Barclay Brand Corporation
Barclay Brand Corporation is a privately held Yale material handling equipment dealer and service provider in South Plainfield, NJ, selling, renting, and servicing forklifts, aerial lifts, and warehouse automation to 3PL, manufacturing, pharma, food, beverage, and chemical customers across Central New Jersey and New York since 1996.
- Company typePrivate
- Founded1996
- HeadquartersSouth Plainfield, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Barclay Brand Corporation does
Barclay Brand Corporation (DBA: Barclay Brand Ferdon) is a privately held material handling equipment dealer and service provider founded in 1996, headquartered in South Plainfield, New Jersey. The company operates as an authorized dealer for Yale (the primary brand relationship) along with Mariotti, JLG, Genie, Taylor Dunn, Sellick, Bolzoni Auramo, Karcher, and Amigo Mobility, distributing forklifts, aerial lifts, industrial vehicles, batteries, attachments, and floor care equipment to customers across Central New Jersey and the New York metro. Its service offering spans the full equipment lifecycle — new sales, used/refurbished equipment, short- and long-term rentals, parts, 24/7 field service, maintenance programs, operator/safety training, and equipment financing (including Section 179 tax guidance).
The business supports six primary verticals: third-party logistics, general manufacturing, health and pharma (including cold storage and explosion-proof applications), food distribution and cold storage, beverage, and chemicals/plastics (ATEX/EX-rated equipment). Technology-enabled offerings include Yale Vision fleet management/telematics, Yale Reliant operator-assist systems, integrated lithium-ion battery solutions, and robotic/automated forklifts (reach trucks, counterbalanced stackers, tow tractors). The company also resells warehouse infrastructure such as pallet racking, mezzanines, dock solutions, and modular walls.
The go-to-market motion is direct sales and service from a single South Plainfield facility, supplemented by an online catalog and quote-based purchasing. Marketing is driven by the bbfyale.com website (developed and maintained by WebFX since 1997), content marketing, email, and organic social media. Revenue streams blend one-time equipment sales (new and used), recurring rentals, recurring parts/service contracts, training fees, and equipment financing pass-through. Named enterprise customers include Goya Foods (case study); no single-customer revenue concentration is disclosed.
Barclay Brand Corporation firmographics
Firmographics- Name
- Barclay Brand Corporation
- Legal name
- Barclay Brand Corporation
- Website
- https://bbfyale.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Barclay Brand Corporation is a privately held Yale material handling equipment dealer and service provider in South Plainfield, NJ, selling, renting, and servicing forklifts, aerial lifts, and warehouse automation to 3PL, manufacturing, pharma, food, beverage, and chemical customers across Central New Jersey and New York since 1996.
- Ownership category
- akta.pro rank
Barclay Brand Corporation industry classification
Industry- Product category
- Material Handling Equipment Distribution
- NAICS
- Material Handling Equipment Manufacturing (33392)
- 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)
Keywords
Where Barclay Brand Corporation is headquartered
LocationHeadquarters
- HQ city
- South Plainfield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Barclay Brand Corporation business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- New Equipment Sales: Sales of new material handling equipment including forklifts (electric, internal combustion, pneumatic, cushion), aerial lifts, industrial vehicles, and warehouse equipment from manufacturer partners like Yale, Mariotti, JLG, Genie, Taylor Dunn, and Sellick.
- Used Equipment Sales: Sales of pre-owned material handling equipment including forklifts, reach trucks, narrow aisle equipment, pallet jacks, and other equipment with prices ranging from approximately $1,995 for motorized carts to higher values for forklifts.
- Equipment Rental: Short-term and long-term rental of forklifts, aerial lifts, and industrial carts. Provides flexible solutions for seasonal peaks or short-term projects without requiring full purchase.
- Parts & Service: Replacement parts, maintenance programs, tire services, and 24/7 service support for material handling equipment. Includes batteries and motive power solutions.
- Training & Safety Services: Operator training programs including forklift operator training, OSHA safety training, food safety training, fall protection training, and HAZCOM safety training.
- Equipment Financing: Financing solutions for equipment purchases including Section 179 tax benefits guidance for forklift purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | — | New Equipment - Full Price |
| Unit Pricing | — | Used Equipment - Varies by Model and Condition |
| Subscription | — | Equipment Rental - Flexible Terms |
| Other | — | Training Services - Per Program |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Barclay Brand Corporation product offering
Product offeringCore offering
Barclay Brand Corporation (d/b/a Barclay Brand Ferdon) is an authorized material handling equipment dealer distributing new and pre-owned forklifts, aerial lifts, industrial vehicles, pallet jacks, batteries, attachments, and floor care equipment from manufacturers led by Yale. The company bundles these products with equipment rentals, parts and 24/7 service, maintenance programs, operator and OSHA training, equipment financing, warehouse storage solutions (pallet racking, mezzanines, dock solutions), and emerging robotic/automation solutions for industrial and warehousing customers in Central New Jersey and the New York market.
Product overview
Barclay Brand Corporation operates as a comprehensive material handling equipment dealer and service provider based in South Plainfield, New Jersey, serving Central New Jersey and beyond since 1996. The company offers a unified portfolio of new and pre-owned forklifts (electric, IC, reach trucks, narrow aisle, robotic), aerial lifts (boom lifts, scissor lifts, articulating), industrial vehicles, floor care equipment, batteries, and attachments. The product line is organized around core equipment sales (new and used), rental services, warehouse solutions (pallet racking, mezzanines, dock equipment), and comprehensive aftermarket support (parts, service, training). Yale Technologies represents the primary technology sub-brand featuring Yale Reliant operator assist and Yale Vision fleet telematics. The company distributes equipment from manufacturers including Yale, JLG, Genie, Mariotti, Sellick, Taylor Dunn, and others.
Differentiator
Problem solved
Functional benefit
Products and services
- New Forklifts
Quantifiable outcome
- Yale 3-wheel electric stand-up forklift delivers 37.5% more efficiency than equivalent leading competitive forklift models in energy consumption testing
- +2 more outcomes
Companies that use Barclay Brand Corporation
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles3 records
Barclay Brand Corporation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Barclay Brand Corporation partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered supporting, primary, core and minor.
- WebFXsupportingWebsite development and digital marketing agency partnership since 1997. WebFX provides SEO, website design, and online marketing solutions for client worldwide.
- Yale (Hyster-Yale Group)primaryAuthorized dealer for Yale forklifts and material handling equipment. Offers full line of Yale products including electric forklifts, internal combustion forklifts, reach trucks, order pickers, and robotic solutions. Primary brand partnership with longest history.
- MariotticoreAuthorized dealer for Mariotti compact electric forklifts including ME8C AC, ME10C, ME12C models. Mariotti specializes in compact electric trucks designed for narrow aisles.
- JLGcoreAuthorized dealer for JLG aerial lifts including boom lifts, scissor lifts, and articulating lifts. Also offers JLG 20AM personnel lifts and telehandlers.
- GeniecoreAuthorized dealer for Genie aerial work platforms including AWP, DPL, IWP, and GS series. Products include vertical lifts and material lifts for various applications.
- Taylor DunncoreAuthorized dealer for Taylor Dunn industrial vehicles including burden carriers, personnel carriers, and utility vehicles for material transport.
- SellickcoreAuthorized dealer for Sellick rough terrain and pneumatic forklift trucks designed for outdoor and demanding environments.
- Amigo MobilityminorOffers Amigo Dex Pro motorized carts and material handling carts for warehouse transport applications.
- Bolzoni AuramominorProvides Bolzoni Auramo lift truck attachments and forks as part of comprehensive material handling solutions.
- KarcherminorAuthorized dealer for Karcher industrial floor cleaning equipment including sweepers and scrubbers for warehouse and facility maintenance.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Barclay Brand Corporation competitors and assessment
Company assessmentBroad incumbents
- Equipment Depot: National independent material handling and equipment dealer with broad multi-OEM portfolio and full-service capabilities including rentals, parts, and automation. Significantly larger scale than Barclay, but operates the same authorized-dealer business model.
- H&E Equipment Services: Public, large-scale equipment distributor and rental provider with material handling exposure alongside aerial and earthmoving equipment. Comparable dealer/distributor model but at substantially greater scale and capital base.
- Crown Lift Trucks (dealer network): Major forklift OEM with an established dealer network offering counterbalanced trucks, reach trucks, and warehouse equipment with full aftermarket support. Competes with Barclay's product portfolio for the same end customers.
Emerging players
- Ahern Rentals: Privately held equipment rental company with material handling fleet exposure and national branch footprint. Overlaps with Barclay's rental revenue stream and competes for short-term forklift and aerial lift demand.
Direct peers
- MH Equipment: Large authorized Yale/Hyster material handling dealer covering the Midwest and Southeast. Comparable full-lifecycle dealer offering forklifts, aerial lifts, automation, fleet management, parts, and service to industrial and warehouse customers.
- Yale Lift Trucks of Houston (and other Yale dealer peers): Peer authorized Yale dealer in another geographic market, operating the same OEM-authorized sales/service/rental model. Useful comparable for understanding how Yale dealers of similar size are structured and monetized.
- Toyota Material Handling Systems (regional dealer network): Toyota's regional dealer network competes head-to-head with Yale/Hyster dealers like Barclay for the same warehouse and manufacturing accounts with new equipment, rentals, parts, and service.
- Eastern Lift Truck Co. Mid-Atlantic material handling dealer (Hyster/Yale) with new/used equipment, rentals, parts, service, and operator training. Closely mirrors Barclay's business mix and customer verticals in an adjacent Northeast geography.
- Carolina Material Handling: Authorized Hyster/Yale dealer serving the Carolinas with new/used forklifts, rentals, parts, service, and warehouse solutions. Operates the same regional authorized-dealer playbook for industrial and warehouse customers.
- Wiese USA: One of the largest authorized Yale and Hyster material handling dealers in the U.S., offering new/used forklifts, rentals, parts, service, and automation across multiple states. Directly comparable authorized-Yale dealer model with multi-state geographic reach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Barclay Brand Corporation social profiles
Digital presenceBarclay Brand Corporation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Barclay Brand Corporation leadership team
Management profileNumber of profiles
Profiles8 records
Barclay Brand Corporation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Barclay Brand Corporation 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 Barclay Brand Corporation
What does Barclay Brand Corporation do?
Barclay Brand Corporation (d/b/a Barclay Brand Ferdon) is an authorized material handling equipment dealer distributing new and pre-owned forklifts, aerial lifts, industrial vehicles, pallet jacks, batteries, attachments, and floor care equipment from manufacturers led by Yale. The company bundles these products with equipment rentals, parts and 24/7 service, maintenance programs, operator and OSHA training, equipment financing, warehouse storage solutions (pallet racking, mezzanines, dock solutions), and emerging robotic/automation solutions for industrial and warehousing customers in Central New Jersey and the New York market.
Is Barclay Brand Corporation a public or private company?
Barclay Brand Corporation is a private company. It is classified as management employee owned and is currently operating.
When was Barclay Brand Corporation founded?
Barclay Brand Corporation was founded in 1996. It employs 51 to 100 people.
Where is Barclay Brand Corporation based?
Barclay Brand Corporation is headquartered in South Plainfield, United States, in the North America region.
How does Barclay Brand Corporation make money?
Six revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, equipment Rental, parts & Service, training & Safety Services and equipment Financing.
Who are Barclay Brand Corporation's main competitors?
Broad incumbents on record are Equipment Depot, H&E Equipment Services and Crown Lift Trucks (dealer network). Ahern Rentals is listed as an emerging player. Direct peers are MH Equipment, Yale Lift Trucks of Houston (and other Yale dealer peers), Toyota Material Handling Systems (regional dealer network), Eastern Lift Truck Co., Carolina Material Handling and Wiese USA.
Does Barclay Brand Corporation have an API?
No public API is recorded for Barclay Brand Corporation.
What industry is Barclay Brand Corporation in?
Barclay Brand Corporation's product category is Material Handling Equipment Distribution. Its primary akta.pro industry code is IMACAFAD, Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers). Its NAICS code is 33392 and its SIC code is 3537.