W.E. Johnson Equipment
- Company typePrivate
- Founded1946
- HeadquartersDoral, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What W.E. Johnson Equipment does
W.E. Johnson Equipment, doing business as Burwell Material Handling and legally organized as Burwell Material Handling, LLC, is a U.S. material handling equipment dealer and service provider operating through approximately 16-19 branch locations across the country. The company sells, rents, and services forklifts, aerial lifts (boom and scissor), telehandlers, pallet jacks, warehouse vehicles, and sweepers/scrubbers under multi-brand authorizations from OEMs including Bobcat, Doosan, CLARK, Skyjack, JLG, Genie (Terex), Combilift, and Cascade. Customers are primarily industrial operations — warehouses, distribution centers, and manufacturing facilities — served via a field-sales motion with factory-trained mobile technicians providing on-site maintenance, repairs, and parts fulfillment.
W.E. Johnson Equipment firmographics
Firmographics- Name
- W.E. Johnson Equipment
- Legal name
- Burwell Material Handling, LLC
- Website
- https://wej-fl.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
W.E. Johnson Equipment industry classification
Industry- Product category
- Material Handling Equipment
- SIC
- Wholesale-Machinery, Equipment & Supplies (5080), Services-Miscellaneous Equipment Rental & Leasing (7350)
- akta.pro primary industry
- Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)
- akta.pro secondary industry
- Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers) (TLABAFAH)
Keywords
Where W.E. Johnson Equipment is headquartered
LocationHeadquarters
- HQ city
- Doral
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
W.E. Johnson Equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Equipment Sales: Sale of new and pre-owned material handling equipment including forklifts, aerial lifts, telehandlers, warehouse vehicles, and sweepers/scrubbers. Equipment available throughout 19 U.S. locations.
- Equipment Rentals: Short and long-term rental equipment services covering down equipment situations, seasonal spikes, special projects, and workflow changes. Equipment shows up ready to work with on-call support.
- Service and Maintenance: Multi-brand technician services including planned maintenance, mobile on-site repairs, and parts fulfillment with OEM and aftermarket options. Covers forklifts, aerial lifts, and industrial vehicles.
- Fleet Technology Solutions: Advanced telematics systems, hazard awareness, AI pedestrian detection, and fleet management technology deployment and monitoring services.
- Warehouse Solutions and Automation: Consulting, project execution, and long-term support for warehouse optimization including racking, storage, conveyors, sortation, automation, and robotics implementation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Monthly | Equipment Sales - New and Pre-Owned |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
W.E. Johnson Equipment product offering
Product offeringCore offering
W.E. Johnson Equipment is described as providing equipment, parts, rental units, and services. The detailed source content describes Burwell Material Handling as a material handling equipment dealer and service provider offering new and pre-owned forklifts, aerial lifts, telehandlers, warehouse vehicles, and sweepers/scrubbers, combined with multi-brand maintenance, parts fulfillment, equipment rentals, warehouse automation solutions, structural solutions, and fleet telematics technology.
Product overview
Burwell Material Handling operates as a material handling equipment dealer and service provider offering a comprehensive portfolio of industrial equipment, technology solutions, and support services. The core equipment offerings include forklifts (IC Pneumatic Tire, IC Cushion Tire, Stand-Up Rider, Electric Counter Balance), pallet jacks and trucks, telehandlers, boom lifts (telescopic and articulating), scissor lifts (internal combustion and electric), warehouse vehicles (stock chasers, personnel carriers, burden carriers, tow trackers), and sweepers/scrubbers. These equipment products are complemented by a suite of technology and service offerings including Burwell Connect (fleet telematics with AI pedestrian detection), Burwell Protect (safety solutions), and LaserGlow Technologies. The company provides comprehensive support through mobile service and parts fulfillment, equipment rentals, automation solutions (robotics, conveyor systems, integrated systems), structural solutions (racking, overhead cranes, dock equipment), and training/certification programs. The company operates across 16-19 U.S. locations serving warehouses, distribution centers, and manufacturing facilities.
Differentiator
Problem solved
Functional benefit
Brands
- Burwell Connect: Fleet technology and telematics system for managing mixed material handling equipment fleets
- Burwell Protect
- LaserGlow Technologies
Products and services
- Forklifts Industrial forklifts including IC Pneumatic Tire, IC Cushion Tire, Stand-Up Rider, and Electric Counter Balance models for material handling applications.
- Pallet Jacks & Trucks Manual and electric pallet jacks and trucks for horizontal material movement in warehouses and distribution centers.
- Telehandlers Telescopic forklifts for lifting and moving materials to elevated heights in construction and industrial settings.
- Boom Lifts Aerial work platforms available in Telescopic and Articulating configurations for elevated access applications.
- Scissor Lifts Vertical mast lifts available in Internal Combustion and Electric configurations for warehouse and industrial use.
- Warehouse Vehicles Industrial vehicles including Stock Chasers, Personnel Carriers, Burden Carriers, and Tow Tractors for warehouse operations.
- Sweepers/Scrubbers Floor cleaning equipment including Sweepers and Scrubbers for maintaining clean industrial facility floors.
- Burwell Connect Fleet technology solution providing telematics systems, hazard awareness monitoring, and equipment visibility for mixed material handling fleets.
- Burwell Protect Safety and protection service for material handling operations, including hazard awareness and AI pedestrian detection.
- LaserGlow Technologies Safety awareness technology integrated with Burwell Connect fleet management solutions.
- Automation Solutions Warehouse automation services including Warehouse Solutions, Robotics integration, Integrated Systems, and Conveyor Systems for optimizing material flow.
- Structural Solutions Physical infrastructure solutions including Racking & Storage Solutions, Overhead Crane Systems, Doors, Dock Levelers, Dock Seals & Shelters, and Trailer Restraint systems.
- Mobile Service On-site maintenance and repair services by factory-trained technicians with preventive maintenance scheduling.
- Parts Fulfillment Parts supply service offering OEM and aftermarket replacement parts for material handling equipment.
- Equipment Rentals Rental equipment services covering downtime situations, seasonal spikes, special projects, and workflow changes.
- Training & Certification Training services for equipment operators and certification programs for workplace safety.
Quantifiable outcome
- Reduce downtime through planned maintenance and fast repairs
- +2 more outcomes
Companies that use W.E. Johnson Equipment
Customer profileSegments3 records
Ideal customer profiles2 records
W.E. Johnson Equipment technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
W.E. Johnson Equipment partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- BobcatcoreEquipment manufacturer providing forklifts, stand-up riders, stock chasers, warehouse vehicles, burden carriers, and tow tractors. Burwell sells, services, and provides parts for Bobcat equipment across their 19 U.S. locations.
- DoosancoreEquipment manufacturer providing industrial forklifts and material handling equipment. Part of the multi-brand service capability offering sales, maintenance, and parts for Doosan equipment.
- CLARKcoreEquipment manufacturer providing forklifts and industrial vehicles. CLARK products sold and serviced through Burwell's branch network with full parts and support.
- SkyjackcoreAerial lift manufacturer providing boom lifts and scissor lifts. Products available for sale and rental through Burwell locations with service and parts support.
- JLGcoreAerial work platform manufacturer providing boom lifts and scissor lifts. Equipment available for purchase and rental with full aftermarket service and parts.
- Genie (Terex)coreAerial lift and material handling equipment manufacturer. Products distributed through Burwell with comprehensive service and parts support.
- CombiliftcoreSpecialized forklift and material handling equipment manufacturer. Available through Burwell's equipment sales and service network.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
W.E. Johnson Equipment competitors and assessment
Company assessmentBroad incumbents
- KION Group: Global intralogistics provider whose brands (Linde Material Handling, STILL, Dematic) supply forklifts, warehouse equipment, and automation. Competes at the higher end of the same warehouse/material handling value chain, including automation solutions adjacent to Burwell's practice.
- Crown Equipment: Major U.S. material handling equipment manufacturer with a direct service network covering forklifts, warehouse vehicles, and automation. Comparable customer base and end-market exposure; competes with Burwell's service arm on national accounts.
- United Rentals: Largest U.S. equipment rental company with a material handling and aerial division offering forklifts, reach forklifts, and telehandlers. Comparable industrial rental model and customer base, though Burwell's multi-OEM service depth is narrower.
- Jungheinrich: German manufacturer of forklifts, warehouse vehicles, and intralogistics systems with a North American direct-sales and dealer footprint. Overlaps with Burwell's product categories and is increasingly active in warehouse automation.
- Sunbelt Rentals: Major U.S. equipment rental company with aerial, material handling, and industrial vehicle offerings. Comparable industrial rental customer base and multi-location footprint, but broader non-industrial mix dilutes vertical focus relative to Burwell.
- Toyota Material Handling: Largest U.S. forklift manufacturer with an extensive dealer/service network. Comparable end-to-end offering (equipment, service, telematics, automation) but operates from an OEM vantage point with full product economics rather than dealer spreads.
- Hyster-Yale Materials Handling: Global OEM of forklifts and material handling equipment under the Hyster and Yale brands, with a North American dealer network. Comparable product categories (lift trucks, warehouse equipment) and a dealer model that directly parallels Burwell's go-to-market.
Others
- Combilift: Specialized multi-directional forklift and material handling equipment manufacturer that Burwell lists as a partner. Adjacent rather than directly competitive: comparable product line in long-load handling, but positioned upstream as an OEM.
Direct peers
- MH Equipment: Large U.S. material handling equipment dealer operating across multiple states with sales, rentals, service, and parts. Most direct comparable in business model, multi-OEM franchise breadth, and end-to-end industrial customer targeting.
- LiftOne: Multi-state forklift and material handling dealer offering new and used equipment, rentals, planned maintenance, and fleet management. Closely mirrors Burwell's dealer-plus-service-plus-technology mix across an industrial customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
W.E. Johnson Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
W.E. Johnson Equipment leadership team
Management profileNumber of profiles
W.E. Johnson Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
W.E. Johnson Equipment 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 W.E. Johnson Equipment
What does W.E. Johnson Equipment do?
W.E. Johnson Equipment is described as providing equipment, parts, rental units, and services. The detailed source content describes Burwell Material Handling as a material handling equipment dealer and service provider offering new and pre-owned forklifts, aerial lifts, telehandlers, warehouse vehicles, and sweepers/scrubbers, combined with multi-brand maintenance, parts fulfillment, equipment rentals, warehouse automation solutions, structural solutions, and fleet telematics technology.
Is W.E. Johnson Equipment a public or private company?
W.E. Johnson Equipment is a private company. It is classified as unknown and is currently operating.
When was W.E. Johnson Equipment founded?
W.E. Johnson Equipment was founded in 1946. It employs 11 to 50 people.
Where is W.E. Johnson Equipment based?
W.E. Johnson Equipment is headquartered in Doral, United States, in the North America region.
How does W.E. Johnson Equipment make money?
Five revenue lines are on record. Equipment Sales are the primary driver. The others are equipment Rentals, service and Maintenance, fleet Technology Solutions and warehouse Solutions and Automation.
Who are W.E. Johnson Equipment's main competitors?
Broad incumbents on record are KION Group, Crown Equipment, United Rentals, Jungheinrich, Sunbelt Rentals, Toyota Material Handling and Hyster-Yale Materials Handling. Combilift is listed as an others. Direct peers are MH Equipment and LiftOne.
Does W.E. Johnson Equipment have an API?
No public API is recorded for W.E. Johnson Equipment.
What industry is W.E. Johnson Equipment in?
W.E. Johnson Equipment's product category is Material Handling Equipment. Its primary akta.pro industry code is TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks), with a secondary code of TLABAFAH, Site Services & Temporary Infrastructure Rental/Leasing (Portable Toilets, Fencing, Storage Containers). Its SIC code is 5080.