What Morrow Equipment Company does

Morrow Equipment Company is a privately-held Oregon LLC founded in 1968 that operates as the exclusive North American distributor of Liebherr-manufactured tower cranes and a representative of Alimak Scando construction hoists across the United States, Canada, and Mexico. The company maintains the largest tower crane and construction hoist fleet in North America with 750+ units (572 cranes per the ACT Tower Crane 50 ranking), supported by 22 district offices, 20 service facilities, a central parts warehouse in Manassas, Virginia stocking 300,000+ parts, and a Salem, Oregon-based NCCCO certification training center. Customers include enterprise general construction contractors, infrastructure developers, and crane rental companies serving high-rise, commercial, stadium, hospital, and urban redevelopment projects.

The product portfolio spans four tower crane categories — hammerhead, luffing-boom, flat-top, and fast-erecting — plus modular construction hoists, leveraging Liebherr's Litronic crane control system, Load-Plus capacity-boost function, and an all-electric emissions-free fleet. Revenue is generated through a diversified mix of one-time equipment sales, recurring rental contracts, transactional parts sales, subscription-based maintenance under a 200-point plus inspection checklist, professional services (engineering, repair/refurbishment, NCCCO training courses priced $575-$5,500), and managed turnkey operations including certified operators and full erection/dismantling crews. The company has held the #1 ranking in the ACT Tower Crane 50 consecutively in 2023, 2024, and 2025.

The go-to-market is enterprise field sales through a regional district office network spanning the US (17 offices), Canada (3 offices), and Mexico (1 office), augmented by a corporate website with online quote requests, branded Morrow Store e-commerce, and active social channels. Notable customer engagements include Salesforce Tower (San Francisco), Resorts World Las Vegas, One Bennett Park (Chicago), Lucas Museum of Narrative Art, NFL Minnesota Vikings Stadium, and Montreal Tower renovation, indicating presence on marquee North American construction projects.

Name

Morrow Equipment Company

Legal name

Morrow Equipment Company

Website

https://morrow.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

251–500 employees

Short description

Morrow Equipment Company is the exclusive North American distributor of Liebherr tower cranes and Alimak construction hoists, operating the largest fleet (750+ units) across the US, Canada, and Mexico with integrated sales, rental, parts, service, and training for enterprise construction contractors.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental & Distribution

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241)

SIC

Construction Machinery & Equip (3531), Services-Miscellaneous Equipment Rental & Leasing (7350), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

Cranes & Heavy Lifting Equipment Rental/Leasing (TLABAFAD)

Keywords

• Tower crane rental
• Construction hoist sales
• Heavy lifting equipment
• Crane maintenance services
• Construction equipment leasing

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices23 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Sale of new and used tower cranes and construction hoists, including Liebherr manufactured tower cranes and Alimak Scando hoists.
2. Equipment Rentals: Rental of tower cranes and construction hoists for construction projects of various durations.
3. Parts Sales: Sale of over 300,000 tower crane and construction hoist parts, including factory new Liebherr parts imported directly from Germany and Alimak hoist parts.
4. Maintenance Services: Responsive equipment maintenance and service at strategically located facilities throughout North America, including a 200-point plus maintenance checklist.
5. Repair & Refurbishment: General repair program offering equipment owners practical means to have tower cranes or construction hoists repaired, overhauled and refurbished to manufacturer standards.
6. Application Planning & Engineering: Engineering services including foundation design, crane and hoist layout, application drawings, and project site design services.
7. Training Services: Technical training programs covering tower crane operation, maintenance, safety, and job site management, including NCCCO certification preparation courses.
8. Turnkey Operations: Complete turnkey solutions including engineering services, equipment transportation, erection, climbing, dismantling, maintenance, and certified operators.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Morrow Equipment Company is the exclusive North American distributor of Liebherr-manufactured tower cranes and a representative of Alimak Scando construction hoists, selling and renting the equipment to construction contractors, developers, and crane rental firms. The company complements equipment supply with turnkey project operations, maintenance, repair and refurbishment, application engineering, parts supply, and NCCCO-certified training programs.

Product overview

Morrow Equipment Company is an exclusive distributor of Liebherr-manufactured tower cranes and representative of Alimak Scando hoists in the United States, Canada, and Mexico. The company's product portfolio includes four types of tower cranes (Hammerhead, Luffing-Boom, Flat-Top, and Fast-Erecting) and Construction Hoists, all available for sale or lease. Supporting the equipment are integrated services including Turnkey Operations, Maintenance, Repair & Refurbishment, Application Planning, Safety & Assurance, and a Training Center. The company also supplies over 300,000 parts for tower cranes and construction hoists. With over 50 years of experience since 1968, Morrow maintains the largest fleet in North America with more than 750 tower cranes and construction hoists.

Differentiator

Problem solved

Functional benefit

Products and services

• Hammerhead Tower Cranes Versatile Liebherr hammerhead tower cranes sold and rented by Morrow, adaptable to construction projects using concrete, steel or other materials, with practical modular construction for quick transport, assembly and disassembly.
• Luffing-Boom Tower Cranes Liebherr luffing-boom tower cranes designed for restricted job sites with short tail-swing and the ability to raise and lower the boom; feature compact tower systems for minimal footprint in interior and exterior climbing operations.
• Flat-Top Tower Cranes Liebherr flat-top tower cranes featuring compact head design for quick and easy assembly, suitable for construction projects or areas near airports with overhead clearance concerns.
• Fast-Erecting Tower Cranes Liebherr K-series fast-erecting tower cranes that are fully self-contained, easy to transport, erect and dismantle, serving as economical, multi-purpose alternatives to mobile cranes.
• Construction Hoists Alimak Scando fully modular construction hoists for transporting workers and materials on construction projects, accommodating personnel, tools, and materials up to 7,000 pounds per car including material up to 16 feet in length.
• Parts Supply Over 300,000 tower crane and construction hoist parts stocked in inventory, with exclusive access to global supply chain, on-demand delivery, and factory-trained technicians to support customer equipment.
• Turnkey Operations Complete project solutions including engineering services, foundation design, crane/hoist layout, equipment transportation, qualified technicians and crews, routine maintenance, and certified operators.
• Maintenance Services Responsive equipment maintenance with extensive overhaul programs at 20 strategically located service facilities throughout North America, including a 200-point plus maintenance checklist.
• Repair and Refurbishment General repair program offering equipment owners practical means to have tower cranes or construction hoists repaired, overhauled, and refurbished to manufacturer standards by highly trained technicians.
• Application Planning Engineering services including licensed professional engineers for equipment placement, structural specifications, foundations, tie-in struts, and project-specific design solutions.
• Safety and Assurance Comprehensive safety programs including safety inspections, training, equipment certification, and documentation services for tower crane and construction hoist operations.
• Training Center (NCCCO Certification and Technical Training) Technical training programs at the Salem, Oregon training center covering tower crane operation, maintenance, safety, and job site management, including NCCCO certification exam preparation courses for operators, riggers, signalpersons, and technicians.

Quantifiable outcome

• Equipment availability through 300,000+ parts inventory and global supply chain
• +2 more outcomes

Named customers13 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

Feature4 records

Partnerships

One partnership is on record.

• LiebherrflagshipOEM/ Whitelabel/ Licensing PartnerMorrow is the exclusive distributor of Liebherr manufactured tower cranes in the United States, Canada and Mexico. Switzerland-based Liebherr Group is the largest crane company in the world, renowned for quality of workmanship, endurance, reliability, and safety record. Morrow has maintained this exclusive distribution relationship since 1968, offering the widest range of new and used cranes available in North America. The partnership includes multi-million dollar crane orders, including a $35 million acquisition in 2022 and continued fleet expansion with new models like the 620 HC-L.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Maxim Crane Works: Maxim Crane Works is a leading provider of crane rental and lifting services in North America with a large fleet of cranes including tower cranes. Directly competes with Morrow in tower crane rental across multiple US markets, serving similar construction contractors and project types.
• Bigge Crane and Rigging Co. Bigge operates one of the largest crane rental fleets in North America, including tower cranes, crawler cranes, and mobile cranes. Directly competes with Morrow on tower crane rentals for major commercial and infrastructure projects across the US West Coast and nationwide.
• ALL Family of Companies: ALL Erection & Crane Rental is one of the largest crane rental companies in North America, operating a significant tower crane fleet. Directly competes with Morrow across multiple US regions and serves similar high-rise and industrial construction customers.
• Barnhart Crane & Rigging: Barnhart provides heavy lifting and crane rental services across the US, with tower crane capability. Directly competes with Morrow in serving major industrial and commercial construction projects requiring heavy lifting solutions.
• Sarens: Sarens is a global leader in heavy lifting and crane rental services, operating one of the world's largest fleets including tower cranes. Directly comparable business model serving similar industrial, energy, and infrastructure customers; provides a global benchmark for tower crane rental scale.
• Mammoet: Mammoet is a Dutch-based global heavy lifting specialist with a large crane rental fleet. Comparable business model focused on heavy lifting for industrial, energy, and infrastructure projects; directly competes on large-scale tower crane deployments globally.

Broad incumbents

• United Rentals: United Rentals is the largest equipment rental company in the world with a broad portfolio spanning aerial work platforms, earthmoving, and crane solutions. While not focused exclusively on tower cranes, it increasingly competes for adjacent lifting work and represents a well-capitalized incumbent that could expand into Morrow's niche.
• Herc Rentals: Herc Rentals (formerly H&E Equipment Services) is a major North American equipment rental company with a diversified fleet including aerial and material handling equipment. As a broad incumbent, it competes for general contractor accounts that may also require tower crane services.
• Ashtead Group / Sunbelt Rentals: Sunbelt Rentals is the second-largest equipment rental company in North America (part of UK-listed Ashtead Group), with a broad fleet. While tower cranes are not its core focus, its scale and customer relationships in commercial construction represent potential competitive pressure on Morrow's customer base.

Others

• Liebherr: Liebherr is the Swiss-based OEM manufacturer and the exclusive supplier of tower cranes to Morrow. While not a direct competitor in distribution/rental, Liebherr is a critical ecosystem partner whose strategic decisions directly shape Morrow's product portfolio and competitive positioning in North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCP7kP0qt0WvB5QOtV-_xojQ
• Facebookfacebook.com/Morrow-Equipment-Company-115822005113472
• LinkedInlinkedin.com/in/morrow-equipment-39434068
• Instagraminstagram.com/morrowequipment
• Xx.com/morrowequipment

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Morrow Equipment Company