STIHL New Zealand Ltd.

What STIHL New Zealand Ltd. does

STIHL New Zealand Ltd. (legally STIHL LTD) is the New Zealand subsidiary of the global, family-owned STIHL Group (Andreas Stihl AG & Co. KG), which was founded in 1926 and is positioned as a market and technology leader in chainsaws and outdoor power tools. The entity distributes and sells STIHL-branded petrol and battery-powered outdoor equipment in New Zealand — including chainsaws (MSA battery series, MS petrol series), hedge trimmers (HSA/HLA), lawnmowers (RMA) and robotic lawnmowers (iMOW), line trimmers and brushcutters (FSA), leaf blowers and vacuum shredders (BGA/SHA), water blasters (REA), pole pruners (HTA), cut-off saws, scarifiers, tillers, earth augers, mistblowers, sweepers, water pumps, and vacuum cleaners — together with proprietary lithium-ion batteries and chargers.

Underlying technology rests on four proprietary battery platforms (AI, AS, AK, AP) spanning entry-level domestic to professional use, supported by in-house lithium-ion battery packs with up to 2,400 charging cycles and 1-3% annual self-discharge, an intelligent Battery Management System, brushless EC motors, the STIHL 2-MIX two-stroke engine (EU Stage V compliant), and product features such as Constant Power, Power Boost, Quick Chain Tensioning, and the STIHL Anti-Vibration System. Pricing is unit-based in NZD inclusive of 15% VAT, ranging from NZD 55 for an AS 2 battery to over NZD 2,000 for backpack batteries and professional petrol chainsaws.

STIHL NZ operates a dual go-to-market: a national network of STIHL Approved Dealers providing sales, expert consultation, warranty, maintenance and repair services, supplemented by the direct-to-consumer STIHL Shop e-commerce platform (stihlshop.co.nz). Revenue streams consist primarily of hardware sales (power tools, batteries, chargers) plus dealer-driven professional services. The customer base is segmented into private/domestic users (homeowners and garden enthusiasts needing quiet, lightweight tools for routine garden maintenance) and professional users (landscapers, foresters, construction and grounds-maintenance operators requiring durable, all-weather, high-performance equipment), with marketing supported by organic social (Instagram, Facebook), content marketing, and TIMBERSPORTS event sponsorship. The company is privately held, headquartered at 9 Bishop Browne Place, East Tamaki, Auckland, and serves only the New Zealand market.

Name

STIHL New Zealand Ltd.

Legal name

STIHL LTD

Website

https://stihl.co.nz

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

51–100 employees

Short description

STIHL New Zealand Ltd. distributes and sells STIHL-branded petrol and battery-powered outdoor power tools, including chainsaws, trimmers, mowers, blowers, robotic mowers, and water blasters, through a national Approved Dealer network and STIHL Shop e-commerce platform, serving domestic gardeners and professional landscapers, foresters, and contractors across New Zealand.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Power Tools Sales: Revenue generated from the sale of petrol and battery-powered outdoor power tools including chainsaws, hedge trimmers, lawn mowers, brushcutters, leaf blowers, water blasters, and pole pruners. Products sold through dealer network and online STIHL Shop.
2. Batteries and Chargers: Sales of lithium-ion battery packs (AP, AK, AS systems) and charging equipment including standard and fast chargers. Backpack batteries for professional extended use also available.
3. Dealer Services: STIHL Approved Dealers provide maintenance, repair, and professional advice services for STIHL products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

STIHL New Zealand markets and sells a full range of STIHL-branded outdoor power tools — including battery and petrol chainsaws, hedge trimmers, lawnmowers, robotic mowers, line trimmers/brushcutters, leaf blowers, water blasters, pole pruners, scarifiers, tillers, earth augers, mistblowers, combi-system tools, cut-off saws, vacuum cleaners, sweepers, and water pumps — supported by proprietary lithium-ion battery systems (AI, AS, AK, AP) and chargers. Products are distributed through a nationwide network of STIHL Approved Dealers and the STIHL Shop online platform to both domestic and professional users across New Zealand.

Product overview

STIHL New Zealand Ltd. is a subsidiary of the global STIHL Group, a family-owned company founded in 1926 and now a market and technology leader in chainsaws and power tools. The company offers a comprehensive portfolio of outdoor power equipment spanning four battery systems (AI for entry-level domestic use, AS for occasional use, AK for demanding domestic projects, and AP for professional use), petrol-powered tools, and complementary accessories. The product lineup includes chainsaws (battery MSA series and petrol MS series), hedge trimmers (HSA/HLA series), lawnmowers (RMA series), line trimmers and brushcutters (FSA series), leaf blowers and vacuum shredders (BGA/SHA series), robotic lawnmowers (iMOW), water blasters (REA series), scarifiers, tillers, earth augers, mistblowers, CombiSystem modular tools, cut-off saws, vacuum cleaners, sweepers, and water pumps. The company operates through a dealer network rather than direct sales, with batteries (AP, AK, AS series) and chargers (AL series) sold as separate accessories. STIHL also supports the STIHL TIMBERSPORTS competitive logging sports program.

Differentiator

Problem solved

Functional benefit

Products and services

• STIHL MSA Series Battery Chainsaws Cordless battery-powered chainsaws available in professional (AP system) and domestic (AK system) variants, featuring EC motors, quick chain tensioning, and consistent power output regardless of battery charge status. Targeted at both home users and professional tree-care operators.
• STIHL MS Series Petrol Chainsaws Petrol-powered chainsaws featuring STIHL 2-MIX engine technology for reduced emissions and fuel consumption, anti-vibration systems, and tool-free features. Designed for users who require maximum power and run-time without battery dependency.
• STIHL GTA 26 Battery Pruner Compact cordless battery pruner for cutting branches and garden maintenance, available as tool-only or with AS 2 battery and AL 1 charger. Targeted at domestic users for small pruning tasks.
• STIHL HSA Series Hedge Trimmers Battery-powered hedge trimmers featuring laser-cut, diamond-ground blades, rotatable multi-function handles, and EC motor technology. Targeted at domestic and light-commercial users.
• STIHL HLA 56 Battery Long-Reach Hedge Trimmer Lightweight cordless pole hedge trimmer with detachable shaft for transport and storage, featuring tool-free blade angle adjustment across a 135-degree range. Designed for tall hedges and high-reach domestic trimming.
• STIHL RMA Series Battery Lawnmowers Cordless lawnmowers with flow-optimised blades for energy-efficient mowing, featuring Eco mode, central cut-height adjustment, and IPX4 splashwater protection. Targeted at domestic users wanting quiet, low-maintenance mowing.
• STIHL iMOW Robotic Lawnmowers Autonomous robotic lawnmowers that automatically mow lawns without user intervention, featuring programmable schedules and all-weather operation. Targeted at homeowners seeking fully automated lawn care.
• STIHL FSA Series Battery Line Trimmers/Brushcutters Cordless brushcutters and grass trimmers featuring EC motors, Constant Power technology, soft-grip handles with control levers, and AutoCut line mowing heads. Targeted at domestic and professional grounds maintenance.
• STIHL BGA Series Battery Leaf Blowers Cordless leaf blowers with boost function for maximum blowing force, featuring EC motors and protective metal rings. Targeted at homeowners and property maintenance users.
• STIHL SHA 56 Battery Vacuum Shredder Blower Cordless vacuum shredder and blower combination with rotatable handle, asymmetric collection bag, and 10:1 material reduction ratio when shredding. Targeted at homeowners for autumn leaf and garden debris cleanup.
• STIHL REA 60 PLUS Battery Water Blaster Portable battery-powered pressure washer with integrated hose reel, 3-in-1 nozzle (rotary, fan jet, cleaning agent), and maximum pressure of 130 bar. Operates on the STIHL AK System battery. Targeted at domestic and light commercial outdoor cleaning.
• STIHL Water Blasters Pressure washers for cleaning drives, pathways, vehicles, and garden equipment, including battery-powered and petrol variants. Targeted at domestic and professional users.
• STIHL HTA 50 Battery Pole Chainsaw Cordless pole pruner with 25cm bar length, detachable shaft, transparent oil tank, and branch hook for removing cuttings from heights. Targeted at owners of taller trees and professional tree-care operators.
• STIHL Scarifiers and Dethatchers Lawn care equipment for removing moss and thatch, promoting healthy lawn growth. Includes the cordless RLA 240 battery scarifier. Targeted at domestic lawn-care enthusiasts.
• STIHL Tillers Garden tillers for preparing soil for planting, breaking up compacted ground, and mixing in compost or fertilizers. Targeted at home gardeners and smallholders.
• STIHL Earth Augers Powerful earth augers for boring holes for planting, fencing, or landscaping projects. Targeted at domestic and professional landscapers.
• STIHL Mistblowers and Sprayers Professional sprayers for applying pesticides, herbicides, fertilizers, or water to plants and crops. Targeted at professional agriculture, horticulture, and grounds maintenance users.
• STIHL CombiSystem and MultiSystem Modular power tool system with a single engine unit that accepts multiple attachments for different tasks (cutters, brushes, blowers, etc.). Targeted at users who want one powerhead for multiple applications.
• STIHL Cut-off Saws Powerful cut-off machines for cutting concrete, masonry, steel, and other construction materials. Targeted at professional construction trades.
• STIHL Vacuum Cleaners Cordless vacuum cleaners for workshop and outdoor cleaning tasks, including the SEA 20 battery handheld vacuum. Targeted at both domestic and professional users.
• STIHL Sweepers Mechanical sweepers for clearing leaves, debris, and dirt from driveways, walkways, and outdoor surfaces. Targeted at domestic and commercial property maintenance users.
• STIHL Water Pumps Water pumps for irrigation, drainage, and water transfer applications in gardens and agriculture. Targeted at domestic gardeners and agricultural users.
• STIHL Garden Pruners and Secateurs Handheld pruning tools for trimming plants, shrubs, and small branches in gardens. Targeted at domestic gardeners and horticulturists.
• STIHL AP Series Lithium-Ion Batteries Professional lithium-ion batteries for AP System tools. Includes AP 300 S PRO (up to 1,200 charging cycles), AP 200 PRO, and backpack batteries AR 1000 and AR 2000 L (1,015 Wh). Targeted at professional users.
• STIHL AK Series Lithium-Ion Batteries Mid-range lithium-ion batteries for AK System tools. Includes AK 10 COMPACT, AK 20 COMPACT, and AK 30 S (180 Wh) with Constant Power and Power Boost features. Targeted at demanding domestic users.
• STIHL AS Series Lithium-Ion Batteries Compact lithium-ion battery for AS System tools. AS 2 Battery priced at 55.00 NZD. Targeted at occasional domestic users.
• STIHL Battery Chargers (AL Series) Range of STIHL battery chargers including AL 1, AL 101, AL 5 hi-speed, AL 5-2 double charger, AL 301 Fast Charger, AL 500 Super Fast, and AL 301-4 Multi Charger. Targeted at users of all STIHL cordless platforms.
• STIHL Approved Dealer Services Network of specialist STIHL Approved Dealers across New Zealand providing expert sales consultation, product demonstrations, warranty support, maintenance, and repair services for STIHL products. Targeted at owners of STIHL equipment needing service or advice.

Quantifiable outcome

• Lithium-ion batteries can withstand up to 2,400 charging cycles (AP 500 S)
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature12 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DeWalt: DeWalt (Stanley Black & Decker) targets professional tradespeople with 20V/60V cordless outdoor equipment including chainsaws and trimmers. DeWalt competes with STIHL's AP system in professional landscaping and construction segments.
• Echo Incorporated: Echo is a major manufacturer of professional-grade chainsaws, trimmers, and blowers with a strong dealer network. Echo competes directly with STIHL in professional landscaping, forestry, and grounds maintenance segments in NZ.
• Husqvarna: Husqvarna is the largest direct competitor to STIHL in chainsaws, hedge trimmers, lawnmowers, and robotic mowers (Automower). Both companies sell through specialist dealer networks and compete head-to-head across professional and domestic segments in NZ and globally.
• Ryobi: Ryobi (Techtronic Industries) offers an extensive 18V and 36V outdoor power equipment range overlapping directly with STIHL's AS and AK systems, particularly in the DIY/domestic segment where Ryobi is a strong value-tier competitor.
• EGO Power+: EGO Power+ is a battery-native outdoor power equipment brand (owned by Chervon) competing directly with STIHL's AK and AP cordless platforms. It is a key challenger in the cordless mower, blower, and chainsaw categories where STIHL leads.
• Bosch Power Tools: Bosch (DIY and Professional) competes with STIHL in cordless outdoor equipment including lawnmowers, hedge trimmers, and blowers via its 18V and 36V platforms. It overlaps particularly with STIHL's AK system in the demanding domestic segment.
• Makita: Makita's LXT 18V cordless platform competes with STIHL's AK and AP systems in chainsaws, hedge trimmers, blowers, and brushcutters. Both brands target professional tradespeople through specialist dealer and trade-channel distribution.
• Greenworks Tools: Greenworks is a battery-native outdoor power equipment brand competing with STIHL across mowers, blowers, trimmers, and chainsaws. It typically competes on price and direct-to-consumer e-commerce rather than dealer-led service.

Broad incumbents

• Briggs & Stratton: Briggs & Stratton is a major engine and outdoor power equipment manufacturer offering engines, generators, and lawn equipment. It is comparable to STIHL as a broad OPE incumbent but does not specialise in STIHL's core chainsaw category.
• Honda Power Equipment: Honda Power Equipment is a broad incumbent offering outdoor power products including generators, pumps, and handheld equipment. It overlaps with STIHL in petrol-powered products but is a broader portfolio player rather than STIHL's specialist chainsaw/OPE focus.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/STIHLNZ
• Instagraminstagram.com/STIHL_NZ
• LinkedInlinkedin.com/company/stihl-nz

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 STIHL New Zealand Ltd.