A Bolzoni Auramo paper roll clamp.

Bolzoni Spa has decided to jointly market and distribute the Bolzoni Auramo and Meyer brand forklift attachments through its Australian branch in Castle Hill, Sydney.

Marketing director Carlo Fallarini says the Australian branch has focused on providing Bolzoni Auramo customers with quality service and quick and efficient parts delivery.

"The two brands will be distributed through the same branch, taking advantage of logistic synergies but remain as independent brands in the market."

Customers can expect better service through this new arrangement, he says.

There will be two separate offices, with separate personnel, allowing Bolzoni Auramo Australia Pty Ltd to employ different marketing strategies for the two brands.

"As a first step, Bob van der Wild in Sydney will be responsible for the Meyer brand. Future investment in human resources is foreseeable in the product support area (and) no employees are planned to leave," Fallarini says.

Van der Wild moved to Australia from the Netherlands about nine years ago and has spent that time in the forklift industry. He was previously director of Meyer distributor, Apex.

Fallarini says the Australian market is "unique" as it is geographically distant from the main forklift attachment manufacturers' locations in the US and Europe.

"It's quite different from all the others in the world. The potential is still limited - around 2% to 2.5% of the worldwide counterbalanced forklift volume - but it's absolutely important for an attachment manufacturer to be present in this market."

He explains that Australia's close proximity to the Asian markets makes it a highly competitive and unique marketplace.

Bolzoni Auramo Australia Pty Ltd has eight employees and two sales representatives covering New South Wales and one for Victoria. The other Australian states and territories are covered by a dealer network. The company provides product support and technical service to its customers.

Meyer GmbH will end its five-year distribution partnership with Apex Associates.

Bolzoni SpA acquired German forklift attachment maker Hans H Meyer GmbH in October 2006, boosting its market position in Germany and Europe (Forkliftaction.com News #281).