What Brauer Material Handling does

Brauer Material Handling Systems, Inc. is a privately held material handling solutions provider founded in 1984 and headquartered in Hendersonville, Tennessee, operating as the exclusive authorized Raymond Corporation dealer for middle Tennessee and southern Kentucky. The company distributes and services Raymond's full portfolio of electric forklifts—including counterbalanced trucks, reach trucks, orderpickers, sideloaders, swing-reach trucks, automated lift trucks, and pallet jacks—across Tennessee, Kentucky, Alabama, Georgia, and Virginia. Its technology stack layers the iWAREHOUSE fleet management system (Essential and Enterprise tiers) and iTRACK maintenance tracking platform on top of the physical fleet, enabling real-time telematics, impact management, OSHA compliance checklists, and maintenance cost reporting. Brauer also distributes complementary offerings including lithium-ion and hydrogen fuel cell power systems, Radio Shuttle high-density storage, and storage/racking solutions.

The business operates through a diversified revenue model spanning new equipment sales, Raymond RENEWED certified pre-owned equipment, short- and long-term rentals, equipment leasing, parts (over 4,000 SKUs with a 93% same-day fill rate and access to 100,000+ Raymond part numbers), on-site service and maintenance (sub-4-hour response, 24/7/365), and training programs (Safety on the Move operator training, Steps to Safety pedestrian training, technician training). Go-to-market is direct enterprise field sales with on-site delivery and service. Brauer is a member of the Raymond Solutions and Support Center Network, comprising 21 ownership groups and 100+ facilities across North America. The customer base is concentrated in warehouse and distribution operations, manufacturing, 3PL providers, and cold storage facilities, with average customer tenure exceeding 30 years.

Name

Brauer Material Handling

Legal name

Brauer Material Handling Systems, Inc.

Website

https://braueronline.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Brauer Material Handling is a privately held exclusive Raymond Corporation dealer distributing and servicing electric forklifts, fleet management software, parts, rentals, and training across five southeastern US states.

Ownership category

akta.pro rank

Headquarters

HQ city

Hendersonville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Equipment Sales: Sales of new Raymond electric forklifts including orderpickers, sideloaders, swing-reach trucks, counterbalanced trucks, electric pallet jacks, reach trucks, hand pallet jacks, tow tractors, stackers, and automated lift trucks.
2. Certified Pre-Owned Equipment: Sales of Raymond RENEWED certified pre-owned lift trucks backed by 90-day satisfaction guarantee and warranties on major components and wearables.
3. Equipment Rentals: Short and long-term forklift rentals available daily, weekly, monthly or longer. Rental fleet regularly updated and maintained according to manufacturer specifications. Includes batteries and chargers with maintenance by certified technicians.
4. Equipment Leasing: Flexible financing solutions for purchasing, renting and leasing lift trucks and associated materials handling products. Customized packages to suit customer budget needs.
5. Parts Sales: Over 4,000 line items in stock with 93% same day fill rate. Parts for Raymond and mixed fleet lift trucks. Managed and consignment parts programs available.
6. Equipment Service and Maintenance: Certified technicians providing on-site diagnostics, maintenance and repair. Four hours average on-site response time. 24/7/365 availability.
7. Training Services: Operator training (Safety on the Move), technician training, and pedestrian safety training (Steps to Safety) programs for forklift operations and warehouse safety compliance.
8. Systems Integration and Storage Solutions: Integrated systems including carousels, conveyors, warehouse management systems, and storage equipment for optimizing warehouse operations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Brauer Material Handling is an exclusive authorized Raymond Corporation dealer selling, renting, leasing, and servicing Raymond electric forklifts and related material handling equipment across Tennessee, Kentucky, Alabama, Georgia, and Virginia. The company bundles hardware (lift trucks, automated trucks, batteries, storage systems) with software-driven fleet management (iWAREHOUSE, iTRACK), certified service, operator/technician training, and parts supply into a complete lifecycle offering for warehouse and distribution operations.

Product overview

Brauer Material Handling operates as an exclusive Raymond Corporation dealer offering a unified platform of material handling solutions built around Raymond electric forklifts as the core product. The portfolio combines lift trucks with complementary technology layers: the iWAREHOUSE fleet management system (available in Essential and Enterprise tiers) and iTRACK maintenance tracking provide software-driven optimization, while power systems (lithium-ion, hydrogen fuel cells, batteries, chargers, battery handling) address energy needs. Storage solutions (racking, shelving, conveyors), automated equipment (Courier automated lift trucks, Radio Shuttle), and rental/leasing/used equipment programs round out the physical offerings. Service and training capabilities including certified technicians, Safety on the Move operator training, Steps to Safety pedestrian training, and technician programs support the entire ecosystem. The CustomCare strategic approach binds these components together through a consultative, needs-assessment methodology.

Differentiator

Problem solved

Functional benefit

Products and services

• Raymond Forklift Trucks Complete portfolio of Raymond electric forklifts including automated lift trucks, counterbalanced trucks, hand pallet jacks, orderpickers, electric pallet jacks, reach trucks, sideloaders, swing-reach trucks, tow tractors, and walkie stackers. Sold as the core product line by Brauer as an exclusive Raymond dealer to warehouse, distribution, and manufacturing businesses.
• iWAREHOUSE Fleet Management System Comprehensive lift truck fleet and warehouse optimization system that turns every lift truck into an information gathering device, providing a 360-degree view of the entire fleet with real-time data monitoring, automated vehicle access and control, impact management, and electronic daily operator checklist completion for OSHA compliance. Offered in Essential and Enterprise tiers.
• iTRACK Asset Maintenance Management Asset maintenance and cost management system providing accurate, actionable fleet maintenance data reports enabling monitoring and reduction of overall costs per operating hour across individual trucks, facilities, regions, or entire companies.
• Service Call Assistant App Mobile application allowing customers to request service quickly by scanning a custom QR code on lift trucks, eliminating the need to manually find make, model, and serial number information. Available on iOS and Android.
• Raymond RENEWED Certified Pre-Owned Equipment Certified pre-owned electric forklift trucks reconditioned to Raymond's exacting specifications with Raymond OEM parts, backed by a 90-day satisfaction guarantee and six-month major components warranty.
• Forklift Rentals Flexible rental solutions with thousands of lift trucks available for daily, weekly, monthly or longer periods, including batteries and chargers, maintenance by certified technicians, and rent-to-own options.
• Equipment Leasing Customized financial programs enabling purchase, rent, and lease of Raymond lift trucks and materials handling products with flexible solutions to suit specific supply chain and operational needs.
• Forklift Parts Precision engineered OEM and aftermarket forklift parts for Raymond and mixed fleet lift trucks with 93% same-day fill rate, over 4,000 line items in stock, and access to over 100,000 Raymond part numbers. Includes managed parts inventory and consignment programs.
• Equipment Service Certified electric forklift truck technicians providing on-site diagnostics, maintenance, and repair with under four-hour average response time, dedicated customer service representatives, and detailed service history reporting. Available 24/7/365.
• Safety on the Move Operator Training Raymond-certified comprehensive forklift operator safety training program using interactive discussions, video-based examples, and practical hands-on sessions. Meets OSHA requirements with eight user-friendly program modules.
• Steps to Safety Pedestrian Training Pedestrian safety training program teaching pedestrians how to act responsibly in environments where lift trucks operate, helping create a more secure, productive warehouse environment through environmental awareness and visual communication skills.
• Technician Training Programs Advanced training for lift truck service technicians covering electrical, mechanical, hydraulic, and service skills through classroom and hands-on courses taught by Raymond-certified trainers.
• Storage Solutions Complete range of storage options including racking, shelving, pallet racking, and conveyor systems designed to optimally utilize floor space and efficiently move product throughout operations.
• Raymond Energy Essentials Lithium-ion Batteries Lithium-ion battery solutions engineered to integrate with Raymond forklifts, delivering greater efficiency, superior capacity retention, faster charging, longer run-times, and lower total cost of ownership in a low-maintenance package.
• Hydrogen Fuel Cells Alternative power source for forklifts offering rapid refueling in minutes versus hours, constant voltage delivery until fuel depletion with no performance degradation, and improved warehouse productivity with lower operating costs.
• Industrial Batteries and Chargers Wide array of batteries and industrial battery chargers from leading manufacturers for all applications, from smaller pallet trucks to heavy-duty lift trucks, backed by comprehensive warranties and superior product support.
• Battery Handling Systems Equipment and systems for handling, storing, and servicing industrial batteries quickly and safely, including custom design and layout services for maximum labor and space utilization.
• Raymond Courier Automated Lift Trucks Automated pallet trucks and tow tractors providing flexible, affordable automation of repeatable pallet transport and towing tasks, ideal for dock work, horizontal transport, parts-to-line, cart tugging, batch picking, and value-added operations.
• Radio Shuttle System High-density storage system allowing maximum use of warehouse space, maintaining selectivity between all levels, and increasing operational efficiency through automated pallet shuttle technology.
• Systems Integration Design, development, and deployment of integrated material handling systems including carousels, conveyors, and warehouse management systems to achieve operational goals at lowest total cost.

Quantifiable outcome

• Reduce overall operating costs by up to 25% through fleet management optimization
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• The Raymond CorporationcoreChannel Partner/ Reseller/ DistributorExclusive authorized dealer representative for Raymond Corporation and its products in middle Tennessee and southern Kentucky. Provides complete access to Raymond's portfolio of electric forklifts, fleet management systems, and support infrastructure. Brauer is part of the exclusive Raymond Solutions and Support Center network comprising 21 ownership groups with 100+ facilities across North America.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Dematic: Global leader in warehouse automation and integrated material handling systems, competing with Brauer's systems integration business and Raymond's automation portfolio for large warehouse operator capital budgets.
• Crown Equipment Corporation: Major privately-held manufacturer of electric forklifts and material handling equipment, sold through its own direct dealer network that competes directly with Raymond/Brauer across the same warehouse and distribution customer segments.
• KION North America: North American operations of KION Group, encompassing Linde Material Handling and STILL brands - competing directly with Raymond/Brauer in electric forklifts and warehouse equipment with overlapping dealer coverage.
• Hyster-Yale Materials Handling: Public manufacturer of Hyster and Yale brand lift trucks, distributed through independent dealers competing with Brauer across the same warehouse, manufacturing, and 3PL end-markets in the Southeast.
• Toyota Material Handling USA: Toyota Industries' North American forklift business, distributed through an independent dealer network that competes head-to-head with Raymond dealers like Brauer across Tennessee, Kentucky, and adjacent states. Same product category and same target customers.
• Jungheinrich: European-headquartered manufacturer of electric forklifts, warehouse equipment, and intralogistics solutions with a growing North American dealer presence directly competing with Raymond dealers like Brauer.
• Mitsubishi Logisnext Americas: North American distributor of Cat, Mitsubishi, and UniCarriers brand forklifts through independent dealers competing directly with Brauer in warehouse and distribution customers across the Southeast.

Direct peers

• Material Handling Systems (MHS): North American integrator of material handling systems including conveyors, sortation, and automation - directly comparable to Brauer's systems integration service line and targeting the same warehouse and distribution customers.
• Raymond West: Another Raymond authorized dealer in the Solutions and Support Center network, operating across western North America with the same exclusive Raymond relationship, same product portfolio, and same business model as Brauer - making it a near-perfect direct peer for benchmarking.
• Bastian Solutions: Material handling systems integrator providing conveyor, robotics, and warehouse automation solutions - competing directly with Brauer's systems integration offering for the same enterprise customer base across multiple industries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brauer Material Handling