Holly Material Handling & Equipment Inc of Tulsa has added representation of the forklifts from Clark Material Handling Co, from 8 September.

"Clark brings a well-known name to our business and provides us with a more complete product line" than Holly Material had available previously, says Gary Willis, Holly owner, president and dealer principal. Holly is a full-service forklift dealer offering equipment sales, service, rental and aftermarket parts.

"The appointment of Holly fills an important territory for Clark," says Scott Johnson, Clark director of dealer services. That territory includes 28 counties in eastern Oklahoma.

Holly Material has roots going back to 1951, when it was founded as the Chalmers R Wood Co. In 1987, a change in ownership led to adopting the name Holly Equipment Sales.

Willis, who has a background in business development, acquired the company in 2007, and the business name took its present form.

The dealership began representing lines from Komatsu Forklifts USA Inc in 1997 and those from Mariotti USA through master distributor MH Distribution Co in early 2008.

With Clark, Komatsu and Mariotti, each brand's geographic region for Holly is virtually the same.

In the scissor lift market, Holly Materials represents material lift equipment from Advance Lift Inc and Terex Corp's Genie brand and man lift equipment from Lift-A-Loft Corp and Tanfield Group Inc's Upright brand.

In July, Holly Material introduced a revamped website for which ThomasNet consultants from Thomas Publishing Co LLC of New York set up the new template and basic format.

"We have been changing the content ourselves," Willis notes. "We are nowhere near complete. We expect to expand on the number of pages" and boost content relating to casters, dock equipment, conveyors, hand trucks, pallet jacks and racks, shelving and mezzanines in addition to forklifts and scissor lifts.

Willis reports the number of hits on the website doubles each month. "Basically, it is the PFI catalogue, which helps when someone calls in" and needs to describe a part or component, he says. "It is too early to tell the website's impact on our business."

Holly Material employs 16 staff and occupies 10,000 sqft (900 sqm).