Looking back: How R&D and the TRUMPF TruLaser Tube 5000 fiber secured New Zealand Tube Mills’ growth

Since 1938, New Zealand Tube Mills has grown from a small local manufacturer into a leading producer of carbon steel precision and stainless tube for New Zealand, Australia, and the Pacific Islands. Their success has been built on innovation, engineering expertise, and a commitment to investing in new technology.

When global demand for stronger horticulture and viticulture solutions accelerated, the company turned to R&D and advanced machinery to stay competitive. The investment in a TRUMPF TruLaser Tube 5000 Fiber, supported by Headland Technology, became a turning point; unlocking new markets, driving export growth, and securing more than $1m in new annual revenue.

About New Zealand Tube Mills: New Zealand Tube Mills is the leading manufacturer of carbon steel precision tube and stainless tube for New Zealand, Australia, and the Pacific Islands. With decades of participation in the tube manufacturing sector, the company has built a reputation for quality products, technical expertise, and strong customer service. More about New Zealand Tube Mills

Challenge

The global horticulture and viticulture industries were experiencing rapid growth, demanding stronger, more durable trellising solutions. New Zealand Tube Mills recognised that to compete globally and capture new export opportunities, they needed to diversify their product portfolio and improve manufacturing flexibility.

Traditional tube production methods limited their ability to create tailored solutions for emerging agricultural markets, particularly in orchard systems. Without investment in advanced technology, the business risked missing high-value opportunities, restricting growth and leaving them exposed to commodity pricing pressures.

Solution

New Zealand Tube Mills partnered with Headland Technology to future-proof their operations with the TRUMPF TruLaser Tube 5000 fiber, the largest of its kind in New Zealand.

• New product capability – Enabled precision cutting of complex geometries, allowing the team to design and manufacture innovative trellising solutions for the apple orchard sector, previously beyond reach.
• Confidence in quality – TRUMPF’s reputation for engineering excellence, supported by Headland’s local service and technical expertise, gave assurance that the investment would deliver long-term value.
• Strategic alignment – The advanced cutting capability directly supported the company’s ongoing investment in R&D, providing a platform to test and scale new product designs quickly and efficiently.

Implementation

The TRUMPF TruLaser Tube Fiber was commissioned with Headland providing tailored training for operators, engineers, and design staff. Integration into existing workflows required adjustments, particularly for handling the longer bed lengths needed for orchard posts.

Close collaboration between New Zealand Tube Mills’ in-house engineering team and Headland’s engineers ensured a smooth transition. Comprehensive training enabled the team to achieve operational efficiency quickly, maximising machine utilisation within the first few months.

Reflecting on the decision, Terry Carter, General Manager at New Zealand Tube Mills’, said:

“We wanted to ensure this significant purchase would last. Quality of manufacture, technical support and after-sales service were key drivers and TRUMPF and Headland have delivered. It was the right choice for us.”

Results

The impact of the investment was immediate and measurable.

• New revenue stream: Over $1m annually from apple orchard trellising solutions, a market they could not serve previously.
• Export growth: Sales into Australia, the USA, Europe, and Russia drove exports from 17% to 35% of turnover within three years, providing greater stability and global reach.
• Production scale: Dedicated machinery, including the TruLaser Tube Fiber, enabled the manufacture of more than 3.5 million vineyard posts in five years, strengthening their position as a key supplier to viticulture.

Beyond metrics, the investment enhanced the company’s agility. Their design and engineering teams gained the flexibility to respond quickly to shifts in customer demand and industry trends, while maintaining a strong focus on product quality and safety.

Next Phase

With the TRUMPF TruLaser Tube Fiber firmly embedded in their operations, New Zealand Tube Mills continued to expand into high-value markets. Their next phase focused on leveraging advanced stainless tube solutions for the food and beverage sector; an industry where New Zealand has a strong global reputation.

By looking back on the strategic investment in R&D and advanced machinery, New Zealand Tube Mills proved that combining innovation with technology is central to long-term competitiveness.

Partner with our TRUMPF experts here at Headland

We help manufacturers across Australia and New Zealand unlock new growth opportunities with world-leading TRUMPF solutions. Whether you are looking to expand into new markets, improve production flexibility, or future-proof your operations, our local experts can support you from consultation through to installation, training, and ongoing service.

Talk to our TRUMPF expert and discover how the right technology can transform your business.