercial, industrial, and residential flooring.
• Custom Profiles Custom roll-forming service for limited runs of bespoke steel profiles to customer specifications. Parameters: 0.4mm-3.0mm thickness, 380mm max strip width, 80mm max leg height, 200mm max width. Materials include HRMS, CRMS, and G250 Z275 galvanised steel.
• Garage Door Profiles Range of antisag profiles for tilt and sectional garage doors, including DS1 20x0.75mm Tophat for single tilt doors, DS2 55x0.95mm Tophat for tilt doors, DS4 30x30x1.55mm Angle for door motors, and DS60 Tophats for larger sectional doors. Fits most garage door makes.

Quantifiable outcome

• LGS framing achieves accuracy to within 0.5mm
• +9 more outcomes

Named customers11 records

Segments8 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Howick LtdcoreStrategic or Co-development PartnerParent company and manufacturer of cutting-edge roll-forming machinery. Howick Ltd recognized globally for its steel roll-forming systems. Rollforming Services is a distribution arm of Howick Ltd. Both companies are part of the Howick Group.
• SPEEDFLOOR®coreStrategic or Co-development PartnerPartnership for Steel Joist Floor System. Rollforming Services manufactures the SPEEDFLOOR® Steel Joist System. Both companies work together on commercial, industrial, residential and internal fit-out projects.
• Central Steel FramingcoreStrategic or Co-development PartnerSister company producing rafters, columns, girts, supports and stairs using X-CALIBR™ roll-formed structural system. Companies work together on projects with complementary product ranges.
• Sheds4UminorChannel Partner/ Reseller/ DistributorShed builder partner that incorporates RFS Bird Proof Purlins into their shed designs. Excellent working relationship for farm and commercial buildings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Voestalpine Metsec: UK-based manufacturer of cold-rolled steel sections, structural floor systems, and steel framing for the construction sector. Operates at significantly larger scale than Rollforming Services but overlaps in light-gauge structural products.
• ClarkDietrich Building Systems: North American steel framing manufacturer offering studs, tracks, joists, and related LGS products to commercial and residential builders. Large incumbent with overlapping product types but broader portfolio and deeper distribution.
• Hadley Group: UK-headquartered manufacturer of cold-rolled steel sections and framing products for construction, infrastructure, and industrial markets. Comparable in roll-forming process and downstream construction end-use, with a broader product portfolio and larger geographic footprint.

Others

• Howick Ltd: NZ parent and global manufacturer of the Howick FRAMA™ and X-TENDA™ roll-forming machinery used by Rollforming Services. Equipment OEM rather than direct competitor, but a strategically critical technology supplier whose roadmap sets Rollforming Services’ product envelope.
• BlueScope Steel: Australia’s largest steel manufacturer and supplier of AXXIS® and GALVASPAN® steel products widely used in roll-formed construction framing. Functions as a raw-material upstream supplier rather than a downstream competitor; relevant for understanding the steel supply ecosystem and competitive substitutes.

Direct peers

• Aegis Metal Framing: US-based structural cold-formed steel framing manufacturer supplying load-bearing and non-load-bearing stud systems to commercial construction. Closely comparable on product (light-gauge steel framing) and target customer (commercial contractors).
• Scottsdale Construction Systems: Australian LGS framing and truss manufacturer supplying residential and commercial builders across Australasia. Closest cross-Tasman peer given shared regional construction codes, customer base, and roll-formed product mix.
• FRAMECAD: New Zealand-based global LGS roll-forming machinery and contract manufacturer serving residential and commercial construction. Direct competitor in the same Auckland-origin LGS category, with overlapping customer profiles and also using Howick-derived machine technology.
• iSPAN Systems: Canadian cold-formed steel floor joist and framing system manufacturer focused on multi-family and commercial construction. Direct overlap with Rollforming Services’ SPEEDFLOOR® Steel Joist System in product category and construction end-use.
• Central Steel Framing: NZ sister company within the Howick Group producing rafters, columns, girts, supports and stairs using the X-CALIBR™ roll-formed structural system. Complementary product range inside the same group - the most directly comparable structural roll-forming peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCcKyJgkPM2m6xl2q-0eVR6w
• Facebookfacebook.com/rollformingserviceslimited
• LinkedInlinkedin.com/company/rollforming-services-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Rollforming Services