Alta Material Handling

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.

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

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

• Material handling equipment
• Forklift distribution
• Warehouse automation solutions
• Fleet management services
• Industrial equipment dealer

Headquarters

HQ city

Michigan

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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
2. Used Equipment Sales: Sale of pre-owned material handling equipment through inventory listings
3. Equipment Rentals: Rental of forklifts, aerial equipment, heavy forklifts, floor cleaning equipment, utility vehicles, and railcar movers with flexible rental periods
4. Service & Repair: Equipment service, repair, periodic maintenance, and complete care programs for material handling equipment
5. Parts Sales: Sale of replacement parts for material handling equipment including tires
6. Fleet Management Services: Comprehensive fleet management services including telemetry and monitoring
7. Financing & Leasing: Flexible financing and leasing options for new equipment acquisition
8. Training Services: Warehouse safety training and operator training programs

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core 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

Segments10 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and major.

• PeakLogixcoreStrategic or Co-development PartnerPeakLogix 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.
• HystercoreChannel Partner/ Reseller/ DistributorHyster 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.
• YalecoreChannel Partner/ Reseller/ DistributorYale 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.
• JLGmajorChannel Partner/ Reseller/ DistributorJLG is an aerial lift manufacturer partner. Alta Material Handling distributes JLG aerial lifts through their equipment catalog.
• CombiliftmajorChannel Partner/ Reseller/ DistributorCombilift is a material handling equipment manufacturer partner distributed through Alta Material Handling's catalog.
• BendimajorChannel Partner/ Reseller/ DistributorBendi is a warehouse equipment manufacturer distributed through Alta Material Handling's catalog.
• NilfiskmajorChannel Partner/ Reseller/ DistributorNilfisk is a manufacturer of floor cleaning equipment including sweepers and scrubbers, distributed through Alta Material Handling.
• KARCHERmajorChannel Partner/ Reseller/ DistributorKARCHER is a manufacturer of cleaning equipment including sweepers and scrubbers, distributed through Alta Material Handling.
• ManitoumajorChannel Partner/ Reseller/ DistributorManitou is a material handling equipment manufacturer distributed through Alta Material Handling's catalog.
• GeniemajorChannel Partner/ Reseller/ DistributorGenie is an aerial lift manufacturer partner distributed through Alta Material Handling's equipment catalog.
• TrackmobilemajorChannel Partner/ Reseller/ DistributorTrackmobile is a railcar mover manufacturer distributed through Alta Material Handling's specialized mobile equipment catalog.
• MotrecmajorChannel Partner/ Reseller/ DistributorMotrec 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

Broad 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

• YouTubeyoutube.com/@AltaEquipment
• Facebookfacebook.com/ALTAMATERIALHANDLING
• LinkedInlinkedin.com/company/alta-material-handling
• Instagraminstagram.com/altamaterialhandling

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 Alta Material Handling