Brooks Stairlifts

What Brooks Stairlifts does

Brooks Stairlifts is a UK-based private manufacturer of residential stairlifts, founded in 1972 by Frederick Brooks, an engineer for Daimler who designed the first stairlift for his wife Grace, who suffered from rheumatoid arthritis. The company was formally incorporated in 1973 in Camberley, Surrey, as "The Fred Brooks Stairlift Company," and relocated to Steeton, West Yorkshire in 2001, where it now operates as part of the AMSL Group of stairlift companies. Brooks' core product is the Lincoln Straight Stairlift, a battery-powered (24v DC) mobility device using a rack-and-pinion drive with an aluminium track mounted directly to stair treads. The product incorporates safety features including five pressure-sensitive cut-out sensors, electro-mechanical braking with failsafe overspeed governor, swivel seat, wireless remote control, and soft-start/stop operation, and is rated for users up to 20 stone (127 kg). The stairlift complies with British Standards BS5776 and BS5900, CE European directives, and UL regulations for the US and Canada.

The company operates a direct-to-consumer go-to-market model targeting elderly and mobility-impaired homeowners in the UK. Customers engage via freephone (0800 834 730), website contact forms requesting free no-obligation quotes and brochures, or through in-home consultations by trained survey consultants. Pricing ranges from approximately £1,700 to £9,500, with Brooks positioned at the more affordable end of the UK stairlift market. Revenue is generated through one-time product sales (with installation included), extended warranty contracts via the Golden Care Programme (up to 4 years post-installation), and annual maintenance service agreements. A nationwide network of over 20 customer care engineers handles installation, maintenance, and emergency repairs, often providing same-day response. Beyond direct sales, Brooks supplies stairlifts to affiliate Acorn Stairlifts for international distribution through the AMSL Group.

Name

Brooks Stairlifts

Legal name

Brooks Stairlifts

Website

https://brooksstairlifts.co.uk

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1–10 employees

Short description

Brooks Stairlifts is a UK private manufacturer of residential stairlifts, founded in 1972 and part of the AMSL Group. It sells battery-powered, tread-mounted mobility lifts directly to elderly and disabled homeowners across the United Kingdom via freephone, website, and in-home consultations.

Ownership category

akta.pro rank

Product category

Mobility Aids and Accessibility Equipment

akta.pro primary industry

Stair Lifts & Residential Platform Lifts (HSAPANAC)

Keywords

• Stairlift manufacturing
• Mobility equipment
• Home accessibility
• Straight stairlifts
• Curved stairlifts

Headquarters

HQ city

Steeton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Stairlift Sales: One-time sale of stairlifts (straight and curved models) with custom manufacturing to specific staircase requirements. Sales include standard 12-month warranty with option to extend.
2. Installation Services: Professional installation by trained engineers, delivered fast with fitting in approximately one hour for straight stairlifts.
3. Extended Warranty (Golden Care Warranty Programme): Extended warranty covering all parts and labour for up to four years after initial 12-month guarantee. Purchased at installation or within 12 months after.
4. Annual Maintenance Agreements: Annual servicing agreements with fully trained engineers to maintain safe and fully functioning stairlift operation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Brooks Stairlifts designs, manufactures, sells, and installs battery-powered straight and curved stairlifts for residential use. The core product is the Brooks Lincoln Straight Stairlift, a slim-line DC-powered unit that mounts directly to stair treads and is supplied with on-site surveys, professional installation, annual maintenance, and an optional extended warranty (Golden Care) covering parts and labour.

Product overview

Brooks Stairlifts is a UK-based manufacturer offering a focused product portfolio centered on mobility solutions. The core offering is the Brooks Lincoln Straight Stairlift—a battery-powered mobility device that attaches directly to stair treads. The company also provides complementary services including on-site surveys, professional installation, annual maintenance, and extended warranty options through the Golden Care Warranty Programme. Brooks positions itself as Britain's original stairlift manufacturer, established in 1972, and emphasizes safety features, custom fitting, and direct customer relationships. The company operates as part of the AMSL Group of companies and is headquartered in West Yorkshire.

Differentiator

Problem solved

Functional benefit

Brands

• Brooks Lincoln Straight Stairlift: The primary straight stairlift product model manufactured by Brooks, known for low maintenance and high reliability with DC power packs.

Products and services

• Brooks Lincoln Straight Stairlift Battery-powered straight stairlift for residential use, designed to comply with BS5776. Features maintenance-free DC power packs with automatic charging, slim-line design mounted to stair treads, safety cut-out sensors, wireless remote control, swivel seat, soft start/stop, joystick control, and a maximum user capacity of 20 stone (127 kg). Fits staircases wider than 600 mm.
• On-Site Home Survey Free, no-obligation home visit by a fully trained Brooks consultant to assess the customer's staircase, mobility needs, and recommend a stairlift configuration with a personalised quote.
• Stairlift Installation Service Professional in-home installation of a Brooks stairlift by trained engineers. Straight stairlifts are typically fitted in approximately one hour; curved models are custom manufactured and installed within 14-28 days of order.
• Annual Maintenance Service Annual servicing of the stairlift by fully trained Brooks engineers to maintain safe and fully functioning operation, delivered by a nationwide network of 20+ customer care engineers with same-day response capability.
• Golden Care Extended Warranty Extended warranty covering all parts and labour for up to four years beyond the standard 12-month guarantee. Must be purchased at time of installation or within 12 months afterwards.

Quantifiable outcome

• Stairlifts delivered in days and fitted in approximately one hour (straight models)
• +5 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature12 records

Partnerships

Two partnerships are on record, tiered core and minor.

• AMSL GroupcoreOthersBrooks Stairlifts is part of the AMSL Group of stair lift companies. The company relocated to West Yorkshire in 2001 and operates as part of this larger group of companies.
• Acorn StairliftsminorOthersBrooks supplies stairlifts to Acorn Stairlifts for global distribution. The companies share the AMSL Group affiliation.

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Savaria: Savaria is a Canadian-based global accessibility company offering stairlifts, home elevators, and wheelchair lifts across residential and commercial markets. Comparable to Brooks in stairlift category but operates at much broader product and geographic scale.
• Handicare: Handicare (now part of Savaria) is a global accessibility solutions provider offering stairlifts alongside a broader portfolio of mobility products (patient lifts, vehicle adaptations, wheelchairs). It competes with Brooks in stairlifts but operates at much larger scale and product breadth.

Direct peers

• Platinum Stairlifts: Platinum Stairlifts is a UK-based specialist stairlift manufacturer and retailer offering straight and curved models to residential customers. It directly competes with Brooks on UK geography, price positioning, and direct-to-consumer sales model.
• TK Access Solutions: TK Access Solutions is a UK-based stairlift and home access provider offering straight, curved, and reconditioned stairlifts. It directly competes with Brooks on UK residential market, product category, and direct-to-consumer sales approach.
• Stannah Stairlifts: Stannah is one of the UK's largest and longest-established stairlift manufacturers, competing head-on with Brooks across straight, curved, and outdoor stairlifts for the residential market. It is a closely matched direct competitor on product, customer, and UK geography.
• Acorn Stairlifts: Acorn Stairlifts is the global stairlift brand within the same AMSL Group as Brooks, selling the same product category (straight and curved stairlifts) directly to consumers worldwide. It is the most direct competitor and sister brand, sharing distribution leverage with Brooks via AMSL.
• AmeriGlide: AmeriGlide is a US-based retailer/manufacturer of stairlifts, wheelchair lifts, and home accessibility products. It is comparable to Brooks on residential stairlift focus and DTC sales motion, but serves North America.
• Companion Stairlifts: Companion Stairlifts is a UK stairlift specialist selling new and reconditioned straight and curved stairlifts direct to consumers. Comparable to Brooks on customer segment, sales motion (DTC with home surveys), and product line.
• Bruno Independent Living Aids: Bruno is a US-based independent manufacturer of residential stairlifts, vertical platform lifts, and vehicle lifts, selling directly and through dealers. It is highly comparable to Brooks on product category and target customer (ageing-in-place consumers), though operating primarily in North America.

Regional players

• Otolift Stairlifts: Otolift is a Dutch stairlift manufacturer with a strong UK presence, offering curved and straight stairlifts direct to consumers. It competes with Brooks in the UK market but originates from continental Europe, making it a regional player in Brooks' primary geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BrooksStairlift

Compliance5 records

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 Brooks Stairlifts