GenieGrips

What GenieGrips does

GenieGrips Pty Ltd is an Australian manufacturer of physical safety attachments for forklift tynes, founded in 2012 by Louise Inglese in Dandenong South, Victoria. The company designs and sells steel-reinforced rubber and acrylic products — Mats, Caps, Cushions, Stik-It Pads, and Loading Mirrors — that attach to forklift tynes or masts to prevent load slippage, reduce product damage, and improve driver visibility. Core technical features include a patented anti-slip tread pattern, a patent-protected dual-lens Loading Mirror system molded from recycled plastic, oil-resistant and non-marking rubber compounds rated for -40°C to +110°C, and magnetic or self-adhesive mounting mechanisms for tool-free installation. A food-grade rubber variant with stainless steel hardware serves regulated industry customers.

GenieGrips operates a hybrid go-to-market combining direct e-commerce (geniegrips.com with AUD/EUR/GBP/USD pricing) and a global distributor network spanning 25+ countries. The company maintains its own sales offices in Australia (HQ), USA (Carson, CA warehouse), Netherlands (Hoofddorp), and UK (London), and partners with material handling distributors including Jungheinrich, STILL, TVH, Cisco-Eagle, and Sentry Protection. Per-unit pricing ranges from approximately $281 for Caps to $957 for larger Mats, with bundled Mats+Cushions packages offered at discounts. Customer testimonials span metal galvanizing, precast concrete, and frozen food distribution, indicating vertical diversification across manufacturing, construction, and cold-chain logistics.

The business is privately held, founder-operated, and bootstrapped with no disclosed external funding. With a 1-10 employee base, GenieGrips is a niche industrial safety specialist whose defensibility rests on registered IP (trademark plus two patents), established multi-region distribution, and product durability positioning rather than technology scale advantages. Recent strategic emphasis has been on European market deepening (2018 office opening, LogiMAT exhibition) and portfolio extension into visibility safety via Loading Mirrors.

Name

GenieGrips

Legal name

GenieGrips Pty Ltd

Website

https://geniegrips.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

GenieGrips manufactures steel-reinforced rubber forklift tyne attachments and Loading Mirrors to prevent load slippage and product damage, serving warehouses, manufacturing, frozen logistics, and chemical handling customers across 25+ countries through direct e-commerce and a global distributor network.

Ownership category

akta.pro rank

Product category

Forklift Safety Products

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

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

Keywords

• Forklift safety products
• Forklift attachments
• Materials handling equipment
• Tyne protection
• Industrial safety products

Headquarters

HQ city

Dandenong

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: GenieGrips generates revenue through the sale of physical forklift safety products including Mats, Caps, Cushions, Stik-It Pads, and Loading Mirrors. Products are sold directly via e-commerce and through global distributor network. Pricing varies by product type and size, with products ranging from $281 to $957 per unit.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

GenieGrips manufactures steel-reinforced rubber forklift safety attachments including Mats, Caps, Cushions, Stik-It Pads, and Loading Mirrors. These products mount onto forklift tynes to prevent load slippage, reduce product damage, and improve operator visibility and safety. The company sells primarily to industrial buyers in warehouses, manufacturing plants, frozen/refrigerated facilities, and chemical handling operations across 25+ countries.

Product overview

GenieGrips is a manufacturer of forklift safety products offering a portfolio of steel-reinforced rubber attachments for forklift tynes. The core product line consists of Mats (anti-slip rubber treads), Caps (tyne tip covers), Cushions (magnetic bumpers), Stik-It Pads (self-adhesive inserts), and Loading Mirrors (visibility systems). Products are available in various widths (100mm, 125mm, 150mm) with custom sizing options. The company also offers bundled packages combining Mats and Cushions for comprehensive tyne protection. All products feature high-visibility yellow coloring and are designed for easy installation and removal.

Differentiator

Problem solved

Functional benefit

Products and services

• GenieGrips Mats

Quantifiable outcome

• Virtually eliminated damage to product from slipping or falling off forklift tynes during transport (per GB Galvanising testimonial)
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

15 partnerships are on record, tiered core.

• Equipment Warehouse (Australia)coreChannel Partner/ Reseller/ DistributorAustralian distributor for GenieGrips products. Contact: +61 2 9011 5522, [email protected]
• Kaup Australia Pty LtdcoreChannel Partner/ Reseller/ DistributorAustralian forklift equipment distributor offering GenieGrips products. Contact: +61 7 3888 1277, [email protected]
• TVH Parts NV (Belgium)coreChannel Partner/ Reseller/ DistributorMajor forklift parts distributor with presence across Europe and Mexico. Contact: +32 5643 4211, tvhshop.be/en
• Cisco-Eagle Inc (USA)coreChannel Partner/ Reseller/ DistributorUS distributor for material handling equipment including GenieGrips. Contact: 1 888 877 3861, www.cisco-eagle.com
• Sentry Protection LLC (USA)coreChannel Partner/ Reseller/ DistributorUS distributor specializing in forklift safety products. Contact: +1 216 228 3200, [email protected]
• WebstaurantStore (USA)coreChannel Partner/ Reseller/ DistributorUS online restaurant and warehouse equipment supplier listing GenieGrips products. Contact: +1 717 392 2551
• Jungheinrich (Germany/India)coreChannel Partner/ Reseller/ DistributorMajor forklift manufacturer with service and parts operations distributing GenieGrips. Germany: +49 40 5269 2211; India: +91 22 2572 7901
• STILL GmbH (Germany/France)coreChannel Partner/ Reseller/ DistributorForklift manufacturer with service and parts operations. Germany: +49 40 7339 2000; France: +33 04 78 79 47 84
• Altegra (UK)coreChannel Partner/ Reseller/ DistributorUK distributor for GenieGrips products. Contact: +44 1460 242400, [email protected]
• PARRS (UK)coreChannel Partner/ Reseller/ DistributorUK materials handling equipment distributor. Contact: +44 1527 585 777, [email protected]
• ATC International (USA Warehouse)coreImplementation/ SI/ Consulting PartnerWarehouse partner for GenieGrips USA operations at 859 East Sepulveda Blvd, Carson CA 90745
• Docksteel (Brazil)coreChannel Partner/ Reseller/ DistributorBrazilian distributor for material handling equipment. Contact: +55 15 3346 7576, [email protected]
• Forklift Safety Innovations (Canada)coreChannel Partner/ Reseller/ DistributorCanadian forklift safety products distributor. Contact: +1 208 850 5671, [email protected]
• Gebr. Westrate BV (Netherlands)coreChannel Partner/ Reseller/ DistributorDutch materials handling equipment distributor. Contact: +31 113-50 26 10, [email protected]
• Momentum Equipment Service Ltd (New Zealand)coreChannel Partner/ Reseller/ DistributorNew Zealand distributor for forklift equipment. Contact: +64 3 547 8169, [email protected]

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• TVH Parts: Global parts and accessories distributor for forklift and material-handling equipment. Comparable as an incumbent that distributes GenieGrips and carries broad competing lines of forklift tyne protection and accessory products.
• Jungheinrich: Major global forklift OEM and intralogistics provider with a parts and accessories operation that distributes GenieGrips. Comparable as a broad incumbent that bundles forklift sales with aftermarket safety/attachment SKUs similar to GenieGrips' offerings.
• Cascade Corporation: One of the largest global manufacturers of forklift attachments (forks, clamps, positioners, rotators). A natural incumbent peer for GenieGrips because its attachment portfolio includes the load-handling and safety-accessory category GenieGrips addresses, though at much larger scale and broader scope.
• Bolzoni Auramo: Italian/European manufacturer of forklift attachments and forks. Comparable incumbent peer because it supplies the same category of load-handling equipment sold through industrial and material-handling distribution, including safety-aligned accessories.
• KAUP GmbH: German manufacturer of forklift attachments including fork positioners, clamps, and specialised tyne systems. Comparable because it competes in the broader forklift-attachment category GenieGrips plays in, with overlapping channels via OEMs like Jungheinrich.

Direct peers

• Lift Technologies Inc. Specialist US manufacturer of load-handling attachments and ergonomic solutions for forklifts, including fork extensions and cushions. Comparable because it competes directly in the forklift tyne and load-protection attachment niche GenieGrips targets.
• Sentry Protection Products: US-based manufacturer specializing in forklift safety products (rack guards, column protectors, fork cushions/mats). Closely comparable to GenieGrips because both sell physical forklift tyne and rack protection accessories through industrial distribution channels in the same end-market.
• Forklift Attachments Ltd (Truk Attach / Solideal): Specialist supplier of forklift attachments and fork-positioning equipment in the UK/Europe. A direct peer because it sells similar forklift accessory products to the same warehouse and manufacturing customer base.

Others

• Magnet Source / Adams Magnetic Products: Specialty magnet supplier whose magnetic-mount technology underpins GenieGrips Cushions and Loading Mirrors. Adjacent supplier relationship rather than a direct competitor, but relevant as a technology adjacency that any GenieGrips-style magnetic-attachment entrant could leverage.

Regional players

• Lift-Rite: North American forklift attachment specialist. Comparable as a regional peer offering forklift forks, extensions, and tyne protection products to industrial customers in similar use cases.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GenieGrips
• YouTubeyoutube.com/c/geniegripsau
• Facebookfacebook.com/GenieGrips
• LinkedInlinkedin.com/company/geniegrips
• Instagraminstagram.com/geniegrips

Compliance2 records

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 GenieGrips