Easyroll Materials Handling
EHI Australia Pty Ltd, operating as EHI.com.au and the Easyroll sub-brand, is an Australian industrial trade supplier selling materials handling equipment, castors, wheels, storage, and PPE through direct e-commerce, trade accounts, and Bunnings and Blackwoods distribution, backed by the global Colson Group.
- Company typePrivate
- Founded1975
- HeadquartersPerth, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Easyroll Materials Handling does
EHI Australia Pty Ltd, trading as EHI.com.au / EHI Australia and operating the Easyroll Materials Handling sub-brand, is an Australian industrial trade supplier and distributor headquartered in Wangara, Perth, with additional support centres in Melbourne (Cranbourne West) and Sydney (Erskine Park). Founded in 1975 and operating under a 100% Australian-owned banner with backing from the global Colson Group, the company sells castors, wheels, materials handling equipment (hydraulic scissor lift tables, platform stackers, pallet trucks, trolleys, dollies, drum carriers, sack trolleys), storage solutions, PPE, and adjacent industrial categories including abrasives, brushes, shim, key steel, and work platform steps.
The core technology is physical industrial equipment rather than software: the Easyroll line spans manual and hydraulic lifting devices with load capacities from 150 kg (dollies, sack trolleys) through 400 kg (platform stackers) up to 2,500 kg (pallet trucks), plus a comprehensive castor and wheel catalog (furniture, medical, industrial, stainless steel, heavy duty, super heavy duty, high temperature, pneumatic) often specified under Colson Group supply. The website runs on Shopify with account-based login gating trade pricing, indicating a basic but functional D2C commerce stack with no public APIs, SDKs, or developer integrations.
Revenue mechanics combine (a) direct unit-priced e-commerce sales through EHI.com.au with free shipping over $500 AUD, (b) trade accounts with dedicated support teams targeting mid-market B2B customers, and (c) wholesale distribution through Bunnings (SMB/consumer hardware) and Blackwoods (enterprise industrial supply). Customer segments are broad-based industrial and trade buyers: warehouses, manufacturing facilities, logistics operators, and trade professionals across Australia, with a horizontal segmentation approach. Headcount of 11-50 employees, no disclosed revenue, no funding rounds, and ownership by the Colson Group (a diversified industrial conglomerate) structure this as a stable SME-scale distribution and own-brand industrial supply business.
Easyroll Materials Handling firmographics
Firmographics- Name
- Easyroll Materials Handling
- Legal name
- EHI Australia Pty Ltd
- Website
- https://easyrollmh.com.au
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- EHI Australia Pty Ltd, operating as EHI.com.au and the Easyroll sub-brand, is an Australian industrial trade supplier selling materials handling equipment, castors, wheels, storage, and PPE through direct e-commerce, trade accounts, and Bunnings and Blackwoods distribution, backed by the global Colson Group.
- Ownership category
- akta.pro rank
Easyroll Materials Handling industry classification
Industry- Product category
- Industrial Materials Handling Equipment
- NAICS
- Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Material Handling Equipment Manufacturing (33392), Transportation Equipment and Supplies (except Motor Vehicle) Merchant Wholesalers (42386)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537), Misc Industrial & Commercial Machinery & Equipment (3590), Wholesale-Misc Durable Goods (5090)
- akta.pro primary industry
- Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)
- akta.pro secondary industry
- Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers) (IMAHABAI)
Keywords
Where Easyroll Materials Handling is headquartered
LocationHeadquarters
- HQ city
- Perth
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Easyroll Materials Handling business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Product Sales: Sale of materials handling equipment, castors, wheels, storage solutions, PPE, and industrial supplies through e-commerce and trade accounts. Products include proprietary Easyroll branded equipment as well as distributed brands such as Colson castors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with trade account options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Easyroll Materials Handling product offering
Product offeringCore offering
Easyroll Materials Handling (legal entity EHI Australia Pty Ltd) is an Australian trade supplier of materials handling equipment, including its proprietary Easyroll branded castors, wheels, conveyor rollers, hydraulic lifting equipment, platform trolleys, sack trolleys, pallet trucks, drum carriers, hand trucks and dollies. The company also distributes complementary industrial categories such as personal protective equipment (PPE), storage solutions and workshop equipment to Australian industrial, warehousing, logistics and trade customers.
Differentiator
Problem solved
Functional benefit
Brands
- Easyroll: Materials handling equipment brand including hydraulic scissor lift tables, platform stackers, dollies, pallet trucks, sack trolleys, and drum carriers. Easyroll products are sold through EHI Australia's distribution network.
Products and services
- Easyroll Castors A proprietary Easyroll-branded collection of castors for industrial and trade customers. Castors are wheel-mounted fittings used on trolleys, cages, racks and mobile equipment to enable movement.
- Conveyor Rollers Cylindrical rollers used to build or maintain conveyor systems for moving goods in warehouses, distribution centres and production lines.
- Hydraulic Lifting Equipment Easyroll-branded hydraulic lifting devices used in warehouses and industrial sites to raise and position loads.
- Platform Trolleys Flat-bed wheeled trolleys (Easyroll-branded) used to transport boxes, cartons and bulky items across warehouses, retail backrooms and industrial facilities.
- Sack Trolleys Two-wheeled Easyroll-branded hand trucks designed for moving sacked goods, boxes and heavy parcels in warehouses, retail and delivery environments.
- Pallet Trucks Easyroll-branded manual pallet trucks used to lift and move palletised loads in warehouses, distribution centres and loading docks.
- Drum Carriers Equipment designed to grip, lift and transport cylindrical drums safely in industrial and chemical handling environments.
- Hand Trucks and Dollies Utility hand trucks and dollies for moving appliances, crates and miscellaneous loads in trade, retail and commercial settings.
- Personal Protective Equipment (PPE) Personal protective equipment supplied to industrial and trade customers for use alongside materials handling operations.
- Storage Solutions and Workshop Equipment Storage products and workshop equipment distributed to industrial and trade customers to complement materials handling requirements.
Companies that use Easyroll Materials Handling
Customer profileSegments2 records
Ideal customer profiles1 record
Easyroll Materials Handling technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Easyroll Materials Handling partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Colson GroupflagshipEHI Australia has been backed since 1975 by the global scale of the Colson Group, providing deep stock inventory and international supply chain capabilities. Colson is a leading manufacturer of castors and wheels distributed through EHI's Australian operations.
- BunningscoreMajor Australian hardware retailer distribution partnership. EHI products are available through Bunnings stores across Australia.
- BlackwoodscoreIndustrial supply distributor partnership. Blackwoods distributes EHI's PPE, safety equipment, and industrial supplies to businesses across Australia.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Easyroll Materials Handling competitors and assessment
Company assessmentRegional players
- Total Tools: Australian trade-focused tool and hardware retailer. Overlaps with Easyroll on workshop equipment, hand trucks, and tool storage categories across a similar trade and SMB customer base.
Direct peers
- Adaptalift Group: Australian materials handling equipment supplier covering forklifts, pallet trucks, and warehouse equipment. Competes directly with Easyroll on pallet trucks, stackers, and manual handling solutions.
- Cromwell Group: Major Australian industrial tools, MRO, and materials handling distributor serving mining, manufacturing, and government. Closest comparable in product breadth, B2B distribution model, and Australian industrial customer base.
- Bullivants: Australian specialist distributor of lifting, rigging, and materials handling equipment. Direct overlap with Easyroll's scissor lift tables, pallet trucks, drum handling, and hoisting product categories.
Broad incumbents
- Kennards Hire: Australia's largest equipment hire company with a materials handling and access equipment category. Overlaps with Easyroll on trolleys, lift tables, and pallet handling, but operates a rental rather than sales model.
- Blackwoods: Australia's largest industrial distributor (part of Wesfarmers Industrial & Safety) and a current Easyroll distribution partner. Overlaps directly on PPE, storage, and industrial supplies distribution to enterprise customers.
- Bunnings Warehouse: Australia's largest hardware retailer and a current distribution partner of Easyroll. Sells overlapping DIY-grade materials handling, castors, and workshop equipment directly to consumers and trades.
- Stanley Black & Decker: Global tools and industrial equipment manufacturer with strong Australian presence. Competes broadly in workshop equipment, hand tools, and storage, and sets pricing benchmarks that constrain Easyroll's proprietary product pricing power.
Others
- Colson Group (castor product line): Global castor and wheel manufacturer and Easyroll's parent company. Included as a peer because the Easyroll branded and Colson distributed ranges share product DNA, sourcing, and go-to-market overlap in the castor/wheel category.
Emerging players
- Raptor Supplies: Online-first industrial MRO and materials handling supplier with growing APAC reach. Represents the digital-native competitive threat to Easyroll's e-commerce and trade account channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Easyroll Materials Handling social profiles
Digital presenceEasyroll Materials Handling financial estimates
Financial estimateRevenue estimate
Valuation estimate
Easyroll Materials Handling leadership team
Management profileNumber of profiles
Easyroll Materials Handling funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Easyroll Materials Handling 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 Easyroll Materials Handling
What does Easyroll Materials Handling do?
Easyroll Materials Handling (legal entity EHI Australia Pty Ltd) is an Australian trade supplier of materials handling equipment, including its proprietary Easyroll branded castors, wheels, conveyor rollers, hydraulic lifting equipment, platform trolleys, sack trolleys, pallet trucks, drum carriers, hand trucks and dollies. The company also distributes complementary industrial categories such as personal protective equipment (PPE), storage solutions and workshop equipment to Australian industrial, warehousing, logistics and trade customers.
Is Easyroll Materials Handling a public or private company?
Easyroll Materials Handling is a private company. It is classified as corporate owned and is currently operating.
When was Easyroll Materials Handling founded?
Easyroll Materials Handling was founded in 1975. It employs 11 to 50 people.
Where is Easyroll Materials Handling based?
Easyroll Materials Handling is headquartered in Perth, Australia, in the Oceania region.
How does Easyroll Materials Handling make money?
One revenue line is on record: product Sales.
Who are Easyroll Materials Handling's main competitors?
Total Tools is listed as a regional player. Direct peers are Adaptalift Group, Cromwell Group and Bullivants. Broad incumbents are Kennards Hire, Blackwoods, Bunnings Warehouse and Stanley Black & Decker. Colson Group (castor product line) is listed as an others. Raptor Supplies is listed as an emerging player.
Does Easyroll Materials Handling have an API?
No public API is recorded for Easyroll Materials Handling.
What industry is Easyroll Materials Handling in?
Easyroll Materials Handling's product category is Industrial Materials Handling Equipment. Its primary akta.pro industry code is IMAHABAJ, Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging), with a secondary code of IMAHABAI, Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers). Its NAICS code is 333924 and its SIC code is 3537.