VAR

Material Handling Equipment Distributionvar.hr

VAR d.o.o. is a Croatian privately held distributor and service provider of material handling equipment, offering forklifts, spare parts, rentals, and repairs across multiple brands including Hyster, Baumann, Mima, and Yale to B2B clients in warehousing, manufacturing, and construction throughout Croatia.

Company typePrivate
Founded1992
HeadquartersSesvete, Croatia
Headcount51–100
GTM typeB2B
OfferingHardware or Manufacturing

What VAR does

VAR d.o.o. is a Croatian privately held material handling equipment distributor and service provider founded in 1992 and headquartered in Sesvete, Zagreb. The company is the exclusive authorized distributor for Hyster forklifts in Croatia and also distributes Baumann sideloaders, Mima multi-directional and AGV forklifts, Skyjack aerial work platforms, Yale forklifts, Shacman commercial trucks, and Linde Hydraulics products. Its core business is multi-brand hardware sales of new and used forklifts, supported by a comprehensive aftermarket offering that includes spare parts, tires, batteries, hydraulic service, on-site repair, customer transport, and rental/leasing financed through partnerships with four Croatian and international financial institutions (OTP Leasing, Grenke, RBA Leasing, UniCredit).

The company operates a multi-location infrastructure across Croatia: a main sales and service center and sales showroom in Sesvete, a central aftermarket warehouse, a dedicated rebuild center in Gornja Stubica, two warehouses (Ivana Keleka and Lukavec), a northern branch in Gornji Kuršanec, and announced branches in Livana (East), Posedarje (South), and Rijeka (West) to achieve nationwide coverage. VAR employs 51-100 staff including mechanics, electricians, and electronics specialists with computer diagnostics capability for major brands. The customer base consists of B2B clients in warehousing and logistics, manufacturing, construction, and cold storage, with deliverable evidence of enterprise clients purchasing heavy-capacity sideloaders (Baumann GX70 7,000kg), diesel forklifts (Hyster H12XD12 12,000kg), and electric multi-directional units (Mima MQC30/MQC50).

VAR sells exclusively in Croatia through a sales-led go-to-market using physical showrooms, named sales representatives, phone, and email outreach. Pricing is quote-based and not publicly disclosed. The company's revenue model is hybrid: hardware sales form the base, while recurring service contracts, spare parts, and rental/leasing provide annuity-like income. A recent strategic partnership with V&R Automated Systems positions VAR to resell autonomous forklift implementations, signalling an intent to participate in the warehouse automation transition without developing proprietary AI capabilities.

VAR firmographics

Firmographics

Name: VAR
Legal name: Var d.o.o.
Website: https://var.hr
Company type: Private
Founded year: 1992
Operating status: Operating
Headcount range: 51–100 employees
Short description: VAR d.o.o. is a Croatian privately held distributor and service provider of material handling equipment, offering forklifts, spare parts, rentals, and repairs across multiple brands including Hyster, Baumann, Mima, and Yale to B2B clients in warehousing, manufacturing, and construction throughout Croatia.
Ownership category
akta.pro rank

VAR industry classification

Industry

Product category: Material Handling Equipment Distribution
NAICS: Commercial and Service Industry Machinery Manufacturing (333310), Refrigeration Equipment and Supplies Merchant Wholesalers (423740)
SIC: Wholesale-Industrial Machinery & Equipment (5084), Industrial Trucks, Tractors, Trailors & Stackers (3537), Wholesale-Machinery, Equipment & Supplies (5080)
akta.pro primary industry: Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers) (IMAHABAI)

Keywords

Forklift distribution
Material handling equipment
Warehouse equipment sales
Forklift service parts
Aerial work platforms

Where VAR is headquartered

Location

Headquarters

HQ city: Sesvete
HQ country: Croatia
HQ region: Europe

Offices9 records

Markets served

VAR business model

Business model

GTM type: B2B
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

New Forklift Sales: Sale of new forklifts including Hyster, Baumann, Mima, Skyjack, Yale, and Shacman brands. Sales conducted through showrooms and direct sales representatives.
Used Forklift Sales: Sale of refurbished and used forklifts with warranty. Includes diesel and electric models from various manufacturers.
Spare Parts: Sale of spare parts for Hyster, Linde, Yale, Wacker Neuson, Baumann and other forklift brands. Includes tires, batteries, and components.
Service and Repairs: Full service maintenance and repair for forklifts. Includes hydraulic service, diagnostics, and general repairs performed by qualified technicians.
Rental and Leasing: Short-term and long-term forklift rental services. Partnered with financial institutions (OTP Leasing, Grenke, RBA Leasing, UniCredit) to offer leasing options to customers.
Transport Services: Forklift transport and transloading services across Croatia.

Pricing tiers

Model	Billing	Price
Other	Multi-year contract	Quote-based pricing for all products and services

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

VAR product offering

Product offering

Core offering

VAR d.o.o. distributes, sells, rents, and services forklifts and material handling equipment in Croatia as the exclusive Hyster distributor, also representing Baumann, Mima, Skyjack, Yale, and Shacman. The company supplies new and refurbished forklifts, spare parts, tires, batteries, hydraulic service, transport, and refrigeration units across a national branch network.

Product overview

VAR d.o.o. is a Croatian company operating as an exclusive distributor and service provider for industrial equipment. The core product portfolio centers on forklifts (viličari) covering sales, rental, service, and spare parts across multiple international brands (Hyster, Linde, Yale, Baumann, MIMA, Skyjack, Baoli, Shacman). Complementary offerings include hydraulic systems and service (Linde Hydraulics), refrigeration units (hladnjaci), and auto service/upfitting. The company operates through multiple locations in Croatia (Sesvete/Zagreb, Gornji Kuršanec, Osijek, Rijeka, Posedarje) with affiliated company V&R Automated Systems providing autonomous forklift implementations. Financial services are available through partnerships with OTP Leasing, Grenke, RBA Leasing, and UniCredit.

Differentiator

Problem solved

Functional benefit

Products and services

Forklift Sales (New and Used) Sale of new and refurbished forklifts (electric, diesel, sideloader, multi-directional) from Hyster, Baumann, Mima, Yale, Linde, and Shacman for warehousing, manufacturing, and logistics businesses in Croatia. Used forklifts come with warranty.
Forklift Rental and Leasing Short-term and long-term forklift rental services for businesses, with financial leasing options through OTP Leasing, Grenke, RBA Leasing, and UniCredit partners.
Forklift Spare Parts, Tires, and Batteries Sale of spare parts, tires, and batteries for Hyster, Linde, Yale, Wacker Neuson, Baumann, and other forklift brands from a central aftermarket warehouse.
Forklift Service and Repairs Full maintenance, diagnostics, and repair services for forklifts performed by qualified mechanics, electricians, and electronics specialists using computer diagnostics for major brands.
Forklift Transport and Transloading Domestic transport and transloading of forklifts across Croatia for customers purchasing or renting equipment.
Skyjack Aerial Work Platforms Distribution and sale of Skyjack aerial work platforms for elevated access applications in construction, maintenance, and warehouse operations.
Shacman Commercial Trucks Distribution of Shacman commercial trucks and vehicles for transport and logistics operations.
Hydraulic Systems Service and Linde Hydraulics Hydraulic pump repair, hydraulic motor repair, and spare parts for Linde Hydraulics systems, plus general hydraulic service.
Refrigeration Units and Heat Exchangers (Hladnjaci) Sales, manufacturing, and service of refrigeration units and heat exchangers for cold storage and other applications.
Auto Service and Vehicle Upfitting Vehicle service, maintenance, and commercial vehicle upfitting/modifications for fleet customers.
Mima Multi-Directional Forklifts Distribution of Mima multi-directional electric forklifts including wide-area (MQC 2.5-5.0t), standing (MQ 2.5-3.0t), seated (MQZ 2.5-3.0t), and counterbalance (MQK 3.0t) models, plus AGV systems and electric pallet trucks.
Autonomous Forklift Implementation (V&R Automated Systems) Complete implementation of autonomous forklifts tailored to customer requirements, offered through affiliated company V&R Automated Systems.

Quantifiable outcome

Service support with computer diagnostics capability for fastest problem resolution

Companies that use VAR

Customer profile

Named customers4 records

Segments4 records

Ideal customer profiles4 records

VAR technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

VAR partnerships and signals

Strategic signal

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

HysterflagshipChannel Partner/ Reseller/ Distributor · 1 January 2024Exclusive authorized distributor for Hyster brand in Croatia. Offering full range of Hyster forklifts including electric, diesel, and heavy-capacity models (up to 12,000kg). Sales, service, spare parts, and rental support.
BaumanncoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Baumann sideloader forklifts in Croatia. Specializing in heavy-capacity sideloaders for narrow aisle operations.
MimacoreChannel Partner/ Reseller/ DistributorExclusive distributor for MiMA (Mima Forklift) brand in Croatia. Chinese manufacturer specializing in electric pallet trucks, warehouse forklifts, multi-directional forklifts, and AGV systems. Based in Hefei.
SkyjackcoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Skyjack aerial work platforms. Simple and reliable height access equipment.
YalecoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Yale forklifts in Croatia. Full range of electric and diesel forklifts.
Linde HydraulicscoreTechnology or IntegrationAuthorized service partner for Linde Hydraulics. Provides hydraulic pump repairs, hydraulic motor repairs, and spare parts for Linde hydraulic systems.
ShacmanminorChannel Partner/ Reseller/ DistributorDistributor for Shacman trucks and commercial vehicles.
Wacker NeusonminorChannel Partner/ Reseller/ DistributorOffers spare parts and service for Wacker Neuson equipment.
V&R Automated SystemsminorStrategic or Co-development PartnerPartner for implementation of autonomous forklifts. V&R provides complete autonomous forklift implementation services based on customer requirements.

Scale indicators1 record

Recent moves8 records

Expansion highlights5 records

VAR competitors and assessment

Company assessment

Emerging players

MiMA Forklift: Chinese manufacturer of multi-directional forklifts, warehouse trucks, and AGVs in which VAR holds exclusive Croatian distribution. Comparable as a Chinese-sourced specialty material handling brand seeking European market access.
Baumann Sideloaders: Italian manufacturer of sideloader forklifts distributed by VAR in Croatia. Directly comparable as a specialty manufacturer whose European growth depends on regional dealers like VAR.

Broad incumbents

Manitou Group: French manufacturer of material handling and aerial work platforms (Manitou, Gehl, Mustang). Comparable to VAR's Skyjack aerial platform line and broader handling equipment offering, with European dealer-led distribution.
Crown Equipment Corporation: US-headquartered global forklift and warehouse equipment manufacturer with European direct and dealer presence. Overlaps with VAR on counterbalance forklifts, reach trucks, and warehouse equipment sold through dealer networks.
KION Group AG: German parent of Linde Material Handling and STILL. Directly comparable as a European intralogistics leader whose brands VAR services (Linde Hydraulics authorized service partner) and competes against.
Toyota Material Handling Europe: European arm of Toyota's material handling business, the world's largest forklift manufacturer. Sells the same equipment categories as VAR through authorized dealer networks across Europe, including the Balkans.
Jungheinrich AG: German intralogistics provider and one of Europe's largest forklift manufacturers with direct sales and service. Operates broadly across the same product categories (forklifts, warehouse equipment, material handling) that VAR distributes in Croatia.
STILL GmbH: German forklift and intralogistics manufacturer with own European dealer/service network. Directly comparable product lines (counterbalance, reach trucks) and go-to-market (direct + authorized dealer) to VAR's Hyster/Yale portfolio.
Hyster-Yale Group: US-listed parent of Hyster and Yale, the two flagship brands VAR distributes. Comparable as the brand owner that VAR depends on, and an indirect benchmark for valuation of the Hyster franchise in Europe.

Regional players

Boss Machinery: European used-forklift dealer active across the EU. Comparable to VAR's refurbished/used forklift business with warranty, targeting similar SME and enterprise buyers in a different geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

VAR financial estimates

Financial estimate

Revenue estimate

Valuation estimate

VAR leadership team

Management profile

Number of profiles

Profiles2 records

VAR funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

VAR M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VAR

What does VAR do?

Is VAR a public or private company?

VAR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was VAR founded?

VAR was founded in 1992. It employs 51 to 100 people.

Where is VAR based?

VAR is headquartered in Sesvete, Croatia, in the Europe region.

How does VAR make money?

Six revenue lines are on record. New Forklift Sales are the primary driver. The others are used Forklift Sales, spare Parts, service and Repairs, rental and Leasing and transport Services.

Who are VAR's main competitors?

Emerging players on record are MiMA Forklift and Baumann Sideloaders. Broad incumbents are Manitou Group, Crown Equipment Corporation, KION Group AG, Toyota Material Handling Europe, Jungheinrich AG, STILL GmbH and Hyster-Yale Group. Boss Machinery is listed as a regional player.

Does VAR have an API?

No public API is recorded for VAR.

What industry is VAR in?

VAR's product category is Material Handling Equipment Distribution. Its primary akta.pro industry code is IMAHABAI, Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers). Its NAICS code is 333310 and its SIC code is 5084.