Steinbock Handling AG
Steinbock Handling AG is a family-owned Swiss industrial equipment distributor serving SMBs and enterprises in German-speaking Switzerland and Liechtenstein, offering Mitsubishi, Genkinger, EdmoLift, and other brand forklifts, lifting platforms, and material handling equipment alongside service, rental, and spare parts.
- Company typePrivate
- Founded1972
- HeadquartersEgg, Switzerland
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Steinbock Handling AG does
Steinbock Handling AG is a privately held Swiss industrial equipment distributor and service provider founded in 1972 in Herrliberg and headquartered since 1982 in Egg bei Zürich. The company employs 25 people and operates as the official importer and premium partner for Mitsubishi forklifts in German-speaking Switzerland and Liechtenstein, carrying the full Mitsubishi product range (1-16 tonne capacities, electric, diesel, and gas-powered, including reach trucks, order pickers, and multi-directional trucks manufactured in Finland, Sweden, and Spain). In June 2024, Steinbock acquired the business operations of Genkinger Schweiz AG, adding Genkinger and EdmoLift brands and customer accounts to its portfolio.
The company sells and rents forklifts, lifting platforms, goods lifts, and material handling equipment (vacuum lifters, drum handlers, pallet trucks, pedestrian stackers, counterbalance trucks) under multiple brands — Mitsubishi, Steinbock, Genkinger, EdmoLift, Logitrans, Mariotti, Kaup, Pefra, Manut LM, and ATIB. Pricing is quote-based with no public list; standard warranty is 12 months / 1,500 operating hours on new products; quote validity is 30 days. Steinbock operates a multi-stream revenue model: new equipment sales (purchase and rental), inspected used/occasion equipment sales, service and repair contracts (including mandatory annual maintenance under Swiss regulations), and spare parts from an in-house warehouse.
The go-to-market is sales-led and channel-partner-driven, combining direct field and inside sales, on-site consultation by appointment, and the manufacturer dealer network. Marketing reach is regional and includes a corporate website, social media (LinkedIn, Facebook, Instagram), newsletter, industry open days, and occasional radio/print presence. Customers are predominantly small and medium-sized enterprises in logistics, manufacturing, and trade across German-speaking Switzerland, with occasional large-account references including the United Nations for heavy forklifts. Leadership comprises CEO Ralf Mock and Board Member Rupert Heider, with the company owner-managed and privately held.
Steinbock Handling AG firmographics
Firmographics- Name
- Steinbock Handling AG
- Legal name
- Steinbock Handling AG
- Website
- https://steinbock-ag.ch
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Steinbock Handling AG is a family-owned Swiss industrial equipment distributor serving SMBs and enterprises in German-speaking Switzerland and Liechtenstein, offering Mitsubishi, Genkinger, EdmoLift, and other brand forklifts, lifting platforms, and material handling equipment alongside service, rental, and spare parts.
- Ownership category
- akta.pro rank
Where Steinbock Handling AG is headquartered
LocationHeadquarters
- HQ city
- Egg
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Steinbock Handling AG business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New Equipment Sales (Purchase & Rental): Sale and rental of new forklifts (Mitsubishi, Steinbock brand), lifting platforms, and material handling equipment. Both outright purchase and short- or long-term rental models are offered.
- Used / Occasion Equipment Sales: Sale of inspected, pre-owned forklifts and material handling equipment from their warehouse. Each used device undergoes a rigorous inspection process before sale.
- Service, Repairs & Maintenance: Ongoing service contracts, repairs, and annual maintenance for forklifts, lifting platforms, and material handling equipment. Workshop services and on-site technician visits are included.
- Spare Parts Sales: Sale of replacement parts for all equipment sold and serviced, with a large in-house parts warehouse for rapid availability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Pricing by request — no public price list available |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Steinbock Handling AG product offering
Product offeringCore offering
Steinbock Handling AG distributes and services forklifts, lifting platforms, and material handling equipment as the official importer and premium partner for Mitsubishi forklifts in German-speaking Switzerland and Liechtenstein. The company sells and rents both new and inspected used equipment from its headquarters in Egg bei Zürich, and provides service contracts, repairs, spare parts, and custom special solutions to logistics, manufacturing, and trade customers.
Product overview
Steinbock Handling AG is a Swiss material handling equipment company founded in 1972, headquartered in Egg near Zürich. The company operates as a general importer and premium partner for Mitsubishi forklifts in German-speaking Switzerland and Liechtenstein. Their product portfolio is organized into three main categories: (1) Gabelstapler / Lagertechnikgeräte - forklifts and warehouse equipment including Mitsubishi, Mariotti, and Steinbock brands; (2) Hebebühnen / Warenlifte - lifting platforms and goods lifts including EdmoLift and their own brand; and (3) Materialhandling-Geräte - material handling equipment such as mini lifts, pallet trucks, and vacuum lifters. They also offer complementary services including new and used equipment sales, rentals, service/repairs, spare parts supply, and custom solutions. In June 2024, they took over the Genkinger Schweiz AG business operations, expanding their portfolio to include Genkinger products.
Differentiator
Problem solved
Functional benefit
Products and services
- Forklifts and Warehouse Equipment (Gabelstapler / Lagertechnikgeräte)
Quantifiable outcome
- 97% of spare parts orders fulfilled from the Mitsubishi central European warehouse with overnight access, minimizing equipment downtime
- +1 more outcomes
Companies that use Steinbock Handling AG
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Steinbock Handling AG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Steinbock Handling AG partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Genkinger Schweiz AGcoreThe business operations of Genkinger Schweiz AG were taken over by Steinbock Handling AG effective 1 June 2024. Steinbock now serves all Genkinger and EdmoLift customer enquiries as the successor to Genkinger Schweiz AG. Genkinger GmbH (Germany) is the manufacturer partner.
- Mitsubishi GabelstaplercoreSteinbock Handling AG is the official importer and premium partner for Mitsubishi forklifts and warehouse equipment in German-speaking Switzerland and Liechtenstein. They distribute the full Mitsubishi range (capacities 1–16 tonnes, diesel, gas, and electric; including reach trucks, pedestrian trucks, order pickers, and multi-directional trucks) manufactured in Finland, Sweden, and Spain. The partnership includes access to Mitsubishi's central European spare parts warehouse with overnight availability.
- EdmoLiftcoreSteinbock Handling AG is the Swiss dealer for EdmoLift lifting platforms. Following the takeover of Genkinger Schweiz AG, Steinbock also assumed responsibility for EdmoLift sales and service in Switzerland.
- Logitrans A/ScoreSteinbock Handling AG is the Swiss dealer for Logitrans handling equipment. Received the Logitrans Dealer Excellence Award 2023. Longstanding traditional partnership.
- MariottiminorSteinbock distributes Mariotti compact forklifts (known for their compact design and maneuverability) in the Swiss market. Mariotti products complement Steinbock's range for space-constrained environments.
- KaupminorKaup is a specialist manufacturer of attachments and special equipment for forklift trucks. Steinbock distributes Kaup products as part of its comprehensive accessories and special solutions offering.
- Pefra ElektrofahrzeugeminorSteinbock is the Swiss dealer for Pefra electric vehicles, complementing its range of electric material handling equipment.
- Manut LMminorPart of the partner network offering manual and semi-automatic handling equipment under the Manut LM brand.
- ATIBminorATIB is included in Steinbock's partner network for specialized handling equipment solutions in Switzerland.
- Grünig KehrmaschinenminorSteinbock partners with Grünig for industrial sweeping machines, expanding its range of warehouse and industrial equipment solutions.
- Emilias (Beratung Schweiz)minorEmilias.ch is listed as a Swiss consulting partner in Steinbock's partner network, providing marketing and advisory support.
- camions24 (Online Vehicle Search)minorSteinbock uses the camions24.ch online platform for listing available used and new vehicles, enabling broader digital reach for equipment sales.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Steinbock Handling AG competitors and assessment
Company assessmentDirect peers
- Jungheinrich AG: German-headquartered global manufacturer of forklifts, pallet trucks, and warehouse equipment with its own Swiss direct-sales/service network. Most directly comparable to Steinbock in terms of product portfolio (counterbalance, reach trucks, pallet stackers) and target customers across Switzerland.
- Linde Material Handling (KION Group): Major forklift OEM with a direct dealer/service presence in Switzerland selling counterbalance trucks, reach trucks, and warehouse equipment. Closely comparable to Steinbock as an industrial-truck brand serving the same Swiss logistics/manufacturing customer base.
- STILL GmbH: European intralogistics brand under KION offering forklifts, warehouse trucks, and tow tractors, with Swiss operations. Comparable to Steinbock as a multi-category material-handling supplier serving Swiss SMBs and large accounts.
- Toyota Material Handling Schweiz: Swiss arm of Toyota's global forklift and warehouse-equipment business, selling counterbalance trucks, reach trucks, and pallet stackers with full service support. Direct comparable to Steinbock in product mix, Swiss market focus, and reliance on a global OEM brand.
- Crown Equipment Corporation: Global manufacturer of forklifts and warehouse equipment with a direct presence in Switzerland offering counterbalance and very narrow aisle trucks. Comparable to Steinbock as an industrial-truck brand with its own dealer/service network serving Swiss warehouse and logistics customers.
- Hyster-Yale Materials Handling: Global forklift and warehousing-equipment group (Hyster, Yale, Nuvera) with European dealer coverage. Comparable to Steinbock in distributing industrial trucks and warehouse equipment to logistics/manufacturing end-users in the DACH region.
- Genkinger GmbH: German manufacturer of lifting platforms and material-handling equipment whose Swiss arm (Genkinger Schweiz AG) was absorbed by Steinbock in June 2024. Direct comparable in product portfolio (lifting platforms, scissor lifts, special solutions) and Swiss distribution model.
- EdmoLift AB: Swedish manufacturer of scissor lift tables and lifting platforms distributed in Switzerland by Steinbock post-Genkinger takeover. Closely comparable in product category (lifting platforms, goods lifts) and dealer-driven Swiss go-to-market model.
Emerging players
- HUBTEX Maschinenbau GmbH: German manufacturer of specialized multidirectional forklifts, reach trucks, and heavy-load handling equipment. Comparable niche competitor in custom/special material-handling solutions that complements the segment Steinbock serves with high-capacity and bespoke equipment.
Regional players
- Bolzoni S.p.A. Italian manufacturer of forklift attachments, forks, clamps, and material-handling accessories distributed across Europe. Comparable to Steinbock's Kaup and special-solutions business line serving lifting-accessory needs for forklift fleets in Switzerland and adjacent markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Steinbock Handling AG social profiles
Digital presenceSteinbock Handling AG financial estimates
Financial estimateRevenue estimate
Valuation estimate
Steinbock Handling AG leadership team
Management profileNumber of profiles
Profiles10 records
Steinbock Handling AG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Steinbock Handling AG 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 Steinbock Handling AG
What does Steinbock Handling AG do?
Steinbock Handling AG distributes and services forklifts, lifting platforms, and material handling equipment as the official importer and premium partner for Mitsubishi forklifts in German-speaking Switzerland and Liechtenstein. The company sells and rents both new and inspected used equipment from its headquarters in Egg bei Zürich, and provides service contracts, repairs, spare parts, and custom special solutions to logistics, manufacturing, and trade customers.
Is Steinbock Handling AG a public or private company?
Steinbock Handling AG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Steinbock Handling AG founded?
Steinbock Handling AG was founded in 1972. It employs 11 to 50 people.
Where is Steinbock Handling AG based?
Steinbock Handling AG is headquartered in Egg, Switzerland, in the Europe region.
How does Steinbock Handling AG make money?
Four revenue lines are on record. New Equipment Sales (Purchase & Rental) is the primary driver. The others are used / Occasion Equipment Sales, service, Repairs & Maintenance and spare Parts Sales.
Who are Steinbock Handling AG's main competitors?
Direct peers on record are Jungheinrich AG, Linde Material Handling (KION Group), STILL GmbH, Toyota Material Handling Schweiz, Crown Equipment Corporation, Hyster-Yale Materials Handling, Genkinger GmbH and EdmoLift AB. HUBTEX Maschinenbau GmbH is listed as an emerging player. Bolzoni S.p.A. is listed as a regional player.
Does Steinbock Handling AG have an API?
No public API is recorded for Steinbock Handling AG.