Three leading names in the UK materials handling sector – Jofson Limited, Endeavour Forklifts and Alto Handling – are coming together under a new unified structure, marking a significant strategic milestone for the group.
Jofson Limited, Endeavour Forklifts and Alto Handling will now operate under a single, simplified entity – Jofson. The move streamlines the group’s corporate structure and lays the foundation for greater efficiency, agility and growth across the business.
“This is not just about streamlining,” said Jason Reynolds, managing director, “it’s about building a stronger, more resilient organisation that can deliver even more for our customers. By coming together, we significantly increase our buying power, which gives us better relationships with suppliers and helps us provide greater value in the market.”
The materials handling industry has undergone significant transformation in recent years, with growing demand for automation, the emergence of new global competitors, and increased pressure on pricing and margins. Customers today expect more responsive service, integrated solutions, and reliable long-term partnerships.
“The materials handling market has evolved rapidly,” said Rachel Moore, Jofson, CEO. “The same also true of the technology available to them. Our customers face new challenges every day, and we need to be ready to meet them head-on. This new structure gives us the scale, reach and operational focus to stay ahead of that curve.”
Reynolds added: “We are unlocking major efficiencies. With aligned systems and streamlined processes, we can operate faster and smarter, allowing our teams to focus more on what really matters – innovation, service and support.”
Crucially, the group remains committed to customer partnerships and delivering solutions that evolve with their needs.
“Every business is different,” said Moore. “What worked yesterday might not work tomorrow. We’re not just here to sell forklifts. We’re here to listen, to solve problems, and to create tailored solutions that help our customers succeed in a changing world.”
The reorganisation also paves the way for a clearer, more recognisable brand identity across all regions.
“With one unified message and brand, we’ll have stronger market presence and greater consistency,” Reynolds said. “It’s easier for our customers and better for our teams.”
“This is a growth strategy,” Moore said. “We’re expanding our footprint, creating more opportunities, and investing in talent. We want more people, not fewer. That’s central to everything we’re doing.”
At the core of this new chapter is Jofson Limited, the longest-standing company in the group. Founded in 1977, Jofson brings the largest customer base, the widest regional coverage, and a respected name in the UK forklift market.
“Jofson’s legacy and market leadership made it the natural choice to lead the next phase,” said Reynolds. “It’s a £30 million-plus business with strong relationships and a reputation built on trust. Now we’re ready to grow even further, while staying proudly independent.”
Reynolds will also continue in his role as head of sideloader business, Baumann UK, with the new look Jofson also helping to add to Baumann’s coverage across the country.
Moore concluded: “This is a bold step, and one we’re excited to take. We are stronger together, and the best is yet to come.”
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