Dealer Spotlight: Dominator Taranaki
When Pete Michielsen bought Dominator Taranaki in 2016, he knew nothing about garage doors. However, always eager to learn and take on new challenges, Pete decided he was up for it. Growing up in a family of builders and with extensive experience in the building and plumbing industries, he felt ready to dive in.
After years in corporate management, Pete wanted to build something of his own, where he could directly influence outcomes and drive success. Reflecting on his journey, Pete admits, “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.”
Today, Pete’s team includes two full-time and one part-time installer/servicemen, and his wife Karen handles administration. Pete remains hands-on, joining his team for installations, repairs, and servicing. Together, they form a dedicated and cohesive unit, committed to providing excellent service.
Karen, a former practice nurse, joined the business in 2020. Initially helping out during the uncertain times of the lockdown, she quickly became an integral part of the team. “She now manages many of our key operations,” Pete says with a smile. Karen’s duties include quoting, ordering, scheduling, and sales. “Her organisational skills have been a huge asset to us,” Pete adds.
Full-time installers Gary and Brad have been with Pete for seven and three years, respectively. Dean, who works part-time, has been with the business for almost eight years and brings valuable engineering expertise. The team often works in pairs for installations and repairs, ensuring versatility and knowledge sharing. Pete emphasises the importance of team collaboration: “We mix the teams up so that no one team is the better team. The customer is always entitled to the best service we can give. They’re all the best.”
The team recently installed a Valero, transforming the street appeal of this home.
Garage door installation is heavy work so Pete tries to spread the load a bit. “We try and do one day a week of just repairs, services and measures so the guys have a day free of installing. We want to keep variety in their jobs so they’re not stuck on the same stuff day in day out. Variety keeps people occupied, makes their brains tick. They’re clever boys who are great at finding solutions to issues and we want to keep them fresh”.
Two new Roller Doors replaced the old tilt doors on this home, providing a fresh update.
Dominator Taranaki offers free measuring and quoting, advice, repair and replacement, installation, and servicing of garage doors. They focus on domestic garage doors, working with many long-term private builder and group home builder clients, as well as directly with homeowners. The business has a strong reputation, with much of their work coming from referrals.
The showroom, located in a popular retail area, is open from 9-4, Monday to Friday, and features display panels for all Dominator profiles and interactive working garage doors and openers. Their sign-written vehicles are a familiar sight around town.
Flaxpod was a popular colour for The Block contestants. Tim and Arthur's Valero shown here.
Pete has noticed a growing interest in the smartphone option for garage doors. “People see it as a better option because they don’t have to give out keys. They can simply add and remove approved users via the app. It’s convenient for everyone.”
Customer preferences are also shifting from black (Ebony) to dark greys and earthy tones like Flaxpod. Insulated garage doors are popular for their noise reduction and thermal benefits, especially for garages with internal access.
Pete and Karen's own garage doors are Futura in Karaka, similar to the above.
Reflecting on his journey, Pete says, “I thrive on fixing things and solving problems for our customers. It’s incredibly rewarding to apply the skills I’ve learned over the years to build a financially strong and sustainable business. Customer service is a no-bull profession, and I get a buzz out of knowing I’ve done the right thing.”
In 2024, Dominator Taranaki was honoured with the Innovative Dealership Award. This award recognises their excellence in sales and product marketing, particularly their success in promoting new products, opener and accessory upgrades, and using innovative, customer-centric tools. Pete and his team are proud of this achievement, as it highlights their commitment to staying ahead of market trends and meeting the evolving needs of their customers.
Looking ahead, Pete aims to maintain high standards and continue providing excellent service. He plans to retire eventually, leaving behind a legacy of happy customers. “It’s enough for me to keep learning new things and promoting innovations that make people’s lives better and easier. We’re improving their lifestyle, and that’s what it’s all about.”
Contact Dominator Taranaki
Dominator Garage Doors Taranaki services New Plymouth and the Taranaki Region - Mokau, Urenui, Waitara, Lepperton, Inglewood, Stratford, Eltham, Kaponga, Hawera, Patea, Oakura, Okato, Opunake & Manaia.
You can call them on 067583981 or drop in at 12A Smart Road, Waiwhakaiho, New Plymouth from 9am-4pm Monday to Friday.
