03.03.2008

Holland Lift buys into Russon

Holland Lift the Dutch manufacturer of heavy duty scissor lifts has acquired a minority interest in its UK and Ireland dealer Russon Access Platforms Ltd.

According to Menno Koel of Holland Lift and Alan Russon of Russon Access Platforms discussions on a closer association between the two companies began at Bauma last year, have been ongoing since, with the deal concluded on Friday evening.

Russon Access Platforms took over the distribution of the Holland Lift line in 2004 and has since established the brand as the UK market leader ultra heavy duty scissors, including its tall, narrow electric models. The UK is now Holland Lifts second largest export market after Germany, and has an order book that extends into mid 2009.

Russon said: “This is a great development for Russon Access Platforms and demonstrates the commitment from Holland Lift to the UK, which is one of its larger markets”.

Koel added: “It is important that we continue to develop our relationship with our dealers and customers and this deal secures the relationship with Russon Access Platforms and vice versa which is something both parties wanted to achieve”.

Vertikal Comment

We understand that Holland Lift has taken a 25 percent share in Russon, and might be the first step towards full owner ship of its UK distributor some time in the future when Alan Russon looks to retire?

Given the currently high Euro compared to Sterling it also brings the two closer together at a time when they need to share in the pain or the gain.

Russon is also a Manitou distributor to the UK and Ireland access rental companies and has done a great deal to put the French manufacturer on the map in the UK powered access rental industry. Manitou has announced that it has appointed R2 Platforms to work with its telehandler dealers to encourage them to pick up more of the access rental business locally.

This development is probably a move towards the inevitable and as far as we can see a win win win situation. Russon cashes out part of his investment and ties Holland Lift in, Holland Lift secures a distributor in what has become a critical market for it, while kicking off a long term transition plan and the customer gets the assurance of the long term continuity of supply and support.