LIFT UP

What LIFT UP does

LIFT UP, s.r.o. is a Brno-based, Czech Republic-registered private limited company (s.r.o.) that distributes and rents warehouse material handling equipment and forklift attachments. Founded on November 1, 2014, it was set up as a wholly-owned subsidiary of KAROSERIA a.s. within the PROSPERITA holding concern, with commercial activities operationalized from the MATE, a.s. facility in Brno. The company's portfolio spans PRAMAC/LIFTER electric and combustion forklifts, pallet trucks and stackers; MATE, A.T.I.B., C/M and DEMAC attachment devices (including hydraulic and mechanical attachments and cable/hose winding drums with approximately 200 basic DEMAC types plus customization); and BS Rollen wheels and rollers. Service activities were discontinued in the first half of 2016 and the Toyota Material Handling CZ dealer agreement ended in 2016; ISO 9001:2008 certification was held from September 2015 to April 2016.

The business model is sales-led and direct: one-time equipment sales dominated, supplemented by rental (short-term and long-term), spare parts, and operator training delivered in cooperation with MERIN Brno. Pricing is quote-based and not publicly disclosed. The company serves industrial and manufacturing firms, logistics and warehousing operators, and construction/agricultural enterprises in the Czech Republic and Slovakia, with Slovak sales routed through MATE Slovakia and, after January 2018, PULCO, a.s. From January 1, 2020, the substantive business activities — attachment devices, accessories, and warehouse handling equipment — were transferred to sister entity PULCO, a.s. within the PROSPERITA concern, leaving LIFT UP, s.r.o. as a residual entity whose website continues to serve as a product catalog. Effective headcount is 1-10 employees.

Name

LIFT UP

Legal name

LIFT UP, s.r.o.

Website

https://liftup-brno.cz

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

LIFT UP, s.r.o. is a Czech-based distributor of warehouse handling equipment and forklift attachments, serving industrial, logistics, and construction customers in the Czech Republic and Slovakia as a subsidiary of KAROSERIA a.s. within the PROSPERITA holding.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Material Handling Equipment Manufacturing (33392)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

akta.pro secondary industry

Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ)

Keywords

• Warehouse handling equipment
• Material handling equipment
• Forklift attachments
• Pallet trucks and stackers
• Industrial equipment distribution

Headquarters

HQ city

Brno

HQ country

Czechia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Equipment Sales: Sales of manipulation equipment including forklifts, pallet trucks, and warehouse equipment from PRAMAC/LIFTER brand, as well as attachment devices from MATE, A.T.I.B., C/M, and DEMAC brands
2. Attachment Devices Sales: Sales of mechanical and hydraulic attachment devices for forklift trucks including standard and custom/atypical configurations
3. Service and Repair: Service activities for manipulation equipment (service activities were wound down in first half of 2016, now provided indirectly)
4. Rental Services: Rental of manipulation equipment and attachment devices including short-term and long-term rentals
5. Training Services: Training of motorized manipulation equipment operators in cooperation with MERIN Brno, including certification services
6. Spare Parts and Accessories: Sales of spare parts, wheels, rollers, batteries, tires, and other accessories for material handling equipment

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

LIFT UP, s.r.o. distributes and sells warehouse handling equipment and forklift attachment devices in the Czech Republic and Slovakia. The portfolio includes electric and combustion forklifts, pallet trucks, and stackers from PRAMAC/LIFTER (and historically Toyota-BT), mechanical and hydraulic attachment devices from MATE, A.T.I.B., and C/M, cable and hose winding drums from DEMAC, and wheels and rollers from BS Rollen. The company also offers equipment rental, spare parts, and certified operator training in cooperation with MERIN Brno.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota-BT Forklifts and Warehouse Equipment Four-wheel combustion and electric counterbalance forklifts (Toyota Tonero, Toyota 8FGCU, Traigo 24/48/80/HT series), electric stackers (BT Staxio W/P/S/R series), electric pallet trucks (BT Levio W/P/S/R series), and manual pallet trucks (BT Lifter L/H series) for industrial and warehouse operations.
• PRAMAC/LIFTER Material Handling Equipment Low-lift pallet trucks, manual and electric low-lift trucks, and high-lift manually operated trucks from Italian manufacturer PRAMAC/LIFTER, including innovative electric pallet trucks with exchangeable LI-ION batteries, for warehouse and industrial material handling.
• Forklift Attachment Devices (MATE, A.T.I.B., C/M) Standard and custom/atypical mechanical and hydraulic attachment devices for forklift trucks, telescopic manipulators, and other machinery, including load carriers, lifting devices, drums, and crane arms from MATE, A.T.I.B., and C/M brands, for industrial and warehouse applications.
• DEMAC Cable and Hose Winding Drums Complete range of cable and hose winding drums from Italian manufacturer DEMAC Srl (Magenta, Milano), approximately 200 basic types with customization options, for industrial hydraulic and cable management applications.
• BS Rollen Wheels and Rollers Wheels and rollers for material handling equipment from German manufacturer BS Rollen GmbH (Remscheid), offering over 10,000 stock items and more than 12,000 products delivered to retailers across Europe.
• Used A.T.I.B. Attachment Devices - Rental and Renovation Renovation, sale, and rental services for used A.T.I.B. attachment devices, providing cost-effective access to refurbished forklift attachments for industrial customers in Czech Republic and Slovakia.
• Spare Parts and Accessories Spare parts, wheels, rollers, batteries, tires, and other accessories for material handling equipment, available from the company's stocked warehouse at the MATE facility in Brno for immediate delivery of standard items.
• Certified Operator Training Services Training of motorized manipulation equipment operators in cooperation with MERIN Brno, including certifications (ZK301 ACO-3073 and 24M/2002 CO-3088), practical training on various forklift brands (Jungheinrich, Linde, Toyota-BT, Still, CAT, Desta, Balcancar), and consulting services for industrial customers.

Quantifiable outcome

• Standard product range available for immediate delivery
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• KAROSERIA a.s.coreStrategic or Co-development Partner · 25 November 2014Parent company and sole partner of LIFT UP, s.r.o. since November 25, 2014. KAROSERIA a.s. transferred material handling business activities to LIFT UP and remains the owner within the PROSPERITA holding concern.
• PULCO, a.s.coreStrategic or Co-development PartnerAs of January 1, 2020, all business activities including attachment devices, accessories, and warehouse material handling equipment are handled through PULCO, a.s. PULCO is also the manufacturer of MATE brand attachment devices and operates two powder coating facilities and a sheet metal press shop.
• MATE, a.s.coreTechnology or IntegrationManufacturer of attachment devices. LIFT UP operates from MATE facility in Brno. MATE is the original manufacturer whose business activities were transferred to KAROSERIA a.s. in 2010.
• A.T.I.B. SrlmajorChannel Partner/ Reseller/ DistributorItalian manufacturer of attachment devices for forklift trucks. LIFT UP distributes A.T.I.B. products in Czech Republic and Slovakia. A.T.I.B. established a sister company for renovation of used attachment devices in 2017.
• PRAMAC/LIFTERmajorChannel Partner/ Reseller/ DistributorItalian manufacturer of material handling equipment including electric and combustion forklifts, pallet trucks, and stackers. LIFT UP offers PRAMAC/LIFTER products including innovative electric pallet trucks with exchangeable LI-ION batteries.
• DEMAC SrlmajorChannel Partner/ Reseller/ DistributorItalian manufacturer (Magenta, Milano) of cable and hose winding drums with over 20 years of experience. Produces approximately 200 basic types with customization options for industrial applications.
• BS Rollen GmbHmajorChannel Partner/ Reseller/ DistributorGerman manufacturer of wheels and rollers established in 1991 in Remscheid. Offers over 10,000 stock items and more than 12,000 products delivered to retailers across Europe. ISO 9001:2000 certified.
• MERIN Brno s.r.o.majorImplementation/ SI/ Consulting PartnerTraining center cooperating with LIFT UP for operator training of motorized manipulation equipment. Provides certifications (ZK301 ACO-3073 and 24M/2002 CO-3088), practical training on various forklift brands (Jungheinrich, Linde, Toyota-BT, Still, CAT, Desta, Balcancar), and consulting services.
• PROSPERITA holdingcoreStrategic or Co-development PartnerHolding company controlling LIFT UP through KAROSERIA a.s. The PROSPERITA concern includes multiple companies in the material handling and manufacturing sectors.
• MATE Slovakia, spol. s r.o.minorChannel Partner/ Reseller/ DistributorSlovak subsidiary handling sales to Slovak customers. Activities were taken over by MATE Slovakia from Brno location since January 2018.
• Toyota Material Handling CZminorChannel Partner/ Reseller/ DistributorDealer agreement held from 2014 to first half of 2016. Historical partnership for Toyota forklift distribution in Czech Republic.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Manitou Group: French OEM of telehandlers, rough-terrain forklifts, and material handling equipment. Broader portfolio than LIFT UP but overlaps in industrial lift trucks and warehouse handling attachments distributed through European dealer networks.
• Hyster-Yale Materials Handling: Global lift truck OEM (Hyster, Yale, Nuvera) with full-line warehouse and counterbalance equipment distributed across CEE. Operates as a broader incumbent versus LIFT UP's specialist distribution model.

Direct peers

• Toyota Material Handling: Global forklift OEM and LIFT UP's former OEM partner (2014-2016). Operates direct dealer networks across Czech Republic and Slovakia with similar product range (electric/IC forklifts, pallet trucks, stackers) — the same category LIFT UP distributes.
• Bolzoni Group: Italian manufacturer of forklift attachments (forks, clamps, rotators) — directly comparable to the MATE and A.T.I.B. attachment portfolios LIFT UP distributes, and a potential direct competitor for attachment supply in CEE.
• Cascade Corporation: Global specialist in forklift attachments (paper clamps, carton clamps, push-pulls). Comparable to LIFT UP's attachment device business through its A.T.I.B. and MATE partnerships; competes for the same industrial customer accounts.
• Crown Equipment Corporation: US-based forklift and warehouse equipment manufacturer with established dealer network across Europe. Competes with LIFT UP on electric forklifts, pallet trucks, and stackers in industrial and logistics segments.
• Jungheinrich: German intralogistics specialist with direct sales and dealer network in Czech Republic and Slovakia. Overlaps with LIFT UP on forklifts, pallet trucks, stackers, and warehouse handling equipment.
• STILL: KION Group-owned forklift brand with full direct distribution in Czech Republic. Competes head-to-head with LIFT UP in electric/IC counterbalance forklifts, pallet trucks, and warehouse equipment across CZ/SK.
• Linde Material Handling: KION Group premium forklift brand operating in CZ/SK with full dealer coverage. Directly competes with LIFT UP's PRAMAC/LIFTER offering on electric and IC forklift segments and warehouse trucks.

Emerging players

• Hangcha Group: Chinese forklift manufacturer rapidly expanding across European markets including CZ/SK with cost-competitive IC and electric forklifts and warehouse equipment. Emerging competitive threat to traditional European distributors like LIFT UP.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 LIFT UP