Sellick Equipment

What Sellick Equipment does

Sellick Equipment Limited is a Canadian manufacturer of rough terrain material-handling forklifts founded in 1969 in Harrow, Ontario, and currently led by third-generation CEO Colin Sellick. The company designs and builds a diversified portfolio of specialized forklift product lines — the S Series and heavy-duty S150/S162 for general rough terrain applications, the SLP low-profile series for confined spaces, the STT80 tow forklift for modular housing, the STM truck-mounted series for on-site unloading, and the JCB Teletruk telescopic boom line — all powered by Tier 4-compliant diesel engines and featuring proprietary elements such as the SEE-THRU© high-visibility mast assembly and EcoMax engine integration requiring no DPF or SCR after-treatment. The product range spans lift capacities up to 16,000 lbs and serves verticals including construction, building supply, modular housing, mining/forestry/agriculture, recycling, and building products distribution.

The business operates a capital-equipment sales model, selling forklifts as one-time hardware purchases supplemented by parts and aftermarket support. Pricing is quote-based and not publicly disclosed; sales are executed exclusively through a network of 200+ independent dealers across the US and Canada, with dealer locator tooling, a dealer portal, and a 24-hour parts delivery commitment as core channel-enablement assets. The company operates from a 120,000 sq ft manufacturing facility opened in 2017, supports a 15,000+ installed base of machines, and maintains a 4.7 Google Reviews rating as a trust signal. Since the 1990s, Sellick has operated as a subsidiary of Avis Industrial Corporation while preserving family-led management and operational autonomy, with no external institutional investment disclosed.

Name

Sellick Equipment

Legal name

Sellick Equipment Limited

Website

https://sellickequipment.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

51–100 employees

Short description

Sellick Equipment Limited is a Canadian manufacturer of rough terrain forklifts founded in 1969, selling through 200+ North American dealers to construction, building supply, modular housing, and resource industries. The company offers S Series, SLP, STT, STM, and Teletruk product lines with proprietary mast and engine technologies.

Ownership category

akta.pro rank

Product category

Rough Terrain Forklifts

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Mining Machinery and Equipment Manufacturing (333131)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Construction Machinery & Equip (3531), Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD)

akta.pro secondary industries

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA), Specialty Off-Road Utility Vehicles (UTVs, ATVs, Side-by-Sides) (IMAHAIAG)

Keywords

• Rough terrain forklifts
• Material handling equipment
• Industrial forklift manufacturer
• Truck mounted forklifts
• Heavy duty forklifts

Headquarters

HQ city

Harrow

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Rough Terrain Forklift Sales: Sellick generates revenue through the direct sale of rough terrain forklifts and attachments to customers via its dealer network. Equipment is sold as one-time capital purchases with models ranging across multiple series (S Series, S150/S162, STT80, STM Series, SLP Series, Teletruk), each serving distinct industrial applications and load capacity requirements.
2. Parts and Aftermarket Support: Revenue is supplemented through the sale of replacement parts and aftermarket support services, supported by a 24-hour parts delivery commitment and an extensive dealer network across North America.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Sellick Equipment is a Canadian manufacturer of rough terrain forklifts used in outdoor and rugged work environments. The company designs and builds a diversified portfolio of forklift series — the S Series, S150/S162 heavy-duty models, SLP low-profile, STT80 tow forklift, STM truck-mounted, and JCB Teletruk — equipped with proprietary SEE-THRU© mast assemblies and EcoMax Tier 4 diesel engines. Equipment is sold through an authorized dealer network of 200+ locations across North America, supported by 24-hour parts delivery and custom application configurations.

Product overview

Sellick Equipment Limited is a manufacturer of rough terrain forklifts founded in 1969, based in Harrow, Ontario, Canada. The company offers a diversified portfolio of specialized forklift products organized into distinct series: the flagship S Series (S60, S80, S100, S120) and heavy-duty S150/S162 for general rough terrain applications; the SLP Series for low-profile tight-space operations; the STT80 tow forklift for modular home industries; the STM Series truck-mounted forklifts for on-truck material handling; and JCB Teletruk forklifts with extended forward reach capabilities. All products feature Tier 4 compliant diesel engines and are supported through a North American dealer network of over 200 locations. The company operates from a 120,000-square-foot facility with over 15,000 machines in operation.

Differentiator

Problem solved

Functional benefit

Products and services

• S Series Rough Terrain Forklifts Flagship rough terrain forklift series featuring EcoMax Tier 4 turbocharged diesel engines, SEE-THRU© high-visibility mast assemblies, four-wheel drive, and ergonomic operator compartments. Models include S60, S80, S100, and S120 with lift capacities up to 12,000 lbs, for construction, building supply, and industrial applications.
• S150 & S162 Heavy-Duty Forklifts Heavy-duty rough terrain forklifts designed for rugged environments with 15,000 lb (S150) and 16,000 lb (S162) lift capacities. Feature EcoMax Tier 4 diesel engines requiring no DPF or SCR after-treatment, spacious rubber-mounted operator compartments, and SEE-THRU© high-visibility mast assemblies.
• SLP Series Low Profile Forklifts Compact low-profile rough terrain forklifts designed for tight, confined spaces. Feature Kohler Tier 4 diesel engines, available in 2WD or 4WD, small turning radius, and SEE-THRU© mast assemblies lifting to 22 feet. Models include SLP50, SLP60, SLP80, and SLP100 with lift capacities up to 8,000 lbs.
• STT80 Tow Forklift Purpose-built tow forklift with 13,000 lb lift capacity at 12-inch load center, designed for modular homes industry. Features EcoMax Tier 4 turbocharged diesel engine, 4-speed fully automatic transmission, slider-type mast with 2 5/16-inch ball hitch, and optional 4WD for rough terrain applications.
• STM Series Truck-Mounted Forklifts Truck-mounted forklifts that attach to the back of trucks or trailers for unloading in areas lacking conventional methods. Features include EZ Drive system, LCD display, 4WAY multi-directional steering, KOHLER KDI Tier 4 diesel engines, and lift capacities up to 7,000 lbs. Models include STM55A, STM55A-4W, STM55A-PR, STM55A-4WPR, STM55A Brick and Block, and STM70A, plus the new STM Series II.
• JCB Teletruk Forklifts JCB Teletruk series featuring extended forward reach for one-sided loading and unloading of flatbed trucks. Available in 2WD or full-time 4WD with hydrostatic transmission and torque converter. Compact size with tight turning radius ideal for confined spaces. Models include TLT30DHL (6,000 lb capacity) and TLT35D (7,000 lb capacity).
• Parts and Aftermarket Support Sale of replacement parts and aftermarket support services for Sellick-built rough terrain forklifts, supported by a 24-hour parts delivery commitment and an extensive dealer network across North America.

Quantifiable outcome

• Over 15,000 Sellick-built machines in operation across North America, demonstrating sustained customer trust and market adoption.
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered historical / foundational and core.

• John Deerehistorical / foundationalStrategic or Co-development PartnerSellick entered manufacturing partnerships with John Deere in the 1970s following the introduction of its integral one-piece frame design. The partnership was instrumental in establishing Sellick as a serious industrial equipment manufacturer. This partnership is historical, dating to the company's formative period.
• International Harvesterhistorical / foundationalStrategic or Co-development PartnerAlongside John Deere, Sellick established manufacturing partnerships with International Harvester in the 1970s, leveraging its innovative integral one-piece frame design adaptable to various industrial power trains. This partnership is historical, dating to the company's formative period.
• JCB (for Teletruk Product Line)coreTechnology or IntegrationSellick distributes the JCB Teletruk product line as part of its rough terrain forklift portfolio. The Teletruk features extended forward reach for one-sided flatbed loading and unloading, compact design, and versatile telescopic boom architecture. Sellick dealers provide sales and support for these machines.
• Gregory Poole Lift Systems (Dealer)coreChannel Partner/ Reseller/ DistributorAn authorized Sellick dealer with multiple locations in Virginia, offering sales, service, and parts support for Sellick rough terrain forklifts.
• Toyotalift Northeast (Dealer)coreChannel Partner/ Reseller/ DistributorAn authorized Sellick dealer with locations in Maryland and Delaware, providing sales and service for Sellick equipment.
• Brandt Tractor Ltd. (Dealer)coreChannel Partner/ Reseller/ DistributorAn authorized Sellick dealer based in Canada with multiple Ontario locations (Stoney Creek, London, Cambridge, Milton, Mississauga), providing sales, service, and parts support for Sellick equipment.
• Sunbelt Rentals (Dealer)coreChannel Partner/ Reseller/ DistributorAn authorized Sellick dealer with locations including Islip, NY, offering sales and service support for Sellick rough terrain forklifts.
• Equipment Depot (Dealer)coreChannel Partner/ Reseller/ DistributorAn authorized Sellick dealer with locations in Pennsylvania and Delaware, providing sales, service, and parts support for Sellick equipment.
• Alta Material Handling (Dealer)coreChannel Partner/ Reseller/ DistributorAn authorized Sellick dealer with locations in New York and North Carolina, offering sales, service, and parts support for Sellick rough terrain forklifts.
• Fraza Forklifts (Dealer)coreChannel Partner/ Reseller/ DistributorAn authorized Sellick dealer with locations in Michigan and Ontario, providing sales and service support for Sellick equipment.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• JCB: JCB is a UK-based manufacturer of construction and material handling equipment, including telehandlers and rough terrain forklifts (including the Teletruk product line that Sellick distributes). Directly comparable in product category and target applications.
• Skyjack (Linamar Corporation): Skyjack manufactures telehandlers, scissor lifts, and boom lifts serving construction and industrial markets. Its telehandler product line directly competes with Sellick's rough terrain material handling equipment in similar dealer channels and end-customer applications.
• Genie (Terex Corporation): Genie, a Terex brand, manufactures telehandlers, aerial work platforms, and material handling equipment. Its telehandler line directly competes with Sellick's rough terrain forklift and Teletruk offerings in construction and industrial applications.
• Merlo S.p.A. Merlo is an Italian manufacturer specializing in telehandlers and rough terrain material handling equipment. It is a focused specialist competitor to Sellick with comparable product positioning in construction, agriculture, and industrial applications.
• Manitou Group: Manitou is a French global manufacturer of rough terrain forklifts, telehandlers, and material handling equipment. It is the most direct competitor to Sellick, offering a comparable product portfolio (including telehandler-style machines) across multiple geographies and end markets.
• JLG Industries (Oshkosh Corporation): JLG manufactures telehandlers, aerial work platforms, and material handling equipment for construction and industrial markets. Its telehandler line directly overlaps with Sellick's rough terrain forklift and Teletruk product offerings.
• Dieci S.r.l. Dieci is an Italian manufacturer of telehandlers, rough terrain forklifts, and material handling equipment for construction, agriculture, and industrial markets. It is a focused specialist comparable to Sellick with overlapping product categories and target applications.

Broad incumbents

• Toyota Material Handling: Toyota Material Handling is one of the largest global forklift manufacturers, offering a broad industrial truck portfolio. It overlaps with Sellick's industrial lift vehicle category but primarily serves indoor/warehouse applications rather than Sellick's rough terrain specialty.
• Caterpillar: Caterpillar is a global leader in construction and mining equipment, with a telehandler product line that overlaps with Sellick's rough terrain forklift offerings. As a broad incumbent, Caterpillar offers overlapping capabilities but does not specialize in Sellick's niche.
• Hyster-Yale Materials Handling: Hyster-Yale is a major global manufacturer of lift trucks, forklifts, and material handling equipment with multiple brands (Hyster, Yale). It competes broadly with Sellick in industrial material handling but does not specialize in rough terrain applications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sellickequipmentlimited4662
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/sellick-equipment-limited

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 Sellick Equipment