CFE Equipment Corporation
CFE Equipment Corporation is a privately held forklift dealership operating 12 full-service branches across the mid-Atlantic and Southeast US. Founded circa 1974, it sells, rents, services, and trains on equipment from 11 manufacturers serving warehousing, construction, and industrial customers.
- Company typePrivate
- Founded1974
- HeadquartersRichmond, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What CFE Equipment Corporation does
CFE Equipment Corporation is a privately held forklift and material handling equipment dealership founded circa 1974 and headquartered in Richmond, Virginia. The company operates 12 full-service branch locations across Virginia, Maryland, North Carolina, Tennessee, and South Carolina, serving customers in warehousing and distribution, construction and industrial sites, manufacturing facilities, agriculture, and retail end-markets. The company employs 51-100 people and offers a full equipment lifecycle portfolio including new equipment sales, used equipment sales, short- and long-term rentals, parts, service and repair (including 24/7 emergency support), and OSHA-compliant operator training and certification.
The company's product portfolio spans electric forklifts, internal combustion forklifts (propane, diesel, gasoline), high-capacity lift trucks up to 150,000+ lbs, narrow-aisle and very narrow-aisle trucks (including Landoll Bendi articulating models), all-terrain units, pallet trucks and stackers, commercial utility vehicles, truck-mounted forklifts, aerial work platforms (Haulotte STAR series), sideloaders, and telehandlers. CFE does not develop proprietary equipment technology; instead, it distributes and services equipment from 11 OEMs including UniCarriers (Mitsubishi Logisnext), Crown, Hyundai, Manitou, Landoll, Heli Americas, Hoist, Taylor Dunn, Barrett, Blue Giant, and Haulotte. Manufacturer-supplied features such as telematics, load indicator systems, rearview cameras, and automated diagnostics are passed through to end customers.
CFE monetizes through a hybrid revenue model combining one-time equipment sales (new and used), usage-based rentals, transactional parts sales, and recurring service contracts and training fees. The company goes to market via direct enterprise and mid-market field sales from branch locations, complemented by a content marketing strategy built around a 91-page educational blog and SEO-optimized product and location pages. Pricing is quote-based, with new forklifts typically priced between $15,000 and $35,000 depending on capacity, power type, and specifications. Long-standing OEM relationships are evidenced by multi-year recognition including 25 UniCarriers Premier Club Awards, the 2020 UniCarriers Legacy Award, the Crown Summit Award, and six Crown Ascent Awards.
CFE Equipment Corporation firmographics
Firmographics- Name
- CFE Equipment Corporation
- Legal name
- CFE Equipment Corporation
- Website
- https://cfeequipment.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- CFE Equipment Corporation is a privately held forklift dealership operating 12 full-service branches across the mid-Atlantic and Southeast US. Founded circa 1974, it sells, rents, services, and trains on equipment from 11 manufacturers serving warehousing, construction, and industrial customers.
- Ownership category
- akta.pro rank
Where CFE Equipment Corporation is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
CFE Equipment Corporation business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Forklift Sales: Sale of new forklifts and material handling equipment from multiple manufacturers including UniCarriers, Crown, Hyundai, Manitou, Landoll, Heli, Taylor Dunn, Hoist, Blue Giant, and Haulotte. Equipment ranges from 3,000 lb to 150,000+ lb capacity, including electric, cushion tire, pneumatic tire, narrow aisle, and very narrow aisle forklifts.
- Used Equipment Sales: Sale of pre-owned forklifts and material handling equipment from their inventory.
- Forklift Rentals: Short and long-term rental of forklifts from a large rental fleet. CFE maintains one of the largest forklift rental fleets in the region focused on providing prompt service for short or long-term rental needs.
- Parts Sales: Sale of forklift parts and components. CFE maintains one of the region's largest parts inventories, including aftermarket parts for various manufacturers.
- Service and Repair: Full-service repair and maintenance for forklifts and material handling equipment. CFE employs one of the region's largest service teams, providing on-call 24/7 emergency services.
- Operator Training: OSHA-compliant forklift operator training and certification programs, including on-site training, classroom lectures, hands-on driving instruction, and performance evaluations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Equipment Sales - Capacity range from 3,000 lbs to 150,000 lbs |
| Usage-based | Monthly | Rental Fleet - Short and long-term forklift rentals |
| Other | Pay-as-you-go | Parts and Service |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
CFE Equipment Corporation product offering
Product offeringCore offering
CFE Equipment Corporation is a full-service forklift and material handling equipment dealership that sells new and used forklifts, rents equipment, supplies parts, and provides service/repair and OSHA-compliant operator training. The company distributes equipment from 11 OEMs across 12 branch locations in the mid-Atlantic and Southeast US, serving warehouses, construction sites, manufacturing facilities, agricultural operations, and retail distribution centers. Equipment capacities range from 3,000 lbs to over 150,000 lbs, including electric, internal combustion, narrow aisle, high-capacity, all-terrain, and truck-mounted models.
Product overview
CFE Equipment Corporation operates as a full-service material handling equipment dealership with 50 years of experience, offering a comprehensive portfolio of products and services across Virginia, Maryland, North Carolina, South Carolina, and Tennessee. The core offering consists of new and used forklifts, rentals, parts, service/repair, and operator training. Their product portfolio spans multiple forklift types including electric forklifts (ME Series, various Crown models), internal combustion forklifts (Hyundai 9-series diesel), high-capacity lift trucks (10,000-150,000+ lbs), narrow/very narrow aisle trucks (Landoll Bendi articulating forklifts), all-terrain trucks (Manitou M Series, HTL series), pallet trucks and stackers, truck-mounted forklifts (TMT Series), access platforms (Haulotte STAR series), sideloaders, and telehandlers. They represent major manufacturers including Crown, UniCarriers, Hyundai, Manitou, Landoll, Heli, Hoist, Taylor Dunn, Barrett, Blue Giant, and Haulotte. The company differentiates through value-based pricing emphasizing total cost of ownership over initial price, extensive service capabilities including 24/7 emergency support, and comprehensive operator training programs.
Differentiator
Problem solved
Functional benefit
Products and services
- New Forklifts
Companies that use CFE Equipment Corporation
Customer profileSegments5 records
Ideal customer profiles4 records
CFE Equipment Corporation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
CFE Equipment Corporation partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and minor.
- UniCarriers Americas (Mitsubishi Logisnext)coreCFE Equipment is a dealer for UniCarriers (formerly Nissan) forklifts, having won 25 Unicarriers Premier Club Awards, 5 President's Awards, and the 2020 UniCarriers Legacy Award. UniCarriers is part of the Mitsubishi Logisnext Americas group, the exclusive manufacturer of UniCarriers forklifts across North, Central, and South America.
- Crown Equipment CorporationcoreCFE Equipment is a featured dealer for Crown forklifts, an industry leader in innovation and customer results with award-winning product design and advanced engineering. CFE has won the Crown Summit Award and six Crown Ascent Awards.
- Hyundai ForkliftcoreCFE Equipment distributes Hyundai forklift products including the 9-series diesel forklifts (80D-9 through 250D-9) and battery electric forklifts. Hyundai Heavy Industries has been a global leader since 1972 across business sectors including marine, industrial, and energy.
- Manitou GroupmajorCFE Equipment distributes Manitou material handling and construction equipment. Manitou's mission is to improve working conditions, safety, and efficiency worldwide, designing, manufacturing, distributing and servicing handling, access platform, and earthmoving equipment.
- Landoll CorporationmajorCFE Equipment distributes Landoll's Bendi articulating and Drexel SwingMast Narrow Aisle and Very Narrow Aisle forklifts, which provide increased utilization of space, improved productivity, and maximized efficiency for warehouse operations.
- Heli AmericasmajorCFE Equipment distributes Heli forklift products, representing Heli Americas which delivers material handling products positioned as best value for the money, with rugged design without overly complex technology or high acquisition/repair costs.
- Hoist Material HandlingmajorCFE Equipment distributes Hoist forklifts including F-Series, FKS Series, and PV-Series models. Hoist is a US manufacturer with over 75% of each truck manufactured in-house at their Midwest factory, serving steel mill and heavy-duty indoor applications.
- Taylor DunnminorCFE Equipment distributes Taylor Dunn commercial utility vehicles and tow tractors for material handling operations.
- Blue GiantminorCFE Equipment distributes Blue Giant equipment, a manufacturer of material handling solutions.
- HaulottemajorCFE Equipment distributes Haulotte products including the STAR 13, STAR 20, STAR 22J, and HT46 RTJ PRO articulating boom lifts and access platforms, enabling personnel to work at heights up to 100 feet.
- BarrettminorCFE Equipment distributes Barrett equipment, a manufacturer of material handling solutions.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
CFE Equipment Corporation competitors and assessment
Company assessmentBroad incumbents
- KION Group (Linde Material Handling): KION, through the Linde and STILL brands, is a major global forklift and intralogistics OEM with a North American dealer presence. It competes directly with Hyundai and Crown products distributed by CFE, especially in industrial and high-capacity segments.
- Hyster-Yale Materials Handling: Hyster-Yale designs and manufactures forklifts under the Hyster, Yale, and Nuvera brands and sells through a similar regional dealer channel. It competes with CFE on enterprise accounts and large fleet replacement deals, particularly in warehousing and ports.
- Toyota Material Handling: Toyota is the dominant North American forklift OEM and operates the largest dealer network in the industry. It competes head-to-head with the same end customers as CFE and sets the bar on dealer expectations, warranty programs, and parts availability across the same regional footprint.
Direct peers
- Jungheinrich: Jungheinrich is a German OEM specializing in electric and narrow-aisle forklifts, intralogistics, and warehouse automation. It competes with the same Crown/UniCarriers product lines that CFE distributes, particularly for high-density distribution center customers.
- Raymond Corporation: Raymond is a U.S. manufacturer of electric lift trucks, reach trucks, and VNA forklifts, with a strong dealer network serving warehouse and distribution customers — the same core segments that drive CFE's electric and narrow-aisle equipment demand.
- Crown Equipment Corporation: Crown is one of CFE's core OEM partners and a major U.S. forklift manufacturer (electric, reach, VNA). As a featured Crown dealer, CFE is structurally tied to Crown's product roadmap, dealer programs, and awards structure, making Crown a direct comparator and channel peer.
- Manitou Group: Manitou is a CFE OEM partner for all-terrain forklifts, telehandlers, and aerial work platforms. It competes for the same construction, agriculture, and industrial end-customers that CFE targets with its rough-terrain and high-capacity product lines.
- UniCarriers Americas (Mitsubishi Logisnext): UniCarriers (part of Mitsubishi Logisnext) is CFE's most-tenured OEM partner — CFE has earned 25 Premier Club Awards and the 2020 Legacy Award. UniCarriers sells IC and electric forklifts through a dealer network that mirrors CFE's go-to-market model.
- Doosan Industrial Vehicle: Doosan manufactures IC and electric forklifts distributed through a regional dealer network across the U.S. It competes in the same mid-capacity lift truck category as Hyundai, Heli, and Hoist — brands carried by CFE.
- Hyundai Construction Equipment (Forklift Division): Hyundai is a CFE OEM partner for 9-series diesel and electric forklifts. As both a manufacturer and a brand owner, Hyundai's dealer strategy and direct-sales initiatives directly affect CFE's ability to sell 17,400 lb to 40,000 lb capacity units into industrial accounts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
CFE Equipment Corporation social profiles
Digital presenceCFE Equipment Corporation financial estimates
Financial estimateRevenue estimate
Valuation estimate
CFE Equipment Corporation leadership team
Management profileNumber of profiles
CFE Equipment Corporation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CFE Equipment Corporation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CFE Equipment Corporation
What does CFE Equipment Corporation do?
CFE Equipment Corporation is a full-service forklift and material handling equipment dealership that sells new and used forklifts, rents equipment, supplies parts, and provides service/repair and OSHA-compliant operator training. The company distributes equipment from 11 OEMs across 12 branch locations in the mid-Atlantic and Southeast US, serving warehouses, construction sites, manufacturing facilities, agricultural operations, and retail distribution centers. Equipment capacities range from 3,000 lbs to over 150,000 lbs, including electric, internal combustion, narrow aisle, high-capacity, all-terrain, and truck-mounted models.
Is CFE Equipment Corporation a public or private company?
CFE Equipment Corporation is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CFE Equipment Corporation founded?
CFE Equipment Corporation was founded in 1974. It employs 51 to 100 people.
Where is CFE Equipment Corporation based?
CFE Equipment Corporation is headquartered in Richmond, United States, in the North America region.
How does CFE Equipment Corporation make money?
Six revenue lines are on record. New Forklift Sales are the primary driver. The others are used Equipment Sales, forklift Rentals, parts Sales, service and Repair and operator Training.
Who are CFE Equipment Corporation's main competitors?
Broad incumbents on record are KION Group (Linde Material Handling), Hyster-Yale Materials Handling and Toyota Material Handling. Direct peers are Jungheinrich, Raymond Corporation, Crown Equipment Corporation, Manitou Group, UniCarriers Americas (Mitsubishi Logisnext), Doosan Industrial Vehicle and Hyundai Construction Equipment (Forklift Division).
Does CFE Equipment Corporation have an API?
No public API is recorded for CFE Equipment Corporation.