Masport's new head gives company a facelift

By Graeme Kennedy

Friday 28th May 2004

Masport's latest motor-mower promotion says a lot about the icon company's new directions and image after almost a century as a traditional Auckland engineering business.

The old Masport would never have used such titillating advertising, but nor would it have considered turning from manufacturing to importing and distribution, or hiring a 31-year-old like David Woodward as general manager for sales and marketing.

Woodward was Masport's Australian home-heating manager and New Zealand advertising and promotions manager before becoming its youngest senior management team member.

The Mt Wellington company has taken on a fresh look in the past few years and general manager of 10 months Mark von Batenburg says the trend will continue with turnover, now $75 million, exceeding $100 million within five years.

The company had always manufactured to the limitations of its equipment and capacity but now meets market demand by out-sourcing and importing products and distributing them under the premium Masport brand.

Its product range has been expanded from mowers and pot-belly stoves into the outdoor living and lifestyle sectors with barbecues from China, gas flame-effect fires from Canada and garden shredders from Italy.

Former Paykel Ltd chief executive von Batenburg said Masport had huge brand equity in the medium to top-end markets and barbecue sales had doubled in the past two years due to the company name.

"The punter will purchase knowing it's a Masport product," he said.

"We are looking at more expansion in the outdoor living category with our branded products including utensils, patio heaters and lighting for outdoor entertaining."

Masport exports 60% of product, mainly to Australia, although it has a $US1 million mower market in China where many of the mowers are made.

The product is seen as the premium mower for contractors.

Harold Mason and Rueben Porter began City Engineering the business which was to become Masport in 1910 off Greys Ave near the Auckland Town Hall and expanded in 1916 to Parnell.

The company became Mason and Porter in 1921 and designed and built its own marine engines while making wrought iron and automotive parts.

The Masport Rapid Hand Mower was launched during the 1930s depression followed by the first power mower in 1938 the year the Labour government ruled that Masport would provide the country's entire lawn-mowing needs.

The company moved to its current headquarters in Mt Wellington and during World War II manufactured hand grenades and mortar breach-blocks.

Masport grew quickly during the 1950s and 1960s, acquiring several companies including Whirlwind Sales, Trojan Engineering, D. H. Davies and Co, Barlow Marine and Onga Pumps.

Brierley Investments became a major shareholder after the Mason and Porter families floated the company in 1984.

Masport is now owned by JBWere Equity Funds.

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