We can now arrange 12 Months of Interest Free Finance* on your new Dominator Garage Door & Opener purchase, so give us a call or email to find out how we can get your new garage door underway for less than you may think.

DEALER SPOTLIGHT: DOMINATOR TARANAKI

When Pete Michielsen bought Dominator Taranaki in 2016, he didn’t know a whole lot about garage doors. But, coming from a family of builders and with years of experience in the building and plumbing industries, he wasn’t afraid to jump in and get stuck into something new.

After years of working in corporate management, Pete was ready to build something of his own, something where he could directly influence outcomes and build success from the ground up. “After eight years, I can tell you that I don’t know everything, and there’s always something more to learn. It’s a fun but intense learning curve,” Pete reflects.

His passion for problem-solving, quality workmanship, and customer service quickly set the tone for the business. Over time, Dominator Taranaki has grown into one of the region’s most trusted names, helping homeowners across New Plymouth and the wider Taranaki region upgrade, protect, and modernise their homes with the right garage door solutions.

Meet the Team Keeping Taranaki Moving

Behind Dominator Taranaki is a small but mighty team where collaboration and experience are the real difference-makers. Pete remains hands-on in the business, joining the team on-site for installations, repairs, and servicing whenever needed. His wife, Karen, plays a key role behind the scenes, handling quoting, ordering, scheduling, and customer communication. Originally a practice nurse, Karen stepped into the business during the uncertain times of 2020 and quickly became an essential part of the operation. “Her organisational skills have been a huge asset to us,” Pete says. Full-time installers Gary and Brad bring solid experience to every job, Gary with seven years under his belt and Brad with three. Meanwhile, Dean, a part-time team member with almost eight years at Dominator Taranaki, adds valuable engineering expertise to the mix. The team often works in pairs on installations and repairs, a strategy Pete says helps share knowledge, keep skills fresh, and ensure consistency for every customer. “We mix the teams up so that no one team is the better team. Every customer is entitled to the best service we can give. They’re all the best,” Pete explains.

A Smarter, Customer-First Approach

For Pete and the team, success is built on a simple but powerful mindset: respect the customer, understand their needs, and find the right solution without compromise. "Our aim is to always treat all our customers with respect, listen to their wants and needs, and work together to provide a solution that is the most beneficial to them and their budget," says Pete. There’s no hard sell here, just honest advice, clear communication, and quality work done to the highest standard. Continuous improvement sits at the heart of how the dealership is run. Pete and his crew are always looking for better ways to install, service, and support, keeping in close contact with suppliers and manufacturers to make sure Taranaki homeowners get access to the latest innovations and upgrades. "We’re committed to never cutting corners, always applying the better way, and helping customers get the very best solution without compromise," Pete explains.

That same philosophy extends to how the business operates day-to-day. Dominator Taranaki offers free measuring and quoting, advice, repair and replacement, installation, and servicing, working closely with private builders, group home builders, and homeowners across the region. Their showroom in Waiwhakaiho gives customers a hands-on look at the full Dominator range, with working door and opener displays, and their sign-written vehicles are a familiar sight throughout New Plymouth and the wider Taranaki area. It’s an approach built on trust, craftsmanship, and pride in doing the right thing, one door, one customer, and one lasting result at a time.

Innovation That Sets Them Apart

Staying ahead of the curve has always been a key part of Dominator Taranaki’s success. Pete and the team are constantly looking for ways to bring smarter, more customer-friendly solutions to the local market, and this approach has earned them national recognition. In 2024, Dominator Taranaki was proud to be awarded the Innovative Dealership Award, recognising their excellence in sales, product marketing, and customer-focused innovation. "We’re always looking for better ways to serve our customers, whether that’s new opener technology, better accessories, or simply applying smarter, more efficient installation techniques," says Pete. One standout achievement has been their work with G.J. Gardner Homes, where Dominator Taranaki helped implement DSO-3 Smart Openers as a standard feature across all new builds. By proactively bringing the latest smart technology into everyday homes, Pete and the team are helping local homeowners enjoy greater security, convenience, and control, without complicating the process. Their strong relationships with suppliers and manufacturers also mean they stay up-to-date with new products, upgrades, and system improvements, giving their customers access to the best the industry has to offer.

From Cautious Clients to Confident Customers

Like many businesses in the construction and home improvement space, Dominator Taranaki has faced its share of challenges over the last few years. But for Pete and the team, tough times have only strengthened their commitment to doing things the right way. Since COVID, customer expectations and customer behaviour have shifted. "The biggest challenge has been that customers are more suspicious and less laid-back. We spend a lot more time now building trust from the first conversation," says Pete. The team adapted quickly. They now put even more emphasis on professional greetings, strong communication, problem identification, and building a genuine rapport with every client from the very first meeting. From a handshake to a clear explanation of garage door options, Dominator Taranaki makes sure every customer knows they can rely on the product, the service, and the people behind it. For Pete, it's simple: trust isn’t assumed; it’s earned. And that approach has not only helped them weather industry challenges; it’s made their business even stronger.

Built on Respect, Teamwork, and Continuous Improvement

Behind Dominator Taranaki’s success is a team culture built on communication, collaboration, and continuous learning. Pete believes the best results come when everyone shares their experience, learns from each other, and strives for improvement, not just individually, but together. "We talk, we listen, we share experiences and ideas, and we reward innovation and creativity," says Pete. "An effective team accepts every experience as a learning experience; we do it together." That culture of mutual respect and shared responsibility filters down to every job the team takes on. Whether it’s an installation in New Plymouth, a repair in Hawera, or a service callout in Stratford, customers can trust that they’re getting the best of the best.

Trust Taranaki’s Garage Door Problem-Solvers

Dominator Taranaki proudly service the entire Taranaki region, including New Plymouth, Mokau, Urenui, Waitara, Lepperton, Inglewood, Stratford, Eltham, Kaponga, Hawera, Patea, Oakura, Okato, Opunake, and Manaia Visit the team at their showroom, open Monday to Friday, 9 am–4 pm, at 12a Smart Road, Waiwhakaiho, New Plymouth, or give them a call on 06 882 9588 to book a free measure and quote.