Norlift of Oregon

What Norlift of Oregon does

Norlift of Oregon is a Portland-based material handling solutions provider founded in 1985, operating as part of the broader Equipment Depot nationwide factory-owned network. The company supplies forklifts, aerial lifts (scissor lifts and boom lifts), telehandlers, warehouse equipment, and pallet racking, alongside complementary warehouse automation systems including AGVs, AS/RS, and collaborative robotics delivered under the EQSOLUTIONS sub-brand. As an authorized dealer for Cat lift trucks, Mitsubishi forklift trucks, and Jungheinrich, Norlift serves industrial, distribution, manufacturing, port, agricultural, and healthcare customers across the Pacific Northwest region.

The business generates revenue through six primary streams: new and used equipment sales, short- and long-term equipment rentals, recurring maintenance and repair services, OEM and aftermarket parts, warehouse design and installation professional services, and a National Accounts program for multi-facility enterprises. The go-to-market is sales-led, combining field sales for enterprise customers with e-commerce channels for parts and used equipment. Service capabilities are supported by access to 850+ certified technicians nationwide, with a 4-hour emergency response guarantee and on-time delivery commitment for rentals.

In 2019, Equipment Depot — Norlift's parent network — was acquired by Mitsubishi Logisnext Americas Inc., the holding company for Mitsubishi Caterpillar Forklift America, providing access to global resources, innovation, and financial strength. Norlift of Oregon maintains operational identity as a regional branch while leveraging the parent group's brand portfolio, dealership relationships, technician workforce, and financing programs (EQFINANCE).

Name

Norlift of Oregon

Legal name

Equipment Depot, Inc.

Website

https://norliftor.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Norlift of Oregon, founded in 1985 in Portland, is a regional material handling solutions provider operating within the Equipment Depot network. It sells, rents, services forklifts, aerial lifts, and warehouse automation equipment for industrial, distribution, and enterprise customers.

Ownership category

akta.pro rank

Product category

Material Handling Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Other Commercial and Industrial Machinery and Equipment Rental and Leasing (532490)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Construction, Mining & Materials Handling Machinery & Equip (3530), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

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

akta.pro secondary industries

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Lifting Attachments & Material Handling Accessories (Fork Attachments, Slings, Rigging) (IMAHABAJ), Trailer Suspension, Axles & Alignment Services (TLAKACAB)

Keywords

• Material handling equipment
• Forklift sales service
• Warehouse automation solutions
• Forklift rental services
• Warehouse design planning

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Sale of new and used forklifts, aerial lifts, telehandlers, and material handling equipment. Authorized dealer for Cat lift trucks, Mitsubishi forklift trucks, and Jungheinrich.
2. Equipment Rentals: Short-term and long-term rental of forklifts, boom lifts, scissor lifts, and telehandlers with on-time delivery guarantee.
3. Service & Maintenance: Emergency repairs, planned maintenance programs, and total maintenance & repair services for mixed-brand equipment fleets. 850+ certified technicians available nationwide.
4. Parts Sales: OEM and aftermarket parts sales with same-day and next-day shipping capabilities. Parts guaranteed for 6 months.
5. Warehouse Solutions: Pallet racking, conveyor systems, warehouse automation, design & planning, and installation services.
6. National Accounts Program: Preferred pricing on equipment purchases and fleet management across multiple facilities for customers with multiple locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Norlift of Oregon sells, rents, and services material handling equipment including forklifts, aerial lifts, telehandlers, and warehouse systems. The company delivers emergency repair, planned maintenance, parts, training, and safety services, and provides warehouse design, automation, and installation through its EQSOLUTIONS division. Operations are supported by 850+ certified technicians and authorized dealership relationships with Cat, Mitsubishi, and Jungheinrich.

Product overview

Equipment Depot operates as a full-service material handling and equipment solutions provider offering a comprehensive portfolio across rentals, sales, and services. The core offering includes forklift rentals (standard, heavy duty, electric), aerial equipment (scissor lifts, boom lifts), telehandlers, and used equipment sales. As an authorized dealer for Cat lift trucks, Mitsubishi forklift trucks, and Jungheinrich, the company provides new equipment sales alongside used equipment. The warehouse solutions division (EQSOLUTIONS) delivers automation technologies including AGVs, semi-automated systems, and AS/RS systems, complemented by warehouse design services, pallet racking, and conveyor systems. Service capabilities encompass 850+ certified technicians for maintenance and repairs, parts supply, safety training, batteries and chargers, and fleet management. The company also offers national accounts programs for multi-facility customers and financing solutions through the EQFINANCE brand. In 2019, Equipment Depot was acquired by Mitsubishi Logisnext Americas Inc., expanding its resources and global reach while maintaining local service presence.

Differentiator

Problem solved

Functional benefit

Brands

• EQSOLUTIONS: Warehouse solutions division offering warehouse design, automation, and storage systems.
• PERFORMANCE. GUARANTEED.
• EQFINANCE
• EQONE
• FLEETEQ
• RENTALEQ
• SERVICEEQ
• PARTSEQ

Products and services

• Forklift Rentals Short-term and long-term forklift rental solutions with flexible terms and guaranteed on-time delivery, available across the United States.
• Heavy Duty Forklift Rentals High-capacity forklift rental options for demanding industrial applications, distributed through the direct rental channel.
• Scissor Lift Rentals Aerial work platform rentals for elevated access in construction and warehouse operations.
• Boom Lift Rentals Articulating and telescopic boom lift rentals for extended reach applications.
• Telehandler Rentals Telescopic handler rentals combining lifting, reaching, and loading capabilities.
• New Equipment Sales Sale of new forklifts, aerial lifts, and material handling equipment as an authorized dealer for Cat lift trucks, Mitsubishi forklift trucks, and Jungheinrich.
• Used Equipment Sales Affordable pre-owned forklifts, boom lifts, scissor lifts, and telehandlers with quality assurance, sold online and through direct channels.
• Forklift Service Emergency repairs and planned maintenance for forklifts across all major brands, delivered by 850+ certified technicians with 4-hour emergency response 24/7/365.
• Planned Maintenance Preventive maintenance programs designed to minimize equipment downtime and costly breakdowns for material handling fleets.
• Total Maintenance and Repair Comprehensive maintenance and repair services for mixed-brand equipment fleets delivered by certified technicians.
• Parts OEM and aftermarket parts supplied with same-day and next-day shipping to maximize equipment uptime.
• Pallet Racking Storage racking systems with expert warehouse racking design and installation services to maximize storage space.
• Conveyor Systems and Sortation Material handling conveyor and sortation systems for warehouse automation and product flow.
• Warehouse Automation Comprehensive warehouse automation solutions including Automated Mobile Robots, conveyors, Automated Storage and Retrieval Systems (AS/RS), and collaborative robots, implemented by expert automation engineers.
• Automated Guided Vehicles (AGVs) Driverless material handling vehicles for automated warehouse operations.
• Automated Storage and Retrieval Systems (AS/RS) High-density automated storage and retrieval systems for warehouse operations.
• Warehouse Design and Planning Expert consultation for warehouse layout design, space optimization, and operational planning, delivered through the EQSOLUTIONS brand.
• Training Equipment operation and safety training services for material handling personnel.
• Safety Services Safety assessment and compliance services for material handling equipment.
• Batteries and Chargers Batteries and charging solutions for electric forklifts and other powered material handling equipment.
• Fleet Management (FLEETEQ) Comprehensive fleet management across multiple facilities for customers operating at multiple locations, delivered through the FLEETEQ service.
• National Accounts (EQONE) Preferred pricing and unified service program for multi-facility customers, offering a single point of contact and centralized fleet management.
• Financing (EQFINANCE) Equipment financing solutions for material handling equipment purchases and fleet acquisition, delivered through the EQFINANCE brand.

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Cat Lift TruckscoreChannel Partner/ Reseller/ DistributorEquipment Depot is an authorized dealer for Cat lift trucks, offering sales, service, and parts for Cat brand forklifts and material handling equipment.
• Mitsubishi Forklift TruckscoreChannel Partner/ Reseller/ DistributorEquipment Depot is an authorized dealer for Mitsubishi forklift trucks, providing sales, service, and parts support for Mitsubishi brand equipment.
• JungheinrichcoreChannel Partner/ Reseller/ DistributorEquipment Depot is an authorized dealer for Jungheinrich material handling equipment, offering comprehensive sales and service capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Mitsubishi Logisnext Americas: Parent organization for Norlift's affiliated dealer Equipment Depot and Mitsubishi Caterpillar Forklift America. Sells and services forklifts and material handling systems through factory-owned operations, directly comparable in product mix and channel model.
• KION North America: North American arm of KION Group, operating Linde and STILL material handling brands with dealer sales, rental, and service coverage. Competes on forklifts, warehouse equipment, and automation solutions overlapping Norlift's portfolio.
• Crown Equipment Corporation: Privately held major forklift and material handling equipment manufacturer with a direct dealer/service network across the U.S. Competes on forklifts, warehouse equipment, and operator-assist technologies overlapping Norlift's core product set.
• Hyster-Yale Materials Handling: Publicly traded global lift truck OEM (Hyster, Yale, Nuvera brands) with dealer-driven sales, rental, and service across the U.S. A broad incumbent peer whose dealer economics and equipment mix closely mirror Norlift's value proposition.
• Toyota Material Handling Systems: U.S. division of Toyota Industries, one of the largest global forklift manufacturers with an extensive dealer network selling, renting, and servicing Toyota and Raymond branded equipment. Broad incumbent offering the same core forklift/aerial portfolio as Norlift.
• Jungheinrich: German intralogistics OEM and one of Norlift's authorized brand partners, selling forklifts, pallet trucks, racking, and automated systems globally with direct and dealer distribution in the U.S. Comparable product portfolio and warehouse solutions footprint.

Regional players

• Bigge Crane and Rigging: U.S.-based crane, rigging, and heavy lift equipment dealer/rental provider focused on construction and industrial applications. Comparable dealer model in heavy equipment sales, rental, and service with a different geographic concentration than Norlift.

Direct peers

• Raymond Handling Concepts: Independent material handling dealer and authorized Raymond/Toyota distributor providing forklifts, warehouse solutions, and service across the U.S. Closely comparable full-service dealer offering with similar mix of sales, rentals, service, and warehouse solutions.
• Equipment Depot: Factory-owned nationwide material handling dealer under Mitsubishi Logisnext Americas selling, renting, and servicing forklifts, aerial equipment, and warehouse automation. Direct peer to Norlift given overlapping product lines, authorized OEM relationships, and full-service dealer model.

Emerging players

• Doosan Industrial Vehicle: Material handling equipment manufacturer offering forklifts and warehouse vehicles via dealer and direct channels in North America. Comparable product breadth in forklifts but smaller U.S. service footprint than top-tier peers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/EQDepotTX
• Facebookfacebook.com/NorliftofOregon
• LinkedInlinkedin.com/company/norlift-of-oregon-inc-
• Instagraminstagram.com/eqdepot

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 Norlift of Oregon