What Prins Maasdijk does

Prins Maasdijk B.V. is a privately held Dutch material handling and internal transport equipment company operating across the Netherlands (Maasdijk headquarters and Tilburg) and the United Kingdom (Lympne, Kent) via its wholly-owned subsidiary Prins Forklifts UK Ltd. The company distributes and services forklifts, electric trucks, pallet trucks, reach trucks, stackers, order pickers, towing tractors, AGV/AMR units, and industrial cleaning machines as an authorized dealer for Toyota, CESAB, and Tennant, alongside its own in-house Prins Machines brand developed specifically for horticulture applications.

The business spans the full equipment lifecycle: new and used equipment sales, short-term rental, an all-inclusive Smart Lease subscription that bundles maintenance, inspections, and replacement equipment, plus repair and certification services with 24/7 coverage. Its own product line includes custom-engineered Prins forklifts and Voorzetapparatuur (custom attachments) targeting greenhouse and nursery operations, complemented by AGV/AMR automation solutions for customers seeking robotic internal transport.

Commercially, Prins runs a sales-led, enterprise field-sales motion with personalized advisory consultations and quotes within 24 hours, supported by a content-marketing presence (prins.nl, prinsforklifts.co.uk, and a Knowledge Bank). The company targets four primary verticals — transport and logistics, industry and manufacturing, horticulture, and wholesale — with documented enterprise reference customers such as Beekenkamp Group. Revenue is generated through a mix of one-time equipment sales, recurring subscription lease income, and professional service fees; pricing is quote-based and not publicly disclosed.

Name

Prins Maasdijk

Legal name

Prins Maasdijk B.V.

Website

https://prinsmaasdijk.nl

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Prins Maasdijk B.V. is a Dutch privately held material handling equipment dealer and service provider operating in the Netherlands and UK. It distributes forklifts, electric trucks, AGV/AMR units, and cleaning machines as a Toyota, CESAB, and Tennant dealer alongside its own Prins Machines brand for horticulture, offering sales, rental, Smart Lease, and maintenance.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Automotive Equipment Rental and Leasing (5321), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Material handling equipment
• Forklift sales service
• Warehouse logistics solutions
• Horticulture material handling
• Automated guided vehicles

Headquarters

HQ city

Maasdijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Equipment Sales - New: Sale of new internal transport equipment including forklifts, electric trucks, pallet trucks, reach trucks, stackers, tractors, and order pickers. Products available from multiple brands (Toyota, CESAB, Prins own brand) and cleaning equipment (Tennant).
2. Equipment Sales - Used: Sale of pre-owned internal transport equipment from their used inventory, providing more affordable options for customers.
3. Smart Lease: All-inclusive leasing subscription model covering equipment lease, maintenance, inspections, and replacement equipment. Provides predictable ongoing revenue with built-in services.
4. Rental Services: Short-term rental solutions for seasonal peaks and temporary projects, providing flexible access to equipment without capital investment.
5. Maintenance and Repair Services: Proactive maintenance services, repair services, and 24/7 maintenance coverage to prevent operational downtime. Includes smart data insights for operational performance monitoring.
6. Inspections and Certifications: Safety and compliance inspections for material handling equipment as a regulated service offering.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Prins Maasdijk sells, leases, rents, and services internal transport and material handling equipment — including forklifts, electric trucks, pallet trucks, reach trucks, stackers, order pickers, towing tractors, AGV/AMR robotics, custom attachments, and industrial cleaning machines — for B2B customers in transport and logistics, manufacturing, horticulture, and wholesale. As an authorized dealer for Toyota, CESAB and Tennant and developer of its own Prins machines brand, the company combines equipment supply with a full lifecycle service stack (Smart Lease, rental, maintenance, repairs, inspections) from three locations in the Netherlands and UK.

Product overview

Prins Maasdijk is a strategic partner for efficient internal transport, offering a comprehensive portfolio of material handling equipment and related services. The product range includes forklifts (Heftrucks), electric forklifts, rough terrain forklifts, pallet trucks (manual and electric), stackers, reach trucks, order pickers, towing tractors, attachments (Voorzetapparatuur), and AGV/AMR robotics. They also supply cleaning equipment including sweeping and scrubbing machines. The company resells multiple brands (Toyota, CESAB, Tennant) alongside their own Prins machines brand. Services include Smart Lease subscriptions, short-term rental, repairs, maintenance, and inspections. Solutions are tailored for sectors including transport and logistics, industry and production, horticulture, and wholesale.

Differentiator

Problem solved

Functional benefit

Brands

• Prins Machines: Own brand of forklifts developed in-house, particularly suitable for horticulture.

Products and services

• Forklifts (Heftrucks) Forklifts for heavy lifting and material transport in warehouses and industrial settings, including electric and rough terrain variants sold under Prins's own brand and dealer brands.
• Electric Forklifts (Heftrucks elektrisch) Electric forklifts offering zero-emission operation for indoor and environmentally conscious applications.
• Rough Terrain Forklifts (Heftrucks Ruwterrein) Rough terrain forklifts designed for outdoor operations and challenging ground conditions such as construction or nurseries.
• Pallet Trucks (Palletwagens) Manual and powered pallet trucks for efficient horizontal transport of palletized loads in warehouses and distribution centers.
• Electric Pallet Trucks (Palletwagens elektrisch) Electric pallet trucks providing powered assistance for heavier pallet transport tasks.
• Reach Trucks (Reachtrucks) Reach trucks designed for narrow aisle operations and high-level racking storage in warehouses.
• Stackers (Stapelaars) Stackers for stacking and unstacking pallets and containers in warehouse environments.
• Order Pickers (Orderpickers) Order picking equipment for efficient picking of items at various heights in warehouse operations.
• Towing Tractors (Trekkers) Towing tractors for efficient transport of multiple carts or heavy loads over longer distances within industrial facilities.
• Aerial Work Platforms (Hoogwerkers) Aerial work platforms for working at height, offered in new and used inventory.
• AGV / AMR (Automated Guided Vehicles and Autonomous Mobile Robots) Automated Guided Vehicles and Autonomous Mobile Robots for robotic automation of internal transport, enabling customers to adopt automated material handling solutions.
• Custom Attachments (Voorzetapparatuur) Custom attachments and accessories for material handling equipment that expand functionality for specific operational and industry requirements.
• Prins Machines (Own-Brand Forklifts) Prins's own brand of forklifts, developed in-house and particularly suitable for horticulture applications, with custom attachments and adaptations.
• Sweeping Machines (Veegmachines) Industrial sweeping machines for floor cleaning and maintenance in warehouses, production facilities, and logistics centers.
• Scrubbing Machines (Schrobmachines) Industrial scrubbing machines for floor scrubbing and cleaning operations in industrial facilities.
• Smart Lease All-inclusive subscription leasing service covering equipment, maintenance, inspections, and replacement equipment, providing predictable monthly costs and no upfront capital investment.
• Equipment Rental (Verhuur) Short-term rental solutions for seasonal peaks and temporary projects, providing flexible equipment access without capital investment.
• Repair Services (Storingen) Repair and breakdown services for internal transport equipment to restore customer operations quickly.
• Maintenance Service (Servicebeurt) Proactive maintenance services including 24/7 service coverage and smart data insights to prevent operational downtime.
• Equipment Inspections (Keuringen) Safety and compliance inspection and certification services for material handling equipment.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• ToyotacoreChannel Partner/ Reseller/ DistributorPrins is an authorized dealer for Toyota material handling equipment, offering Toyota forklifts and internal transport equipment as part of their product portfolio.
• CESABcoreChannel Partner/ Reseller/ DistributorPrins Lympne is an official CESAB dealer, providing CESAB machines to the UK market. CESAB is a material handling equipment brand.
• TennantcoreChannel Partner/ Reseller/ DistributorPrins is an authorized dealer for Tennant cleaning machines, including sweeping machines and scrubbing machines for facility cleaning applications.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• HTS Van den Heuvel (Helmond): Independent Dutch material handling dealer based in Helmond, selling, leasing, and servicing forklifts and warehouse trucks across the southern Netherlands. A regional Dutch counterpart to Prins with similar mid-market focus and OEM dealer structure.
• Briggs Equipment: UK-based independent material handling dealer offering forklifts, short- and long-term rental, lease, and managed fleet services. Direct comparable for Prins Forklifts UK Ltd given similar service-led, multi-OEM dealer model in the British market.

Broad incumbents

• Manitou Group: French-listed material handling equipment manufacturer with a broader portfolio spanning forklifts, telehandlers, and aerial work platforms. Overlaps with Prins in forklift categories but addresses adjacent use cases (construction, agriculture) that Prins does not serve.

Direct peers

• Linde Material Handling (KION Group): Premium German forklift brand under the KION Group, with a Dutch dealer network selling new and used equipment, rental fleets, and service contracts. Overlaps directly with Prins' product portfolio and Smart Lease / maintenance model.
• Hyster-Yale Group: Global forklift OEM (Hyster and Yale brands) with European distribution. Competes with Prins across counterbalance and warehouse trucks, dealer-supported service, and increasingly electrified and automated product lines.
• STILL Nederland: KION-owned German material handling OEM with a Dutch subsidiary offering forklifts, warehouse trucks, and intralogistics solutions including automation. Directly comparable in product breadth, lease/rental offering, and target industries.
• Toyota Material Handling Nederland: Dutch arm of the global forklift market leader, selling and servicing Toyota industrial trucks through its own dealer network. Directly competes with Prins across the same product categories, customer segments, and service offerings, while also being one of Prins' key OEM partners.
• UniCarriers (formerly Atlet): Japanese-owned material handling OEM with deep European roots through the former Atlet brand (headquartered in the Netherlands). Sells forklifts, warehouse equipment, and automation across Benelux, competing directly with Prins' core product range.
• Crown Equipment: US-headquartered material handling OEM with a strong European presence, specializing in electric lift trucks, stackers, and warehouse automation. Overlaps with Prins' electric forklift and stacker categories and targets the same logistics and wholesale customers.
• Jungheinrich Nederland: Subsidiary of the German intralogistics OEM Jungheinrich, offering forklifts, electric trucks, warehouse equipment, and integrated automation (including AGV/AMR). Competes head-to-head with Prins in the Netherlands across new equipment, rental, lease, and service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PrinsMaasdijk
• LinkedInlinkedin.com/company/prins-maasdijk-b-v-

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Prins Maasdijk