Flagmakers Holdings Limited

What Flagmakers Holdings Limited does

Flagmakers Holdings Limited, trading as Flagmakers Ltd, is a New Zealand-based private company that designs, manufactures, and distributes flags, banners, flagpoles, and related display products. Operating from a manufacturing plant and showroom at 8 Waione Street, Petone, Lower Hutt (Wellington) for over 40 years, the company sells a broad portfolio including its proprietary Durapole® flag display system (Mayfly, Flex, Swing, and XT variants), custom standard flags made from 100% tri-lobal polyester with UV-stable European inks, retail-themed flags (Open, Sale, Coffee, Barber), value-range pavement displays, event products (bunting, fence wraps, gazebos, inflatable arches), and trade-show solutions (RollUp, Popup, Media Walls). Technically, the company's differentiation rests on the patented Durapole® system with one-piece satin fabric construction, fibreglass poles with lifetime guarantees, and exclusive Swivel Clips, alongside registered trademarks Durapole®, Durapole Flex, and FlagTrax®.

The business operates a direct-to-consumer e-commerce model on a Shopify storefront at flagmakers.co.nz, supported by phone-based inside-sales (0800 900800) and a physical Wellington showroom. Distribution is increasingly hybrid, with a 'Become a Reseller' wholesale program and custom online web ordering portals for business customers (notably real-estate agents), plus a flag recycling service. Customer segments span commercial retail businesses (primary), government and public sector, event organisers, trade-show exhibitors, and sports fans, with the company holding preferred-supplier status with the NZ Government and serving as an Official Licensee for All Blacks®, Black Ferns®, NZ Super Rugby, Black Caps®, and White Ferns® sports properties.

Revenue is generated through one-time product sales across consumer and custom-manufacturing channels (custom flags from NZD $166, Durapole systems NZD $168–$344, flag poles from NZD $299), volume discounts at three-unit quantities, online-order savings of NZD $45+GST versus offline setup, licensing-related revenue on officially-licensed sports merchandise, and limited-time promotional pricing (1/2 price on Durapole, 10% off licensed sports products). Ownership is private with no disclosed institutional investors, parent company, or funding rounds; no management team, revenue figures, or headcount trend data are publicly available beyond a stated 11–50 employee band.

Name

Flagmakers Holdings Limited

Legal name

Flagmakers Holdings Limited

Website

https://flagmakers.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Flagmakers Holdings Limited is a New Zealand private manufacturer that designs, makes, and supplies flags, banners, flagpoles, and display systems — including its proprietary Durapole® line — serving commercial retail businesses, the NZ Government, event organisers, trade-show exhibitors, and sports fans via DTC e-commerce, wholesale resellers, and licensed sports merchandise.

Ownership category

akta.pro rank

Product category

Flag and Banner Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

akta.pro primary industry

Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Flag manufacturing
• Custom banners
• Flagpole displays
• Outdoor advertising flags
• Licensed sports merchandise

Headquarters

HQ city

Petone, Lower Hutt

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Flag and Banner Product Sales: One-time purchase of flags, banners, and display products. Includes custom manufactured flags, retail flags, value range flags, event products, trade show products, country flags, and street flags. Products sold directly to consumers and businesses via e-commerce.
2. Custom Manufacturing Services: Custom flag manufacturing with customer artwork. Services include custom online web ordering portals for business customers and custom manufacturing for specific requirements.
3. Wholesale/Reseller Distribution: B2B sales through reseller program, offering wholesale pricing to approved resellers.
4. Licensed Sports Products: Revenue from officially licensed sports products including All Blacks®, Black Ferns®, NZ Super Rugby, Black Caps®, and White Ferns® branded flags and merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Flagmakers designs, manufactures, and sells custom and commercial-grade flags, banners, flagpoles, and display systems (including the proprietary Durapole Mayfly, Flex, Swing, and XT product lines) primarily to New Zealand consumers and businesses. Offerings include retail themed flags, event and trade show displays, country flags, street flags, and officially licensed sports merchandise, all manufactured in Wellington from European fabrics and UV-stable inks. The company also provides custom manufacturing services, online ordering portals for real estate clients, and a flag recycling program.

Product overview

Flagmakers Holdings Limited operates a multi-product portfolio focused on flags, banners, and display products for commercial, retail, and event applications. The core offering includes the Durapole branded product line comprising the Mayfly (teardrop), Flex (feather), Swing (rectangle), and XT (extension) flag display systems, all featuring one-piece satin fabric construction with lifetime or multi-year pole guarantees. Supporting product lines include Custom Standard Flags, Retail Flags (Open, Sale, Coffee, Cafe, Barber themes), Value Range Flags for budget-conscious consumers, Event Products (Bunting, Gazebos, Banners, Inflatable Arches), TradeShow Products (RollUp Banners, Popup Stands, Table Cloths), Flag Poles, Street Flags, Country Flags, and Licensed Sports Products (All Blacks, Black Ferns, Super Rugby). The company also offers services including Custom Online Web Ordering Portals for real estate clients, custom manufacturing, and a flag recycling program. Products are designed and manufactured in Wellington, New Zealand, using European fabrics and UV-stable inks, with commercial grade durability suited to NZ's harsh climatic conditions.

Differentiator

Problem solved

Functional benefit

Brands

• Durapole: Premium flag display system featuring one-piece satin fabric and fibreglass poles with lifetime guarantee. Includes teardrop, feather, and rectangle flag displays.
• Value Range
• Durapole XT

Products and services

• Durapole Mayfly Teardrop Flag Display

Quantifiable outcome

• Twice the image life with Brilliance™ StreetFlags compared to standard options
• +2 more outcomes

Named customers1 record

Segments5 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

Five partnerships are on record, tiered core and minor.

• All Blacks®coreOEM/ Whitelabel/ Licensing PartnerFlagmakers Ltd is an Official Licensee to the All Blacks®, selling officially licensed All Blacks® flags and merchandise including All Blacks® Range products.
• Black Ferns®coreOEM/ Whitelabel/ Licensing PartnerOfficial Licensee selling Black Ferns® branded flags and licensed products.
• NZ Super RugbycoreOEM/ Whitelabel/ Licensing PartnerFlagmakers Ltd is an official licensee of NZ Super Rugby, selling officially licensed Super Rugby NZ flags and products.
• Black Caps®minorOEM/ Whitelabel/ Licensing PartnerOfficial Licensee for Black Caps® licensed products including flags and merchandise.
• White Ferns®minorOEM/ Whitelabel/ Licensing PartnerOfficial Licensee for White Ferns® licensed products including flags and merchandise.

Scale indicators4 records

Expansion highlights5 records

Broad incumbents

• 4imprint: Large North American promotional products distributor offering custom flags, banners, and outdoor displays among thousands of branded merchandise categories. Comparable as a B2B channel for custom flags and promotional displays.
• National Pen (Polyconcept): Global promotional products manufacturer and distributor offering custom flags and branded merchandise. Overlaps in custom promotional flags via online B2B channels.
• HALO Branded Solutions: Large U.S. promotional products and branded merchandise distributor serving enterprise customers with custom flags, banners, and outdoor displays. Comparable as a B2B promotional channel for licensed and custom flags.
• VistaPrint (Cimpress): Global custom printing platform offering banners, signage, flags, and trade-show displays via e-commerce. Overlaps in custom-printed flags, banners, and roll-up displays but operates across a much broader printing portfolio.

Emerging players

• Signs.com: U.S. online custom signage and banner manufacturer offering custom-printed banners, flags, and trade-show products with online configurator. Comparable in e-commerce custom-display manufacturing.
• BuildASign: U.S. e-commerce custom signage and banner manufacturer offering flags, vinyl banners, and trade-show displays via online configurators. Comparable in custom-printed outdoor display products with online direct-to-buyer motion.

Direct peers

• Valley Forge Flag: Long-established U.S. flag manufacturer (since 1922) producing American flags, state flags, and custom commercial flags for institutional and retail customers. Comparable as a heritage flag maker serving government and commercial channels.
• Eder Flag Manufacturing: U.S.-based custom flag manufacturer offering custom-printed flags, flagpoles, banners, and display products for commercial and government customers. Directly comparable in custom flag manufacturing and B2B commercial focus.
• Annin Flagmakers: The world's largest U.S. flag manufacturer, producing flags, flagpoles, and related display products for government, commercial, and consumer markets. Direct comparable in core flag manufacturing and category specialization.
• Carrot-Top Industries: U.S. retailer specializing in American flags, flagpoles, and outdoor commercial flags. Comparable as a flag-focused retailer/manufacturer with strong commercial and government channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/flagmakers

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 Flagmakers Holdings Limited