Lenco

What Lenco does

Lenco is a New Zealand specialty retailer, founded in 1975 and headquartered in Auckland, that supplies school uniforms, sports apparel and equipment, and workwear through a single physical retail store at 12 Carr Road, Three Kings (Auckland) and a direct-to-consumer e-commerce platform (lenco.co.nz) with NZ-wide shipping. The company serves three primary customer segments: NZ primary and secondary schools (including exclusive uniform supply arrangements with ACG Sunderland, Dominion Road School, Halsey Drive School, Papakura High School, and Waatea School); community sports clubs and individual sports participants across football, cricket, hockey, handball, futsal, basketball, volleyball, rugby, badminton, netball, pickleball, and water polo; and businesses requiring workwear, hospitality, healthcare, and hi-vis uniforms.

The product portfolio spans school uniforms and shoes (brands including Skechers, McKinlays, Dr. Martens), custom leavers gear, MILTAN wholesale uniforms (offered since 1979 as a sub-brand to schools and wholesalers), licensed sports equipment from international brands (Select, Mitre, Kookaburra, MRF, SS TON, Shrey, Skechers, JDH, Mercian), custom sublimation sportswear, and cricket bat repair services. The underlying technology is a standard retail e-commerce platform with school-specific storefront sections, school discount codes, and tailored online ordering portals for sports clubs (e.g., South Auckland Rangers FC).

Revenue is generated through one-time unit-priced retail product sales (DTC) and wholesale supply to schools and wholesalers via the MILTAN range. Pricing ranges from approximately $26-$72 for school uniform items to over $1,699 for premium cricket bats and $900+ for hockey goalkeeper sets. Discount codes (DRS, HDS, PHS, WSA) provide 15% off selected categories, and free shipping is offered above $150. The company is privately held with 1-10 employees, no disclosed funding, no parent company, and operates exclusively within New Zealand.

Name

Lenco

Legal name

Lenco

Website

https://lenco.co.nz

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Lenco is a New Zealand specialty retailer founded in 1975 that supplies school uniforms, sports apparel and equipment, and workwear to schools, sports clubs, and individual consumers through a physical store in Auckland and an NZ-wide e-commerce platform.

Ownership category

akta.pro rank

Product category

School Uniforms and Sports Equipment Retail

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro industry

PRIMARYCRAGAGAH

Uniforms & Workwear Specialty Department Stores

Consumer Products & Retail/General Merchandise & Department Stores/Junior / Specialty Department Stores

Keywords

• School uniforms
• Sports equipment retail
• Workwear supplies
• Cricket gear
• Custom sportswear

Headquarters

HQ city

Auckland, AUK

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of school uniforms, sportswear, workwear, and sports equipment to consumers through physical retail store and online e-commerce platform
2. Wholesale to Schools: Bulk supply of uniforms directly to schools who then sell to their communities; MILTAN brand range offered since 1979 to schools and wholesalers across New Zealand

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Lenco is a New Zealand retailer specializing in school uniforms, sportswear, workwear, and sports equipment. The company operates a physical retail store in Auckland (Three Kings) and a nationwide e-commerce platform, supplying exclusive uniform programs to schools including ACG Sunderland, Dominion Road, Halsey Drive, Papakura High, and Waatea School. Its MILTAN wholesale uniform range, established in 1979, supplies bulk uniforms to schools and wholesalers across NZ.

Product overview

Lenco is a New Zealand retail company operating as a uniform, sportswear, workwear, and sports gear store. The offering is a unified retail e-commerce platform with physical store presence in Auckland, offering school uniforms for multiple NZ schools (ACG Sunderland, Dominion Road, Halsey Drive, Papakura High, Waatea), sports equipment across football (Select, Mitre), cricket (Kookaburra, MRF, SS TON), hockey (JDH, Mercian, Kookaburra), and PE/training equipment, plus workwear and custom sublimation services. The portfolio includes branded sub-ranges like MILTAN wholesale uniforms since 1979 and Shrey Sports equipment.

Differentiator

Problem solved

Functional benefit

Brands

• MILTAN: Wholesale uniform range offered to schools and wholesalers since 1979, including shirts, blouses, shorts, and trousers in various colours.

Products and services

• School Uniforms School uniforms for primary, intermediate, and high schools across New Zealand including exclusive uniform programs for ACG Sunderland, Dominion Road School, Halsey Drive School, Papakura High School, and Waatea School, with school-specific branding and designs.
• School Shoes School footwear including lace-up, self-fastening, and all-black styles suitable for PE, featuring brands such as Skechers, McKinlays, and Dr. Martens.
• Leavers Gear Custom school leavers apparel including premium hoodies, jackets, caps, beanies, and tees personalized with names, class year, and school colors.
• Football Equipment and Apparel Football gear including Select and Mitre footballs, goalkeeper gloves and apparel, referee gear, football boots (Skechers), football sets, futsal balls, handballs, and football accessories for all skill levels.
• Cricket Equipment and Apparel Complete cricket equipment range including bats (English willow and Kashmir willow), batting pads, batting gloves, kit bags, helmets, balls, shoes, and sets from Kookaburra, MRF, SS TON, Shrey, and Masuri brands.
• Cricket Bat Repair Services Cricket bat repair services including knocking in with oiling and facing, toe guard fitting, bat crack repair, handle replacement, refurbishment, and weight reduction.
• Hockey Equipment and Apparel Hockey gear including sticks (wood, fibreglass, composite), goalkeeper gear, protective equipment (gloves, mouthguards, shinpads), kit bags, shoes, balls, and complete sets for school teams and clubs. Brands include JDH, Kookaburra, Mercian, and ShockDoctor.
• PE and Training Equipment Physical education and training accessories including agility equipment, cones, markers, sports bibs, and agility ladders from L75 and Select brands, plus other sporting categories such as basketball, volleyball, rugby, badminton, netball, pickleball, and water polo.
• Custom Sportswear and Sublimation Custom sportswear including sports clothing, compression tops, and baselayer tops with sublimation design capabilities, allowing teams and clubs to create personalized team apparel.
• Workwear Workwear for businesses including healthwear, hospitality uniforms, work and hi-viz clothing, work shoes, and casualwear.
• MILTAN Wholesale Uniform Range Wholesale uniform range offered since 1979 including shirts, blouses, shorts, and trousers in various colours, supplied to schools and wholesalers across New Zealand.
• Shrey Sports Range Shrey sports range including helmets, kitbags, accessories, clothing, and hockey equipment.

Quantifiable outcome

• 15+ year relationships with schools with zero quality complaints

Named customers8 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• South Auckland Rangers Football ClubcoreChannel Partner/ Reseller/ DistributorLenco supplies uniforms and equipment to the football club, providing a tailored online portal for easy ordering and delivery, designing home and away kits, supplying premium Select Footballs, gift vouchers for raffles, and assistance with urgent orders.
• Howick Pakuranga Hockey ClubcoreChannel Partner/ Reseller/ DistributorLenco is a trusted supplier of hockey uniforms and equipment to the club.
• NZ HandballcoreChannel Partner/ Reseller/ DistributorLenco supplies handball equipment and uniforms to NZ Handball organization.
• NZGKU - Goalkeeper TrainingminorChannel Partner/ Reseller/ DistributorLenco supplies goalkeeper training equipment and jerseys.
• Auckland South Football ClubcoreChannel Partner/ Reseller/ DistributorLenco supplies football uniforms and equipment to the club.
• KickStart FootballminorChannel Partner/ Reseller/ DistributorLenco supplies football equipment to KickStart Football programs.
• Select (Football Brand)coreTechnology or IntegrationLenco is an authorized retailer of Select football gear, including the BRILLANT SUPER which is the official match ball in multiple European leagues. Offers exclusive Select football products in New Zealand.
• Mitre (Football Brand)coreTechnology or IntegrationLenco retails Mitre footballs and football equipment, including products from the Mitre A-Leagues range.
• Kookaburra (Cricket Brand)coreTechnology or IntegrationLenco stocks Kookaburra cricket equipment including bats, pads, gloves, helmets, and kit bags.
• MRF (Cricket Brand)coreTechnology or IntegrationLenco retails MRF cricket bats, batting pads, batting gloves, and accessories.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Torpedo7: New Zealand outdoor and sports retailer with strong online presence. Overlaps with Lenco in sporting goods retail but operates at much larger scale and broader product breadth across outdoor, cycling, and water sports categories.
• Cotton On Kids: Kids-focused apparel and accessories arm of the Cotton On Group operating across NZ and AU. Overlaps with Lenco's school uniforms and kids apparel segments as part of a much larger fast-fashion retail portfolio with multiple brands and store locations.
• Macpac: NZ/AU outdoor apparel and equipment retailer owned by Super Retail Group. Operates broadly in the same outdoor and sporting goods space as Lenco's equipment retailing but at larger scale and broader outdoor focus.
• Kathmandu: Major NZ/AU outdoor apparel and equipment retailer with extensive store network. Operates broadly in the same sportswear and equipment space as Lenco but as a much larger, multi-category incumbent with broader outdoor focus.

Regional players

• Number One Shoes: New Zealand footwear retailer with multiple stores nationwide. Competes with Lenco's school shoes and broader footwear category but is a pure-play footwear specialist without the uniforms or sporting goods breadth that Lenco offers.

Direct peers

• Rebel Sport: One of the largest sporting goods retailers in Australia and New Zealand with a multi-store footprint. Directly comparable to Lenco's sports equipment retail business (cricket, football, hockey) and competes for the same consumer sports spend, but at significantly greater scale and brand breadth.
• The Athlete's Foot: Specialty sports footwear retailer operating across Australia and New Zealand with multiple stores. Directly competes with Lenco's football boots and sports footwear category and shares a similar specialty retail model focused on athletic footwear.

Others

• Briscoe Group: NZX-listed homeware and sporting goods retailer (parent of Briscoes and Rebel Sport). Adjacent comparator for understanding NZ retail dynamics and consumer spending patterns in related categories, though Lenco is much smaller and specialty-focused.
• Barkers: NZ menswear retailer with school uniform heritage. Historically comparable to Lenco in the school uniform space but has shifted focus toward menswear, providing a relevant adjacent apparel retail benchmark.
• Hallenstein Brothers: Established NZ menswear and apparel retailer. Adjacent apparel retail comparator sharing the multi-store NZ apparel retail context but does not compete directly in uniforms or sporting goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/selectlenco

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 Lenco