Despite starting up during tough economic conditions, UK-based The Fork Lift Company is finding success through listening to customers, being flexible and looking at new markets.

Established in 2008, the West Midlands used forklift and materials handling firm adopted a "go anywhere, any time" policy after recognising that the UK market was badly affected by the global recession.

"David Morrison and David Archer founded the company four years ago to provide good quality refurbished forklifts. Based on good purchasing, we buy the right trucks at the right price to offer our customers the best choice of machines from the best manufacturers at the best prices," says general manager Nick Astley.

Travelling where there was a business opportunity, the team identified unmet demand for quality forklifts and allied equipment overseas. This approach has led to a string of successful deals in overseas markets, including Iraq and Afghanistan. Astley says the company has supplied forklifts to many independent exporters and dealers in the Middle East that have UK representatives.

The company, which celebrated its four-year anniversary last month, has grown from just four people - owner David Morrison, export manager David Archer, an engineer and a painter, to nearly 20 people, and that number is expected to rise.

Archer attributes the firm's success to two key factors: the first being its response to changing market conditions. "In the past, businesses would buy a specific forklift for each task. Now, as they see their margins being cut, people are looking to reduce costs - and that often means finding one truck that will do the job of two.

"It has therefore been really important for us to listen to customers and find out exactly what they want to achieve, so we can source the right equipment and help save them money."

The second factor in The Fork Lift Company's success was its belief that growth markets could be found in unlikely places, as long as it took the time to understand what customers need.

The firm says it has grown its business in Afghanistan and Iraq by supplying reliable low-tech trucks and equipment that can be maintained easily by the customers' own engineers, even where they don't have access to a computer - and by sourcing bulk quantities of single brands so spare parts are interchangeable within each fleet.

Other export markets include the Isle of Man, Guernsey, Libya, Kenya, Nigeria, The Netherlands, Germany, Italy, Malta and The Falkland Islands.

The Falkland Islands Meat Company is now a regular customer, Astley says. "They purchased their first machine from us in 2009 on the strength of the photos of the machine on our website and a reference from one of our UK customers. They have since purchased two further machines because they were so impressed by the condition of the first truck."

"In the next six to nine months, we will be looking to recruit at least one more painter and another one to two engineers," Astley adds.

Being an independent forklift supplier means the company is not tied to any particular brand. The firm says it operates on a high-volume, low-margin basis to keep prices low and demand high.

The company's turnover for 2008/09 totaled GBP400,000 (USD624,972). In 2009/10, turnover doubled to GBP800,000 (USD1. 25 million) and increased to GBP1.35 million (USD2.11 million) the following year. For 2011/12, turnover was GBP1.8 million (USD2.18 million).

The company focuses on the export market but says it also sells to blue chip UK firms with large fleets, and small local businesses like WH Smiths for their greeting card division Funky Pigeon on Guernsey, Moonpig.com on Guernsey, and Costco Wholesale. It also sells forklifts and handling equipment online.