Alta Material Handling
Alta Material Handling is a US-based material handling equipment dealer and service provider operating across six states, selling forklifts, aerial lifts, and related equipment from brands such as Hyster and Yale. The division of Alta Equipment Group serves auto manufacturing, e-commerce, food and beverage, medical, and logistics customers with sales, rentals, service, parts, and automation.
- Company typePrivate
- Founded-
- HeadquartersMichigan, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Alta Material Handling does
Alta Material Handling is a US-based material handling equipment dealer and service provider headquartered in Livonia, Michigan, operating as a division of Alta Equipment Group. The company sells new and used forklifts, aerial lifts, floor sweepers and scrubbers, utility vehicles, railcar movers, and straddle carriers through authorized partnerships with multiple OEMs including Hyster, Yale, JLG, Combilift, Bendi, Manitou, Genie, Trackmobile, Motrec, Nilfisk, and KARCHER. Beyond equipment, the offering extends into motive power (lead acid, thin plate pure lead, lithium-ion batteries, and hydrogen fuel cells), warehouse robotics, warehouse design and racking (via the PeakLogix subsidiary), fleet management with telemetry, operator assist systems, pedestrian awareness cameras, and onsite training.
The business is monetized through eight identified revenue streams: new equipment sales, used equipment sales, equipment rentals (forklifts, aerial, heavy forklifts, floor cleaning, utility vehicles, railcar movers), service and repair, parts sales, managed fleet management services, financing and leasing, and training services. Pricing is quote-based and not publicly disclosed. The go-to-market is direct sales-led through physical branches, supported by an e-commerce catalog (materialhandling.altg.com) and a content marketing footprint across website, blog, brochure library, and social channels. Geographic coverage spans six US regions: Michigan, Northern Indiana, Illinois, Virginia, New England, and New York.
Customers span ten named verticals including auto manufacturing, building materials, chemicals and plastics, e-commerce and retail fulfillment, food and beverage cold storage, food processing, medical and pharmaceutical, paper and packaging, ports and terminals, and third-party logistics. Pain points addressed include equipment reliability, productivity, warehouse labor shortages (cited at a 36% industry turnover rate with position filling costs of 25-150% of salary), fleet management complexity, warehouse safety compliance, and storage optimization. The company has 188 employees and operates sub-brands including PeakLogix, Alta Innovation Center, Alta Motive Power, Alta Robotics, and Alta Environmental Solutions.
Alta Material Handling firmographics
Firmographics- Name
- Alta Material Handling
- Legal name
- Alta Material Handling
- Website
- https://materialhandling.altaequipment.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Alta Material Handling is a US-based material handling equipment dealer and service provider operating across six states, selling forklifts, aerial lifts, and related equipment from brands such as Hyster and Yale. The division of Alta Equipment Group serves auto manufacturing, e-commerce, food and beverage, medical, and logistics customers with sales, rentals, service, parts, and automation.
- Ownership category
- akta.pro rank
Alta Material Handling industry classification
Industry- Product category
- Material Handling Equipment
- NAICS
- Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Other Commercial and Industrial Machinery and Equipment Rental and Leasing (532490), Material Handling Equipment Manufacturing (33392), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537), Services-Miscellaneous Equipment Rental & Leasing (7350), Wholesale-Industrial Machinery & Equipment (5084), Construction, Mining & Materials Handling Machinery & Equip (3530)
- akta.pro primary industry
- Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)
- akta.pro secondary industries
- Lifting & Hoisting Rental & Leasing (IMAHAJAN), Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers) (IMAHABAI)
Keywords
Where Alta Material Handling is headquartered
LocationHeadquarters
- HQ city
- Michigan
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Alta Material Handling business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- New Equipment Sales: Sale of new material handling equipment including forklifts, aerial lifts, sweepers, scrubbers, utility vehicles, railcar movers, and straddle carriers through partnership with manufacturers like Hyster and Yale
- Used Equipment Sales: Sale of pre-owned material handling equipment through inventory listings
- Equipment Rentals: Rental of forklifts, aerial equipment, heavy forklifts, floor cleaning equipment, utility vehicles, and railcar movers with flexible rental periods
- Service & Repair: Equipment service, repair, periodic maintenance, and complete care programs for material handling equipment
- Parts Sales: Sale of replacement parts for material handling equipment including tires
- Fleet Management Services: Comprehensive fleet management services including telemetry and monitoring
- Financing & Leasing: Flexible financing and leasing options for new equipment acquisition
- Training Services: Warehouse safety training and operator training programs
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Equipment pricing varies by manufacturer, model, and specifications - quote-based |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Alta Material Handling product offering
Product offeringCore offering
Alta Material Handling sells, rents and services industrial material handling equipment — forklifts, aerial lifts, floor sweepers/scrubbers, utility vehicles, railcar movers and straddle carriers — from OEMs such as Hyster, Yale, JLG, Combilift, Bendi, Nilfisk, KARCHER, Manitou, Genie, Trackmobile and Motrec. The company complements equipment distribution with parts, operator training, fleet management, periodic maintenance and a Complete Care service contract offering across six U.S. regions.
Product overview
Alta Material Handling is a multi-category material handling equipment dealer and service provider offering a comprehensive portfolio of products and services. The core product offerings include forklifts (Class 1-5: Electric CB Rider, Narrow Aisle, Motorized Hand, I.C.E. Cushion, I.C.E. Pneumatic, and Scissor Electric), Floor Sweepers and Scrubbers, Aerial Lifts, Utility Vehicles, Railcar Movers, and Straddle Carriers. These are complemented by add-on modules including Motive Power (lead acid, lithium-ion, hydrogen fuel cell batteries), Robotics (warehouse automation), and Warehouse Solutions (racking, storage design). The company provides extensive services including Service & Repair, Fleet Management, Parts, Periodic Maintenance, Training, Rentals, and Complete Care maintenance programs. Safety technology offerings include Operator Assist Systems, Pedestrian Awareness Camera, and Telemetry for fleet monitoring. The company operates through the Alta Innovation Center and partners with manufacturers including Hyster, Yale, JLG, Combilift, Bendi, Manitou, Genie, and others. The platform operates across a multi-channel model supporting new equipment sales, used equipment, and rentals throughout Michigan, Northern Indiana, Illinois, Virginia, New England, and New York.
Differentiator
Problem solved
Functional benefit
Brands
- PeakLogix: Warehouse automation and logistics optimization solutions including shelving, racking, WMS and automation.
- Alta Innovation Center
- Alta Motive Power
- Alta Robotics
- Alta Environmental Solutions
Products and services
- Forklifts
- Aerial Lifts
- Floor Sweepers and Scrubbers
- Utility Vehicles
- Railcar Movers
- Straddle Carriers
- Motive Power Solutions
- Robotics Solutions
- Warehouse Solutions
- Service & Repair
- Fleet Management
- Parts
- Complete Care
- Periodic Maintenance
Quantifiable outcome
- Warehouse turnover rate of 36%; position filling costs between 25-150% of salary
Companies that use Alta Material Handling
Customer profileSegments10 records
Ideal customer profiles1 record
Alta Material Handling technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Alta Material Handling partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and major.
- PeakLogixcorePeakLogix provides automation solutions including needs assessment, design, installation, and training services. They offer shelving, racking, advanced WMS, and automation solutions tailored to optimize operations and ensure efficiency. The partnership is featured on Alta Material Handling's automation page.
- HystercoreHyster is a premier brand partner for forklifts and material handling equipment. Alta Material Handling partners with Hyster and offers their complete lineup of forklifts as a leading dealer.
- YalecoreYale is a premier brand partner for forklifts and material handling equipment. Alta Material Handling partners with Yale and offers their complete lineup of forklifts as a leading dealer.
- JLGmajorJLG is an aerial lift manufacturer partner. Alta Material Handling distributes JLG aerial lifts through their equipment catalog.
- CombiliftmajorCombilift is a material handling equipment manufacturer partner distributed through Alta Material Handling's catalog.
- BendimajorBendi is a warehouse equipment manufacturer distributed through Alta Material Handling's catalog.
- NilfiskmajorNilfisk is a manufacturer of floor cleaning equipment including sweepers and scrubbers, distributed through Alta Material Handling.
- KARCHERmajorKARCHER is a manufacturer of cleaning equipment including sweepers and scrubbers, distributed through Alta Material Handling.
- ManitoumajorManitou is a material handling equipment manufacturer distributed through Alta Material Handling's catalog.
- GeniemajorGenie is an aerial lift manufacturer partner distributed through Alta Material Handling's equipment catalog.
- TrackmobilemajorTrackmobile is a railcar mover manufacturer distributed through Alta Material Handling's specialized mobile equipment catalog.
- MotrecmajorMotrec is a utility vehicle manufacturer partner, with products distributed through Alta Material Handling's catalog including Motrec carts.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Alta Material Handling competitors and assessment
Company assessmentBroad incumbents
- United Rentals: Largest global equipment rental company with aerial, material handling, and industrial fleet categories. Comparable as a broad-line equipment rental and services operator with significantly larger scale.
- H&E Equipment Services: Publicly traded equipment rental and sales company serving construction and industrial customers with aerial, material handling, and earthmoving fleets. Comparable as a diversified industrial-equipment rental/sales operator.
- Sunbelt Rentals: Largest North American equipment rental company with material handling fleet offerings. Comparable as a broader commercial/industrial equipment rental operator with overlapping forklift and aerial-rental categories.
Direct peers
- Hyster-Yale Materials Handling: OEM of Alta's two premier brand partners (Hyster and Yale). Comparable as a counterparty in the same value chain and as a benchmark for forklift-market dynamics and dealer-network economics.
- Alta Equipment Group: Parent company of Alta Material Handling; publicly listed diversified equipment dealer spanning material handling and construction. Direct corporate peer for dealer-model economics and capital structure benchmarking.
- Crown Equipment: Privately held forklift manufacturer with a direct corporate-owned dealer network. Comparable to Alta as a vertically integrated material handling equipment seller with strong service/replacement-parts economics.
- Mitsubishi Logisnext Americas: North American material handling subsidiary of Mitsubishi Logisnext offering Cat, UniCarriers, and Mitsubishi forklifts through a dealer network. Comparable as a competing multi-brand material handling equipment dealer/manufacturer combination.
- Jungheinrich: Global material handling equipment manufacturer with intralogistics and forklift product lines. Comparable as a competing brand whose products are sometimes distributed through competing US dealer networks.
- Toyota Material Handling: Largest North American material handling equipment manufacturer and dealer-network operator (Toyota, Raymond, Cesab brands). Directly comparable as a multi-brand material handling dealer with forklift, automation, and service offerings.
- KION North America: Subsidiary of KION Group operating Linde and Baoli material handling brands in North America with dealer and direct-sales channels. Directly comparable multi-brand industrial truck dealer/manufacturer combination.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Alta Material Handling social profiles
Digital presenceAlta Material Handling financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alta Material Handling leadership team
Management profileNumber of profiles
Alta Material Handling subsidiaries and ownership
Company hierarchySubsidiaries5 records
Alta Material Handling funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alta Material Handling 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 Alta Material Handling
What does Alta Material Handling do?
Alta Material Handling sells, rents and services industrial material handling equipment — forklifts, aerial lifts, floor sweepers/scrubbers, utility vehicles, railcar movers and straddle carriers — from OEMs such as Hyster, Yale, JLG, Combilift, Bendi, Nilfisk, KARCHER, Manitou, Genie, Trackmobile and Motrec. The company complements equipment distribution with parts, operator training, fleet management, periodic maintenance and a Complete Care service contract offering across six U.S. regions.
When was Alta Material Handling founded?
Alta Material Handling was founded in -1. It employs 101 to 250 people.
Where is Alta Material Handling based?
Alta Material Handling is headquartered in Michigan, United States, in the North America region.
How does Alta Material Handling make money?
Eight revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, equipment Rentals, service & Repair, parts Sales, fleet Management Services, financing & Leasing and training Services.
Who are Alta Material Handling's main competitors?
Broad incumbents on record are United Rentals, H&E Equipment Services and Sunbelt Rentals. Direct peers are Hyster-Yale Materials Handling, Alta Equipment Group, Crown Equipment, Mitsubishi Logisnext Americas, Jungheinrich, Toyota Material Handling and KION North America.
Does Alta Material Handling have an API?
No public API is recorded for Alta Material Handling.
What industry is Alta Material Handling in?
Alta Material Handling's product category is Material Handling Equipment. Its primary akta.pro industry code is TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks), with a secondary code of IMAHAJAN, Lifting & Hoisting Rental & Leasing. Its NAICS code is 333924 and its SIC code is 3537.