What ProTruck does

ProTruck A/S is a privately held Danish full-service distributor of material handling equipment, founded in 2011 by Michael Laursen and headquartered in Odder with a second regional facility in Ringsted. The company operates as the exclusive importer and dealer for Kalmar and Cat Lift Trucks in Denmark, and represents Heli, Carer, Combilift, Fimap, Dulevo, Genie, Cometto, Movella, and Roypow. ProTruck's portfolio spans Denmark's broadest range of internal logistics equipment — from small electric pallet trucks and stackers to heavy-duty reachstackers, terminal tractors, AGVs, and 54-ton forklifts — supplemented by Genie aerial work platforms, Fimap/Dulevo cleaning machines, and Roypow lithium-ion batteries.

The business generates revenue through multiple streams: one-time new and used equipment sales, recurring rental and leasing contracts, aftermarket spare parts (100,000+ SKUs with same-day delivery), and professional service and maintenance via a nationwide network of 6 regional workshops and 40+ mobile service vehicles operating 24/7/365. ProTruck serves industrial manufacturing, logistics, ports and terminals, warehousing, construction, and cleaning customers across Denmark, with named enterprise logos including NorSea Denmark, Adapteo, MEDLOG (MSC), TITAN Containers, Eimskip, DLH, and Vilomix. Go-to-market is direct enterprise field sales supported by physical showrooms, consultative solution design, and long-term service contracts, with no third-party resellers in Denmark.

ProTruck has grown from 8 employees at founding to 100+ by 2023, with annual revenue of approximately 400 million DKK (~$54-60M USD). The 2022 "ProTruck 2.0" strategic pivot — replacing the legacy Hyster relationship with a multi-brand portfolio anchored by an exclusive Kalmar partnership — drove significant sales growth and was externally validated by Kalmar's 2024 Breakthrough Award. The company remains founder-led, privately held with no disclosed institutional investors, and operates a sister entity (UnikTruck) handling international heavy-duty business.

Name

ProTruck

Legal name

ProTruck A/S

Website

https://protruck.dk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Material Handling Equipment Distribution

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Motor Vehicle Body and Trailer Manufacturing (3362)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

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

akta.pro secondary industry

Specialized Trailer & Heavy Transport Equipment Providers (SPMT, Lowboy, Multi-Axle) (TLADAGAM)

Keywords

• Material handling equipment
• Forklift trucks
• Warehouse equipment
• Industrial cleaning machines
• Equipment rental services

Headquarters

HQ city

Odder

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Equipment Sales: Sales of new material handling equipment including forklifts, warehouse machines, heavy-duty equipment, and special solutions from brands like Kalmar, Cat Lift Trucks, Heli, Carer, Combilift, Genie, and Cometto.
2. Used Equipment Sales: Sales of pre-owned equipment. ProTruck maintains inventory of over 200 used machines at any time, including used pallet trucks, electric forklifts, and other material handling equipment.
3. Equipment Rental: Nationwide rental services with same-day delivery capabilities. Rentals available for all equipment types.
4. Equipment Leasing/Financing: Financing and leasing options for trucks and other equipment through partnership arrangements.
5. Spare Parts Sales: Sales of spare parts for all makes and models. ProTruck maintains over 100,000 part numbers with automated warehouse systems for same-day or next-day delivery.
6. Service and Repairs: Nationwide service organization with 6 regional workshops and over 40 service vehicles. Services all truck brands 24/7/365. Handles approximately 13,000 forklifts for various customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

ProTruck is a Danish full-service distributor of material handling equipment, selling, renting, leasing, and servicing forklifts, warehouse machines, heavy-duty port equipment, special solutions, cleaning machines, aerial platforms, and industrial lithium-ion batteries. The company holds exclusive import rights in Denmark for Kalmar and Cat Lift Trucks and serves as a leading dealer for brands such as Heli, Carer, Combilift, Fimap, Dulevo, Genie, Cometto, Movella, and Roypow. ProTruck complements equipment sales with nationwide 24/7 maintenance, an automated spare-parts warehouse, and financing/leasing options for Danish business customers.

Product overview

ProTruck is a Danish full-service provider of complete internal logistics solutions, serving as the exclusive importer and dealer of Kalmar and Cat Lift Trucks in Denmark while also representing Heli, Carer, Combilift, Fimap, Dulevo, Genie, Cometto, and Movella. The product portfolio spans Danmark's broadest range of material handling equipment: electric, diesel, and gas forklift trucks (gaffeltrucks) for capacities from small to heavy industrial applications; a full warehouse equipment lineup including electric pallet trucks (palleløftere), stackers (stabler), picking trucks (plukketrucks), reach trucks, narrow-aisle trucks (smalgangstrucks), and electric tow tractors; heavy-duty machines including reachstackers, empty container handlers, and terminal tractors for ports and terminals; special/customized solutions such as AGVs, straddle carriers, sideloaders, and 4-way forklifts; professional industrial cleaning equipment comprising Fimap and Dulevo floor washers, sweepers, street sweepers, and robot floor scrubbers; Genie aerial work platforms (scissor lifts, boom lifts); Roypow lithium-ion and LiFePO4 batteries in 24V/36V/48V/80V configurations; and used machines with over 200 units in stock. Complementary services include nationwide rental with next-day delivery, 24/7/365 maintenance via over 40 mobile service vehicles and 5 regional workshops, spare parts (100,000+ SKUs with same-day delivery), and equipment financing/leasing.

Differentiator

Problem solved

Functional benefit

Brands

• UnikTruck: Sister company handling international business for heavy-duty solutions.

Products and services

• Forklift Trucks (Gaffeltrucks) Counterbalanced forklift trucks in electric, diesel, and gas variants covering capacities from small to heavy-duty applications across manufacturing, logistics, and port operations. Distributed as part of the broader ProTruck material handling portfolio under the Kalmar, Cat Lift Trucks, Heli, and Carer brands.
• Warehouse Equipment A broad category of internal logistics machines including electric pallet trucks, stackers, order pickers, reach trucks, narrow-aisle trucks, and electric tow tractors for warehouse and distribution operations in Denmark.
• Heavy-Duty Equipment Large-capacity machines including reachstackers, empty container handlers, and terminal tractors distributed under the Kalmar brand for the heaviest tasks in ports, terminals, and heavy industry across Denmark.
• Special Solutions (Specialløsninger) Custom and specialized machines including AGVs (Automated Guided Vehicles), Straddle Carriers, sideloaders, 4-way trucks, container loaders, SPMT trailers, and Movella special transport solutions for heavy industry.
• Industrial Cleaning Machines Professional sweeping and floor washing machines under the Fimap and Dulevo brands for industrial and municipal cleaning applications, covering indoor and outdoor use cases.
• Aerial Work Platforms (Genie) Genie scissor lifts, column lifts, knuckle boom lifts, and boom lifts for elevated work tasks across construction, maintenance, and industrial sites in Denmark.
• Roypow Lithium-Ion Batteries Roypow lithium-ion and LiFePO4 batteries in 24V, 36V, 48V, and 80V configurations with built-in BMS, real-time monitoring, and 5-year warranty, distributed as drop-in replacements for lead-acid batteries in forklifts and warehouse machines.
• Used Equipment Pre-owned forklifts and warehouse machines with more than 200 machines always in stock, including used electric forklifts, used pallet trucks, and other refurbished material handling equipment.
• Equipment Rental Nationwide short- and long-term rental of forklifts, warehouse machines, and other material handling equipment with same-day delivery across Denmark.
• Service and Maintenance Nationwide service organization with 6 regional workshops and more than 40 mobile service vehicles offering 24/7/365 support for forklifts and material handling equipment of all brands across Denmark.
• Spare Parts Inventory of more than 100,000 spare parts managed via an automated warehouse system, supporting same-day delivery nationwide and emergency delivery within two hours for all material handling equipment brands.
• Financing and Leasing Financial solutions including leasing and financing for forklifts and material handling equipment, enabling customers to acquire machines through partnerships that support multi-year ownership structures.

Quantifiable outcome

• More than 13,000 forklifts serviced by ProTruck.
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and major.

• KalmarcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Exclusive importer and dealer of Kalmar's complete program of electric forklifts, diesel forklifts, and container machines in Denmark. ProTruck received Kalmar's Breakthrough Award 2024 for extraordinary sales performance on the Danish market. Kalmar has been represented in Denmark for over 30 years.
• Cat Lift TruckscoreChannel Partner/ Reseller/ Distributor · 1 January 2022Exclusive dealer of Cat Lift Trucks in Denmark as part of ProTruck 2.0 strategy launched in 2022. Cat Lift Trucks brings over 80 years of experience in forklifts and material handling.
• HelicoreChannel Partner/ Reseller/ Distributor · 1 January 2022Leading dealer of Heli forklifts, representing one of the world's largest forklift manufacturers. Heli serves as the value pricing segment in ProTruck's product portfolio.
• RoypowcoreChannel Partner/ Reseller/ DistributorProTruck distributes Roypow lithium-ion batteries (24V, 36V, 48V, 80V) for forklifts and warehouse machines. Roypow batteries feature LiFePO4 chemistry, maintenance-free operation, 5-year warranty, and 2-3x longer lifespan than lead-acid batteries.
• FimapmajorChannel Partner/ Reseller/ DistributorProTruck distributes Fimap industrial cleaning equipment including floor scrubbers, sweepers, and combination machines. Fimap is known for Italian design and technological innovation in professional cleaning equipment.
• DulevomajorChannel Partner/ Reseller/ DistributorProTruck distributes Dulevo street sweepers and industrial sweepers. Dulevo has over 40 years of experience delivering effective cleaning solutions to industry and commerce.
• GeniemajorChannel Partner/ Reseller/ DistributorProTruck distributes Genie lifting equipment including scissor lifts, column lifts, knee-arm lifts, and boom lifts.
• CombiliftmajorChannel Partner/ Reseller/ DistributorProTruck distributes Combilift products including straddle carriers, sideloaders, aisle masters, and 4-way trucks.
• CarermajorChannel Partner/ Reseller/ DistributorProTruck distributes Carer electric forklifts, international specialists in high-capacity electric trucks.
• ComettomajorChannel Partner/ Reseller/ DistributorProTruck distributes Cometto SPMT trailers (Self-Propelled Modular Transporters) for heavy load transport.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Kalmar (Cargotec / Hiab): ProTruck's largest OEM partner and exclusive heavy-equipment supplier in Denmark. Kalmar is the global leader in container handling, port equipment, and heavy forklifts — directly upstream of ProTruck's heavy-duty business and a key determinant of its product roadmap.
• Kion Group (Linde Material Handling, STILL, Dematic): European market leader in forklifts and material handling solutions through Linde and STILL brands. Kion competes with ProTruck's Cat Lift Trucks and Kalmar offerings across the same Danish customer base and is one of the OEMs that could disintermediate local dealers via direct sales.
• Toyota Material Handling Europe: Global #1 forklift brand by volume. Toyota Material Handling competes with ProTruck's full electric and IC-truck portfolio in Denmark and is the type of large, well-capitalized OEM whose dealer-network decisions shape the competitive landscape for multi-brand dealers like ProTruck.
• Hyster-Yale Materials Handling: Manufacturer of Hyster and Yale forklifts and ProTruck's former exclusive partner from 2011 until the contract expired in 2022. Hyster-Yale now competes with ProTruck via other channels in Denmark and is the most direct historical example of the OEM-partnership concentration risk ProTruck faces.
• Jungheinrich AG: German intralogistics specialist with direct sales across Europe including Denmark. Jungheinrich competes head-to-head with ProTruck's electric forklifts, warehouse equipment, and lithium-ion battery offerings, and operates a competing direct-sales model that pressures multi-brand dealers.
• Konecranes Plc: Finnish global leader in port equipment, container handling, and industrial lifting. Konecranes overlaps with ProTruck's Kalmar-sourced reachstacker, terminal tractor, and container handler business in Danish ports and is a credible alternative supplier to ProTruck's port and terminal customers.
• Manitou Group: French global material handling and aerial work platform manufacturer. Manitou competes with ProTruck's specialty/heavy equipment business and its Gehl and Mustang brands overlap with ProTruck's Combilift and Carer specialty portfolio.
• Crown Equipment Corporation: US-headquartered global manufacturer of forklifts and material handling equipment with European operations. Crown competes with ProTruck in the electric forklift and warehouse equipment segments in Denmark, particularly for large fleet customers.
• Mitsubishi Logisnext Europe: European arm of Mitsubishi Logisnext, combining Mitsubishi, Caterpillar (Cat Lift Trucks) and other brands. As the parent of one of ProTruck's key partners (Cat Lift Trucks), it is both a supplier and a competitive force in the Danish market ProTruck dominates.

Emerging players

• Combilift: Irish manufacturer of multi-directional forklifts, sideloaders, and straddle carriers. ProTruck is Combilift's dealer in Denmark; the companies are tightly coupled commercially, making Combilift both a peer in the specialty material handling segment and a key supplier partner.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 ProTruck