What As'Up does

As'Up is a French B2B distributor of professional lifting and material handling equipment, operating as the Elevation & Material Handling pole of the Asup France group under the legal entity AB Equipements (RCS Chartres). Formed in January 2024 through the merger of Agidis (founded 2015) and AB Equipements (founded 2006), the company consolidates a multi-brand portfolio distributed through 8 owned agencies across France plus Luxembourg: Smartlift (exclusive distributor in France and Luxembourg), Genie, Dinolift, and Monkey Tower. The product range spans personnel elevation (scissor lifts, articulated and telescopic boom lifts, vertical mast lifts, trailer-mounted scaffolding) and material handling (vacuum suction cup robots, pneumatic and electric load elevators, multi-tool industrial pose robots), with lifting capacities ranging from approximately 150 kg to 1 tonne.

The underlying technology is primarily mechanical and electromechanical, with proprietary features including dual-crossed vacuum safety circuits for glass and panel handling, 100-meter wireless radio remote control, 320-degree electric rotation, compact 720mm chassis for confined-space access, and quick-change interchangeable tools on industrial robots. Notable product launches include the Smartlift SLI Industry line (August 2024) for up-to-1-tonne industrial handling and the Smartlift SLX 2000 multi-tool robot. As'Up does not develop proprietary hardware; it serves as the French exclusive distribution, sales, rental, and after-sales channel for its partner brands.

The business model combines one-time equipment sales, hardware rental and leasing (credit-bail financing at 100% with fixed monthly payments), and after-sales services including maintenance and spare parts. Pricing is quote-based with no public disclosure; the company actively promotes French CNAM ergonomic risk prevention subsidies covering up to 70% of equipment cost to lower purchase friction. Go-to-market is sales-led and event-driven, anchored by trade show presence (ARTIBAT, JDL Expo, NORDBAT), a website-based quote request funnel, and a multi-channel content strategy (LinkedIn, YouTube, newsletter, PDF catalog). The customer base spans construction and glazing contractors, HVAC and electrical trades, equipment rental companies, and industrial/maintenance buyers, with named enterprise customers including SOMEN, Loxam Rental, and MBW.

Name

As'Up

Legal name

AB EQUIPEMENTS

Website

https://abequipements.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

As'Up is the French exclusive distributor of Smartlift, Genie, Dinolift, and Monkey Tower professional lifting and material handling equipment, serving BTP contractors, glaziers, HVAC installers, and industrial buyers through 8 agencies across France and Luxembourg.

Ownership category

akta.pro rank

Product category

Construction Equipment Distribution

NAICS

Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923), Construction Machinery Manufacturing (333120)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)

akta.pro primary industry

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

akta.pro secondary industries

Specialty Access & Scaffolding Rental/Leasing (TLABAFAL), Hoists (Electric, Manual & Pneumatic) (IMAHAJAG)

Keywords

• Lifting equipment distribution
• Aerial work platforms
• Material handling equipment
• Glass installation robots
• Construction equipment rental

Headquarters

HQ city

Berchères-les-pierres

HQ country

France

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain

Revenue model

1. Equipment Sales: Direct sale of lifting and material handling equipment including Genie lifts, Smartlift robots, Dinolift nacelles, and Monkey Tower scaffolding. Products are sold to BTP professionals, glass installers, and industrial companies.
2. Equipment Rental and Leasing: AB Equipements provides both sales and rental of elevation and safety equipment. Credit-bail financing option available allowing 100% financing with fixed monthly payments.
3. After-sales Services: Maintenance, spare parts, and technical support for distributed equipment brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

As'Up distributes professional lifting platforms, hoists, glass installation robots, scaffolding, and material handling equipment for BTP construction, glazing, and industrial professionals. The company holds exclusive French distribution rights for Smartlift vacuum-based glass handling robots and complements this with Genie load elevators, Dinolift aerial work platforms, and Monkey Tower telescopic scaffolding. Equipment is sold and rented through 8 owned agencies across France, with credit-bail leasing and after-sales service.

Product overview

As'Up is the Elevation & Handling division of Asup France Group, formed by merging Agidis (established 2015) and AB Equipements (established 2006). The company distributes a unified portfolio of professional lifting and handling equipment organized across two main poles: (1) Élévation — aerial work platforms including Genie vertical mast lifts, scissor lifts, articulated and telescopic trailer lifts (DINO), and Monkey Tower telescopic scaffolds; and (2) Manutention — load elevators including Genie Lift (GL), Genie Super Hoist (GH), Genie SuperLift (SLA/SLC) series, and Smartlift suction cup pose robots (SL, SLX, SLI, Skylifter series). The product portfolio spans from compact indoor robots lifting 150-200 kg to industrial machines handling up to 1,000 kg. Products are available for purchase and rental through 8 agencies across France, supported by a 2024 catalog and online FlipBuilder publication. The company also offers credit-bail financing and promotes government subsidies covering up to 70% of equipment costs under ergonomic risk prevention programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Genie Lift GL-4 Manual compact load elevator with 227 kg capacity and working height up to 1.80 m. Aluminum frame with multiple base configurations (standard, wide, counterweight). CE-compliant, designed for industrial and workshop handling optimization.
• Genie Super Hoist GH-3.8 Pneumatic telescopic load elevator powered by CO2 or compressed air. Capacity 158 kg at 3.80 m height; provides 80-90 lifts per CO2 cartridge. Installs in minutes without tools by one person. Also available in GH-5.6 model.
• Smartlift SL 208 Indoor Compact suction cup pose robot for indoor glass and panel installation. Lifts up to 208 kg with 720 mm width passing through standard doors. Intuitive joystick control, ±180° manual rotation, designed for confined-space work at height.
• Smartlift Skylifter SL 400 RT Electric suction cup manipulator for mounting on construction equipment, lifting airtight non-porous materials at height. Capacity 400 kg, 320° electric rotation, radio-controlled with 100 m range. Features dual crossed vacuum circuits with 4 suction cups of 300 mm diameter for safe gripping.
• Dinolift DINO 160XT II Telescopic articulated towable lift with hybrid technology (thermal engine + 230V power supply). 16 m working height, 9.10 m maximum reach, 215 kg capacity, hydraulic stabilizers for rapid setup. Adapts to indoor and outdoor environments.
• Smartlift SLX 2000 Ultra-compact robotized pose robot with 5 interchangeable tools: suction cup boom arm, hydraulic winch, fly-jib boom, pallet forks, and lifting hook. Enables transport, lifting, and pose operations for heavy-duty standard handling in constrained and multi-story environments.
• Smartlift SLI Industry Line Compact pose robot line capable of lifting heavy loads up to 1 tonne in confined spaces. Features instant tool adaptation via standard or customized interchangeable tools, precision movement for delicate material manipulation, and electric self-propelled design. Includes SLI 609 and SLI 1009 models.
• Smartlift SL 809 Outdoor Flagship outdoor pose robot with 800 kg lifting capacity for safe handling of heavy materials including glass and steel. 6-meter lifting height (first-floor equivalent), advanced hydraulic system, remote-controlled rotating stirrup.
• Monkey Tower Telescopic Scaffold Trailer-mounted telescopic scaffold replacing traditional scaffolding. Reaches 5.80 m height, passes through doors via retractable elements, steel basket for 1 person (130 kg capacity). No CACES certification required, 5-minute setup, towable by any car or van.
• Dinolift DINO 120TLB Most compact towable lift in the DINOlift range with MyDINO Telematics for intelligent tracking. Ultra-lightweight (1,263 kg), up to 12 m working height, 2 x 12V 150 Ah batteries, integrated drive system, optional stabilizer pad indicator and custom color.
• Genie SLA SuperLift Advantage Passenger door load elevator with maximum capacity 454 kg and maximum working height 7.94 m. Versatile model designed for constrained environments.
• Genie SLC SuperLift Contractor Light construction load elevator with maximum capacity 295 kg and maximum working height 7.32 m. Maneuverable and robust for light construction sites.
• Genie GH Genie Hoist Pneumatic telescopic load elevator for medium loads with maximum capacity 159 kg and maximum working height 5.60 m.
• Credit-Bail (Financial Leasing) Financial leasing service allowing 100% financing of equipment while preserving cash flow. Features fixed monthly payments, TVA spread over duration, capacity optimization, and all-risk insurance covering theft and accidental damage.

Quantifiable outcome

• 88% of recognized occupational illnesses in France are TMS (musculoskeletal disorders)
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• SmartliftcoreChannel Partner/ Reseller/ Distributor · 2 January 2024As'Up is the exclusive distributor of Smartlift robots and equipment in France and Luxembourg. Smartlift specializes in innovative lifting machines including vacuum suction robots for glass and panel handling, founded in 2008.
• DinoliftcoreChannel Partner/ Reseller/ DistributorFinnish manufacturer of mobile elevating work platforms (PEMP). Founded in 1974, employs 200 people in Loimaa, Finland. Produces trailer-mounted, articulated, and telescopic lifts known for quality and horizontal reach capabilities.
• GeniecoreChannel Partner/ Reseller/ DistributorAmerican manufacturer founded in 1966, world reference in lifting and elevation equipment. Produces vertical mast lifts, scissors lifts, telescopic and articulated booms, and material handling equipment. Part of Terex brand portfolio.
• Monkey TowerminorChannel Partner/ Reseller/ DistributorBritish brand specializing in mobile access solutions. Products include trailer-mounted telescopic scaffolding as alternative to traditional scaffolding, featuring quick assembly and no CACES certification required.
• ASUP France (Parent Group)coreStrategic or Co-development PartnerAs'Up is the Elevation & Material Handling pole of ASUP France Group, which also operates in depollution. Group provides corporate structure and shared services.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Loxam: Loxam is the largest equipment rental company in Europe and a direct customer of As'Up (Smartlift SL 280 Indoor demo at Loxam Rental Quimper). It is a comparable broad incumbent because it both rents aerial platforms and sells complementary handling equipment to BTP professionals in France, competing for the same customer wallet share though at much larger scale.
• Haulotte: Haulotte is a French manufacturer of aerial work platforms, one of the leading European OEMs in the category that As'Up distributes. It is a broad incumbent comparable to As'Up's principals (Genie, Dinolift) — both OEMs and the distributor business serve the same end BTP customers, and Haulotte's own sales force competes with distributors like As'Up.
• Manitou: Manitou is a French OEM and global leader in material handling, aerial platforms, and earthmoving equipment. It is a broad incumbent peer to As'Up because both serve BTP and industrial clients in France with lifting and handling equipment, with Manitou operating as a much larger manufacturer-distributor.

Direct peers

• Kiloutou: Kiloutou is a leading French equipment rental company specializing in aerial work platforms, scaffolding, and material handling for construction and industrial clients. It is a direct peer to As'Up as both serve BTP professionals with rental and sale of lifting equipment across France, with Kiloutou operating at meaningfully larger scale.
• Locapro: Locapro is a French distributor and renter of professional construction and handling equipment. It is a direct peer to As'Up because both target BTP contractors with aerial platforms, material lifts, and on-site handling solutions through regional agency networks in France.
• Mateco: Mateco is a European specialist in aerial work platform rental and distribution, with a strong French presence. It is a direct peer to As'Up because both focus on elevating work platforms (nacelles) for BTP and industrial customers, though Mateco operates across multiple European countries.

Regional players

• Riwal: Riwal is a European aerial platform specialist headquartered in the Netherlands with operations across multiple European countries. It is a regional peer to As'Up because both distribute and rent aerial work platforms to professional construction clients, though Riwal's primary geographies are outside France.

Others

• Smartlift: Smartlift is the Danish manufacturer whose products As'Up distributes exclusively in France and Luxembourg, including the SL, SLX, SLI, and Skylifter vacuum-suction robot lines. It is a direct strategic partner rather than a competitor, but is comparable as the upstream OEM whose product roadmap and exclusive distribution terms directly determine As'Up's value proposition in glass and panel handling.
• Dinolift: Dinolift is the Finnish manufacturer of trailer-mounted aerial platforms (DINO 160XT II, 120TLB) that As'Up distributes in France. It is a comparable ecosystem participant as a strategic OEM partner whose product range and pricing strategy materially shape As'Up's competitive offering in towable lifts.
• Genie (Terex): Genie is the US-based OEM (part of Terex) that produces the GL, GH, SLA, and SLC material lift and aerial platform lines distributed by As'Up. It is a comparable strategic OEM partner because As'Up's positioning on the Genie brand line is foundational to its personnel-elevation and material-handling portfolio, and Genie's own channel decisions shape As'Up's competitive dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCRswZhTiyVdFS_6lAcBlDRA
• LinkedInlinkedin.com/company/as-up-smartlift-genie

Revenue estimate

Valuation estimate

Number of profiles

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 As'Up