What imo group does

IMO Group Ltd. is a New Zealand-based designer and manufacturer of commercial and residential furniture, founded in 2004 by Director Sam Haughton in Auckland. Building on Haughton's workshop practice established in 1992, the company operates a single Auckland showroom in Parnell alongside a warehouse and assembly operation at Hobsonville, with manufacturing outsourced to local New Zealand suppliers. The portfolio spans modular kitchen systems (KXN, High Line extraction), modular storage and desking (Kase System, Kase Desk, Twofold workbench), seating (A2 multi-purpose stool, Baker stool, Armstrong lounge, Ellington lounge), and tables (Kase Table, Plateau). The company holds registered trademarks for KXN and Kase, and KXN is compliant with the AS/NZS Domestic Furniture Standard and New Zealand Building Code for sea-spray zone durability.

The company's core technology centres on durable, modular construction using powder-coated aluminium, galvanised steel, solid timber (oak, maple, ash), TGIC-free powder coatings, and water-based lacquers. The proprietary KXN modular kitchen system uses moisture-resistant steel and aluminium frames with a stated 20+ year product life expectancy, supported by a 7-year warranty and a bespoke design process with 3D modelling. The Baker stool uses non-permanent fittings to enable component replacement and lifecycle extension, reinforcing the durability-led design philosophy. Products are designed to be passed across generations rather than replaced, positioning IMO against disposable furniture categories.

IMO generates revenue primarily through one-time product sales requiring a 50% deposit upfront with balance due upon shipment, supplemented by installation services across Auckland, Wellington, and Christchurch, and design consultation fees for bespoke KXN kitchens. Pricing ranges from $390 + GST (A2 stool) to $6,060 + GST (Twofold 4-person bench), with KXN kitchens and High Line extraction on quote-based bespoke pricing. Distribution is direct in New Zealand through the Parnell showroom and online/phone/Zoom consultations, while international reach is delivered via a licensing arrangement with Schiavello, which manufactures Kase locally in Australia, Singapore, and the UAE. Customers include residential homeowners (primary), commercial offices (primary, e.g., Russell McVeagh), and hospitality/retail operators, with marketing executed through the company website, Facebook, Instagram, and Pinterest.

Name

imo group

Legal name

IMO Group Ltd.

Website

https://imo.co.nz

Company type

Private

Founded year

2004

Operating status

Operating

Short description

IMO Group is a New Zealand-based designer and manufacturer of durable commercial and residential furniture, including modular kitchens (KXN), storage (Kase), desking (Twofold), and seating, serving residential, commercial, and hospitality customers primarily in New Zealand and Australia.

Ownership category

akta.pro rank

Product category

Designer Furniture Manufacturing

NAICS

Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Office Furniture (including Fixtures) Manufacturing (3372)

SIC

Household Furniture (2510), Office Furniture (2520)

akta.pro primary industry

Kitchen Island & Custom Storage Solutions (HSAPAAAH)

akta.pro secondary industry

Kitchen Cabinets & Custom Millwork Showrooms (CRAIAFAA)

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Furniture Sales: One-time sales of designed and manufactured furniture products including seating, storage, desking, tables, and kitchen systems. Products sold with 50% deposit upfront, balance due upon shipment.
2. Installation Services: Specialist installation services provided for KXN Kitchens across New Zealand and furniture installation in Auckland, Wellington and Christchurch.
3. Design Consultation Services: Bespoke design consultation for KXN kitchens including free schematic design phase and chargeable detailed design phase with deposit required.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

IMO Group designs and manufactures commercial and residential furniture including modular storage systems (Kase), modular kitchens (KXN), seating (A2 stool, Baker stool, Armstrong chair, Ellington lounge), tables (Kase, Plateau), desking (Kase Desk, Twofold bench) and kitchen extraction (High Line). Products are designed in-house and manufactured through outsourced local suppliers with assembly and distribution from the Auckland warehouse. Bespoke kitchen design services are offered alongside the product range, with installation services in major New Zealand centres.

Product overview

IMO Group is a designer and manufacturer of world-class commercial and residential furniture based in New Zealand. The company offers a unified product portfolio across multiple categories: modular storage systems (Kase System with drawer sets, bookshelves, entertainment units, and planters), desking solutions (Kase Desk and Twofold work benches), seating (A2 multi-functional stool, Baker stool, Armstrong lounge, Ellington lounge), tables (Kase Table and Plateau), and kitchens (KXN modular kitchen system and High Line extraction system). Products are designed in-house with manufacturing outsourced to local suppliers, and the company emphasizes timeless design, durability, and sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• KXN: Modular Kitchen System constructed from steel and aluminium, offering hard wearing, moisture resistant kitchen modules
• High Line
• Kase
• A2
• Baker
• Armstrong
• Ellington
• Twofold
• Plateau

Quantifiable outcome

• 20+ year product life expectancy for KXN kitchens
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• SchiavellocoreOEM/ Whitelabel/ Licensing PartnerSchiavello is the exclusive licensed manufacturer and distributor of Kase Storage System in Australia, Singapore, and United Arab Emirates. IMO designs and owns the Kase brand while Schiavello produces locally under license.

Scale indicators4 records

Expansion highlights6 records

Direct peers

• Corporate Culture: New Zealand commercial furniture specialist offering office seating, desking, and workplace solutions. Directly comparable to IMO's Twofold and Kase Desk commercial offerings in the NZ office furniture market.
• King Living: Premium Australian/NZ designer furniture manufacturer offering residential and commercial seating, storage, and tables. Directly comparable to IMO in design-led positioning, price points, and product categories (storage, seating, lounges).
• Jardan: Australian designer furniture manufacturer producing premium residential and commercial seating, tables, and storage. Closely comparable to IMO in design-led positioning, materials philosophy, and AU/NZ target market.
• Simon James Design: New Zealand designer furniture brand offering residential and commercial furniture with a strong design identity. Comparable to IMO in the NZ design-led furniture market and brand positioning.
• Schiavello: Australian contract furniture manufacturer and IMO's licensing partner for the Kase Storage System across Australia, Singapore, and UAE. Direct competitor in the commercial/office furniture market in Australia and a key commercial peer through the OEM relationship.

Broad incumbents

• Vitra: Swiss designer furniture manufacturer with global brand recognition. Comparable to IMO in design-led furniture philosophy but operates at much larger international scale with a broader product portfolio spanning residential, office, and accessories.
• Steelcase: Global leader in office furniture, architectural, and technology solutions. Comparable to IMO's commercial desking and collaborative bench offerings but with global reach, broader portfolio, and significantly larger scale.
• Herman Miller: Global office furniture giant with a wide portfolio including workstations, seating, and storage. Overlaps with IMO's Twofold and Kase Desk offerings but operates at much larger scale, broader market, and with global distribution.
• Boffi: Italian premium kitchen manufacturer with global showrooms. Comparable to IMO's KXN kitchen system in the high-end kitchen segment, though operates at higher price points and broader international footprint.

Emerging players

• HAY: Danish contemporary furniture brand focused on accessible designer furniture for residential and commercial markets. Comparable to IMO in design-led approach but targets broader price points and global distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/imogroupltd
• Instagraminstagram.com/imogroupltd
• Pinterestpinterest.nz/imogroupltd
• LinkedInlinkedin.com/company/imogroupltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 imo group