From a small Dunedin-based business to a nationwide industry leader, Russet is marking 40 years of growth. Robin Russell established Russet in 1986 during a time that was shadowed by a challenging economic climate, but with determination and experience, he faced it head-on. He says there were two main reasons he started the engineering company. Firstly, to spend more time supporting his family after years of being away four to five nights a week, and secondly, to pursue his own venture after 15 years progressing from branch manager to regional manager nationwide.
Robin added a range of qualifications to his already extensive background, including management, accounting, marketing and sales. The launch of Russet came during an economic downturn, which presented a range of challenges. However, confidence, industry knowledge and strong relationships helped Robin establish a business that has stood the test of time.
“Starting Russet during an economic downturn in 1986 was always going to be tough, but I was full of confidence, coupled with excellent knowledge of the products we were to promote, knowledge of the industry we were to sell these products into and very good, strong relationships with business owners and staff in our local Otago area.”
Russet Engineering Sales opened in February 1986 with four shareholders. Robin and Stephen Grellet held the larger shares in the business, with Stephen bringing strong sales and engineering expertise from his previous workplace. The company also incorporated a local belt service business, which was fully purchased by Russet in 2017 and run by Lawrence Rodgers, alongside Richard Maskill.
In its early days, Russet focused on supplying v-belts, chains and conveyor belts, along with accessories. Support from key international suppliers, including Flexco and Dayco (Timken), alongside manufacturers in the United States, Taiwan and New Zealand, played a significant role in establishing the business.
Although its initial focus was within Otago, customers from Christchurch and Invercargill soon started calling on the company. It was that demand that prompted expansion, including the addition of experienced sales representative Rodney Gaut, who later became director. As the business gained momentum, Russet also expanded its reach across the South Island, opening branches in Christchurch and Invercargill, along with Russet Nelson Ltd as a joint venture with Russet Engineering Sales Ltd and David Kircher.
Branches across parts of the North Island soon followed, which included establishing Russet Auckland Ltd in 1998, a joint venture with Nigel Carroll, who remains managing director. The company steadily extended its reach, opening branches in Palmerston North and Napier, and more recently in Hamilton, the Bay of Plenty and New Plymouth.
“Russet has had to evolve with the times. We have moved with [the latest technologies] to be able to offer our customers up-to-date products and…assist them in meeting the demands from the businesses and industries they supply.”
However, by 2008, the various entities were merged under the Russet Holdings umbrella. In 2025, all operations were consolidated into a single entity, now known as Russet. Today, the company operates 10 branches with more than 80 staff, servicing customers from the far north to the deep south, while its head office remains in Dunedin.
Leadership responsibilities are shared, with Nigel overseeing Auckland, Hamilton and the Bay of Plenty, while Glen Russell, also a director, manages the remaining North Island and South Island branches. Robin’s younger son, Mark Russell, is also a senior manager in the company, overseeing international purchasing and logistics for Russet.
A key factor to Russet’s success is its people, with Robin crediting the company’s growth to the loyalty and expertise of its team. A large number of its staff have been with the company for more than two decades, a testament to its strong workplace culture and long-standing relationships. While staffing hasn’t changed greatly, the industry itself has, prompting the need to adapt along the way, particularly in conveyor technology and safety standards.
Robin says keeping up with innovation has been essential. “Russet has had to evolve with the times, and what was the norm when it came to running conveyors changed with better technology, safer systems, health and safety, efficiencies through power savings and time, etc.,” he says. “We have moved with this technology to be able to offer our customers up-to-date products and technology to assist them in meeting the demands from the businesses and industries they supply.”
Today, Russet has built a reputation as a leader in the importation, distribution, sales, service and design support of heavyweight and lightweight conveyor systems, industrial transmission and industrial hose products. While a lot has changed since its early days, the company’s core value remains the same, including quality products, outstanding service and strong partnerships with customers and suppliers.
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