EMC Forklift Parts Pty Ltd has expanded its Australia-New Zealand operation into the busy industrial hub of Singapore.

EMC Forklift Parts Singapore Pte Ltd opened on March 3. EMC finance director Stefan Marschner told Forkliftaction.com News EMC had concentrated on targeting the Asian market for about a year.

"Expanding the Australian operation into New Zealand was very successful, and Asia was the natural progression," he said.

Dan Lokeyewfay has been appointed branch manager of EMC Singapore, and the company will offer replacement parts for battery-electric and IC forklifts from its warehouse in Jurong, the main industrial centre of Singapore.

EMC general manager Peter Milliken said EMC's experience in configuring the New Zealand operation helped it prepare for the latest expansion, but the culture and business customs in Singapore took some study.

"We are very aware that, to do business in Asia, you must understand the local industry and culture. We feel our product range and local management experience will offer the industry something unique," he said.

The Marschner family established EMC Forklift Parts Pty Ltd in Brisbane, Queensland, Australia, in 1978.