ALLCRANE
Allcrane is a family-owned New Zealand distributor and service provider for FASSI, CORMACH, TADANO, A.T.I.B. and Marrel cranes, hooklifts and elevated work platforms, serving construction, recycling, waste, and marine customers nationwide since 1993.
- Company typePrivate
- Founded1993
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingServices
What ALLCRANE does
Allcrane Sales & Services Ltd is a privately held, family-owned crane and lifting equipment distributor and service provider based in Penrose, Auckland, New Zealand, founded in 1993 and operating for over 25 years. The company distributes and services a portfolio of physical industrial equipment including knuckleboom cranes (FASSI, CORMACH), mobile, cargo and marine cranes (TADANO), hooklifts (A.T.I.B., Marrel), and elevated work platforms, with sole or primary NZ agency rights for the core brands.
The company's offerings span new and reconditioned equipment sales, spare parts supply, full workshop servicing, ACOP certification, pre-inspections, mobile on-site servicing, radio remote retrofitting, and in-house custom body build fabrication covering engineering, subframe, electrical, and hydraulic integration. Operational capacity includes two equipped service vans plus strategically located South Island service vehicles, supporting nationwide coverage.
Revenue is generated through hardware sales of new and used cranes and lifting equipment, professional services including certification, repairs, custom fabrication, and spare parts supply, with quote-based pricing across the portfolio. Allcrane targets four primary use-case segments: Construction & Infrastructure, Scrap & Recycling, Waste Management & Transportation, and Marine & Ports. Go-to-market is direct enterprise field sales led by Managing Director Mike Morris and a small technical team, with brand presence via website and Facebook. The company is independently owned with no parent, subsidiaries, or external funding disclosed.
ALLCRANE firmographics
Firmographics- Name
- ALLCRANE
- Legal name
- Allcrane Sales & Services Ltd
- Website
- https://allcrane.co.nz
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Allcrane is a family-owned New Zealand distributor and service provider for FASSI, CORMACH, TADANO, A.T.I.B. and Marrel cranes, hooklifts and elevated work platforms, serving construction, recycling, waste, and marine customers nationwide since 1993.
- Ownership category
- akta.pro rank
Where ALLCRANE is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
ALLCRANE business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- New Crane Sales: Sales of new cranes including knuckleboom, mobile, cargo, marine, and hooklift cranes from branded manufacturers
- Used/Second Hand Crane Sales: Sales of reconditioned and second-hand cranes, including equipment on behalf and buy-and-sell arrangements
- Service, Certification & Repairs: Full workshop services including pre-inspections, certification, ACOP certification, mobile on-site servicing, and major maintenance
- Spare Parts Supply: Supply of new and used replacement parts for all crane makes and models with expediting for uncommon parts
- Body Build Fabrication: Custom crane body fabrication including subframe, crane installation, electrical, hydraulic and body work completed in-house
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Equipment Sales - Quote Based |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
ALLCRANE product offering
Product offeringCore offering
Allcrane is a New Zealand-based crane sales and service company that distributes new and second-hand knuckleboom, mobile, cargo, and marine cranes, hooklifts, and elevated work platforms from premium brands including FASSI, TADANO, CORMACH, A.T.I.B., and Marrel. The company also provides ACOP certification, scheduled and major inspections, mobile on-site servicing, spare parts supply, and in-house custom body build fabrication. It operates as sole NZ agent for FASSI and CORMACH knuckleboom cranes and NZ distributor for TADANO mobile cranes.
Product overview
Allcrane is a family-owned crane sales and service company (since 1993) operating as a distributor and service provider for a portfolio of crane and lifting equipment. The offering is organized as a platform of physical equipment products (Knuckleboom, Cargo, Mobile, Marine cranes, Hooklifts, and Elevated Work Platforms) complemented by supporting services (spare parts, radio remotes, body builds, and full servicing/certification). The company distributes branded equipment from manufacturers including FASSI, TADANO, CORMACH, A.T.I.B., Marrel, and CELA, while also buying and selling second-hand and reconditioned units. Services include pre-inspections, ACOP certification, mobile repairs, and custom body fabrication. Products range from small knuckleboom cranes (0.9tm) to large all-terrain mobile cranes (600T), covering applications in construction, waste/recycling, marine, and general lifting industries throughout New Zealand.
Differentiator
Problem solved
Functional benefit
Products and services
- Knuckleboom Cranes Articulating boom cranes that fold at the middle knuckle for compact storage and maneuvering, sourced from FASSI and CORMACH. Available in capacities from 0.9tm to 71tm stocked, with units available up to 500tm, serving construction, recycling, and general material handling applications.
- Mobile Cranes TADANO mobile cranes including Rough Terrain GR Series (12t–145t), All Terrain ATF Series (40T–600T), and Truck Crane GT Series (30T–75T), serving construction, infrastructure, and heavy lifting applications across New Zealand.
- Cargo Cranes TADANO cargo cranes built in Japan for high quality, superior performance, and reliability in demanding work applications such as truck loading and material transport.
- Hooklifts Hydraulic hooklifts from A.T.I.B. and Marrel mounted on trucks to enable quick changing of flatbeds, dumpster bodies, and containers, used in waste, recycling, scrap, and demolition industries.
- Elevated Work Platforms (EWP) Elevated work platforms from TADANO and CELA brands for working-at-height applications, including 6-month and 5/10-year major inspection services.
- Marine Cranes Marine cranes from 1tm to 74tm capacity from Tadano, Fassi, and Cormach, with specialist treatments available for ocean applications, high torque slew bases, and custom configurations for marine and port operations.
- Second Hand / Reconditioned Cranes Quality second-hand and reconditioned cranes with equipment on behalf and buy-and-sell services, with full reconditioning capabilities for resale to NZ customers.
- Spare Parts Supply New and used replacement parts for all crane makes and models, including Cormach, FASSI, ATIB, Amco Veba, Heila, Tadano, Unic, Kobelco, P&H, and more, with global sourcing and quick dispatch of fast-moving items and expediting for uncommon parts.
- Radio Remote Control Systems Radio remote control systems for cranes and hydraulic equipment, available as factory-installed or retro-fit systems with workshop installation services using factory-quality systems.
- Service, Certification & Repairs Full workshop services including servicing, major maintenance, pre-certification inspections, ACOP (Approved Code of Practice) certification, and mobile on-site servicing delivered via two equipped service vans, ensuring compliance with NZ Health and Safety in Employment Regulations.
- Custom Body Builds In-house custom body build fabrication including engineering, feasibility studies, subframe construction, crane installation, and electrical and hydraulic work, performed as turnkey projects for equipment supplied by Allcrane.
Companies that use ALLCRANE
Customer profileSegments4 records
Ideal customer profiles4 records
ALLCRANE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ALLCRANE partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and supporting.
- FASSIcoreSole NZ agents for FASSI knuckleboom cranes. Allcrane stocks large inventory of FASSI cranes ranging from 0.9tm to 71tm capacity and can provide units up to 500tm. Factory-trained technicians support FASSI product line.
- CORMACHcoreSole NZ agents for CORMACH knuckleboom cranes. Allcrane services and stocks new CORMACH cranes with full support and spare parts availability.
- TADANOcoreProud NZ distributors for TADANO mobile cranes including rough terrain GR series (12t-145t), all terrain ATF series (40T-600T), and truck crane GT series (30T-75T). Also distributes TADANO cargo cranes, elevated work platforms, and marine cranes.
- A.T.I.B.coreAuthorized distributor for A.T.I.B. hydraulic hooklifts. Allcrane supplies new and used units, provides full service, and sources spare parts for A.T.I.B. products.
- MarrelcoreAuthorized distributor for Marrel hooklifts. Allcrane provides new and used Marrel hooklifts along with full service support and spare parts.
- Scanreco/FabercomsupportingBrand partner for radio remote control systems and related technology products.
- EuromecsupportingBrand partner for specialized crane equipment and accessories.
- Tarping SolutionssupportingBrand partner for tarping solutions complementing crane and body build products.
- T-CranessupportingBrand partner for specialized crane products in the product lineup.
- Demac ReelssupportingBrand partner for Demac reel products integrated with crane solutions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
ALLCRANE competitors and assessment
Company assessmentBroad incumbents
- Manitowoc Company: Manufacturer of crawler cranes, mobile cranes, and tower cranes under the Grove, Potain, and Manitowoc brands. Competes with Allcrane's TADANO mobile crane line for large all-terrain and rough-terrain crane sales.
- Liebherr: Global manufacturer of mobile cranes, crawler cranes, and tower cranes with broad product portfolios. Comparable as a competing supplier brand that Allcrane's customers could choose instead of FASSI, CORMACH, or TADANO equipment.
- Palfinger: Global manufacturer of loader cranes, hooklifts, and access platforms. Directly competes with Allcrane's FASSI knuckleboom and A.T.I.B./Marrel hooklift product lines in the recycling, waste, and truck-mounted equipment segments.
- Tadano: Global crane and aerial work platform manufacturer; Allcrane is the NZ distributor for TADANO mobile, cargo, marine, and EWP lines. Tadano's own direct sales infrastructure and choice of master dealers elsewhere represents both a partner and a competitive threat.
- Hiab (Cargotec): Leading manufacturer of truck-mounted loader cranes, demountables, and hooklifts. Competes with Allcrane's knuckleboom and hooklift portfolio for waste, recycling, and transport operator customers in Oceania.
- FASSI Gru: Italian manufacturer of articulating knuckleboom cranes; Allcrane is the sole NZ agent. Comparable as a competing manufacturer whose brand distribution decisions directly shape Allcrane's portfolio and competitive position.
Emerging players
- National Crane (Manitowoc): Manufacturer of boom trucks and mobile cranes sold through dealer networks. Adjacent competitor in the truck-mounted and boom truck crane segments where Allcrane also operates with TADANO and FASSI products.
Regional players
- CablePrice: Major New Zealand distributor of heavy construction, mining, and materials handling equipment. Competes with Allcrane for construction and infrastructure customers requiring cranes and lifting equipment across the country.
- AB Equipment: New Zealand-owned heavy equipment distributor covering forklifts, materials handling, and cranes. Overlaps with Allcrane in the NZ materials handling and crane distribution market, with broader equipment categories.
Direct peers
- Tidd Ross Todd: A long-established New Zealand crane and heavy lifting equipment distributor and service provider. Directly competes with Allcrane in the NZ crane sales, service, and parts market across knuckleboom, mobile, and heavy lift categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
ALLCRANE social profiles
Digital presenceALLCRANE financial estimates
Financial estimateRevenue estimate
Valuation estimate
ALLCRANE leadership team
Management profileNumber of profiles
Profiles3 records
ALLCRANE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ALLCRANE 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 ALLCRANE
What does ALLCRANE do?
Allcrane is a New Zealand-based crane sales and service company that distributes new and second-hand knuckleboom, mobile, cargo, and marine cranes, hooklifts, and elevated work platforms from premium brands including FASSI, TADANO, CORMACH, A.T.I.B., and Marrel. The company also provides ACOP certification, scheduled and major inspections, mobile on-site servicing, spare parts supply, and in-house custom body build fabrication. It operates as sole NZ agent for FASSI and CORMACH knuckleboom cranes and NZ distributor for TADANO mobile cranes.
Is ALLCRANE a public or private company?
ALLCRANE is a private company. It is classified as family owned and is currently operating.
When was ALLCRANE founded?
ALLCRANE was founded in 1993. It employs 1 to 10 people.
Where is ALLCRANE based?
ALLCRANE is headquartered in Auckland, New Zealand, in the Oceania region.
How does ALLCRANE make money?
Five revenue lines are on record. New Crane Sales are the primary driver. The others are used/Second Hand Crane Sales, service, Certification & Repairs, spare Parts Supply and body Build Fabrication.
Who are ALLCRANE's main competitors?
Broad incumbents on record are Manitowoc Company, Liebherr, Palfinger, Tadano, Hiab (Cargotec) and FASSI Gru. National Crane (Manitowoc) is listed as an emerging player. Regional players are CablePrice and AB Equipment. Tidd Ross Todd is listed as a direct peer.
Does ALLCRANE have an API?
No public API is recorded for ALLCRANE.