Mariotti
Mariotti USA distributes compact electric forklifts (750–3,000 lbs capacity) manufactured by Italy-based parent V. Mariotti S.r.l. and sells them through an exclusive North American dealer network serving warehousing, manufacturing, retail, and specialized-facility end users.
- Company typePrivate
- Founded1920
- HeadquartersDes Moines, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Mariotti does
Mariotti USA, Inc. is the exclusive North American distributor of compact electric forklifts manufactured by its Italian parent, V. Mariotti S.r.l., a Turin-based industrial company founded by Vasco Mariotti in 1920. The product portfolio comprises five series covering 750–3,000 lb capacities: the Mini AC (the most compact sit-down rider in the world at 43 inches long and 33.4 inches wide), the ME AC economy line, the full-feature Mycros AC (available in rear-, front-, and all-wheel drive), the MX 48V powerhouse, and the MIP stand-up counterbalanced forklift introduced in 2021. All models share AC motor technology, rack-and-pinion power steering, a CAN-bus-based Vehicle Control System (VCS), and proprietary features such as an Advanced Wheelbase Function and Curve Speed Control, engineered for operation in elevators, mezzanines, standard man-doors, and aisles as narrow as 33 inches.
The business is a pure one-time hardware-sale model, with pricing set on a quote basis through authorized dealers and not publicly disclosed. Distribution is exclusively channel-based: Mariotti USA operates an exclusive dealer network of 100+ locations across the United States and Canada through partners including Eastern Lift Truck, MH Equipment, Papé Material Handling, Bell Fork Lift, Fairchild Equipment, Welch Equipment, Berry Material Handling, Lift Truck Supply, Medley Material Handling, JAMCO, and Westminster Lift Truck & Services. Mariotti USA itself was formed in January 2016 to consolidate the prior U.S. and Canadian distributorships under a partnership between V. Mariotti S.r.l. and MH Distribution; it is headquartered in Des Moines, Iowa, and supports dealers with sales, parts, and technical training.
End customers span warehousing and distribution operators, manufacturing plants (including named enterprise users such as CEPSA, Nestlé Purina, Golden Star, and Field Paper Company), retail formats, and specialized facilities such as clean rooms and convention centers, all of which need material handling in tight quarters where standard forklifts will not fit. Mariotti sells across five continents and roughly 40+ countries, and reported a 3% sales increase in 2020 despite pandemic disruption. The consolidated organization employs 501–1,000 people and remains privately held with no venture, growth-equity, or strategic institutional investment evidenced.
Mariotti firmographics
Firmographics- Name
- Mariotti
- Legal name
- Mariotti USA, Inc.
- Website
- https://mariottiusa.com
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Mariotti USA distributes compact electric forklifts (750–3,000 lbs capacity) manufactured by Italy-based parent V. Mariotti S.r.l. and sells them through an exclusive North American dealer network serving warehousing, manufacturing, retail, and specialized-facility end users.
- Ownership category
- akta.pro rank
Mariotti industry classification
Industry- Product category
- Compact Electric Forklifts
- NAICS
- Motor Vehicle Parts Manufacturing (3363)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537)
- akta.pro primary industry
- Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)
- akta.pro secondary industry
- Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD)
Keywords
Where Mariotti is headquartered
LocationHeadquarters
- HQ city
- Des Moines
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Mariotti business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Forklift Sales: One-time sales of compact electric forklifts with capacities ranging from 750 lbs to 3,000 lbs through an exclusive dealer network
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Pricing varies by model series and specifications |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Mariotti product offering
Product offeringCore offering
Mariotti designs and manufactures compact electric sit-down and stand-up counterbalanced forklifts across five product series (Mini AC, ME AC, Mycros AC, MX, MIP) with lifting capacities from 750 lbs to 3,000 lbs. The forklifts are engineered for narrow-aisle operation, mezzanines, elevators, and tight warehouse spaces. Products are manufactured by V. Mariotti S.r.l. in Turin, Italy, and distributed across North America through Mariotti USA, Inc. via an exclusive authorized dealer network.
Product overview
Mariotti is a manufacturer of compact electric forklifts, offering a portfolio of five distinct product series: Mini AC Series (world's most compact riders, 750-1,100 lbs), ME AC Series (economy line, 1,500-2,100 lbs), Mycros AC Series (full feature line with RWD/FWD/AWD options, 1,500-2,300 lbs), MX Series (powerhouse line with 48V system, up to 3,000 lbs), and MIP Series (stand-up counterbalanced forklifts, 2,200 lbs). All models feature AC technology, power steering, and are designed for narrow aisle and unique applications including elevators, mezzanines, and tight spaces. The company offers over 20 different models with capacities from 750 lbs to 3,000 lbs, manufactured by V. Mariotti S.r.l. in Turin, Italy, with distribution through Mariotti USA's exclusive dealer network across North America.
Differentiator
Problem solved
Functional benefit
Products and services
- Mini AC Series Electric Forklift Compact electric sit-down rider forklifts with capacities from 750 lbs to 1,100 lbs and 24V power system, designed for narrow aisles, elevators, mezzanines, and tight warehouse spaces. Industry-leading compactness at L 43 inches x W 33.4 inches.
- ME AC Series Electric Forklift Economy series electric sit-down rider forklifts with capacities from 1,500 lbs to 2,100 lbs, featuring 24V or 36V operating systems and rear-wheel drive. Standard lift heights up to 224 inches, designed for budget-conscious applications with full Mariotti compact form factor.
- Mycros AC Series Electric Forklift Full-feature electric forklift series with capacities from 1,500 lbs to 2,300 lbs, 36V AC power system, and availability in rear-wheel drive (RWD), front-wheel drive (FWD), and all-wheel drive (AWD) configurations in the same compact footprint. Standard equipment includes Curve Speed Control.
- MX Series Electric Forklift Most powerful Mariotti forklift with 48V power supply, rear-wheel drive, lifting capacity up to 3,000 lbs, and standard lift heights up to 243 inches. Compact dimensions of L 63.6 inches x W 38.8 inches.
- MIP Series Stand-Up Counterbalanced Electric Forklift Stand-up counterbalanced electric forklift with 2,200 lbs capacity, 36V operating system, rear-wheel drive, lithium-ion batteries, LED work lights, panoramic rear view mirror, and lift heights up to 209 inches. Compact dimensions L 49.1 inches x W 33.8 inches.
- Mariotti Turret Lift (Barrel Handling Solution) Specialized barrel handling solution combining the MX 16 AC forklift with a KAUP barrel attachment. Features a 117-inch duplex mast with 180-degree turret rotation for handling barrels in narrow aisles, elevators, and mezzanine applications.
Quantifiable outcome
- Operating in aisles as narrow as 33 inches with right angle stack as small as 95 inches
- +3 more outcomes
Companies that use Mariotti
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Mariotti technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Mariotti partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core.
- Welch Equipment CompanycoreWelch Equipment Company joined Mariotti USA's exclusive dealer network in April 2021. Headquartered in Denver, CO with dealerships in Colorado, Wyoming, and Utah.
- Mariotti USA (V. Mariotti S.r.l. partnership)coreMariotti USA was formed in 2016 as the exclusive North American distributor for V. Mariotti S.r.l. products, consolidating the US and Canada distributorship. Mariotti USA provides exclusive dealer support for sales and service through its network of authorized dealers.
- Lift Truck Supply, Inc.coreAdded to Mariotti USA's exclusive network of licensed dealers in 2020, serving Texas area.
- MH EquipmentcoreMariotti dealer that received the MHEDA MVP Award, recognized for excellence in the material handling industry.
- JAMCO Inc.coreOrlando, Florida based dealer representing Mariotti forklift products.
- Westminster Lift Truck & ServicescoreBritish Columbia, Canada dealer representing Mariotti forklift products.
- Fairchild EquipmentcoreAuthorized dealer serving Minnesota and North Dakota, added in 2018 to increase Mariotti presence in those regions.
- Berry Material HandlingcoreKansas-based dealer since 2019, providing Mariotti compact forklift solutions as part of their product lineup. Located in Salina, Wichita, Topeka and Garden City.
- Eastern Lift Truck Co.coreExclusive dealer for Mariotti forklift solutions in eastern Pennsylvania, Delaware, and part of New Jersey. Awarded additional territory in Maryland and D.C.
- Papé Material HandlingcoreExclusive Mariotti dealer for Washington, Oregon, Montana, and parts of Idaho and California. Expanded to include southern California territory after acquiring Yale Chase.
- Bell Fork LiftcoreMichigan-based dealer with multiple locations including Detroit, Clinton Township, Novi, Birch Run, and Gaylord. Expanded territory to include Saginaw, Cheboygan, and Traverse City areas.
- Medley Material HandlingcoreHyster and Yale dealer serving Oklahoma, western Texas, with additional territory in southern Missouri and Arkansas. Exclusive Mariotti dealer for 4+ years.
- Wisconsin Lift Truck Corp.coreWisconsin-based dealer showcasing Mariotti at Wisconsin Safety and Health Conference. Supplies lifts to major businesses in motorcycle and beverage industries.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Mariotti competitors and assessment
Company assessmentBroad incumbents
- Crown Equipment Corporation: Crown is a major US-headquartered electric forklift and warehouse equipment manufacturer with a strong presence in narrow-aisle and small-format electric trucks. Crown competes with Mariotti in compact electric counterbalanced applications within its broader warehouse equipment portfolio.
- KION Group (Linde Material Handling): KION, owner of Linde and STILL, is one of Europe's largest industrial truck manufacturers and sells electric counterbalanced forklifts that compete with Mariotti. KION's European heritage makes it a particularly relevant comparable for V. Mariotti S.r.l.'s Italian manufacturing base.
- Raymond Corporation: Raymond, part of the Toyota Industries family, is a major US electric forklift and warehouse truck OEM with deep penetration in narrow-aisle applications. Its small-format electric trucks overlap with Mariotti's specialty in tight-space electric material handling.
- Jungheinrich: Jungheinrich is a leading European intralogistics specialist with a comprehensive electric forklift portfolio including compact counterbalanced models. Like Mariotti, it is a non-IC specialist and is a direct partial competitor in compact European electric forklift categories.
- Toyota Material Handling: Toyota is the largest industrial truck OEM globally and sells a full range of forklifts including compact electric counterbalanced models that overlap with Mariotti's smaller offerings. Toyota's broad portfolio and dealer network compete with Mariotti for the same end customers in warehousing and distribution.
- Hyster-Yale Materials Handling: Hyster-Yale manufactures Hyster and Yale brand forklifts spanning electric and IC, including smaller electric counterbalanced models that overlap with Mariotti's product line. The company's MH Equipment dealer arm also intersects with Mariotti's dealer network.
- Clark Material Handling: Clark is an established US/Korean industrial truck manufacturer offering electric and IC forklifts across capacity classes, including compact electric models that overlap with Mariotti's lower-capacity offerings.
Emerging players
- Hangcha Group: Hangcha is a large Chinese forklift manufacturer rapidly expanding globally with electric and IC product lines spanning compact to heavy-duty capacities. Hangcha's small electric counterbalanced models are an emerging competitive threat to Mariotti in price-sensitive and global growth markets.
- EP Equipment: EP Equipment is a fast-growing Chinese-backed electric material handling specialist focused on pallet trucks, stackers, and compact electric forklifts. EP competes with Mariotti in the small-capacity electric segment, often at lower price points and with lithium-ion-first product design.
Direct peers
- Big Joe Forklifts: Big Joe is the closest direct peer to Mariotti, manufacturing compact electric forklifts, walkie stackers, and pallet trucks targeted at light-duty warehouse, retail, and tight-aisle applications. Both companies compete in the small-capacity electric counterbalanced and rider forklift space in North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Mariotti social profiles
Digital presenceMariotti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mariotti leadership team
Management profileNumber of profiles
Profiles3 records
Mariotti funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mariotti 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 Mariotti
What does Mariotti do?
Mariotti designs and manufactures compact electric sit-down and stand-up counterbalanced forklifts across five product series (Mini AC, ME AC, Mycros AC, MX, MIP) with lifting capacities from 750 lbs to 3,000 lbs. The forklifts are engineered for narrow-aisle operation, mezzanines, elevators, and tight warehouse spaces. Products are manufactured by V. Mariotti S.r.l. in Turin, Italy, and distributed across North America through Mariotti USA, Inc. via an exclusive authorized dealer network.
Is Mariotti a public or private company?
Mariotti is a private company. It is classified as family owned and is currently operating.
When was Mariotti founded?
Mariotti was founded in 1920. It employs 501 to 1,000 people.
Where is Mariotti based?
Mariotti is headquartered in Des Moines, United States, in the North America region.
How does Mariotti make money?
One revenue line is on record: forklift Sales.
Who are Mariotti's main competitors?
Broad incumbents on record are Crown Equipment Corporation, KION Group (Linde Material Handling), Raymond Corporation, Jungheinrich, Toyota Material Handling, Hyster-Yale Materials Handling and Clark Material Handling. Emerging players are Hangcha Group and EP Equipment. Big Joe Forklifts is listed as a direct peer.
Does Mariotti have an API?
No public API is recorded for Mariotti.
What industry is Mariotti in?
Mariotti's product category is Compact Electric Forklifts. Its primary akta.pro industry code is IMAHABAA, Forklifts & Industrial Trucks (IC & Electric), with a secondary code of IMACAFAD, Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers). Its NAICS code is 3363 and its SIC code is 3537.