W.D. Matthews Machinery

What W.D. Matthews Machinery does

W.D. Matthews Machinery Co. is a privately held, authorized material handling equipment dealer serving the New England region of the United States since 1939. The company operates from three physical locations in Auburn, Maine (headquarters); Concord, New Hampshire; and Shrewsbury, Massachusetts, with 101–250 employees and a service area covering Maine, New Hampshire, and Massachusetts with 24-hour weekend on-call support.

The company resells, rents, and services a multi-brand portfolio of material handling equipment, acting as an authorized dealer for Toyota Material Handling (the primary brand), Clark, Manitou, Bobcat, LiftKing, Genie, JLG, Modula vertical storage systems, Factory Cat industrial cleaning equipment, Cascade attachments, Big Joe, Guardian Fall Protection, and EnerSys batteries. Core product categories include forklifts (electric, internal combustion cushion, internal combustion pneumatic, rough terrain/heavy duty, with capacities from 3,000 lb to 70,000+ lb), aerial and scissor lifts, warehouse vehicles and automated guided vehicles, modular vertical storage systems, industrial sweepers and scrubbers, and a full line of warehouse accessories (docking equipment, pallet jacks, safety gear, scales, shelving, racking, and shipping supplies). The underlying technology is third-party OEM equipment; W.D. Matthews' role is distribution, configuration (including forklift attachment customization), integration, and after-sale support.

The business model combines one-time equipment sales (new and used), recurring service revenue from planned maintenance contracts and emergency repairs, short- and long-term equipment rentals (up to 60 months), replacement parts, ANSI safety inspections, operator training, and equipment financing. Pricing is primarily quote-based for new equipment and rentals, with some used equipment publicly listed at price points ranging from approximately $9,750 (used Toyota electric pallet jack) to $68,900 (used Toyota electric forklift with cab). The go-to-market is sales-led through field representatives and physical dealer locations, supplemented by a website with a forklift finder tool, online quote requests, and active social media presence on Facebook, Instagram, LinkedIn, and YouTube. Customer segments are diversified across six verticals: beverage, food processing, manufacturing, marine, warehousing/distribution, and lumber/building supplies, with disclosed customers to date being small and mid-sized businesses in construction, manufacturing, and beverage.

Name

W.D. Matthews Machinery

Legal name

W.D. Matthews Machinery Co.

Website

https://wdmatthews.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

101–250 employees

Short description

W.D. Matthews Machinery is a privately held, authorized dealer of material handling equipment (forklifts, aerial lifts, warehouse vehicles, and AGVs) serving New England since 1939, offering sales, rentals, service, parts, and safety training across Maine, New Hampshire, and Massachusetts as a Toyota Material Handling partner.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Agriculture, Construction, and Mining Machinery Manufacturing (3331)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Wholesale-Industrial Machinery & Equipment (5084), Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)

akta.pro secondary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Material handling equipment
• Forklift sales
• Warehouse equipment
• Aerial lift rentals
• Equipment dealer

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Equipment Sales: Sale of new material handling equipment including forklifts, aerial lifts, telehandlers, and warehouse equipment from brands like Toyota, Clark, Bobcat, Manitou, Genie, and JLG.
2. Used Equipment Sales: Sale of pre-owned equipment including forklifts, aerial lifts, scissor lifts, and sweeper-scrubbers. Equipment often comes from the rental department and has been maintained in-house.
3. Equipment Rentals: Short and long-term equipment rentals up to 60 months. Rental fleet includes forklifts, scissor lifts, boom lifts, aerial work platforms, telehandlers, and rough terrain forklifts. Equipment is delivered straight to customer sites.
4. Service & Maintenance: Service, repairs, and planned maintenance for material handling equipment. Includes industrial batteries & chargers, replacement parts, and emergency service calls.
5. Safety Training & Inspection: ANSI inspection services and safety training including operator training for forklifts and mobile elevating work platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

W.D. Matthews Machinery Co. is an authorized material handling equipment dealer founded in 1939 that sells, rents, and services new and used forklifts, aerial and scissor lifts, warehouse vehicles, automated guided vehicles, vertical storage systems, forklift attachments, industrial cleaning machines, and related warehousing accessories, primarily serving warehouses, manufacturers, beverage distributors, food processors, marine operators, construction firms, and lumber suppliers across Maine, New Hampshire, and Massachusetts. The dealer also delivers planned maintenance, replacement parts, ANSI safety inspections, operator training, and equipment financing. The fundamental offering is therefore multi-brand material handling hardware bundled with recurring service and rental capacity.

Product overview

W.D. Matthews Machinery Co. is a material handling equipment dealer serving New England since 1939, offering a comprehensive portfolio of forklifts, aerial/scissor lifts, warehouse equipment, industrial cleaning, rental services, and safety solutions. The core product offerings include multiple forklift brands (Toyota, Clark, Manitou, Bobcat, LiftKing, Big Joe) available in various configurations (electric, internal combustion, cushion, pneumatic, rough terrain/heavy duty), Genie and JLG aerial/scissor lifts for elevated work platforms, and Modula vertical storage systems. Supporting products include forklift attachments (Cascade, Bolzoni Auramo), warehouse vehicles and automated guided vehicles (Toyota, Columbia), Factory Cat industrial cleaning equipment, and comprehensive warehousing solutions including docking equipment, temperature/dust control, pallet jacks, safety equipment, scales, shelving, and shipping supplies. Services encompass equipment rentals (up to 60 months), service and repairs, parts replacement, industrial batteries and chargers (EnerSys), ANSI safety inspections, operator safety training, and equipment financing. Used equipment sales include certified pre-owned units from the company's rental fleet.

Differentiator

Problem solved

Functional benefit

Products and services

• Forklifts Authorized new forklift sales spanning electric, internal combustion cushion, internal combustion pneumatic, and rough terrain/heavy-duty configurations for indoor warehouse, outdoor yard, and construction applications across New England.
• Aerial and Scissor Lifts Authorized dealer offering of new Genie, JLG, and Manitou aerial work platforms, scissor lifts, and boom lifts for elevated work applications including indoor electric and rough terrain models.
• Warehouse Vehicles Columbia utility stockchasers, payloaders, expediters, journeymen, and utilitrucks, and Toyota electric tow tractors for warehouse material transport and stock chasing applications.
• Automated Guided Vehicles Toyota automated forklifts, automated tow tractors, and mouse and mole automated guided carts for warehouse material transport and logistics automation.
• Modula Vertical Lift Storage Systems Modula Lift vertical storage systems that deliver inventory directly to the operator to reclaim up to 90% of floor space, speed up picking, and improve warehouse safety.
• Forklift Attachments Cascade forklift attachments including bale clamps, multi pallet handlers, paper roll clamps, pulp and waste paper bale clamps, and rotators, customized to customer applications to improve productivity, reduce downtime, and create safer workplaces.
• Factory Cat Industrial Cleaning Equipment Factory Cat rider industrial floor scrubbers, sweepers, and walk-behind scrubbers for warehouse and industrial facility cleaning.
• Warehousing Equipment Solutions Complete warehousing equipment including docking equipment, temperature and dust control, hand and electric pallet jacks, fall protection safety equipment, industrial scales, shelving and racking, and shipping supplies.
• Industrial Batteries and Chargers EnerSys industrial batteries and chargers for powering electric forklifts and material handling equipment.
• Used Equipment and Machinery Pre-owned forklifts, aerial lifts, scissor lifts, telehandlers, rough terrain forklifts, and sweeper-scrubbers from Toyota, Clark, Manitou, Genie, JLG, Doosan, and others, frequently maintained in-house.
• Equipment Rental Services Short- and long-term equipment rentals up to 60 months for forklifts, scissor lifts, boom lifts, aerial lifts, telehandlers, and rough terrain forklifts, delivered to customer sites across New England.
• Service, Repairs, and Maintenance Trained-technician service, repairs, and planned maintenance for forklifts and material handling equipment, including 24-hour on-call emergency service on weekends.
• Parts and Replacements Replacement parts and components for forklifts and material handling equipment.
• ANSI Inspection Services ANSI safety inspections for forklifts and material handling equipment to verify compliance with applicable safety standards.
• Safety Training Services Operator safety training programs for forklifts and mobile elevating work platforms, including operator certification courses.
• Equipment Financing Equipment financing solutions for the purchase of new and used material handling equipment.

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core.

• Toyota Material HandlingcoreChannel Partner/ Reseller/ DistributorPrimary brand representation partnership. W.D. Matthews is an authorized Toyota dealer offering the full line of Toyota forklifts, electric forklifts, aerial lifts, warehouse vehicles, automated guided vehicles, and related equipment. Toyota is positioned as the leader in material handling equipment.
• EnerSyscoreChannel Partner/ Reseller/ DistributorIndustrial batteries and chargers supplier partnership for forklift power solutions.
• ManitoucoreChannel Partner/ Reseller/ DistributorAuthorized Manitou dealer offering forklifts, telehandlers, rough terrain equipment, and aerial lifts including the Manitou TJ 85 boom lift.
• GeniecoreChannel Partner/ Reseller/ DistributorAuthorized Genie dealer for aerial and scissor lifts including GS series scissor lifts, S-series boom lifts, and Z-series articulating boom lifts.
• JLGcoreChannel Partner/ Reseller/ DistributorAuthorized JLG dealer for aerial lifts, scissor lifts, and boom lifts including JLG 1850 SJ, 600S, 800S, and articulating boom lifts.
• ClarkcoreChannel Partner/ Reseller/ DistributorAuthorized Clark dealer for forklifts including electric ECX series, IC-cushion, IC-pneumatic, and narrow-aisle NPX series trucks.
• BobcatcoreChannel Partner/ Reseller/ DistributorAuthorized Bobcat dealer for material handling equipment including D-series IC pneumatic forklifts, electric walkie pallet jacks, and rider pallet jacks.
• LiftKingcoreChannel Partner/ Reseller/ DistributorAuthorized LiftKing dealer for rough terrain forklifts and heavy-duty material handling equipment for commercial and military applications.
• ModulacoreChannel Partner/ Reseller/ DistributorAuthorized Modula dealer for vertical storage systems (Modula Lift) that bring inventory directly to the operator, recovering up to 90% of floor space.
• Factory CatcoreChannel Partner/ Reseller/ DistributorAuthorized Factory Cat dealer for industrial floor scrubbers and sweepers including rider scrubbers, walk-behind scrubbers, and sweeper-scrubbers.
• CascadecoreChannel Partner/ Reseller/ DistributorForklift attachment supplier for bale clamps, rotators, and other material handling attachments.
• Big JoecoreChannel Partner/ Reseller/ DistributorAuthorized Big Joe dealer for electric stackers including S22 and CB30 models.
• Guardian Fall ProtectioncoreChannel Partner/ Reseller/ DistributorComplete line of Guardian Fall Protection Performance Safety Gear including anchors, connectors, harnesses, and retractables that meet OSHA standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• MH Equipment: One of the largest independent material handling equipment dealers in the U.S. and a major authorized Toyota Material Handling dealer operating across multiple Midwest and Mid-South states. Highly comparable to W.D. Matthews in business model: multi-brand forklift and aerial lift sales, rentals, service, and parts with regional field-sales coverage.
• Equipment Depot: Multi-region material handling equipment dealer offering forklifts, aerial lifts, and warehouse solutions with a comparable full-service model (sales, rental, service, parts, training). Operates across multiple U.S. regions with field service similar in structure to W.D. Matthews' New England footprint.
• Abel Womack: Authorized Toyota Material Handling dealer operating across New England, directly competing with W.D. Matthews for the same regional customers in Massachusetts and surrounding states. Same product portfolio (Toyota forklifts, aerial lifts, warehouse solutions) and same dealer business model.
• H&E Equipment Services: Publicly traded distributor and rental provider of aerial work platforms, forklifts, and other material handling and industrial equipment across the U.S. Closely matches W.D. Matthews' combined new/used sales, rental, and service model but at significantly larger scale.

Broad incumbents

• Toyota Material Handling USA: The OEM that supplies W.D. Matthews' flagship forklift, aerial lift, warehouse vehicle, and AGV product lines. Also sells and services equipment directly in select markets. Represents both the most important partnership and a potential disintermediation risk for the dealer.
• Crown Equipment Corporation: Major U.S. forklift and material handling equipment manufacturer competing directly with the Toyota line that W.D. Matthews sells. Operates its own extensive direct dealer/service network that competes with W.D. Matthews for regional customers.
• Hyster-Yale Group: Manufacturer of Hyster and Yale forklifts and material handling equipment, with a competing dealer network across North America. Operates broadly in the same industrial equipment categories W.D. Matthews sells.
• United Rentals: Largest equipment rental company in the world, with a significant aerial lift and material handling fleet. Competes with W.D. Matthews' rental business at scale, particularly for short-term and project-based rentals across larger geographies.
• Sunbelt Rentals: Major North American equipment rental provider with extensive aerial lift and material handling fleets. Overlaps with W.D. Matthews' rental offering at the project-rental level, though Sunbelt does not typically compete in new-equipment dealer sales.

Regional players

• Gregory Poole Lift Systems: Authorized material handling equipment dealer serving the Carolinas and mid-Atlantic with new/used forklift sales, rentals, service, and parts. Highly comparable dealer model to W.D. Matthews but operating in a different regional market.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@WDMForklifts/videos
• Facebookfacebook.com/ToyotaForklifts
• LinkedInlinkedin.com/company/w.d.-matthews-machinery
• Instagraminstagram.com/wdmatthews

Revenue estimate

Valuation estimate

Number of profiles

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 W.D. Matthews Machinery