All-up

What All-up does

All-up, trading as BV All-up.nl, is a Dutch specialty equipment distributor and importer headquartered in Almelo, Netherlands, founded in 2007. The company exclusively imports and distributes a portfolio of established German lifting equipment brands — Paus (cranes), Klaas (mini cranes, truck loader cranes, aerial work platforms), Geda (construction hoists), and RSS — into the Dutch market. Its product range covers mobile cranes, truck-mounted cranes, mini and spider cranes, ladderlifts, aerial work platforms, and construction hoists used in construction, roofing, solar panel installation, moving/logistics, and equipment rental.

All-up serves a diversified B2B customer base across multiple verticals: general and specialty contractors, roofing companies, solar installers, moving and logistics firms, and industrial rental operators. Named customers in the available material include Loxam Nederland (a major European rental fleet operator), Koninklijke Saan (a Dutch contractor marking its 125th anniversary with a Klaas K1003RHX purchase), and K-Rentool (a repeat Paus Ladderlift buyer reaching a 60-unit milestone). The company is TÜV and T-SPEC certified, supporting compliance positioning in a regulated equipment category.

The business model is a high-ticket B2B equipment sales and distribution operation. All-up earns revenue through the import and resale of capital equipment (units typically priced in the tens to hundreds of thousands of euros) plus related service, parts, and certification work. Distribution is direct to Dutch end customers, supplemented by demo events (Demodagen) and trade-show presence (APEX 2026). The 2026 product cadence — including the Klaas Theo 25E, Klaas K775E, Klaas Lutz, Klaas K2350, and Paus Easy Flex — indicates an active strategy to expand into zero-emission and higher-capacity product segments, with explicit emphasis on the Dutch solar installation vertical.

Name

All-up

Legal name

BV All-up.nl

Website

https://all-up.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

All-up (BV All-up.nl) is a Dutch importer and distributor of specialty lifting equipment — cranes, mini cranes, ladderlifts, and aerial work platforms from brands such as Paus, Klaas, Geda, and RSS — serving contractors, rental firms, roofers, solar installers, and movers across the Netherlands.

Ownership category

akta.pro rank

Product category

Lifting Equipment Distribution

NAICS

Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923), Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Cranes, Hoists & Overhead Material Handling (Industrial) (IMAHABAE)

akta.pro secondary industry

Aerial Work Platform & Access Equipment Vehicle Manufacturing (Boom/Scissor Lifts) (IMACAFAG)

Keywords

• Lifting equipment distribution
• Mobile crane supply
• Aerial work platforms
• Ladder lift sales
• Roof edge protection systems

Headquarters

HQ city

Almelo

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: All-up generates revenue primarily through selling new lifting equipment, cranes, aerial work platforms, and accessories from brands Paus, Klaas, Geda, and RSS to Dutch construction companies, roofers, and rental firms.
2. Webshop Sales: Online sales of accessories, attachments, and smaller equipment through their e-commerce webshop at all-up.nl/winkel/.
3. Used Equipment (Occasions): Sale of pre-owned equipment through their occasions program, with warranty and quality certification.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

All-up is a Dutch distributor and importer of lifting equipment, cranes, and aerial work platforms, supplying premium German brands Klaas, Paus, GEDA, and RSS to construction, roofing, solar installation, moving, and rental companies across the Netherlands. The company sells new equipment, used (occasion) machines, and accessories, complemented by on-site training, TÜV inspections, and after-sales service.

Product overview

All-up is a Dutch distributor and importer of lifting equipment based in Almelo, operating as a product portfolio of multiple branded equipment lines rather than a single unified platform. The product portfolio comprises: GEDA ladder lifts and solarlifts (demountable, acculift, and standard models) for material and solar panel transport; Klaas aluminum trailer cranes (K300E, K350E, K400, K21-30, K23-33 City) and truck cranes (K700, K910, K950, K1100, K2350, K2500, K775E); Klaas truck-mounted work platforms (Theo 25, Theo 25E, Rudi21, Lutz, K700-BE, K1100); Paus ladder lifts (Easy 18, Easy 24, Easy Big, Easy Flex) and City-Floh moving lifts; and RSS roof edge protection systems. The company also offers used equipment (Occasions) and accessories (Toebehoren). Products serve construction, roofing, solar panel installation, moving, and maintenance sectors across the Netherlands.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Zero-emission equipment available for working in emission-free zones
• +1 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Klaas Alu-Kranbau GmbHcoreTechnology or IntegrationGerman manufacturer of aluminium crane trucks, trailer cranes, and aerial work platforms. All-up serves as importer/distributor for the Netherlands, receiving exclusive product launches and premier access to new models including electric versions. Partnership includes annual factory visits for customers and joint product introductions.
• Hermann Paus Maschinenfabrik GmbHcoreTechnology or IntegrationGerman manufacturer of ladderlifts, pannenliften, and verhuisliften. All-up is official dealer/importer of Paus products in the Netherlands, offering the complete Paus product range including Easy series ladderlifts, solar lifts, and city verhuisliften.
• GEDAcoreTechnology or IntegrationGerman specialist in ladderlifts and pannenliften for construction since 1929. All-up is official GEDA dealer in the Netherlands, offering GEDA ladderlifts, solarlifts, and verhuislifts known for quality, durability, and ease of use.
• RSS (Dakrandbeveiliging)coreTechnology or IntegrationProvider of RSS roof edge protection systems. All-up offers RSS products for both flat and sloped roofs as part of their complete safety equipment range.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mateco: Mateco operates a Dutch aerial work platform rental and sales business overlapping All-up's ladderlifts, autohoogwerkers, and trailer cranes, serving the same contractor and rental-customer base.
• Riwal: Riwal is one of the largest aerial work platform and telehandler rental companies in the Netherlands and Europe, directly competing with All-up's lifting and access equipment offering for the same Dutch construction, roofing, and industrial customers.
• LouwersHanique: LouwersHanique is a Dutch supplier of cranes, lifting, and material handling equipment; it is a direct competitor in the same product categories (trailer cranes, autokranen, ladderliften) and serves an overlapping Dutch customer base.
• HWS (Hoogwerker & Veiligheid Service): HWS supplies aerial work platforms and lifting equipment in the Netherlands, competing with All-up for construction and roofing customers seeking new and used equipment with service support.

Broad incumbents

• JLG Industries: JLG is a global incumbent manufacturer of aerial work platforms and telehandlers; its products compete with the Klaas, Paus, and GEDA lines that All-up distributes, and JLG also sells via its own European dealer network into the Netherlands.
• Genie (Terex): Genie is a global incumbent manufacturer of aerial work platforms with established dealer coverage in the Benelux; its boom lifts, scissor lifts, and telehandlers overlap All-up's product portfolio at the equipment level.
• Manitou: Manitou is a global material handling and aerial platform manufacturer with active sales in the Netherlands; its fixed and rough-terrain product lines compete with All-up's truck-mounted work platforms and lifting equipment.
• Haulotte: Haulotte is a French manufacturer of aerial work platforms with European dealer and direct-sales reach; its boom and scissor lifts overlap the product categories All-up distributes via Klaas and GEDA.

Emerging players

• Ruthmann: Ruthmann is a German truck-mounted aerial platform manufacturer whose truck-mounted working platforms compete head-to-head with the Klaas Theo and K-series that All-up distributes in the Netherlands.
• Teupen: Teupen is a German specialist in tracked and compact aerial work platforms with niche overlap to All-up's specialty lift offerings, particularly in confined-space and urban applications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/all-up
• Xx.com/allupnl
• Facebookfacebook.com/allup.nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 All-up