Pichler

Name

Pichler

Legal name

Pichler Veicoli Industriali

Website

https://pichler.bz

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Industrial Equipment Distribution

NAICS

Commercial and Service Industry Machinery Manufacturing (33331), Industrial Machinery Manufacturing (33324)

SIC

General Industrial Machinery & Equipment (3560), General Industrial Machinery & Equipment, Nec (3569)

akta.pro primary industry

Aerial Access & Lift Equipment MRO (Boom/Scissor Lifts, Telehandlers) (TLAKAHAD)

akta.pro secondary industry

Industrial Cleaning & Environmental Equipment Rental/Leasing (Vacuum Trucks, Dust Control, Dehumidifiers) (TLABAFAK)

Keywords

• Aerial work platforms
• Storage silos distribution
• Winter service equipment
• Industrial vehicle distribution
• Commercial equipment reselling

Headquarters

HQ city

Bolzano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Industrial Equipment Distribution: Pichler generates revenue through the resale of aerial platforms (Bronto Skylift) and storage silos (Holten) in the Italian market, acting as an authorized distributor and partner.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Pichler Veicoli Industriali is an Italian industrial equipment distributor headquartered in Bolzano. The company operates as the authorized Italian channel partner for Bronto Skylift aerial work platforms and Holten storage silos, providing sales and tailored consultation services to commercial and municipal customers in Italy.

Product overview

Pichler Veicoli Industriali operates as a product distributor and service partner in Italy, offering two distinct product lines: aerial platforms under the Bronto Skylift brand and material storage silos under the Holten brand for winter service applications. The company serves as the authorized Italian partner for both brands, providing sales and consultation services for these industrial equipment solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Pichler: The primary brand name used for the company, representing industrial vehicles and equipment distribution in Italy.

Products and services

• Piattaforme aeree Bronto Skylift
• Stoccaggio sale e ghiaia Holten Industrial storage silos for winter service materials including salt and gravel, distributed in Italy under the Holten brand. Used by municipalities and contractors for de-icing and road maintenance operations.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Bronto SkyliftcoreChannel Partner/ Reseller/ DistributorBronto Skylift is a leading manufacturer of aerial work platforms. Pichler serves as their trusted partner in Italy, distributing and selling Bronto Skylift aerial platforms to Italian customers. The partnership is featured prominently on Pichler's website as a core product line.
• HoltencoreChannel Partner/ Reseller/ DistributorHolten manufactures storage silos for salt and gravel. Pichler is their partner in Italy, distributing and selling Holten storage silos for winter service operations. This partnership is a key pillar of Pichler's winter service solutions offering.

Recent moves3 records

Direct peers

• Platform Basket S.r.l. Italian aerial platform manufacturer offering spider and tracked lifts; competes with the aerial platforms Pichler distributes through Bronto Skylift for the same Italian end customers.
• Riwal: European aerial work platform rental and distribution specialist operating a model similar to Pichler's distributor role for premium brands across multiple countries.
• CTE S.p.A. Italian manufacturer of truck-mounted aerial work platforms serving the same construction, maintenance, and inspection customers Pichler targets with Bronto Skylift, making it a direct in-market competitor.
• Socage S.r.l. Italian aerial work platform manufacturer with a broad truck-mounted and spider lift range; directly competes with Pichler's Bronto Skylift distribution in the Italian market.
• Palazzani Industrie S.p.A. Italian specialist in aerial work platforms, particularly spider and tracked lifts, addressing the same customer use cases as Pichler's Bronto Skylift offering.

Broad incumbents

• Niftylift: UK-based manufacturer of mobile elevating work platforms; an alternative aerial platform brand that Italian customers could source instead of through Pichler's Bronto Skylift distribution.
• Genie (Terex Corporation): Global manufacturer of aerial work platforms, boom lifts, and telehandlers; an established incumbent competing with the brands Pichler distributes in Italy.
• Haulotte: Major French global manufacturer of aerial work platforms; overlaps with Pichler's aerial platform business as a competing brand that Italian customers could buy directly instead of through Pichler.
• JLG Industries: Large global manufacturer of aerial work platforms and telehandlers; competes broadly with Bronto Skylift and is an alternative Italian customers may procure directly.
• Manitou Group: French global manufacturer of aerial work platforms and material handling equipment; competes with Pichler's aerial platform offering and adjacent categories in the Italian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Pichler